In the present global scenario, the route of mergers and acquisitions is considered a sure means to ensure success and get the maximum mileage out of brand image. There are several success stories in different sectors worldwide, with unique strategies being adopted by different organizations. This article discusses a project that was undertaken to study the strategy followed in the merger of ING Group and Vysya Bank.

ING Vysya Bank is the bank formed by the merger of the global financial powerhouse ING with the Indian Vysya Bank Limited in October 2002. In the prevailing highly competitive scenario, with several Indian and foreign players in banking sector, ING Vysya has proved its mettle through innovative financial products and services. The bank has followed a strategy with a multipronged approach to better penetrate the Indian market.

The methodology adopted for collecting relevant information was through personal interview with selected customers of ING Vysya Bank—all being salaried individuals who are urbane, tech-savvy and value-conscious. The sample size was 100; selection was through the non-probability sampling method of convenience and snow-ball sampling. During such one-to-one interaction with the customers, their responses/feedback were collected using a structured questionnaire.

Marketing Mastermind Magazine, ING Vysya Bank, Indian Banking Market, Brand Equity, Branding Strategy, Automated Teller Machine, ATM, Bank Management, Customer Relationship Management, Operational System.