Differentiating a commodity exchange in the Indian context, characterized by several well-entrenched players.
An exchange that can offer “several investment growth possibilities and streamline execution”.
A new name as the ﬁrst step towards differentiation: Indian Commodity Exchange, instead of ICEX, in an environment where the names of most commodity exchanges ended with ‘ex’.
A new brand ideantity™ made up of two parts:
1)A visual: ﬁve tick marks, one of which is highlighted, join to form a star, symbolising a proﬁtable possibility or opportunity.
2)A brand line: Seize the right opportunity.