1. Prior to the rebranding, what was the AXA "brand"? What's good? What's bad? How successful was the brand in communicating the key attributes of the product?
2. How would you assess the scope of the rebranding on a continuum ranging from logo design to changing the business model? Why? Provide proof from the case for your position.
3. Was the new brand rational or affective (emotional)? Provide support for your point of view.