whats in a name

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  • 1. What’s in a Name?Lessons from ThreeRebranding Exercises in India Section A ; Group 9 Ajay Bharathi G FT12306 Harendra Singh FT12127 Kushagra Prasad FT12227 Rohit Agrawal FT12351 Tushar Arora FT12168
  • 2. Objective Understand the issues and challenges in rebranding a well established brand Understand the issues that could lead to the decision of a company to rebrand Understand how a rebranding exercise for a company in a particular industry differ from that in another industry Section A GROUP 9 2
  • 3. HLL to HUL Section A GROUP 9 3
  • 4. HLL to HUL : Why? Parent company wanted to create a uniform brand ‘Hindustan Lever’ enjoyed a tremendous brand recall ‘Hindustan’ word was retained which helped in marketing products, especially in rural areas It showed commitment towards local roots while leveraging global scale and reputation of Unilever Taking the name of its parent company it was easier for them to attract and retain talent who wanted to work for multinational 9 Section A GROUP 4
  • 5. HLL to HUL : Method Rs.1000 million campaign for a rebranding exercise executed by Lowe India In 2004, Unilever adopted the new logo signifying mission statement, ‘Adding Vitality to Life’ New logo consisted of 25 symbols symbolizing the benefits HUL brought to the consumers and the communities they work in. There was no immediate mass media campaign to communicate new identity. Initially, started showing name and logo of HLL prominently Later, showed HLL name and logo morphing into HUL name and logo Section A GROUP 9 5
  • 6. HLL to HUL : Result The company made the transition to the new corporate identity smoothly Rebranding did not have any adverse impact on HLL’s market position. Helped in creating unified brand under the name ‘Unilever’. Section A GROUP 9 6
  • 7. UTI Bank to Axis Bank Section A GROUP 9 7
  • 8. UTI Bank to Axis Bank : Why? Was allowed to use ‘UTI’ brand name for free till January 2008 Rebranding itself also gave it the opportunity to have a brand of its own To remove brand confusion that was created by several shareholder unrelated entities Section A GROUP 9 8
  • 9. UTI Bank to Axis Bank :Method Acquired the services of Ogilvy & Mather (O&M) Create a brand that was ‘simple and signified stability’ and have global appeal Burgundy color retained to link to its heritage ‘Axis’ conveys a sense of solidity and maturity with a universal appeal Signages in cities like Delhi, Mumbai, Kolkata and Hyderabad were changed immediately and change in other cities to follow in next few months Communicated the change to the customer well in advance Used internet, ATMs, mobile channels and call centers to inform customers Integrated marketing campaign ‘UTI Bank is now Axis Bank; Everything is the same except the name’ People were redirected from older website to the new website. Section A GROUP 9 9
  • 10. UTI Bank to Axis Bank :Result Axis Bank brand turned into a big one There has been a rise in new customers after the name change Section A GROUP 9 10
  • 11. Hutch to Vodafone Section A GROUP 9 11
  • 12. Hutch to Vodafone : Why? Vodafone Essar was formed in May 2007 as the UK-based global telecom giant Vodafone Plc (Vodafone) acquired a controlling stake in the fourth-largest mobile communication service provider in India, Hutchison Essar Ltd (Hutchison). On September 20, 2007,Vodafone Essar Ltd. (Vodafone Essar) officially rebranded the ‘Hutch’ brand to ‘Vodafone’ in India. Rebranding aimed to reach out to almost 86 percent (35 million) of the total mobile market in India Section A GROUP 9 12
  • 13. Hutch to Vodafone : Method Hutch’s logo was replaced by the ‘speech mark’ logo of Vodafone The color scheme changed from pink to Vodafone’s global red color scheme ‘Wherever You Go Our Network Follows’ was replaced by ‘Make the Most of Now’. It used the same ‘pug’ dog that was part of a very popular campaign to show the transition of the brand Vodafone Essar retained the leading ad agency Ogilvy & Mather, which had created the campaigns for the ‘Hutch’ brand. Simple message ‘Hutch is now Vodafone’. Recharge coupon outlets, thousands of billboards and 10,000 shop signs were changed Vodafone Essar bought STAR’s entire virtual airtime space for twenty-four hours across 13 channels of the STAR India Network for the launch Section A GROUP 9 13
  • 14. Hutch to Vodafone : Result Vodafone Essar had literally painted the cities red with its outdoor media ads and change of signages of its dealers Some felt that the red color scheme of Vodafone could create confusion in the consumer’s mind as it was also used by the market leader, Airtel. But the company was unperturbed by this. The perfect brand services helped in conversion of brand successfully. The conversion took less number of years than expected by the Vodafone management. Section A GROUP 9 14
  • 15. THANK YOU Section A GROUP 9 15