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The rebranding strategies adopted by some of the global comapnies.

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  1. 1. Branding Prepared by: Rohit Dobaria Arvind Senta Dhawal Limbachiya
  2. 2. Rebranding
  3. 4. The Brand - Godrej <ul><li>Established : 1897 </li></ul><ul><li>Founder : Mr. Ardeshir Godrej . </li></ul><ul><li>Originally a lock manufacturing company. </li></ul><ul><li>Now present in areas as diverse as insecticides, personal care, agrifoods, security systems, home appliances, office equipment, machine tools, chemicals and real estate in over a century of existence </li></ul>
  4. 5. <ul><li>Appliances </li></ul><ul><li>Locks </li></ul><ul><li>Soaps & Personal Care </li></ul><ul><li>Foods </li></ul><ul><li>Furniture </li></ul><ul><li>Vending Machines </li></ul><ul><li>Housing </li></ul><ul><li>Pest Management Services </li></ul><ul><li>Air Care </li></ul><ul><li>Storage Solutions </li></ul><ul><li>IT Solutions </li></ul><ul><li>Chemical </li></ul><ul><li>Construction Material & Services </li></ul><ul><li>Machine Tools Services </li></ul><ul><li>Medical Diagnostics </li></ul><ul><li>Agro Products </li></ul>CONSUMER PRODUCTS INDUSTRIAL PRODUCTS
  5. 6. The Need Behind Repositioning The Brand <ul><li>Result of a brand valuation exercise conducted by the UK-based brand consultancy Brand Finance. </li></ul><ul><li>The earlier approach was based on the trust, legacy and history. </li></ul><ul><li>But now the positioning is based on modernity, technology and something appealing to youth of today. </li></ul><ul><li>The tastes and fashion change very rapidly these days. And thus there was a need to be at par with the competitors in all aspects. </li></ul><ul><li>Changing the logo was one of the decisions in repositioning the brand </li></ul>
  6. 7. BRAND LOGO BRAND LOGO <ul><li>This logo was launched on 17th April 2008. </li></ul><ul><li>A visual representation of the Godrej brand’s essence of ‘brighter living’. </li></ul><ul><li>The change in the logo symbolizes Godrej’s new corporate identity and the refurbishment of its master brand . </li></ul><ul><li>The aim is to consolidate Godrej’s presence in the various business areas. </li></ul><ul><li>The new logo retains the original font for reasons of continuity and empathy </li></ul><ul><li>The re-branding exercise were U.S based Inter-brand. </li></ul>ww.GodrejChangeforbetter.htm
  7. 10. The various color in the logo signifies <ul><li>According to Ashutosh Tiwari, executive vice-president, strategic marketing, Godrej. </li></ul><ul><li>Citrus green is about expression, representing growth, harmony with nature and renewed life. </li></ul><ul><li>Sky blue embodies progression – big ideas, blue sky thinking, technology and innovation. </li></ul><ul><li>Ruby red reflects cherished experiences – passion, indulgence, energy and dynamism. </li></ul><ul><li>The typeface connotes continuity, a strong sense of empathy built on the strong foundation of Godrej trust. </li></ul>
  8. 11. TV Commercial
  9. 12. <ul><li>The film opens on a shot of a man dressed formally, standing alone in a room. </li></ul><ul><li>He is talking to himself, “Respect, honour, integrity – it’s all hidden behind a wall – </li></ul><ul><li>a good morning wall.” </li></ul><ul><li>Next, a casual, friendly “hi” takes the place of the earlier formal “good morning”. </li></ul><ul><li>The principal walks around the school and smiles in relief, as he sees citrus green, </li></ul><ul><li>sky blue and ruby red leaflets floating around. </li></ul><ul><li>The three colours merge to form the revamped Godrej logo. </li></ul><ul><li>The voiceover concludes, “If we open up, we can brighten up the world. </li></ul><ul><li>Enjoy a brighter Godrej.” </li></ul>GODREJGodrejChangeforbetter.htm
  10. 13. “ There is more than just trust that a brand can stand for. Our brand stands very well for trust, but we can stand for technology, for relevance and for modernity. Some of these things we don’t do as well as we do for trust,” - Adi Godrej
  11. 15. Airtel Re-Branding
  12. 17. Reason to change <ul><li>Local  Global </li></ul><ul><li>Need of single powerful and unified face to customers </li></ul><ul><li>User base 200 Million </li></ul><ul><li>Presence over 19 Countries </li></ul><ul><li>Rebranding of all Companies </li></ul><ul><li>No. 1 in India and 5 th Worldwide </li></ul>
  13. 18. Experts Speak <ul><li>Since Airtel is going global with the acquisition of Zain Telecom, Airtel felt the necessity of changing its logo - ET </li></ul><ul><li>&quot;The brand needs to speak to different countries... think internationally. The brand has to connect with the youth in the geographies that we are in.&quot; - Sunil Mittal </li></ul>
  14. 19. youthful, international, inclusive and dynamic Energy and Liveliness Recognition for humility Living Object
  15. 20. Recharge Cards
  16. 21. Behind the scene <ul><li>Designed by London-based brand agency, Brand Union </li></ul><ul><li>J Walter Thompson (JWT) agency conceptualizes mega makeover campaign </li></ul>
  17. 22. Logo Transition
  18. 23. Tags
  19. 24. Makeover Plan <ul><li>Airtel will be spending Rs. 300 Crores globally to change the brand identity. </li></ul><ul><li>19 countries of African and Asian continent. </li></ul><ul><ul><li>16 SA + S.B.I. </li></ul></ul><ul><li>Zain Telecom – Africa </li></ul><ul><li>Warid Telecom – bangladesh </li></ul>
  20. 25. Feedback <ul><li>Negative feedbacks on blogs </li></ul><ul><li>Negative feedbacks on social networking websites (facebook, twitter, linkedin) </li></ul>
  21. 27. Reactions… <ul><li>1. Approximately 15% of the conversations were direct comparisons of the new Airtel logo to the Videocon and Vodafone logos </li></ul><ul><li>2. Approximately 10% of the conversations suggested that Airtel should have invested money in improving their customer service and network availability instead </li></ul><ul><li>3. A very small minority (1%) called for a reinstatement of the old logo or a fresh redesign exercise </li></ul>
  22. 30. <ul><li>The Gap, Inc. - founded in 1969 by Donald G. Fisher and Doris F. Fisher </li></ul><ul><li>the largest specialty apparel retailer in the U.S. </li></ul>
  23. 31. <ul><li>The new logo launched in 1 st week of Oct 2010 </li></ul><ul><li>Negative feedback from the GAP lovers </li></ul><ul><li>Negative feedback on different blogs and social networking website </li></ul>
  24. 34. Suggestions from fans
  25. 35. <ul><li>Within few days they returned back to the old design </li></ul>
  26. 36. Lessons from Gap’s rebranding disaster <ul><li>Don’t underestimate the public’s awareness of design </li></ul><ul><li>When rebranding, make sure it effects the entire brand and not just the logo </li></ul><ul><li>A redesign can show you just how much customer loyalty you have </li></ul>
  27. 37. Thank You