re-branding

lately, i've been seeing a lot of cases of re-branding around. the companies seem to be spending a huge sum of money in getting their new face across to the masses. from what i've read, the reasons for a face-change or a face-lift are different, ranging from giving a fresh look to a very old brand to giving it a universal appeal to making an impression to investors. lets look at some:

the guys at shoppers' stop say that they want a look that is universal in nature, of course besides the point that they've taken customer insights into consideration before giving their logo a newer and fresher look.




godrej, one of the largest consumer goods company in india is more than a hundred years old. their logo is their founder's signature. it has sported a red colour for the longest time. i guess the management realised that it was high time they gave it a fresher look. i read somewhere that the management is looking to go for a huge private equity placement for their property business. so they thought it was a good idea to go on a major re-branding spree to get their attention. i know they've spent a huge sum!


now thats one of the oldes tyre company in india. its the trademark of RPG group, one of the biggest business houses based in eastern india. again, the company is a 100+ year old company and it was high time they gave it a face lift. i agree that a company has been there serving the masses endlessly for many many years. people tend to forget about it and the brand value gets diluted. so the punch line that they have in their ads and banners 'change is good' is true.




now here's a very different case. when kingfisher airlines bought deccan (or should i say merged?), there were talks of both airlines would maintain their identities and operate independantly, harmony. however, as with case with all mergers, there has to be an upper hand and it was kingfisher in this case. they changed the look of deccan - the common man airlines into a lighter version of the ever-so-flamboyant kingfisher. soon, as i hear, they will get rid of the name deccan and probably re-name it as kingfisher lite.

Comments

Anonymous said…
good one.

-shamik
May 16, 2008 at 11:31:00 PM GMT+5:30
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