Hence, a rebranding was again necessary to restore the brand image of the previous phase. Hritik Roshan was signed up by Cinthol for its new. In , Godrej filled its logo with colours to convey the vibrancy and in a massive global rebranding push) the key is to make brand identity. That’s the question Godrej must have asked itself before going for its affected by the rebranding: “In markets such as Indonesia, Argentina.

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After all, perhaps more telling than these individual decisions made in the confines of a brand’s headquarters be it Atlanta or Noida, is the deepening gorge of the consumer’s interest in the manner in which a company chooses to express itself through its aesthetic strategy.

Nonetheless, it prompted Airtel to carry out intensive tests on the new logo. But I listened to the younger family members who felt it was good and would work for us. Jul 26, According to Ashwini Deshpande, Elephant Design, “A brand in red has the advantage of being noticed and registered in the minds of receivers.

It is going to be a long walk to make a strong statement on gender equality in the country. National polls, trade war and crude oil: First the name was shortened to what people were calling the company, shed the red, white, and blue color palette for a unique purple and rebradning combination, and even snuck in rebrancing nice hidden surprise within the straightforward type, an arrow. Snapdeal In the six years of its existence, for the first time, Snapdeal went for a change in logo and its corporate identity in to manage its dropping sales position in the presence of Amazon and Flipkart.

Youth is key for Godrej | business | Hindustan Times

Honda and Hero separated ways in Incidentally, Godrej had closely worked withInterbrand to study the Godrej brand across employees, consumers, investors and business partners and redefine its approach to harnessing the brands intrinsic strengths.

Clearly a remarkable transformation! Logo is an influential branding instrument. Now its logo has just as much personality as its brands, It is literally made up of illustrations meant to signify Unilever’s portfolio of products. The Expert brand which saw a redesign and extensions also had the design team deciding on the priorities.


Good Knight has climbed the pricing ladder with value added extensions too.

L istening to different businesses has also helped the group’s environmental efforts. UTI Bank became what we know as Axis today. Despite the determination to be unique and easily identifiable in an ocean of brands, many companies, old and new, have tweaked their logos through the years. Hence, a brand too needs to adapt and evolve in order to stay alive in the new environment and remain competent in the market.

It all started with the change vodrej their logo – from the earlier square logo to the present one that depicts an open dialogue box. He made immediate changes to the corporate identity with its Think Different Campaign in Says a senior investment banker, “He Adi Godrej now has younger people he trusts to run the show. Thus, since the inception of Cinthol brand tillthere had been a total of 3 reinventions and the brand was doing wonderfully well when the company noticed the following key developments taking place in the Indian market ecosystem: As godreej result of the reinventing efforts, Cinthol got itself digitally connected with the youth.

Mark Kahn, executive vice-president of strategy and business development at Godrej Agrovet, says sales finally took off after the common sales force was taken apart and each member was trained for a certain specialisation. Vivek Gambhir, chief strategy officer, Godrej Industries, pointed out: They also changed their logo and came up with an integrated marketing programme to make sure that the customers remember the name, Axis.

The above mentioned trends were clearly indicating a big change in the ecosystem. Find this comment offensive? Hero Moto Corp decided to go for a complete overhaul in the positioning with a change in their logo and slogan. A few days later Gap had to resurrect the old logo after distressed consumers unleashed their disgust for the new logo on Facebook and Twitter.

The colours keep changing as brands and markets evolve. Life sucks, we know. The recent changes are as much about staying relevant as they are about learning to listen better and deciding what to support and what to leave out.


According gdrej Nitin Mathur, senior director, marketing, Yahoo! This journey of reinventing is an everlasting phenomenon for long term rebrandibg. The Indian market and consumer are changing fast and we needed to address that. Ashutosh Tiwari, executive vice-president of strategic marketing for the entire group and not just Godrej Industriessays, “Consumers told us that we needed to become younger with innovations.

Anita Sharan Hindustan Times. Listening better ensured the young managers were given more autonomy. NIFTY 50 10, 2. Cinthol was introduced as the first deodorant and complexion soap in India. For instance, a red colour car attracts a higher insurance premium versus any other colour.

9 Rebranding Campaigns That Changed The Fate Of These Popular Brands

Sumit Mitra, the executive vice-president of corporate HR at Godrej Industries, had a hand in encouraging and respecting autonomy.

The logo being what it is, the face of the company is usually the first to go under the design surgeon’s knife. ZaraBol godrem Trending Topics. Get instant notifications from Economic Times Allow Not now You can switch off notifications anytime using browser settings.

Understanding Brand Reinvention – The Iconic Journey Of Godrej Cinthol – Digital Vidya

Time rebraneing time, Airtel has always tried to position itself as the friendly brand and might we say, been pretty successful at it. As time moves on, the consumers and their behavior godrem. Viren Razdan, MD, Interbrand, the design firm which handled Godrej’s logo redesign, says “Very often companies use a rebranding exercise as a catalyst to refresh their manifesto, recharge their employees and boost trade sentiments.

So the design was more authentic and easier to connect with,” points out GI’s associate vice-president of design, Darshan Gandhi.

Otherwise, investments come under pressure.

Godrej Godrej has been around since decades in the country and it only made sense for them to adapt themselves according to the changing times.