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897 Hero Honda Re Branding to Hero Motocorp

897 Hero Honda Re Branding to Hero Motocorp

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Published by Ilangeeran

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Published by: Ilangeeran on Nov 02, 2011
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Hero Honda Rebranding to Hero MotoCorp
Written by ZiguWednesday, 19 October 2011 12:04 - Last Updated Wednesday, 19 October 2011 12:13
The year 2010 marked the end of one of the world’s most successful corporate marriages – Hero Honda and a new beginning for The Munjals of the Hero Cycles Ltd. Back in 1984, the twofirms shared a common belief that India with its burgeoning population, low per capita incomeand unorganized public transport system, would be in need of frugal means of personaltransportation. Hero with its inherent knowledge of selling products in India was the champion inSales & Marketing and Honda was the undisputed leader in two wheeler technologiesworldwide. After 26 years of sharing technology to makethe most economical and fuel efficientmotorcycles for the Indian consumers, Honda Motors decided to move out of the joint venture.This divorce enables the Hero Group to export its motorcycles to other nations which was notpossible earlier and brings us to an exciting birth of a new brand – Hero MotoCorp. The world’s largest manufacturer of two-wheelers by volume sales for nine consecutive yearssince 2001and one of The Forbes 200 Most Respected Companies in the world – Hero Hondahas come a long way. With a massive 5 million strong consumer base and more than 20 milliontwo-wheelers on Indian roads, Hero Honda truly became Desh Ki Dhadkan with DhakDhakimage touching the hearts and strings of everyone across the nation.Rebranding this big abrand would be a mammoth task in order to move out of the mould of Hero Honda and ride intonewer and different horizons. The Hero Group roped in London-based Wolff Olins -a globalbrand and innovation specialist, to work on its new identity including the brand architecture,brand name, brand logo and brand positioningwith an underlying theme of Creation, Renewaland Re-energizingthe brand.The entire re-branding exercise would involve a gradual shrinkageof brand Honda and place Brand ‘Hero’ on all its products by 2014. The new logo shows the letter ‘H’ in capital with a clear white background along with ‘Hero’written beneath in Red. The black color in the logo stands for solidity and premium-ness whilethe Red gives a feeling of energy, passion, and confidence. To represent ‘Hero’ in 3D, the logoeven has a triangle, trapezoid and a parallelogram in the first letter of its name. The sharpedgesdepict style, engineering and innovation. The new logo is designed to relate to the youth
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Hero Honda Rebranding to Hero MotoCorp
Written by ZiguWednesday, 19 October 2011 12:04 - Last Updated Wednesday, 19 October 2011 12:13
and their 'can do' spirit. The company has rolled out a new anthem‘Hum Mein Hai HERO’ (There’s a Winner in All ofus), composed by A.R Rahman with the campaign launch on 15th August to capture themaximum eyeballs and was received with a lot of excitement and applause by the massesthatcould connect the HERO-ism of the brand with their daily challenges and a true winning spirit. Iagree with Mr. PawanMunjal, the CEO of Hero MotoCorp, who explains this campaign as a truesense of Indian Catapult which signals that although its roots are very Indian, it is ready forglobal expansion. I like the way the Hero Group has re-positioned itself for the emerging Brand India. But the realtest begins for the Munjals who will now have to look at building very crucial R&D facilitiesrequired to operate in a tough market like India. As a consumer, I’ve always felt that the realHero in the new-age Hero Honda bikes was the Honda engineviz. CBZ, Hunk and Karizma.HeroMotoCorpneeds to make its consumers aware of the technology advancements andprogress they make in their motorcycles to maintain their leadership position in the market. Withplayers like Bajaj, TVS and Honda rolling out exciting models every year, we just need to waitand watch if the new HERO becomes India Ki NayiDhadkan or not. 
The Brand Journey of Hero
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