Branding

Prepared by: Rohit Dobaria Arvind Senta Dhawal Limbachiya

Rebranding

The Brand - Godrej

Established : 1897 Founder : Mr. Ardeshir Godrej. Originally a lock manufacturing company. 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

CONSUMER PRODUCTS
Appliances Locks Soaps & Personal Care Foods Furniture Vending Machines Housing Pest Management Services Air Care

INDUSTRIAL PRODUCTS
Storage Solutions IT Solutions Chemical Construction Material & Services Machine Tools Services Medical Diagnostics Agro Products

http://www.godrej.com/godrejnew/GodrejHome/OurCompanies/GNB/OurProducts/

The Need Behind Repositioning The Brand

Result of a brand valuation exercise conducted by the UKbased brand consultancy Brand Finance. The earlier approach was based on the trust, legacy and history.

But now the positioning is based on modernity, technology and something appealing to youth of today.
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. Changing the logo was one of the decisions in repositioning the brand

BRAND LOGO BRAND LOGO

This logo was launched on 17th April 2008. A visual representation of the Godrej brands essence of brighter living.

The change in the logo symbolizes Godrejs new corporate identity and the refurbishment of its master brand . The aim is to consolidate Godrejs presence in the various business areas. The new logo retains the original font for reasons of continuity and empathy

The re-branding exercise were U.S based Inter-brand.

ww.GodrejChangeforbetter.htm\

The various color in the logo signifies

According to Ashutosh Tiwari, executive vice-president, strategic marketing, Godrej. Citrus green is about expression, representing growth, harmony with nature and renewed life. Sky blue embodies progression big ideas, blue sky thinking, technology and innovation. Ruby red reflects cherished experiences indulgence, energy and dynamism. passion,

The typeface connotes continuity, a strong sense of empathy built on the strong foundation of Godrej trust.

TV Commercial

 The film opens on a shot of a man dressed formally, standing alone in a room. He is talking to himself, Respect, honour, integrity its all hidden behind a wall a good morning wall. Next, a casual, friendly hi takes the place of the earlier formal good morning. The principal walks around the school and smiles in relief, as he sees citrus green, sky blue and ruby red leaflets floating around.

The three colours merge to form the revamped Godrej logo.

The voiceover concludes, If we open up, we can brighten up the world. Enjoy a brighter Godrej.

GODREJ\GodrejChangeforbetter.htm

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 dont do as well as we do for trust, - Adi Godrej

http://202.87.40.60/india/news/advertisingmarketing/have-godrejshoppers-stop-got-its-branding-right-/19/22/340062

Airtel Re-Branding

Reason to change
Local Global Need of single powerful and unified face to customers User base 200 Million Presence over 19 Countries Rebranding of all Companies No. 1 in India and 5th Worldwide

Experts Speak
Since Airtel is going global with the acquisition of Zain Telecom, Airtel felt the necessity of changing its logo - ET "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." - Sunil Mittal

youthful, international, inclusive and dynamic

Living Object

Energy and Liveliness

Recognition for humility

Recharge Cards

Behind the scene

Designed by London-based brand agency, Brand Union J Walter Thompson (JWT) agency conceptualizes mega makeover campaign

Logo Transition

Tags
Power to keep in touch (1995) Touch Tomorrow (1999) Live Every moment (2002) Express Yourself (2003) Dil jo chahe pass laye (2010)

Makeover Plan
Airtel will be spending Rs. 300 Crores globally to change the brand identity. 19 countries of African and Asian continent.
16 SA + S.B.I.

Zain Telecom Africa Warid Telecom bangladesh

Feedback
Negative feedbacks on blogs Negative feedbacks on social networking websites (facebook, twitter, linkedin)

Reactions
1. Approximately 15% of the conversations were direct comparisons of the new Airtel logo to the Videocon and Vodafone logos 2. Approximately 10% of the conversations suggested that Airtel should have invested money in improving their customer service and network availability instead

3. A very small minority (1%) called for a reinstatement of the old logo or a fresh redesign exercise

 The Gap, Inc. - founded in 1969 by Donald G. Fisher and Doris F. Fisher the largest specialty apparel retailer in the U.S.

 The new logo launched in 1st week of Oct 2010 Negative feedback from the GAP lovers
Negative feedback on different blogs and social networking website

Suggestions from fans

Within few days they returned back to the old design

Lessons from Gaps rebranding disaster

1. Dont underestimate the publics awareness of design 2. When rebranding, make sure it effects the entire brand and not just the logo 3. A redesign can show you just how much customer loyalty you have

Thank You