Holcim Case Study

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There are many reasons why businesses change their brand names as many companies choose to build their

business based on location. These names rarely differentiate between companies, which change locations but not

for companies located in larger areas. The change of brand name can be particularly useful if the goal is to expand

into another area, especially if it has changed the business model, product, or strategy. Most companies react to the

change in response to a market position. It could mean that it has added new products or services, or that it has

changed the whole business. A name ssummarizes everything about the company. But just coming up with a smart

name doesn't solve everything. There are a lot of things to consider when creating the perfect name. There is no

point in simply presenting the best options. The choose name should represent what their business stands for. But

at the same time, the brand name must be self-explanatory.

Of course, a complete name change in terms of brand is not a good deal. However, international companies often

face legal, financial or operational issues that force them to abandon their international product in the domestic

economy to make their products more profitable. Rebranding of global brands most often occurs when global

companies unwittingly sell overseas subsidiaries or voluntarily go out of business to deal with antitrust liability. In

this case, it is a mixture of the two. Holcim is a Swiss brand but when in Thailand, I would like to name a brand

that resonates with the native people hence I would name the brand as Muang Holci. This will resonate with the

theme of Thailand which is Muang Thai-Land of Free and also add Holci which will leverage the Swiss brand. The

purpose is to bring in a holistic view for the brand and be recognized by the natives. After changing the brand

name, I would communicate with customers through split messaging in the print and media channels. I would run

the campaign in 3 weeks.

 In first week I would circulate printed adds and run advertisements that would give an abstract message that

Holcim is coming to Thailand. This is to grab attention.

 In week 2, I would again leverage the same channels and publish messages about the legacy of Holcim and

its qualities. This would spread awareness.

 In week 3, I would introduce the new name that Holcim would operate in the new brand name.

The above would complete the whole story and messaging. This would ensure that there is clarity and clear

registration of the brand with the Thai natives and the link with Holcim is also established to leverage upon their

brand value.