PROJECT REPORT

ON
RE-BRANDING

Submitted By:
Sandesh Kumar Shah
MBA – IV Trimester
Ace Institute of Management

Submitted To:
Avishek K. Karky
Instructor
Strategic Brand Management
Ace Institute of Management

Date of Submission: July 29, 2022

 TABLE OF CONTENT

1. Fair & Lovely to Glow & Lovely …………………………………………….. 2

1.1.Introduction to Original Brand ……………………………………………………..… 2
1.2.Re-Branding …………………………………………………………………………. 2
1.3.Reasons of Re-Branding ……………………………………………………………... 3

2. Dunkin Donuts to Dunkin ………………………………………………...….. 4

2.1.Introduction to Original Brand ……………………………………………..………… 4
2.2.Re-Branding ……………………………………………………...………………….. 5
2.3.Reasons of Re-Branding ……………………………………………………………... 6
2.4.Conclusion …………………………………………………………………………… 6

3. Starbucks 2011 Re-Branding ………………………………………………… 7

3.1.Introduction to Original Brand ……………………………………………………….. 7
3.2.Re-Branding …………………………………………………………………………. 7
3.3.Reasons of Re-Branding …………………………………………………………….. 8
3.4.Conclusion …………………………………………………………………………… 8

Reference ………………………………………………………………………... 10

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 1. Fair & Lovely to Glow & Lovely

1.1. Introduction to Original Branding:

Fair & Lovely, a skin-lightening cosmetic product of Hindustan Unilever, was introduced to the
market in India in 1975. It was the first to enter the category of ‘fairness creams’ and defined the
category for most Indians who felt themselves inferior because of their skin color. Its sharp
positioning on the promise of skin whitening, plus HUL’s deep distribution and marketing muscle,
ensured that F&L consistently dominated this category. Similar products followed suit but
dislodging F&L was next to impossible. Over the last decade, Fair & Lovely’s advertising has
evolved to communicate a message of women empowerment, benefits of fairness, whitening and
skin lightening. The old Brand made association between skin tone and a person’s achievement,
potential or worth.

1.2. Re-Branding:

In early 2019, the brand’s communication moved away from the benefits of fairness, whitening
and skin lightening, towards glow, even tone, skin clarity and radiance, which are holistic measures
of healthy skin. And in 2020, HUL rebranding its brand name Fair & Lovely to Glow & Lovely
which takes forward the brand’s journey towards a more inclusive version of beauty. Unilever
Nepal also removed any visuals or words on Fair & Lovely’s packaging that could indicate a
fairness-led transformation including the removal of two-faced cameo showing shade
transformation, as well as the shade guides. The new brand serves millions of consumers by
offering safe, effective and affordable products which deliver glowing, even tone, skin clarity and
radiant skin. Women today are achieving newer heights, and their success glows brighter than
ever. Glow & Lovely celebrates this glow of success while also providing these women with more
evolved skin benefits which are known to improve overall skin health. Glow & Lovely offers its
consumer a high definition glow which comprises of skin clarity, more radiance and skin that is
free from blemishes and imperfections, so they can flaunt their inner and outer glow through the
many successes they achieve.

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1.3. Reasons of Re-Branding:
Fair, bright skin has been the Indian beauty market’s core offering for decades now, with the mass
blindfolded too towards stereotyping women and even men in some parts of the nation, by defining
beauty with color comparison. However, with voices being raised and flags being waved to
emphasize the vitality of redefining not just beauty but also humanity with #BlackLivesMatter
HUL, have taken the longest stride in history and decided to rebrand the whole fairness deal.

After protests against racial discrimination took over in the US, Black Lives Matter, Hindustan
Unilever Limited’s Fair & Lovely faced a lot of backlash on social media for building unrealistic
beauty standards and stereotyping skin tones in India. The reason behind the HUL’s decision was
to eliminate the negative impact of the word ‘Fair’ and recreate a clean image of the brand in the
mind of the people who thought that the idea dominated dark skinned people.

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 2. Dunkin Donuts to Dunkin

2.1. Introduction to Original Branding

The story of Dunkin’ Donuts began in 1948 with a donut and coffee restaurant in Quincy,
Massachusetts called “Open Kettle.” Founder William Rosenberg served donuts for five cents and
premium cups of coffee for ten cents. Rosenberg renamed his restaurant "Dunkin' Donuts" in 1950
after a brainstorming session with his executives. His mission was to "make and serve the freshest,
most delicious coffee and donuts quickly and courteously in modern, well-stocked stores," a
philosophy which remains valid today. Dunkin’ Donuts did not take long for the public to fall in
love with donuts and coffee it served. As a result, it only took five years for it to become a
franchise. Today, the chain has over 11,000 locations around the world, making it one of the largest
of its kind.

Dunkin’ Donuts offers a variety of delicious flavors coffee including classics like Hazelnut and
French Vanilla, as well as seasonal flavors including the ever-popular Pumpkin. Dunkin’ Donuts
had also maintained the #1 spot in customer loyalty in the coffee for 10 years running. Dunkin’
Donuts has expanded its menu to include a wide variety of food and beverage options to keep
guests running all day. Dunkin’ serves a host of other beverages such as hot chocolate, iced tea,
Coolatta frozen drinks and smoothies. The all-day food options feature innovative menu items like
the Big N’ Toasted, alongside a number of other breakfast sandwiches and bakery products.

Dunkin’ Donuts had always adopted a friendly tone when it came to its adverts and campaigns,
had made many people opt for its coffee over Starbucks due to its pocket-friendly price. The
company had also come up with a new concept dubbed on-the-go ordering, which lets customers
to make an order one day in advance.

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2.2. Re-Branding:

In September 2018, the company announced that it would go through a rebrand. And as of January
2019, the company shortened the name by removing the “Donuts” part from the brand name and
the brand name continue as “Dunkin”. The logo is new, but the colors aren’t, it’s still the same
combination of orange and pink that people are familiar with. In addition, the font is the same
which the company introduced it in 1973. Every aspect of Dunkin’s refreshed brand (mission
statement, logo suite, typography, etc.) shows the same intent as of before rebranding. That is to
make the best of both worlds and create harmony between the old and the new. This is a good
rebrand because it goes beyond the aesthetics. For instance, the company invested around $100
million into the equipment and employee training needed to make it easier to order beverages
through mobile and collect orders without waiting in line. This demonstrates a commitment to
making the rebrand truly meaningful.

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2.3. Reasons of Re-Branding:

As previously stated, Dunkin is a hugely successful company, so there was no crisis that needed
to be addressed with a new brand identity. This implies that the underlying reason for the rebrand
was positive, the company had outgrown its original name and needed to change its corporate
identity in order to continue growing.

The goal of this rebranding was clear to preserve the legacy as well as expand the brand’s potential.
The company shortened their brand name ‘Dunkin’ from ‘Dunkin Donuts’ in order to make it
simpler, modernized, and, most importantly, remove the possibility that a new customer might
confuse it for a specialized brand that only serves donuts.

2.4. Conclusion:
Therefore, the company’s goal is to become a brand that people associate with beverages and
getting them on the go. It wished to revitalize its image and reach out to a new generation of
customers. Without sacrificing anything, the company has removed a potentially limiting factor
from its brand and still maintain its legacy. In reality, this shortened name ‘Dunkin’ was already
being used to refer to the chain. It was even used by the company from time to time. Also, the
investment in mobile applications and expediency improved the company's ability to respond to
modern-day challenges and meet the needs of its customers. The word 'Donuts' is no longer in the
brand name, but more than 50 varieties remain on the menu and People still go to Dunkin for their
donuts.

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 3. Starbucks 2011 Re-Branding

3.1. Introduction to Original Brand:

Starbucks, American company that is the largest coffeehouse chain in the world which was
founded by Jerry Baldwin, Gordon Bowker, and Zev Siegl in 1971 near the historic Pike Place
Market in Seattle. It was here where Starbucks opened its first store to offer fresh-roasted coffee
beans, tea and spices from around the world for our customers to take home. Starbucks is one of the
most well-known brand redesigns in the history. Initially, Starbucks Positioned itself as a
progressive company delivering high quality of coffee to its consumer and aim to achieve product
innovation, retail expansion and provide service quality for long term. The company main goal is
to establish its brand as a leading brand in coffee market by selling high quality products, providing
better services and build relationship between customers and the Starbucks. In the world of coffee,
Starbucks is a cult. Its global customer base is incredibly loyal, and millions of people see
Starbucks as a part of their lifestyle. Starbucks has a nautical theme running throughout its name,
branding, and logo that helps capture the spirit of its story. The wordmark "Starbucks Coffee" in
the logo denotes that the company only sells coffee-related products. However, Starbucks actually
provides more than that. Most customers around the world are mystified as to whether Starbucks
offers only coffee or more.

3.2. Re-Branding:
The company redesigned its logo in 2011 and made it a brighter and simplified version of the
previous one. In that year, the company was celebrating its 40th anniversary. This time, the siren
become all white and her hair and the two mermaid tails were in the green Starbucks background.
The logo looked simple after the words “Starbucks” and “Coffee” were no longer in the logo. Also
the designers got rid of the two stars. They also made considerable changes in the way the siren’s
nose, eyes, and hair looked. One of the significant changes they made was to reposition her face.
The siren’s flowing locks look much broader in the new Starbucks logo. Her face became much
broader and significant, and it was placed in an asymmetrical position. Making her face look
asymmetrical made the siren look approachable and realistic.
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3.3. Reasons of Re-Branding:

Dropping the ‘Starbucks Coffee’ wordmark from the logo, Starbucks had shown a clear intention
to offer a wider range of products. This demonstrated its intention to move beyond its core product.
Over the past few years before rebranding, Starbucks had dabbled in music, ice cream, and even
booze in an attempt to position itself in the market for non-coffee products. Another logic is that
by removing its wordmark from the logo, Starbucks had shown its confidence enough to play to
the brand’s ubiquity. The world-famous Starbucks Siren had been representing the brand since its
first moments, and Starbucks believes that it’s more than recognizable to continue doing it without
the brand name above it.

3.4. Conclusion:
Since the rebrand, Starbucks’ stock prices has almost tripled, marking one of the biggest growth
periods in the company’s history. Starbucks fulfilled its goals and started branching out, which is
why today it offers various products that keep expanding the chain’s reach and drawing more loyal
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customers towards the brand. Today's Starbucks provides far more than just coffee. Their
multibillion-dollar empire is built on teas, handcrafted beverages, ice creams, fresh food, packaged
goods, consumer products, and merchandise. Starbucks has consistently refreshed their logos and
packaging design without losing their core image over the years. Starbucks' green color scheme,
siren, and branding have permeated their stores, website, online branding, gifts, and all other
packaging. Selling some of the world's most popular and beloved coffee can put enormous pressure
on a brand to maintain a certain image. Their logo, presence, and branding have successfully met
the challenges and contributed to the creation of one of the world's most recognizable brands.

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 REFERENCES

 http://www.worksdesigngroup.com/brand-redesign-evolution-starbucks/

 https://brandsonify.com/blog/case-studies/starbucks-2011

rebrand/#:~:text=First%20of%20all%2C%20by%20dropping,to%20play%20to%20brand's%

20ubiquity.

 https://www.starbucks.com/about-us/

 https://bestmediainfo.com/2020/07/how-fair-lovely-cashed-in-on-a-mindset-that-equates-

beauty-with-fairness

 https://indianexpress.com/article/explained/fair-and-lovely-rebranding-hindustan-lever-

racism-protests-6476480/

 https://www.indiatimes.com/trending/social-relevance/fair-and-lovely-hindustan-unilever-

516549.html

 https://brandsonify.com/blog/case-studies/dunkins-2018-19-rebrand/

 https://www.designhill.com/design-blog/starbucks-logo-overview-of-design-history-and-

evolution/

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