rebranding-110319092239-phpapp01

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Branding

Prepared by:

Rohit Dobaria

Arvind SentaDhawal Limbachiya


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Rebranding


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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, homeappliances, office equipment, machine tools,chemicals and real estate in over a century ofexistence


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Appliances

Locks

Soaps & Personal Care

Foods

Furniture

Vending Machines Housing

Pest Management Services

Air Care

Storage Solutions

IT Solutions

Chemical

Construction Material &

Services

Machine Tools Services

Medical Diagnostics

Agro Products

CONSUMER PRODUCTSINDUSTRIAL PRODUCTS

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


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The Need Behind Repositioning The Brand

Result of a brand valuation exercise conducted by the UK-based brand consultancy Brand Finance.

The earlier approach was based on the trust, legacy andhistory.

But now the positioning is based on modernity, technologyand 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 allaspects.

Changing the logo was one of the decisions in repositioningthe brand


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BRAND LOGOBRAND 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\


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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 passion,indulgence, energy and dynamism.

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


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TVCommercial


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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


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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 relevanceand 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


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Airtel Re-Branding


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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


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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


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youthful, international,

inclusive and dynamic

Energy and

Liveliness

Recognition for humility

Living Object


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Recharge Cards


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Behind the scene

Designed by London-based brand agency,

Brand Union

J Walter Thompson (JWT) agencyconceptualizes mega makeover campaign


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Logo Transition


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Tags

Power to keep in touch (1995)

Touch Tomorrow (1999)

Live Every moment (2002)

Express Yourself (2003)

Dil jo chahe pass laye (2010)


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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


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Feedback

Negative feedbacks on blogs

Negative feedbacks on social networkingwebsites (facebook, twitter, linkedin)


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Reactions

1. Approximately 15% of the conversations were directcomparisons of the new Airtel logo to the Videoconand Vodafone logos

2. Approximately 10% of the conversations suggestedthat Airtel should have invested money in improvingtheir customer service and network availabilityinstead

3. A very small minority (1%) called for areinstatement of the old logo or a fresh redesignexercise


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The Gap, Inc. - founded in 1969 by Donald G.

Fisher and Doris F. Fisher

the largest specialty apparel retailer in the U.S.


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The new logo launched in 1st week ofOct 2010

Negative feedback from the GAP lovers

Negative feedback on different blogs andsocial networking website


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Suggestions from fans


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Within few days they returned back to the

old design


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Lessons from Gaps rebranding disaster

1. Dont underestimate the publics awareness

of design2. 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


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Thank You

Documents

rebranding-110319092239-phpapp01