What's in a Name? Lessons from Three Rebranding Exercises in India![]() ![]() ![]() ![]() |
ICMR HOME | Case Studies Collection
» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
||
Caselet 1: 'Hindustan Lever Limited' Rebrands as 'Hindustan Unilever Limited'"Our new identity will help us confidently position ourselves in every aspect of our business... We believe that the new name provides the optimum balance between maintaining the heritage of the company and the synergies of global alignment with the corporate name of Unilever."1 - Doug Baillie, CEO, Hindustan Unilever Ltd., in June 2007. "Corporate brand changes are a drastic measure; there's often too much resonance and tradition with customers."2 - Samit Sinha, Managing Partner, Alchemist Brand Consulting3, in September 2007.
Caselet 2: 'UTI Bank' Rebrands as 'Axis Bank' - Next Page>> 1] "Hindustan Lever Gets New Name, Logo,"
www.newkerala.com, June 25, 2007. |
Case Studies Links:-
Case Studies,
Short Case Studies,
Simplified Case Studies.
Other Case Studies:-
Multimedia Case Studies,
Cases in Other Languages.
Business Reports Link:-
Business Reports.
Books:-
Text Books,
Work Books,
Case Study Volumes.