Case Details: |
Price: |
Case Code |
: |
MKTG184 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling ChargesThemes
Marketing Communication/ Product management, Rebranding/
Corporate Advertising |
Case Length |
: |
14 Pages |
Period |
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2006-2007 |
Pub Date |
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2008 |
Teaching Note |
: |
Not Available |
Organization |
: |
Hindustan
Unilever Ltd; Axis Bank; Vodafone Plc. |
Industry |
: |
Fast Moving
Consumer Goods; Banking; Telecom |
Countries |
: |
India |
Abstract:
This is a series of three caselets that would help highlight
the issues involved in rebranding, especially a corporate rebranding exercise.
The first caselet is about the rebranding of India's leading fast moving
consumer goods company Hinsustan Lever Ltd. (HLL) to Hindustan Unilever Ltd. (HUL)
in an effort to benefit from the global brand positioning of its parent Unilever
Plc. without compromising on its local heritage.
The second caselet is about the rebranding of one of India's top private
sector banks, UTI Bank, to Axis Bank.
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Rather than paying royalty for the use of the brand name
'UTI' that was also used by some unrelated entities, the company decided to go
for a brand name that was culture neutral and had a global appeal.
The third caselet is about the rebranding of the popular Indian telecom
brand 'Hutch' to 'Vodafone' after the world's leading telecom company by revenue
Vodafone Plc. (Vodafone) acquired a controlling stake in one of the top telecom
companies in India Hutchison Essar Ltd.
While HUL's marketing communication campaign was comparatively low-key with the
company just showing the name and logo of HLL morphing into the new name and
logo after each product ad, Axis Bank and Vodafone launched two of the most
memorable and high-decibel campaigns to communicate their respective name
changes. Axis Bank's campaign sought to reassure the bank's customers that
nothing had really changed in the bank except its name, while Vodafone campaigns
tried to leverage on some of the most popular earlier ads of Hutch to introduce
the relatively unknown Vodafone brand (in India).
Issues:
» Understand the issues and challenges in rebranding a well established brand,
especially in the banking sector in India.
» Understand the rationale behind the marketing communication campaign and how
the campaign was executed by the ad agency.
» Understand the issues that could lead to the decision of a company to
rebrand.
» Understand how a rebranding exercise for a company in a particular industry
differ from that in another industry
Contents:
Keywords:
Branding, Rebranding, Integrated marketing, Marketing
Communication, Customer acquisition, 360-degree media, Brand equity, Media,
Strategy, Banking, Telecom, FMCG, Unilever, Vodafone, Hutch, UTI Bank, Axis
Bank, Ogilvy & Mather
Caselet 1: 'Hindustan Lever Limited' Rebrands as 'Hindustan Unilever Limited'
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