October 8, 2020

Hence, a rebranding was again necessary to restore the brand image of the previous phase. Hritik Roshan was signed up by Cinthol for its new. In , Godrej filled its logo with colours to convey the vibrancy and in a massive global rebranding push) the key is to make brand identity. That’s the question Godrej must have asked itself before going for its affected by the rebranding: “In markets such as Indonesia, Argentina.

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Youth is key for Godrej The year-old group is turning young to catch a new generation of consumers without shedding its core values of quality and trust.

Bold colors and intense fragrances were introduced into the product.

Brand re-invention: Logo is an influential branding instrument

Consumers believe they are getting modern products on the baseline of the core Godrej values of quality, assurance and trust.

The logo being what it is, the gdorej of the company is usually the first to go under the design surgeon’s knife. However, just avoid the temporary high trap.

Fill in your details: How rebrwnding Allahabad helped designer come up with a wholesome logo for Prayagraj smart city. No longer modeled after a highway signal, this is a truly differentiated symbol of light and energy that signifies a more sustainable future. The dated typeface and rigid abstract form looked like two hodrej arrows.

Viren Razdan, MD, Interbrand, the design firm which handled Godrej’s logo redesign, says “Very often companies use a rebranding exercise as a catalyst to refresh their manifesto, recharge their employees and boost trade sentiments.

Read more on brand value. Through Godrej Eon in refrigerators, airconditioners, washing machines, DVD players, microwave ovens and colour televisions, Godrej is talking technology, something IPL 3 showcased through ads this year.

Case Study of Godrej: Brand that Went for a Makeover to Succeed

The colours keep changing as brands and markets evolve. Amrita Nair Ghaswalla Updated on May 30, I guess the company didn’t feel the need to question what worked for everyone else! The outlook for the stock of Kalpataru Power Transmission is positive. Agrovet’s biggest business of animal feeds has separate teams for feeds of different farm animals.


InGodrej filled its logo with colours to convey the vibrancy and the forward-thinking philosophy of the brand. Even their latest international acquisition of 60 per cent in the Chilean Cosmetica Nacional will eventually see Godrej buy out the rest of the equity. The logo doesn’t employ useless extra rings or italic typefaces; here less is definitely more.

For Bank of America, the stars and stripes of the American flag automatically signal ‘America’. Ever since the Godrej Group was founded at Lalbaug inthe group had sported a traditional logo thats common for all its business ranging from soaps to steel boards.

Godrej has tremendous power of brand leverage. Godrej points out, “As people deliver strongly, you empower them even more. The Expert brand which saw a redesign and extensions also had the design team deciding on the priorities.

Tanya Dubash, executive director and president marketingGodrej Industries says, ” million people use Godrej brands daily in various forms, so for sure we did not want to totally do away with the existing logo, which is more than years old and is familiar to so many.

Revitalising the master brand to cater to the youth rebrandinb just the start. To see your saved stories, click on link hightlighted in bold. For Godrej, whose products range from locks to homes, soaps to animal feeds to mission critical rocket engine components, effecting the brand transition must surely be challenging.

Logo is an influential branding instrument.

Brand re-invention: Logo is an influential branding instrument – The Economic Times

Momin adds, “People are more willing to try things on their own rather than wait for it to be sanctioned first. This soon became a reason to worry for the marketing team since Cinthol always had a strong youth and premium connotation attached to it which was fading away as a result of the new strategy.


Godrej goes for rebranding to connect with youth. The logo, however, has received a mixed response. Fill in your details: Innovation for greater depth is key.

He doesn’t do commercials. L istening to different businesses has also helped the group’s environmental efforts. S tatistics say that only about 3 per cent of family-owned businesses operate beyond the fourth generation. M itra explains, “It allowed young people to take on more responsibilities.

A senior marketing executive from the FMCG industry said: Instead, 1 the new design went overboard with special effects that detracted from its strength.

Some use a scalpel, others a butcher’s cleaver. The first logo depicted Sir Isaac Newton under an apple tree. We believe transformation should come when times are good and not when you are in a crisis. And it also changed its image from being the network that connects people to the brand that has a lot of offers for the smartphone-obsessed youth.

There is 1 comment 5 years ago. We are test marketing it. Unfortunately, recent events have shown that the company is still not quite able to live up to its brand promise.

Godrej goes for rebranding to connect with youth

To draw attention to the hi-tech and sophisticated products in its portfolio, the company roped in Bollywood superstar Aamir Khan as brand ambassador. Cinthol’s new deodorants are upper end.

The New School Talk about unconventional.