Brand Identity Change

What is the change? Previously , the brand has banked on other propositions, such as Technology for health and pleasure, Bring Home the Leader, New Improved Life, The Indian Multinational, Whatever role life gives you, play it big, as well as the most recent one, Eco Logic for sustainable life. The V in the new logo is representative of the new identity of the brand an identity that is fresh, dynamic, and has been provided a life of its own. The new V is composed of two animated green, lava-like shapes called Chouw and Mouw, both of which have distinct identities, each depicting a positive dimension of Videocons new tagline, Experience Change. The colour palette has been chosen to reflect the philosophy of the Videocon Group, that is, the green colour is symbolic of the companys ecology drive. Why they changed? Previously: It is perceived as a brand for the Indian middle class no frills, no glamour, simple, reliable and hassle-free. As a result, it is not able to cash in on the high growing segment, which is the premium category of products. This prompted Videocon to opt for a change. It has decided to focus on the premium segment and would now diversify into other related high-growth categories with the launch of its mobile services, handsets business and IDTV/D2H (in-built settop box with single remote). Videocons transformation is quite visible, especially with the two new characters. HDFC Standard Life Ab Hai HDFC Life: What is the change? HDFC Standard Life has unveiled a new brand identity to create more relevance and connect with a younger demographic. The 'Standard' has been knocked off from the HDFC Standard Life Insurance logo, and now reads 'HDFC Life'. Why they changed? Majority of population is now below the age of 25 and to continue to be successful, it is imperative to be relevant to the changing lifestyles, values and ambitions of the young Indian consumer. The new corporate identity is in tune with the changing consumer behavior. Previously, Consumers did not connect with the name of the international promoters of the company, Standard Life Insurance. The word 'Standard' was being treated just as a word to describe the insurance. BRAND IMAGE CHANGE

What is the change? In its initial years Cadburys chocolates were meant basically for the kids and the ads also revolved around that concept only in which parents were seen trying to bribe or reward their children with Cadburys dairy milk chocolates for getting them to do the things that they wanted them to do. Cadburys shifted the focus from kids to the adults. Cadburys changed this thing with the help of ads under the campaign kid in all of us, then from this campaign to the one 'Real Taste of Life' campaign, Kuch Khaas Hai Zindagi mein. Then moving on came the new campaign which was tried to tell people that chocolates can be had anytime through the ad campaign, Khaane Waalon Ko Khaane Ka Bahana Chahiye. This campaign showed that even the adults could have chocolates. Cadburys launched another ad campaign i.e. Kuch Meetha Ho jaye. The message was clear that when anytime you feel that you are happy and want to celebrate then you can have Cadburys Dairy Milk to celebrate the occasion.

After this to associate more with the working class Indian population an ad with the tagline Meetha hai Khaana aaj pehli tarrekh hai was launched. Why they changed? They changed for capturing most of the adult market segments, to target the Festival occasions in India through the ad campaign, Kids as a market was a bit risky and as sales in this segment were not growing rapidly so Cadburys shifted the focus from kids to the adults. The category leader Cadbury India had to find ways and means to help people get into the habit of eating chocolates.

What is the change? Lifebuoy changed its brand image continuously, First it created image as tough men soap as according to ad campaign where footballer used this soap. Then they created image as cleanliness and hygiene for the entire community. Then unfortunately due to one ad campaign, people perceived it as hand wash soap so it started using as sanitation soap. Now they are creating image as family soap by line extension in different category like natural, beauty. Why they changed? People perceived different image of lifebuoy from its actual identity so they changed their execution also packaging and increased lines. Execution Changed What is the change? Idea cellular changed its ads with time so that people find it innovative. They did not change their identity and image but they changed their messages through ads. They popularized their services through ad campaign. Ex: Language barrier, For the People by the people, Education for all, walk when you talk. Why they changed? They promoted their services through ad campaign. They highlighted their tariff plans and network coverage to use mobile telephony to solve social issues. They wanted to increase recall rate in mind of people.

What is the change? HUL changed only execution of ads and produced new ads to people especially beautiful women. These ads were attractive and celebrity endorsement increased brand recall rates from Hema-malini to Katrina and Aishwarya Rai. Why they changed? They changed their execution only to meet consumer expectations. They wanted to associate LUX with beauty, women and perfection and with decades their ads endorsed celebrities to fulfill these associations.