What's in a Name? Lessons from Three Rebranding Exercises in India |
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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. |
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