Hero MotoCorp Ltd.: New Corporate Identity*

Abstract:

The caselet is about Hero MotoCorp's new corporate identity. In August 2011, the company unveiled its new brand identity after it moved out of its joint venture with Honda Motors. The case briefly discusses the logic behind the new branding strategy which included a change in brand architecture, name, logo, and positioning. The case concludes with the question whether Hero will be able maintain the brand image created by Hero Honda and retain customer loyalty.

Issues: » Corporate rebranding » Building brand equity » Maintaining brand Identity » Sustaining brand image Introduction On August 9, 2011, India-based two-wheeler giant Hero MotoCorp Ltd (HMCL), unveiled its new global corporate logo at an event in London. The new logo contained the word 'Hero' with a three-dimensional capital 'H' on the top represented through a triangle, parallelogram, and a trapezoid (Refer to Exhibit I for the new logo). During the event, the company also launched two new products, a 110cc scooter, the Maestro, and a 150cc bike, the Impulse, under the Hero brand...

Questions for Discussion:

1. Explain the rationale behind Hero's new corporate identity.
2. How do you think the new corporate identity is going to help Hero?
3. Do you think Hero's new logo will be instrumental in bringing about a change in the perception of consumers about the company? What else needs to be done?

Key words:
Corporate Identity, Rebranding, Corporate logo, Hero Moto Corp, Hero Honda Motor Limited, Brand Identity, Brand Image

* This caselet is intended for use only in class discussions.
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