What's in a Name? Lessons from Three Rebranding Exercises in India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Caselet 3: The Rebranding of 'Hutch' to 'Vodafone'
"[T]he normal Vodafone practice is to go from brand X to Vodafone X and then move onto Vodafone. I think the difference is in this market [India] from the others was they were not moving from a dog brand to a new super brand. The brand that they brought into [Hutch] already had a very substantial brand equity, it had a very high emotional connect with the customer; it was one of the most recognized brands in the country."39
- Asim Ghosh, Managing Director of Vodafone Essar, in September 22, 2007.
"[W]e were under pressure to not mess things up, considering that this is such a big brand we're talking of! But the most loved factor about Brand Hutch -the pug -itself was the solution to our dilemma... We want customers to know this brand just got better"40
- Rajiv Rao, Executive Creative Director, Ogilvy & Mather, South Asia, in September 25, 2007.
39] "Painting the Town Red: Hutch is Now Vodafone,"
www.moneycontrol.com, September 22, 2007.
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