Tuesday, June 26, 2007

Hindustan Unilever Ltd : Adding Vitality to Life

Brand : Hindustan Unilever ltd
Company: HUL
Agency : Lowe

Brand Count : 243

Its now official. From today onwards, Marketers have to learn to call India's Largest FMCG company by its new Name : Hindustan Unilever Ltd. The company has officially rebranded itself.
According to the press release, the rebranding aims to align this brand along its global positioning of the parent Unilever.

According to the CEO of HUL Mr Douglas Bailey the new logo and name symbolizes the idea of vitality. He says

“The identity symbolises the benefits we bring to our consumers and the communities we work in. Our mission is full of promise for the future, opening up exciting opportunities where we have competitive advantage for developing our business and our new identity will help us confidently position ourselves in every aspect of our business.”

There is more to the new logo than it meets the eye. The logo is a combination of 25 icons that symbolizes the vision and mission of the company, the brands and the concept of vitality. The new corporate brand takes the tagline " Add Vitality to Life".
The twenty five icons form the unique U of the new corporate logo.

Incorporated in 1933 as Lever Brothers India ltd and adorning the name Hindustan Lever ltd in 1956, HLL never was serious about its corporate brand. All these years, this FMCG giant was building individual brands.
It was in 2005- 2006 that HLL seriously began to use its corporate logo in its TVC's. The company felt that a powerful corporate brand can give power to individual brands especially the new brands.
This year, the company made a huge change in its logo and the name.From the reports, I feel that the company is embarking on a serious corporate brand building activity in the years to come. This makes sense because theoretically Corporate brands Legitimizes products and individual brands individualizes it. This was important for those product categories which need to establish trust because of high cost or high customer involvement. Hence you can see consumer durable brands and automobile brands using both Corporate Brands and Individual brands together.

The current rebranding of Corporate brand is not going to make a difference in HUL's position in the market. The reason being that all of the HLL's brand stand independently from the corporate identity. I also doubt whether customers care about the company behind the Surf ?
The new brand is also unique since it is the only market in the world where Unilever has allowed the use of regional name . To show solidarity to Indian market, Unilever is retaining the term Hindustan in the new brand name.