Image Makeover of Brands

Today, while going through the News Section of www.afaqs.com the news which caught my eye was about the identity makeover of Amrutanjan.Though I have read so many articles about brands getting a face-lift or a complete makeover ,as a customer i am compelled to think that  why brands change their identity after such a long period considering the fact that they have such a strong association with customers for more than a decade ??

I completely agree that changing the identity makes a huge difference . In the past few years , we have witnessed the image makeover of many big and known brands .The companies want to keep a pace with the ever-changing market in which the knowledge base of the customer is also evolving with innovations and technology and so are their expectations towards everything they are associated with or want to get associated with.As such today ,whatever you want to convey to the TG and the image you want to build around has to be woven around the essence of technology so as to prove that your brand is not lagging behind in the rat race.

 Further, what comes to my mind is that the brands which are present in the market for quite a long time ,has a user base which comprises of the old lot of users as well as the newly acquired ones. The older ones are quite used to see the look and feel for a long time and perceive the brand in a certain way.It may happen that they may welcome the change and may not feel happy to see the modern look. Some major names which have undergone a makeover are:

Hindustan Lever Ltd. (Now Unilever)

Dabur

Bajaj Auto

Videocon

Airtel

Star TV

ZEE TV and many more.

Changing the identity may make people think that there is a possible change in the ownership or the values associated with the brand.So the brands with a strong emotional attachment may get a jolt as the customers have a sense of attachment to certain features and characteristics of the brand. Over a period of time , some brands become a part and parcel of your life and people starts associating those with their daily habits. And so the brand becomes an indispensable part of the personality of the customer .

So ,in my opinion , the makeover should follow the route of evolution not revolution.

Chandana Mungre Kashid

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