Financial Daily from THE HINDU group of publications
Monday, Sep 06, 2004
Financial Daily from THE HINDU group of publications Monday, Sep 06, 2004 |
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Brands Marketing - Brands Dabur to have image makeover, new logo Sindhu J. Bhattacharya
New Delhi , Sept. 5 DABUR India Ltd is going in for an image makeover. After 15 years of sporting the banyan tree as its logo, the company has decided to replace it with something "more contemporary and relevant", said the Chief Executive Officer, Mr Sunil Duggal. "The current logo has been with Dabur for the last 15 years. While it has been evolving, and the banyan tree has been progressively modernised, we felt the need to contemporise the logo and make it more relevant," Mr Duggal told Business Line. He said the mandate of devising a new logo according to the equity of the Dabur brand has been handed over to DMA, which is a part of the Aalia group. The logo should be ready by mid-October. While new images may creep in alongside the banyan tree, certain elements of the old logo will remain, he said. Mr Duggal said Dabur means different things to different people since it operates at three distinct levels. It is the company's corporate brand identity, the mother brand for a whole range of products and also percolates down to individual product names. "We began the process of contemporisation last year by simplifying the brand architecture. As per this plan, Dabur signifies the healthcare initiatives of Dabur India Ltd (DIL). But with the word having several different meanings, this message was not going across clearly to the end consumers. This exercise is aimed at conveying the healthcare platform of brand Dabur," he said. But the exercise will not stop with designing a new logo alone. What will follow is a complete packaging redesign for some products including new printing and moulds, and a new advertising campaign by O&M. Meanwhile, DIL has revamped its digestives brand Hajmola. The Hajmola tablet portfolio, consisting of a bottle and sachets, will sport a new packaging. Also, a communication featuring brand ambassador Mr Amitabh Bachchan will be released.
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