Hero Honda to Splash Out 100 Crore on Rebranding

17 Mar 2011 Evaluate

Hero Honda has set aside a kitty of 100 crore to create a new brand identity that will lead to a new company name and corporate logo to be etched on every bike and scooter it sells in the Indian market. The company has shortlisted five agencies — JWT, Draftfcb Ulka, Mudra, Law & Kenneth and Percept H — to create the new brand identity. JWT, Draftfcb Ulka, and Percept H already handle various brands in the Hero Honda portfolio. These five agencies will join London-based design agency Wolff Olins to work on the brand repositioning, including new name and logo. 

The new logo, expected to have a direct connect with its mass customers and to be unveiled in the next few months, will drop the Honda name from its corporate identity. The Hero group’s new brand would also have a global presence as it intends to ship products to markets such as Latin America, Africa, Middle East and South East Asia. Hero Honda has been one of the largest spenders in the marketing space and has been associated with events such as ICC World Cup, IPL and Commonwealth Games.crackcrack

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