8/3/2019 897 Hero Honda Re Branding to Hero Motocorp
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Hero Honda Rebranding to Hero MotoCorp
Written by Zigu
Wednesday, 19 October 2011 12:04 - Last Updated Wednesday, 19
October 2011 12:13
The year 2010 marked the end of one of the worlds most
successful corporate marriages
Hero Honda and a new beginning for The Munjals of the Hero
Cycles Ltd. Back in 1984, the two
firms shared a common belief that India with its burgeoning
population, low per capita incomeand unorganized public transport
system, would be in need of frugal means of personal
transportation. Hero with its inherent knowledge of selling
products in India was the champion in
Sales & Marketing and Honda was the undisputed leader in two
wheeler technologies
worldwide. After 26 years of sharing technology to makethe most
economical and fuel efficient
motorcycles for the Indian consumers, Honda Motors decided to
move out of the joint venture.
This divorce enables the Hero Group to export its motorcycles to
other nations which was not
possible earlier and brings us to an exciting birth of a new
brand Hero MotoCorp.
The worlds largest manufacturer of two-wheelers by volume sales
for nine consecutive years
since 2001and one of The Forbes 200 Most Respected Companies in
the world Hero Honda
has come a long way. With a massive 5 million strong consumer
base and more than 20 million
two-wheelers on Indian roads, Hero Honda truly became Desh Ki
Dhadkan with DhakDhak
image touching the hearts and strings of everyone across the
nation.Rebranding this big a
brand would be a mammoth task in order to move out of the mould
of Hero Honda and ride into
newer and different horizons. The Hero Group roped in
London-based Wolff Olins -a global
brand and innovation specialist, to work on its new identity
including the brand architecture,brand name, brand logo and brand
positioningwith an underlying theme of Creation, Renewal
and Re-energizingthe brand.The entire re-branding exercise would
involve a gradual shrinkage
of brand Honda and place Brand Hero on all its products by
2014.
The new logo shows the letter H in capital with a clear white
background along with Hero
written beneath in Red. The black color in the logo stands for
solidity and premium-ness while
the Red gives a feeling of energy, passion, and confidence. To
represent Hero in 3D, the logo
even has a triangle, trapezoid and a parallelogram in the first
letter of its name. The sharpedgesdepict style, engineering and
innovation. The new logo is designed to relate to the youth
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8/3/2019 897 Hero Honda Re Branding to Hero Motocorp
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Hero Honda Rebranding to Hero MotoCorp
Written by Zigu
Wednesday, 19 October 2011 12:04 - Last Updated Wednesday, 19
October 2011 12:13
and their 'can do' spirit.
The company has rolled out a new anthemHum Mein Hai HERO (Theres
a Winner in All of
us), composed by A.R Rahman with the campaign launch on 15th
August to capture the
maximum eyeballs and was received with a lot of excitement and
applause by the massesthatcould connect the HERO-ism of the brand
with their daily challenges and a true winning spirit. I
agree with Mr. PawanMunjal, the CEO of Hero MotoCorp, who
explains this campaign as a true
sense of Indian Catapult which signals that although its roots
are very Indian, it is ready for
global expansion.
I like the way the Hero Group has re-positioned itself for the
emerging Brand India. But the real
test begins for the Munjals who will now have to look at
building very crucial R&D facilities
required to operate in a tough market like India. As a consumer,
Ive always felt that the realHero in the new-age Hero Honda bikes
was the Honda engineviz. CBZ, Hunk and Karizma.
HeroMotoCorpneeds to make its consumers aware of the technology
advancements and
progress they make in their motorcycles to maintain their
leadership position in the market. With
players like Bajaj, TVS and Honda rolling out exciting models
every year, we just need to wait
and watch if the new HERO becomes India Ki NayiDhadkan or
not.
The Brand Journey of Hero
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