with the increasingly youthful and demanding mindset of the Indian consumer, Godrej, one of India's largest conglomerates, has undergone a change in the master brand and its corporate identity. Godrej, which has interests in personal grooming, property, aerospace and furniture, is aiming at a targeted revenue growth of 25-30 per cent, compounded annually with the increased communication.
Interbrand, a well known brand consultancy, sat with Godrej and studied the brand across employees, consumers, investors and business partners to rethink the approach towards the brand with the goal of utilising its strengths to the maximum.
With the new marketing and branding strategy in place, the Godrej Group has unveiled its new corporate identity as well. The logo is colourful, unlike the earlier red. "The new corporate identity stems from a detailed analysis of our vast product, service and business portfolio. Using the Godrej brand as a unifier of our businesses and people made sense because it is our most valuable asset; it cannot be replicated and it spans all our businesses," says Tanya Dubash, executive director and president, marketing, Godrej.
The company is looking at investing significantly in the Godrej master brand as part of a systematic plan to create a strong Godrej brand franchise through strategies for product and brand development, retail channel strategy, communication and talent management. The initial phase of the initiative will build the Godrej master brand in tandem with the four businesses of personal grooming, furniture, property and aerospace.