Tuesday, October 9, 2007

Effective advertising helps build the relationship between a company and its customers

‘Brand-asset due diligence needed in acquisitions’

Hutch became Vodafone through a series of high-voltage ads across media, recently. The pug has been retained, assures Vodafone, as an ‘endearing symbol’ that signals the continuation of ‘the good things’ even as the new company builds on ‘strong fundamentals’. But it may be some time before the ne w brand name gets etched in the minds of people, and the customers connect with the old pug in its new house. For, rebranding is always a major exercise, especially in the context of big-ticket acquisitions that result in brand changes, as happened in the case of Hutch.

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