LOGO SELECTION, SLOGAN & CHANGING LOGO
The logo should fulfill the requirements of media suitability. It has to be reproduced on various media like the print, television and other electronics vehicles. It should also lend for attractive reproduction on different surfaces like glass and plastics. It should also have the flexibility to accommodate national / global and business to business marketing context.
The memory value of the logo is also very important. If one attempts to pack everything into the logo, then people may not remember anything. So, one has to be very choosy about the features to be incorporated in the logo. The design must aid easy remembering of the product.
Uniqueness is another aspect. The more exclusive the symbol the better will be the identification and response.
Changing the Logo
Though a logo is a relatively permanent entity for a company, sometimes changes are warranted. And, companies do change logos with the passage of time. They completely alter the logo or modify it depending on the need.
Eicher had the head of a horse as their logo for over three decades. The logo served its purpose as long as Eicher remained a one-product company, making only tractors; the logo stood for the power and sturdiness of the tractor. When Eicher diversified into many unrelated fields, including financial services and consultancy, there was a need to show the companyâ€™s new face. The logo was modified subtly to show the fast pace set by the company; the new logo showed the movement of a galloping horse.
When the paint company Goodlass Nerolac chose a tiger as its mascot, it fitted its requirements; it stood for bright lasting colors. Goody, as the mascot was called figured in all communications of the company. But today, it is played down. The company spokesman says they have deliberately underplayed the mascot of tiger to avoid tedium. Moreover, Nerolac has built up a name for itself and today they say their priority is the omnibus brand name Nerolac itself.
Individual Brand names:
Here, each product of the company is given an independent brand name. Hindustan Lever, for example, gives separate brand names for most of its products.
In its bathing soaps line, HLL has several brands like Dove, Lux, Pears. In detergents, it has Surf, Rin and Wheel. The washing sops line carry brand names like sunlight and 501. In toothpastes, it has brands like Close Up and Pepsodent. Its coconut hair oil has the name Nihar. Its cooking oil is Dalda. So, HLL has built numerous brands in its different lines. They are individual brands, each moving in its direction independently.
HLL has umbrella brands, too:
However, it does not mean that HLL is totally dependant on individual branding. HLL has also developed a couple of umbrella brands for certain product categories. Brooke bond is being developed as an umbrella brand for its tea and coffee products. And, Kissan is becoming an umbrella brand for its foods line. Under Kissan, Annapurna is being developed as another brand to cover a variety of raw food items. In make-up line, Lakme is being developed as an umbrella brand to cover a variety of products, ranging from nail polish to perfumes.
Nestle is another company going in for individual brand names. Nescafe is its premium coffee brand, Maggi is its brand of noodles, Kitkat its chocolate brand and Milo its chocolate beverage brand. It has milkmaid as its brand in condensed milk and Cerelac in baby food. Of late, Nestle is also going in for umbrella branding in select categories. For instance, Maggi is now becoming an umbrella brand for several food items like soups, sauces, pickles, ketchups and jams.
When an individual brand name is given for each product, there is no question of any joint responsibility among the different products. Each brand gets promoted separately and moves by itself. The promotional expenditure tends to be high with individual brands. Still, many companies follow individual branding as they want to reap the associated benefits.