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Case Study - Branding & Design Solutions for Aditya Birla Group

Read this detailed case study on how VGC has helped Aditya Birla Group to build an iconic brand. For more visit here: https://www.vgc.in/aditya-birla-group/

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Case Study - Branding & Design Solutions for Aditya Birla Group

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  1. Aditya Birla Group

  2. STRATEGIC BRANDING COMMUNICATION

  3. What makes a good Brand great?

  4. Apple opposes, IBM solves, Nike exhorts, Virgin enlightens, Sony dreams, Benetton protests…. Brands are not nouns but verbs Jean-Marie Dru, Disruption

  5. And like all people, like all things alive..

  6. Your Brand is Alive

  7. Branding demands commitment; commitment to continual re-invention….

  8. RE view fresh invent

  9. Journey of a brand … from good to GREAT !!

  10. Aditya Birla Group

  11. The Early Days: Partnering the thought The requirement: A Logo design Our interpretation: A time to change

  12. 1 Brand Foundations Who are we today?- personality, culture, beliefs & behavior Brand immersion and stock-taking: Accessing current status and perceptions across the key stakeholders

  13. 2 Culture Compass Who do we want to be? - generating options, researching best fit, appeal, differentiation Use the immersive understanding and efforts so far to create possibilities for brand conviction, culture and cohesion.

  14. 3 Brand Evolution What will accelerate the brand cohesion and the brandevolution? Identify Hero activities and engagement hero categories Researching hero category potentialities & competitive intensity at a secondary level. Reorganizing the portfolio and creating a Branding system.

  15. 4 Portfolio Management What will be the best manifestation of the new brand evolution? Symbol, branding system, visual architecture, identity guidelines, engagement, communication & experience program.

  16. Long Term Partners GREATER INVOLVEMENT WITH ADITYA BIRLA GROUP BEFORE THE IDENTITY CREATION HELPED US UNDERSTAND 1. The Aditya Birla Group vision 2. The core DNA of the company 3. The legacy & culture

  17. This helped us define a identity for 1. A virtual group 2. With holdings in parts that are powerful 3. Engineering a process of change through consensus

  18. Values and Personality

  19. Desired Shift

  20. Identity Roll Out for the Communication Orbits

  21. e Roadmap - Taking Aditya - The Sun as the starting point The source of all beings, of energy, of life itself - Marry that with a rendition that gives a young and energetic feel -

  22. Identity Creation - A Holistic Approach ? Identify and prioritize audience groups ? Partnering Aditya Birla Group in various initiatives to : 1. Inspire shareholder confidence 2. Attract and retain quality talent. Boost employee morale 3. Establish the group as an aware and responsible citizen 4. Transform Aditya Birla Group into a high-value corporate brand

  23. Generating Synergies

  24. Corporate Identity Manual

  25. HR Initiatives

  26. Mission Articulation

  27. Awards ? Captured the positive spirit and pride in designing awards and rewards ? Assisted the Corporate HR Cell in formulating motivational programs ? Created employee handbooks that outlined the Aditya Birla Group brand ethos

  28. Management Journal ? Recommended sharing of information and knowledge within the group through a management journal – ADITYA

  29. Talent Retaining and Acquisition

  30. Shareholders

  31. Annual Reports ? A program of regular communication including PR and strategic design inputs on annual reports

  32. CSR – e Aditya Birla Scholarships ? An agency initiative ? Background work done by the agency in terms of a feasibility report with Coopers & Lybrand ? Proposed the scholarships to ABG management ? Instituted for IIT and IIM students

  33. Schools and Hospitals

  34. Leveraging the local-global presence of the conglomerate, we positioned the Aditya Birla Group as an Indian multinational of scale and stature Milestones Achieved. But Miles to go.

  35. Taking India to the World

  36. Taking India to the World – Print Campaign

  37. Taking India to the world - TV Commercial

  38. Let’s reach the sun - TV Commercial

  39. Tracking study post the campaign

  40. Values association: The Group is perceived as trustworthy, established and Global.

  41. Level of familiarity

  42. e Next Phase

  43. Key insight: After only a decade the Aditya Birla Group scaled to place itself amongst one of the most trusted Indian brands

  44. Key Opportunity: Leverage the super brand equity

  45. Initiated arepositioning exercise through the branding system guideline

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