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: presence in the real estate market as a brand that actually “delivers on imagination across a portfolio of residential and commercial projects”.
* Furniture: To drive growth in the home and office business and focus it as a lifestyle brand.
* Appliances: The objective is to benefit from the group’s technological capabilities.
Lock, stock and barrel
Originally, a lock manufacturing firm founded by Ardeshir Godrej, over a century of existence the Godrej Group has branched into areas as diverse as insecticides, personal care, agri products, security systems, home appliances, office equipment, machine tools, chemicals and real estate. Incidentally, in 2002, the group had commissioned a study whose results indicated that Godrej was seen as a “an industrial brand”.
So two years ago the Group appointed global brand consultancy firm Interbrand to reposition the Godrej brand with a makeover strategy that projects the Group as modern as well as contemporary. “We started with a detailed understanding of the Godrej brand over the course of 18 months across all stakeholders with Interbrand UK as consultant,” says Tanya Dubash, the mastermind of the Godrej makeover. “We studied the Godrej brand across employees, consumers, investors and business partners and redefine our approach to harnessing the brand's intrinsic strengths,” she adds. The result: a new logo in green, blue and ruby and a new brand proposition, “Brighter Living”. ...
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