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  • Posted by: Interbrand on Tuesday, February 28 2012 12:02 PM | Comments (0)

    Despite the global economic slowdown, legions of new consumers have quickly gained access to wealth, education, and higher living standards across the world’s fast developing markets. They also have more access to information than any prior group of emerging consumers, which fuels the demand for high-quality products and brand names. How can established brands cater to this new target group that is unlike any before it? Check out our white paper, What’s in store for 2012?, for deep insight into fast developing markets and 15 other sectors.

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  • Posted by: Christopher Koller on Friday, April 8 2011 10:05 AM | Comments (0)

    by Christopher Koller and Marisa Holley

    As brandchannel reports, Vodacom, one of South Africa's leading mobile carriers, recently launched an ambitious R200 million (US $39 million) rebranding exercise. The rebrand follows on the tails of Vodafone's 2009 acquisition of the Vodacom brand.

    While the rebrand keeps the Vodacom name, the change from the blue and green color palatte and symbol to Vodafone¹s symbol and red logo color, signals a migration towards Vodafone.

    So far, the rebrand has received much attention due to the kick off of an awareness building campaign. However, the question is if the cautious migration (which just stops short of rebranding Vodacom as Vodafone completely) best positions the entity strategically. Is the color and symbol switch likely to mitigate drop off in terms of brand identification, as well as market confusion for consumers? Our answer: not likely.

    Overall, migrations are sensitive things. You need to respect the equity of the previous brands, but you also have new stakeholders to satisfy. This is clearly the case here. If you read behind the lines, the rebrand suggests that Vodafone (which traditionally adheres to a strictly monolithic brand architecture around the globe) is hesitant to sacrifice Vodacom's power and position in the marketplace. This makes sense given that Vodafone's presence in Africa is far smaller than Vodacom's. While the rebrand may not seem particularly bold, to ensure that Vodafone's future in Africa is secure in the years ahead, Vodafone may need to hang on to the Vodacom name just a little bit longer.

    For now, Vodafone is playing is safe, in hopes that it can continue to increase brand affinity levels through the Vodacom name and keep customers, post-merge. However, the current activity and spend is only indicative of more to come. Indeed, don't be surprised if Vodafone launches a second phase rebrand in the near future, in which it bids the Vodacom name a final adieu.

    Watch the video above to find out more about the project and to hear more of our commentary.

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  • Posted by: Interbrand on Wednesday, April 21 2010 09:49 AM | Comments (0)

    Jez Frampton

    Welcome to India: the biggest democracy in the world, the largest English-speaking country and a vibrant young economy.

    In Podcast 4 of Demand and Desire, Jez spends some time in Mumbai—the most popular city in India, and the second most populous city in the world—talking to Madhukar Kamath, the CEO of Mudra Communications Group and Sudhi Sharma, the founder of Indi Design.

    The three discuss the youthful spirit of Indian entrepreneurialism. The relatively recent liberalization of the economy and the introduction of satellite TV at the turn of the 1990s (wedded with the fact that approximately 70 percent of Indians are under 35) has put in a place a new generation means  uninhibited by the past. When it comes to business in India, often you’re dealing with the folks that created the company.

    Madhukar and Sudhi also explain what it takes for brands to succeed in India. Value for money is essential, but so is a respect for Indian brands. Many global companies have come and gone. Only the ones that truly adapted to Indian consumers' specific needs—brands like Nokia who have created a humidity sensitive phones that double up as flashlights—have remained.

    And yes, Cricket is mentioned!

    You can read about some of Interbrand's work in India here, as well as related articles on India and fast developing markets here, here, and here.

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