The country's largest two-wheeler maker Hero Honda will reveal its much-anticipated global brand identity in London on August 9, as it takes the first major step of establishing its new image after going solo following erstwhile Japanese promoter Honda's exit.
"...as a significant first step towards the company's transformation into a major global brand, we would be unveiling our new brand name and identity in London, United Kingdom, on August 9, 2011," the company said.
Earlier in March this year, the company had hired global brand and innovation specialist Wolff Olins to create its new brand identity. A part of the Omnicom group, Wolff Olins was mandated to work on the new brand identity in its totality, including the brand architecture, name, logo and positioning.
Later on, in May the two-wheeler major roped in Law & Kenneth (L&K) as a creative partner to launch and establish the new brand for the company. The independent brand communications firm was mandated to devise the new brand positioning of the company.
Hero Honda said it will also unfold a slew of strategic initiatives "which will allow us to further consolidate our leadership in India and also enter emerging markets globally."
The company had embarked on the journey to acquire a new brand name after the two joint venture partners of Hero Honda Motors Ltd (HHML) –- Hero Group of India and Honda Motor Co of Japan -- decided to part ways in December last year.
The Munjals-promoted Hero Group had agreed to buy out Honda's 26% stake in HHML for Rs. 3,841.83 crore.
As per an agreement signed between the two erstwhile partners, Hero can use the Honda brand till 2014, but it is understood that the Indian group wants to acquire a new identity of its own at the earliest in order to maintain its leadership position.
Hero Group and Honda had signed a new licensing agreement in March, under which the Indian firm will pay its Japanese counterpart 45 billion yen (about Rs. 2,450 crore) till 2014.