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After wedding, the husband’s name

Married to Mahindras, over time, will Satyam lose its identity? The company, which was taken over by Tech Mahindra, the technology arm of Mahindra group, has been rechristened ‘Mahindra Satyam’ in its new brand identity. Brand gurus voiced their approval at the move to retain both brands.

business Updated: Jun 22, 2009 23:41 IST

Brand Satyam, once one of the poster brands of the Indian information technology industry, saw its credibility and trustworthiness dip severely when its promoter Ramalinga Raju admitted to an accounting fraud in January. The company, which was taken over by Tech Mahindra, the technology arm of Mahindra group, has been rechristened ‘Mahindra Satyam’ in its new brand identity.

Brand gurus voiced their approval at the move to retain both brands. “Satyam, as a brand was delivering good value to its customers. The new brand identity is a nice combination of Mahindra’s promise of trust and transparency and Satyam’s strength in the information technology space,” felt opined Nabankur Gupta, CEO and founder of Nobby Brand Architects.

Prasoon Joshi, executive chairman and regional executive creative director, Asia Pacific, McCann Erickson, too felt it made sense to club the two brands. “I think it is a positive move. There will be a positive rub-off of Mahindra group’s credibility on the new brand identity. I think it is a move on the right path.”

Joshi strongly felt the first task was to regain the lost credibility. “The new brand can be established after that,” he said.

Brand consultant Harish Bijoor felt the brand and logo unveiled on Sunday might be transitionary: “I think the real brand identity may take shape after one or two years.” Bijoor said it was possible that the Mahindra group may reduce the Satyam element from the brand slowly and gradually, eventually retaining only brand Mahindra.

Mahindra Group’s vice-chairman and managing director of the Mahindra group, Anand Mahindra, said the new brand identity aimed at bringing to fore Satyam’s professional expertise and Mahindra group’s values.

“This rebranding exercise symbolises an amalgamation of the Mahindra Group’s values with Satyam’s fabled expertise, even as it retains that part of Satyam’s identity which signifies commitment, purpose and proficiency of the organisation and its people,” he said in a press release.