Of late, advertising commercials of all Hindustan Lever brands sign off with the corporate logo. This recent initiative brings the corporate association out clearly at the brand level.
Parish Chaudhry, head of corporate communications at the company, clarifies. "We have used company logo in brand advertising earlier too, but at a brand specific level. The strategy was to build equity and credibility for those specific brands through the corporate brand name." Two recent examples of such specific usage are Annapurna (salt) and Pureit (water).
The shift now, informs Chaudhry, is that the use of the corporate logo in brand advertisements "is across all brands and is a corporate-wide decision. It is based on our belief that it is mutually synergistic both to the corporate brand and to the product brand."
Santos Desai, MD and CEO, Future Brands, feels that this move by HLL adds a new layer of meaning to its brands. He feels that the effort here is to try and define the essence of HLL. When a brand ad shows the corporate logo, it also conveys to consumers what they can expect from an HLL brand.
While HLL brands already have good recall, Desai asserts that by this exercise, the FMCG major is trying to create expectations in the minds of consumers from a Lever brand.
Why do it now? After all, the regular product brand advertising seems to have delivered over the years. Chaudhry states, "In today's market, we believe that conditions favour this usage. Also, with the emergence of the electronic media, there is a good platform to leverage the HLL brand and product brand relationship in an effective manner."
Market sources inform that HLL had been planning such an initiative for the past two years.