Abstract

The caselet is about Hero MotoCorp’s new corporate identity. In August 2011, the company unveiled its new brand identity after it moved out of its joint venture with Honda Motors. The case briefly discusses the logic behind the new branding strategy which included a change in brand architecture, name, logo, and positioning. The case concludes with the question whether Hero will be able maintain the brand image created by Hero Honda and retain customer loyalty.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Corporate rebranding
• Building brand equity
• Maintaining brand Identity
• Sustaining brand image

Keywords

Corporate Identity, Rebranding, Corporate logo, Hero Moto Corp, Hero Honda Motor Limited, Brand Identity, Brand Image