"New identity must always be the last elements of any re-branding exercise. The smartest way to grab the attention of users is not by talk but products," says the Head of Marketing, S.P Jain Institute of Management and Research. And the M.D of V-Guard Industries follows suit.
This is the interesting journey of a business that branded after 40 years of being in the market, only when it thought that the business was ripe enough.
*References: ET Brand Equity: "The 40 year itch"- Rajiv Singh, VGuardOnline: The Story of V-Guard, Afaqs: V-Guard Industries unveils new identity and vision and The Hindu Business Line: The Spike in V-Guard's business - V. Sajeev Kumar and C. J. Punnathara.
*References:V-Guard rebranding done by Landor Mumbai