Brand equity: HUL

The name change, Hindustan Unilever Limited (HUL), comes after 51 years of the
Unilever subsidiary's existence in India as Hindustan Lever Limited (HLL). This
rebranding included the change in logo as well. The new logo is symbolic of the
companys mission of Adding Vitality to life. It comprises of 25 different icons
representing the organisation, its brand and the idea of Vitality. The FMCG leader
believes that the new name provides the optimum balance between maintaining the
heritage of the Company and the synergies of global alignment with the corporate name
of Unilever. Though HUL was a leading ad spender in India, it did not start a mess media
campaign to communicate the new corporate identity immediately. Instead it started
showing the name and logo of HLL prominently at the end of each of its products ads.
And later in 2007 the product ads started showing HLL logo morphing into the HUL
logo.
Hindustan Unilevers distribution covers over 2 million retail outlets across India and its
products are available in over 6.4 million outlets in the country. As per Nielsen market
research data, two out of every three Indians use HUL products.
Portfolio
Strong brands across benefits & price points.

Capabilities
Consumer understanding, supply chain, go-to-market.

Talent
No. 1 employer; diverse talent pool.

Global leverage
Research and development, brand development and buying.


How are they winning?

Deliver superior products, design, branding and marketing.
Bigger, better and faster innovations.
Appeal to more consumers across needs and price points.
Lead market development.
Lean, responsive and consumer led value chain.
Vast product portfolio.
Acquisition of different brands.