As we all know VI (Vodafone+Idea) merged together and become a unified telecom brand in recent times. Although this merger has been done 2years ago but formally become a single name just recently.
Now instead of getting into why both these brands came together and formed VI may be due to various business reasons and competitions, but let us explain how and which way they made it a single brand identity, created by their regular creative agency Ogilvy.
1. Risk Analysis:
Now before we start let’s understand with a case study when Kingfisher airlines took over Air Deccan and they have started marketing with a new identity as “Simplified Deccan” with the same Kingfisher Red and the result we all know, lead to shuts down its operation later on. Therefore, as a Brand Consulting Agency, we could relate and compare both these cases almost in a similar kind of situation. Just like Kingfisher, Vodafone was also known as a premium brand in their respective market and both have acquired mass brand like Air Deccan and Idea Cellular respectively. Now if you study more about the timing of both the mergers, you will find both the situation is almost common as unfavourable and volatile in terms of their work segment.
Nowadays the Telecom market in India is no more lucrative in terms of margin but in terms of volume specially after JIO’s entry. Therefore, the acceptability of the brand depends upon the data offered primarily unlike the call rate any more. So in this competitive market, I think deals and offers are more important compared to new brand experience specially in telecom these days, as it takes a huge amount of money to do a rebranding and its execution.
2. Brand Perception Analysis:
We all have to understand except necessary items most of the brands do not cater to all the class for simply fear of losing one particular class. So Vodafone and Idea both did the same thing and created a separate brand Instead of being converted to any of them and positioned in between as “Not a Mass Neither a Class” and packaged as a middle-class oriented brand aim to complete with a mass accepted brand like JIO.
3. Creative Analysis:
Although this new brand is looking minimal, simple, but still I would like to add certain points, which I personally think, maybe missed out or did not consider.
3A. Earlier Vodafone logo has a 2-colour process, where red was primary and white was negative comparing VI, which becomes a 3-colour process where red is primary, and yellow and white respectively as secondary and negative. We know the integration is been done based on their previous brand colour palette but honestly saying the exercise looks too mundane and quick which doesn’t make any justice to Vodafone’s previous unique look which used to stand out in any field, media, background specially the mnemonic one.
3B. If it is positioned as a middle class or mass user brand, then there is another small but major visual confusion that exists, which I would like to point out. If we break down of VI logo, which is supposed to be V+I but it is actually V+! as a part of the integration. However, the same brand wants its users to remember and recall as “V+l” which could play as a trick but can backfire at any time as a critic by the customer at the base.
You may reach us for your Brand / Creative / Communication Consultation Click Here.
Regards, Subhajit Ghosh
Business Director l Brand Consultant
12 Comments
porno
13 Nov 2020 - 1:33 amIf some one desires expert view on the topic of running a blog then i recommend him/her to go to see this website, Keep up the good job. Dela Reggis Carrnan
sikis izle
13 Nov 2020 - 12:01 pmGood post. I will be facing some of these issues as well.. Marjie Elsworth Afton
erotik
13 Nov 2020 - 5:57 pmAwesome! Its truly awesome article, I have got much clear idea on the topic of from this paragraph. Morena Web Hardden
erotik izle
14 Nov 2020 - 9:46 amI have recently started a blog, the information you offer on this website has helped me tremendously. Thanks for all of your time & work. Gennie Cristian O’Meara
erotik
15 Nov 2020 - 5:58 amI always emailed this web site post page to all my friends, since if like to read it then my links will too. Mariana Dudley True
erotik izle
15 Nov 2020 - 9:31 pmAs the admin of this web site is working, no question very quickly it will be renowned, due to its quality contents. Candi Logan Nozicka
erotik
17 Nov 2020 - 1:25 amI believe you have mentioned some very interesting points , appreciate it for the post. Malissa Thatch Clover
sikis izle
20 Nov 2020 - 12:38 amThanks to my father who shared with me regarding this webpage, this blog is genuinely amazing. Kimmi Jeramie Laaspere
film
20 Nov 2020 - 10:34 amIncredible points. Outstanding arguments. Keep up the good work. Harley Maurits Doolittle
film
21 Nov 2020 - 3:25 amExcellent article. Keep posting such kind of info on your site. Anabal Jethro Hunter
film
21 Nov 2020 - 2:08 pmAmazing things here. I am very happy to peer your post. Sally Chas Alecia
film
22 Nov 2020 - 9:39 amI have been examinating out some of your stories and i must say nice stuff. I will definitely bookmark your blog. Jaine Zach Newbill