New identity

New Delhi, May 17: Hero Honda Motors Limited is donning a new brand identity following the break-up with its long-standing joint venture partner — Japan’s Honda Motor Company. The move will see the Honda name being dropped from its motorcycles.

Sources from the advertising and marketing circles said the new name of the bike maker could be “Hero Moto”.

Hero Honda did not confirm the new name, terming it as “speculative”.

While the company has the rights to use the Hero Honda name till 2014, it is keen on promoting new product, to be introduced under the new name, said analysts.

In March, the company hired international brand specialist Wolff Olins to give the world’s largest two-wheeler maker a new look.

According to the company, Olins will work on the company’s new brand identity, including brand architecture, name, logo and positioning.

Hero Honda has also joined hands with creative partner Law & Kenneth (L&K) to give shape to the communication to launch and establish the new brand. Law & Kenneth is India’s largest independent brand communications firm.

Sources said Hero Honda could spend around Rs 200 crore on the rebranding exercise, which would include the creation of new commercials, payment to brand ambassadors and positioning of the brand in India and abroad.

They added Hero Honda intended to ship its motorcycles and scooters to Latin America, Africa, West Asia and Southeast Asia.

“The company is evolving strategies for branding, resource allocation for exports and identifying potential overseas markets to export its bikes,” sources said.

The joint venture pact had barred Hero Honda from exporting two-wheelers to countries where Honda sells bikes and scooters.