What’s in a name?
HLL is planning to change its name! Its now HUL. What’s in a name? As a few ex-Leverites have opined, I think that it wouldn’t make any difference! Even in my agency days, the big thing was to handle ‘Levers brands’ and not ‘HLL brands’. And as far as the end consumer goes, I think that at least 2/3rds (or even more) of the consumers know that they are using a Lever’s product. The inconspicuous ‘A HLL product’ now reading ‘A HUL product’ will hardly make any difference to say a guy in the remotest village who uses Lifebuoy everyday to clean his germs away!
HLL, oops, Levers, oops again! HUL has always maintained a brilliant marketing and branding strategy and they have built more product and category brands than any other single FMCG organisation (at least in the Indian sub-continent). We have been using umpteen HUL brands every day of our life and still wouldn’t have realised a bit that the same company that makes my ice-cream also makes my washing (and bathing) soaps! As I see it, there is a little bit of HUL in everybody’s life (sorry SAIL! Couldn’t resist borrowing it!)
Many organisations on the other hand have built a mother brand and have let the positive rub-off built by the mother brand over a period of time on to its other offerings. NIIT for instance has various offerings, but will always have the name NIIT tagged along with all of them. Example: NIIT@School. HUL on the other hand has built category brands.
HLL, Unilever, HUL – whatever you may call yourselves, it doesn’t matter to me.
My life starts with Close-up, continues with HAMAM, perfumed with AXE, made delicious by Kwality. Call yourself whatever. I don’t care… Keep those products and brands going strong! Cheers
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