L&T brings Interbrand India on board
Interbrand will create brand identity of L&T's transit-oriented development business
Joining a client roster that includes Mahindra, Godrej, Bajaj Auto, PepsiCo, Etisalat, Interbrand India announced that it has begun consulting for the infrastructure major L&T. L&T is looking to establish and brand the substantial asset classes around its Hyderabad Metro Project as one of the transformative developments impacting the social, cultural and economic aspects of the city as well as instilling pride in its heritage. The Interbrand offices in Mumbai and London will carry out the assignment.
Interbrand has entered its second year of operations in India. After a successful first year which also saw the local office launching the inaugural edition of the Best Indian Brands, Interbrand India is looking at driving growth and expanding by engaging some of the leading Brands from its table and helping them get stronger with their strategic brand navigation journeys. To that effect, the India office offers Interbrands complete suite of brand consulting services including brand strategy, audit/evaluation, design, brand management and verbal identity.
Interbrands brand definition methodology analyzes the present and future perspectives of the brand values and capabilities, the current business segments, demand drivers and insights. The definition is then leveraged to build value, inform strategic brand management, restructure and create business cases for investments for some of the key brand accelerating plans.
Commenting on the decision, V.B. Gadgil, CEO & MD, L&T Metro, said, "We are quite excited to get Interbrand on board for this prestigious assignment of creating the brand identity of our transit-oriented development business. They did display both their ideas and strategic rigor for what they are known for during their pitch presentation. However, more than that it was clarity of thought, good comprehension of the brief and their enthusiasm which won them the business. We look forward to them gelling well with our organization and taking our vision forward and reshaping it in a unique and compelling way.”
Ashish Mishra, Managing Director, Interbrand India said, “We believe branding needs to create value,which is why the strategic definition process is important. How would branding create a premium for the land parcels over and above the market rates, how would it create and sustain preference among the stakeholders across the retail or hospitality formats these are the key questions it all boils down to. So clearly our approach doesn't limit itself to the expression side of design and communications that the Indian market is familiar with. We encourage our partners to see branding from an ROI perspective and L&T is a progressive organization that appreciates it.”
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