Our new brand identity is in sync with evolving needs of our customers: Tomas Hrdlicka, CMO, Home Credit India

Tomas Hrdlicka, Chief Marketing Officer, Home Credit India spoke to exchange4media exclusively on the objective behind repositioning the brand, the consumer insight they wish to tap into with their new logo and more

e4m by Misbaah Mansuri
Updated: Sep 11, 2017 7:14 PM


Leading consumer finance provider Home Credit India is repositioning the brand in India and globally. Tomas Hrdlicka, Chief Marketing Officer, Home Credit India spoke to exchange4media exclusively on the objective behind repositioning the brand, the consumer insight they wish to tap into with their new logo and more. Edited excerpts below:

 

Tell us about the new logo, the brand’s repositioning and how it differs from the previous one.

 

With our refreshed brand identity and logo, Home Credit India aims to transform the way our customers shop. Our new logo has a prominent smile with the value proposition around the attributes of being optimistic, progressive and belonging. The tagline ‘Now You Can’ shows the brand as an enabler for a better future for customers. With our new branding, we aim to make things that matter the most to customers more affordable through advanced technology, pan-India footprint, and presence at the point of sale be it in store or online. The new brand identity is in sync with evolving needs and aspirations of our customers; we wish to offer them an empowering, seamless and reliable shopping experience so that they live happy lives.

 

How is your desired brand position similar to existing brands in the marketplace?

 

We are not just providing but also giving the opportunity to make people’s shopping experience optimistic while transforming how people shop through home credit.

 

With this new positioning, what are the two or three most important future opportunities for your company?

 

The goal is to become an optimistic belonging and a progressive partner. We are constantly building the online platform and our objective is to up our customer shopping experience. Whether they are visiting the stores or building online, it’s about strengthening their experience.

 

Is this desired brand position differentiated enough to carve out a viable market niche?

 

We don’t want to be perceived just as a loan provider but one that goes beyond that. We want Home Credit to be perceived as a global fintech company that is changing the landscape of shopping not only in India but also globally. We want to be seen as a brand that has the ability to disrupt the financial services industry and improve the experience for those who are looking for alternatives to traditional banking. We believe that this will help us achieve a differentiated brand positioning and help carve a niche for Home Credit India in the financial services segment.

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