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Topic : logo and branding
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By : Sambit Kumar Sahu, (Student, Indian business Academy)
Industry : Advertising/PR/MR/Events Functional Area : Communication
Activity:  11 comments  23672 views  last activity : 07 06 2010 20:18:04 +0000

Videocon Old LOGO




Videocon: Experience change

The new logo was reveled by king SRK at LA. That day they said

"The new identity and logo is based on the consumer-centric approach of the brand and its positioning to be closer to the consumers heart - both in terms of its values and philosophies, as well as its servicing aspects. The brand make-over is aimed at Youth-minded consumers who have a new global mind-set.The Videocon logo is the heart of the new brand identity. The Fluid lava reflects the brand idea, 'Experience change'. The color palette has been chosen to reflect the philosophy of Videocon Group i.e. the color green is symbolic to the company's ecology drive."

This logo has some unique about it. Logo also represent two character called Chouw and Mouw —with distinct identities of their own. Chouw and Mouw are ‘live’ characters, and will be used through a series of short videos to tell simple stories. Both have certain personality traits, based on their physical attributes.

KR Kim, vice-chairman and CEO, Videocon Group, said:

“The brand reinvention will involve our employees and keep them engaged, energised and rewarded — as a strong workforce results in even stronger products.”



But WILL THIS CHANGE BE SUCCESSFUL LIKE VODAFONE ZOOZOO ADs?? Are they targeting at the right time?? A lot of questions are coming...

Till now I had not seen the ads of chouw-mouw. But I will surely see but if u have seen the ads please give feedback about that.



 Top Comment : Karamjeet Singh Saluja   | 07 06 2009 05:41:45 +0000
exactly, this is the heart of the new brand identity, Videocon has strike the market at right time, when everybody is going with eco green revolution the same is done by videocon. actually if you want to stand in the market you have to understand the value of your brand. good step by videocon.
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11 comments on "Videocon's New LOGO : Will it be successful ??"
  Commented by  shad zaman, Specialist - Marketing & Brand Communications    | 07 08 2009 12:28:47 +0000
Rating : +5 
Many of us wudve studied the concept of PLC i.e Product Life Cycle. Similarly there exists a Brand Life Cycle also. Videocon has been one of the most longest surviving indian international consumer durables and electronics brand. This change in brand identity and re-positioning was due for quite a longtime for 2 reasongs. First, Brands like Hitachi, Panasonic, Samsung etc are aggressively promoting themselves as ECO-FRIENDLY brands. Hence sooner or later Videocon had to put itself on the GREEN TURF to survive the onslaught of these global brands. Second point is REPOSITIONING: We all know, India is the YOUNGEST NATION on the globe with approx 52% of population around 25 years of age. This makes it most viable and sensible to target the audience in this younger age group. Since my own childhood i have seen usually parents prefer videcon washing machine or television and also popular amongst families. With emergence of new indi, young professionals, nuclear families and high exposure to international brands, products and markets, videocon has to create an image which appeals not only to indian population in india but at the same time indian diaspora abroad, since videocon is now a multi national company.

However this concept of chouw maouw doesnt excite me too much. Any layman will say it has been picked up from the ZOOZOO concept. Revently virgin mobile has also come up with cartoon characters for their messaging. But its hardly visible and least recall value.

you can make a look alike product, you can provide similar services. But using similar kind of pneumonics and symbols in advertising to address your message to audience, is quite a risky idea.

I hope videocon does well and manages to reach more households in india as well as abroad!

The younger, peppy, fresh, flowing, edgeless, green logo is surely a welcome change for the revival of the brand. But what needs to be seen is how much this change in logo going be supported by improved product quality, customer service and in-shop experience for consumers.
  Commented by  SHASHI BHUSHAN DIKSHIT, STATE QUALITY MONITOR, U.P.R.R.D.A    | 07 08 2009 05:18:32 +0000
Rating : +1 
  Commented by  Rahul Chavan, Software Developer, C3it Software Solutions    | 07 07 2009 18:27:52 +0000
Rating : +3 
I personally think that the new symbol and campaign will be more popular than the previous one (though not as popular as zoo-zoos). The previous symbol was more like of a automobile company. The only reason you could recognize it, was a prominent "V". The new symbol add colors to it and the font of the brand name is also looks cool. In all it definitely adds the visual appeal to the symbol. The new logo is definitely a head turner. People who don't like it in comparison to previous logo, will also give a look to it.
I remember I owned a Videocon 2-in-1 around 10-12 years ago. The product was very very good as compare to the price tag and features offered. Market leader in 2-in-1 then was Philips. Even now the Videocon products are one of the cheapest ones. But now people look more for quality rather than the price. So Videocon have to focus on quality product along with the logos and campaigns to popularize the brand.
  Commented by  Raju Ramalingam, Business Analyst, Rhytha Web Solutions    | 07 07 2009 16:06:29 +0000
Rating : +1 
Yes the logo looks cool.I deem that they've changed their logo to change the user experience with their products...
  Commented by  Kashif Billal, Strategic Design Manager, Shravan    | 07 07 2009 15:30:53 +0000
I find Videocon entering into different market or getting distracted.
  Commented by  Makrand Bhave, Sales Promotion Manager, XYZ    | 07 07 2009 11:49:17 +0000
Rating : +1 
"green symbolizes hope and growth,"... wikipedia!
"Green is also associated with regeneration, fertility and rebirth for its connections to nature".... wikipedia!

Well Green is all that and everything nice. It also symbolises LIFE in its LUSHEST!!

But I quite agree with Kashif. You see the V change from the earlier chrome to chrome with an arc covering the ends of V gave the symbol more maturity and a personality of something solid and dependable! It had the appoeal of being upto international standards!! Now with the Zoozoo's getting prominence, this particular ChouMou thing is simply the opposite! Its childish, its playful but not mature and its more Evil like depicting an emotion called ENVY or JEALOUSY!!

I am a fan of their products anyway as I have been using my Videocon Bazoomba for ages now along with the slimline!! This is not relating to me emotionally!!
  Commented by  varsha, technical manager(QMS)    | 07 07 2009 11:18:46 +0000
Rating : +1 
ya this is again step in brand management..
  Commented by  Jayant Vishnu, Art Director/Sr Art Director, Creative    | 07 07 2009 10:34:53 +0000
Rating : +1 
This was much needed for videocon, with the sales dipping for them with many competitors around, and a brand image repositioning was much needed, and they are doing it at the right time and the New logo looks good and gives many things behind have to see in the coming days how the Ad looks and where they are targetting....
  Commented by  Sambit Kumar Sahu, (Student, Indian business Academy)    | 07 06 2009 10:03:37 +0000
Rating : +1 
When I saw the logo I also thought that it is a logo of any video game. But when I read the story I was amazed. But I think Videocon is doing right thing as they are targeting young generation with this logo...But the OLD generation might not link them selves with the logo....
  Commented by  Kashif Billal, Strategic Design Manager, Shravan    | 07 06 2009 08:57:47 +0000
Rating : +1 
Agreed, the time is right. Agreed this will add to the Value of the brand. But, are you able to relate to VIDEOCON with the new logo???? 

I Personally feel, that the Logo looks like a LOGO of Some VIDEO GAME brand. It doesnt looks like they are targeting the mature Clientele, rather they are repositioning their brand.
  Commented by  Karamjeet Singh Saluja, INTELLECTRUAL PROPERTY RIGHTS CONSULTANT, CARE PRO BIOSCIENCE (P) LTD    | 07 06 2009 05:41:45 +0000
Rating : +1 
exactly, this is the heart of the new brand identity, Videocon has strike the market at right time, when everybody is going with eco  green revolution  the same is done by videocon. actually if you want to stand in the market you have to understand the value of your brand. good step by videocon.
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