Home Retail Titan re-branding itself with new logo and tagline

    Titan re-branding itself with new logo and tagline

    By  
    SHARE

    is planning to invest around Rs 15 crore in the next two years to introduce a re-branding exercise for its brand of watches. The funds will be spent for advertising, below-the-line advertising, and online marketing for the Titan brand.

    Titan's innovative way to drive up consumer base, drive them to brand websites
    Titan aims to use IBM's platforms to drive visitors to its brand websites as well as footfall into its 1,500 retail stores and 10,000 multi-brand outlets located across India

    The company will introduce a new logo and a tagline, ‘Be More’, and at the same time will launch a campaign featuring , which will be created by its O&M.

    Speaking at a press conference, Harish Bhat, chief operating officer (watches), Titan Industries, said: “Through the new campaign, Titan is trying to connect with new consumers who are yearning to be ‘more’. We are reinventing the brand through new designs, retail strategy and advertising.”

    Besides, with help from Future Brands, the brand consultancy arm of , Titan has launched a consumer research to study its brand identity. , managing director and CEO, Future Brands, said: “Brand Titan has a deep emotional connect with millions of Indian consumers and tremendous brand equity. Our study identifies key elements of this equity and endeavours to make them relevant in the future.”

    , chairman, Ogilvy India, said: “Titan has been a restless brand, be it in design or its advertising. The challenging part for us is to capture everything that the brand represents and show it in a way that is easily understood, engaging and entertaining.”

    This is the second time in this decade that Titan is trying out a re-branding exercise. In the year 2004, it introduced a campaign with the tagline ‘what’s your style’.