Financial Daily from THE HINDU group of publications
Sunday, May 22, 2005
Financial Daily from THE HINDU group of publications Sunday, May 22, 2005 |
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Investment World
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Two/Three Wheelers Marketing - Brands Kinetic's new brand identity S. Muralidhar
FOR companies in the automobile industry it is the season for new names and new logos. Many of these changes have been brought on by impending change within the companies themselves, either due to an overhaul of their products and focus markets and/or an overhaul of their management styles. A company's logo is a critical component of its branding exercise and corporate identity. As the market matures, the logo signifies and conveys what the company stands for, in terms of its commitment to customers and brand values. The latest company to join this bandwagon is Kinetic Motor Company. With the forthcoming product changes in mind, two wheeler manufacture Kinetic is preparing to adopt a new brand logo to align with its new identity and product strategy. The erstwhile symbol of red and blue letters spelling out the word Kinetic with a small forward arrow is now replaced by the new logo — a metallic grey and silver unit that appears to be chiselled out carefully, indicating high precision engineering and a stately, elegant presence. The company has announced that the new logo will appear on all Kinetic two wheelers, dealership insignia, advertising and other brand-related initiatives. Company officials have said that that there was a need to change the logo to convey to the market at large that there has been a transformation of sorts at the company. The new identity comes at a time when the company is preparing to launch a series of exciting Italian designed new scooters from Italjet in India and abroad. The company has also brought to India a few exciting bikes such as the Comet and the Aquila from Hyosung. The new brand identity aims at capturing the company's brand essence, which has been identified as `aspirational'. The company officials claim that the term `aspirational' translates to products that a customer should be proud to own and aspire to be seen riding; an Indian company with an international presence and a company determined to set new benchmarks.
With the launch of a range of new Italjet scooters by Kinetic just round the corner, the new logo should attribute more dynamism and an international character to Kinetic. We have seen the seven Italjet scooters that Kinetic has bought the rights to manufacture and market worldwide and we were blown away by their modern looks. Kinetic's new ad campaign will sport a new tagline — `the future of gearless scooters is ours'. With the launch of Italjet scooters, it just could be.
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