Journal Press India^®

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Hero group and Honda collaborated to manufacture motorcycles in year 1985 to create Hero Honda. The endeavor was very successful with the launch of reasonably priced and highly fuel efficient motorcycles. The company focused at entry level bikes resulting in capturing maximum market share. This profitable venture ended in year 2011 when both companies decided to part ways. The ending of partnership made company to create a new brand identity. This study has studied the process and reasons of rebranding of Hero Motocorp. The company launched a new brand with a new logo and slogan. The study has also examined customers' response towards new brand by evaluating the familiarity, attitude towards new logo and how new logo was different from old logo.

Keywords

Rebranding, Familiarity and Attitude towards new logo, Brand Identity

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