Re-Branding
Essay Preview: Re-Branding
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Vam Organic Chemicals changed its name to Jubilant Organosys along with its logo and company colours in a massive re-branding exercise undertaken in the last quarter of 2001.
The name change celebrates a strong move up the value chain from being in low-end commodity chemicals to a new emphasis on high-value specialty and fine chemicals that have carved out a global presence for the company.
The name Vam Organic had become unrepresentative over a period as it projected the earlier emphasis on commodity chemicals. The new name, Jubilant Organosys, reflects the companys current and future direction with the added consumer promise of “Making Science work for you”, since many chemicals manufactured and marketed by Jubilant Organosys are now used in a host of consumer products.
Jubilant symbolizes positivity, dynamism, triumph and joy, all of which guide and shape the companys collective experiences and efforts. Organosys suggests life and nature. Sys embodies the companys emphasis on systems, synthesis and science. The combination powerfully positions the new name to reflect the companys ScienceActive approach that seeks to continuously apply scientific knowledge to enrich the quality of life.
The name change to Jubilant Organosys celebrates real shifts in strategy led by R&D and implemented over the last five years. Jubilant Organosys has world class ISO 9001 certified plants at Gajraula, near Delhi, Nira, near Pune and Samlaya, near Vadodara. The Gajraula plant has already implemented ISO 14001.
The Jubilant logo is a bird in flight designed to communicate the joy and freedom of life.
In addition, the general perception was that Vam Organic was only in the alcohol-based industry and relatively few people knew that it was the flagship of a large and diversified group, which has interests in chemicals and biotechnology, information technology, foods and ventures. It was, therefore, decided to create a new group identity called Jubilant Corporation to focus and establish common corporate values across different businesses with the promise of, namely, Caring Sharing and Growing together.
Apart from Jubilant Organosys Limited, the other companies that will come under the umbrella of Jubilant Corporation are Jubilant Biosys, Network