Wednesday Nov 27, 2024
Wednesday Nov 27, 2024
Friday, 27 January 2017 00:00 - - {{hitsCtrl.values.hits}}
Brand Finance Lanka has been Sri Lanka’s leading brand consulting firm for the last 14 years, and has contributed to the evolving branding needs in the country across diverse sectors. Having partnered with the India office of renowned brand consultancy and design firm Landor, Brand Finance Lanka has been recently working on the rebranding of several well recognised brands, CIC and Textured Jersey, amongst several others.
Brand Finance and Landor were invited to rebrand the CIC Group following the restructuring of the Group in 2014. Having shed selected non-core businesses, CIC emerged stronger and more focused on sectors that were identified as key growth areas. Brand Finance and Landor undertook an extensive exercise for the rebranding, which included carrying out market research to understand stakeholder perceptions across the various segments of the group, on which the brand positioning was built.
The collaborative process ensured that the key management team was deeply immersed in the process, and the strategic thinking that emerged was embraced across the highly diversified Group.
CIC Holdings Managing Director Samantha Ranatunga explained the process: “Brand Finance and Landor brought a depth of thinking that enabled us to debate and discuss options around the platform on which the brand could be built, and which met the strategic needs of CIC’s new business vision. We are very pleased with the strategic output and creative solution that resulted in the design of a new and dynamic CIC brand identity.”
Textured Jersey—which changed its name to Teejay Lanka in the rebranding exercise—is Sri Lanka’s largest textile mill, and a company that has recently been recognised amongst Asia’s 200 Best Under A Billion by Forbes for 2016.
Teejay Lanka Chief Executive Officer Sriyan de Silva Wijeratne said: “Having made two recent acquisitions—of a mill in India and a textile printing facility in Sri Lanka—there was a need to consolidate our brand under a single umbrella. Brand Finance and Landor took us through a rigorous process that enabled us to redefine our brand, whilst coming up with a new name and brand identity design that reflected our new outlook.”
Brand Finance Lanka Managing Director Ruchi Gunewardene and Landor Mumbai Managing Director Lulu Raghavan attributed the success to the client and agency teamwork, which is essential for a positive outcome.
Brand Finance is the world’s leading brand valuation consultancy, advising strongly branded organisations on maximising their brand value through the effective management of their brands and intangible assets. Headquartered in London, it has offices throughout the world.
Landor is a global leader in brand consulting and design. Also headquartered in London, Landor builds agile brands that thrive in today’s dynamic and hyper-competitive markets.
