Aurora Review: Hamdard

Assignment 1 Rebrands.

Submit to : Sir Umer

Submit by:
 Hira Amir
 Tehreem Kamran
 M. Furqan Ali Khan
 Umer Aziz
 Usman Ghani

SECTION A
Aurora Review: Hamdard Rebrands
Published in Jul-Aug 2018.

Introduction:
Hamdard is one of those most successful enterprises in South Asia that have trivial origins and
very modest beginning, but within a short span of time they achieved the status of big business
houses. Hamdard believes in combining the best of both worlds. It manufactures traditional herbal
medicines and products in the most modern plants, using update machinery and techniques. An
organization’s progress – indeed, its very survival – depends on its customers. Hence, their
satisfaction is of prime importance.

Summary:
This article is about how Hamdard group has launched a corporate campaign aimed at rebranding
Hamdard as a 21st century brand that associates with the younger generation.
Is rebranding a good approach?
According to our opinion rebranding is an excellent strategy for company because without
rebranding and repositioning competitors would invade on their market share. Hamdard has
revamp with a new version by creating a wholly new narrative that speaks about the company’s
vision, purpose and mission anew. The company has a trusted past image on consumers mind
therefore they determine the key elements that would be required to develop a new and dynamic
look that would connect with today’s audiences.
Hamdard did a bit change in logo which I think is a good approach because restoring the basic
elements such as colors, logo treatment can honor your past and embrace the future. The two
swooshes (that depict two caring hands) with the word Hamdard in between, were given a sleeker
look to retain Saeed’s ideology of care. The colors were changed to two shades of green to
reinforce the fact that the company thrived on the goodness of nature. Along with the change in
logo design, the lab revamped and repackaged over 100 products in their portfolio. Their matabs
too are under transition to become modern healthcare centers covering all aspects of healthcare.
Hamdard’s major focus was on their flagship brand “Rooh Afza” one of the oldest and indigenous
brands of Pakistan and popularly known as Mashroob-e-Mashriq. In terms of marketing, company
has aired two tvc’s, promotion on digital boards. The company wants to highlight the presence of
Rooh afza globally. They want people to know that we are where you least expect us to be. The
bottle of Rooh Afza was flashed on the NASDAQ screen at Time Square, New York, on March
23 (Pakistan Day). According to company no brand in Pakistan to date has done any
communication at NASDAQ and we not only pulled out a great animation, we put Pakistan’s flag
there. These approaches that Rooh afza has used recreates a trust and reputable brand image in
consumers mind. Moreover in rebranding, company is focusing on extending product line by
adding a little differentiation in products.
In short, to be successful brand in modern time rebranding is a good approach. For Hamdard group,
rebranding is a successful approach. They successfully repositioned their brand as a trusted brand.