Rebranding Hero: Building an Indian brand out of a foreign joint venture

In 2011, Hero Honda underwent a demerger to separate the previous venture between Japan's Honda Motors and India's Hero Group.

Rebranding Hero: Building an Indian brand out of a foreign joint venture

Preeti Chaturvedi

The 2011 demerger of Hero Honda, one of the best-known names in India's auto industry, has been one of the biggest branding stories in India over the past year. Originally launched in 1984, the joint venture between Japan's Honda Motors and India's Hero Group had become the leading name in the country's huge two-wheeler segment.

Hero Honda had also proved itself to be a forward-looking marketer. It had been the sponsor of India's hockey team, and developed a campaign to revive hockey's fortunes in the country...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands