hat does it take to make a brand shine in a category as mundane as paints? Re-branding perhaps? A new identity? Berger has tried the works: a new name, Lewis Berger, complete with a new logo, for its decorative paints range. Named after the founder, the idea is to position itself as a lifestyle brand. After all, there's nothing more refreshing than a fresh coat just before the festive season, for a paint company at any rate.

Explaining the rationale behind the re-branding exercise, Abhijit Roy, senior general manager, marketing, Berger Paints India says: "With evolving lifestyle patterns and distinct consumer preference in the paints segment there was a need for us to differentiate from the existing trend of commodity branding pursued by others and try to establish Berger as a future brand in the lifestyle category." ... more