While bathing today, I realised my wife had put an age old iconic brand, “Hamam” in the soap tray. Immediately, my memories went back to times when a major brand in the portfolio of TOMCO, the brand along with others, was sold by Tatas to HLL, as HUL then known as and the general folklore then was that that how odd, it would sound that “ Tata ka Hamam” had become “ Hindustan Lever ka Hamam.
I am not privy to what could be the strategy of Levers to deal with the acquired brands, but as a commoner, it’s clear that the way they push their old brands – Lux, Rexona, Pears and relatively newer brands like Dove, the same push is not given to Hamam.
And yet like another iconic brand, Thums Up that not only continued to be numero uno, but actually topped Coke’s sale, brand Hamam has withstood the test of time and survived in spite of crowding of bathing soap segment!
What makes a brand stand so tall that it’s ownership becomes immaterial is a topic that market researchers should investigate, but to my mind consumer’s trust is the single most important factor that leads to the longevity of the brand for several decades! Hamam has acquired a cult and iconic status where its ownership doesn’t matter!
This is a learning for all those players who want to be long term players, enjoying trust of their patrons for many many years! It definitely works better than a short term name, fame, profit and share price motive!
Arvind Arya blog 