L&T was growing significantly and had an enviable order book. The question we examined was what the brand stood for.
Decoded the brand equity for L&T through a multidimensional study - across over 3000 data points.
Mapped the brand across key stakeholders such as customers, employees, media and investors.
Examine brand strength across all variables against benchmark global/Indian brands.
Customers have defined the brand as "Large Reliable Contractor", and the question we asked was, why L&T is not a nation builder? The brand needed to take on leadership platform.
L&T also had to become an aspirational brand for employees and ensuring an inflow of good talent was one way of ensuring business growth.
We worked with the L&T team to identify all the elements of brand experience from external communication to internal employee induction to create a brand experience that signified this nation builder positioning.
B2B brands don’t pay much attention to their brand - but it is a critical factor in ensuring customer preference, employee attractiveness and investor confidence. - Alpana Parida, Team DY