Philips India, in a bid to project itself as a more focussed enterprise providing simple technological solutions, is to start a re-branding exercise promoting the concept of `sense and simplicity'."There is a need to give technology fresher, cleaner and a more human face. Simplicity is what people expect of technology and our re-branding exercise will help make Philips synonymous with simplicity in our customers minds," managing director and CEO, Philips India, K Ramachandran said.As part of this re-branding process, Philips will be launching a euro 2.5 million advertising campaign in the next two weeks, Ramachandran said."The campaign will focus firmly on a core target group comprising 20% of the people who do 80% of the buying and who share a dislike for the unnecessary hassles often created by technology," Ramachandran added.The re-branding exercise is in line with the brand positioning of Royal Philips Electronics, the owners of Philips India, to go in for a image makeover.The parent company is spending nearly euro 80 million in 11 key markets including India to bring its message to the customers."The new brand promise sets the tone not just for our new advertising campaign, but for every interaction with our customers and will also include restructuring the company," Philips international senior vice-president Enderson Guimaraes said.
