SIMIRA DIAGNOSTICS: IS CRAFTING THE BRAND IDENTITY
ENOUGH? CASE STUDY SOLUTION
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SYNOPSIS
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As part of a massive rebranding exercise attempted by Simira Diagnostics (Simira), a leading health care
diagnostics organization headquartered in Navi Mumbai, India, the organization was finalizing its brand
elements and the way ahead. With the diagnostics market cluttered due to many organized players emerging
since the pandemic, the main protagonist, Aruna Aher, co-founder and head of marketing at Simira, felt the
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need to craft a strong brand identity for the organization in order to stay differentiated.
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Unveiling the new logo to the team, she emphasized the need to stay relevant to target customers and the
organization’s stand of becoming a purpose-led organization with patient centricity at its core.
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The redesigning of the logo was followed by crafting the organization’s tag line and building a service delivery
proposition. As Aher worked toward strengthening the corporate visual identity of Simira, she knew that merely
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capturing the essence of the organization in logo and tag line was not enough; she would have to support the
branding through on-the-ground efforts in order to get the desired push. This meant devising a suitable
advertisement and communications strategy targeted to Simira’s stakeholders to ensure accelerated brand
awareness. Apart from this, she would have to take initiatives for ensuring a consistent and seamless business-
to-consumer (B2C) brand experience for strengthening its brand purpose of patient centricity. While she
navigated the rebrand, she also faced a few anticipated challenges operations and marketing challenges.
OBJECTIVES
• Understand how branding can be used as a key strategic tool.
• Understand the importance of service innovations and customer centricity in creating a strong brand.
• Design and evaluate brand elements.
• Devise a brand strategy blueprint for accelerating brand awareness.
• Design advertisement and communication strategies for implementing a significant rebrand.
The Case Solution Starts From page 4
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ASSIGNMENT QUESTIONS
1. Analyze the brand elements outlined in the case.
2. Why is brand awareness an important consideration for brands? Enlist some ways in which the overall
brand awareness of Simira can be enhanced.
3. Devise a brand strategy blueprint for accelerating the brand awareness of Simira for its business-to-
business (B2B) target customers.
4. How can Simira effectively develop and communicate patient centricity while ensuring a consistent
experience to its end users?
5. Devise a suitable advertisement and communications strategy to accelerate brand awareness for
Simira’s B2C target customers (i.e., walk-in patients).
6. How will you evaluate whether the organization has been successful in its rebranding attempt?
The Case Solution Starts From page 4
, ANALYSIS
1. Analyze the brand elements outlined in the case.
The case highlights three primary brand identity elements—brand name, logo, and tag line. Apart from this,
we can also analyze the URL of the website as well as the brand’s social media handles. Choosing the right
brand elements is often the first step toward creating a strong brand, as it facilitates registering the brands
in the minds of consumers.
Landor’s Brand Name Taxonomy
The brand name forms the basis upon which other elements such as the logo and tag line are built. The
brand name must be carefully chosen so that it is distinctive yet meaningful. Further, the brand name should
be easy to pronounce, have clear and understandable spelling, and be unique. Selecting the brand name
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therefore requires careful consideration and evaluation of the alternatives.
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According to Landor’s brand name taxonomy, the brand name can be of seven major types. Highlighted
below are the types, with suitable examples from the health care sector for ease of understanding.
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Descriptive. Descriptive brand names have literal description of the core function that the brand
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performs (e.g., Quest Diagnostics, Suburban Diagnostics, Dr Lal PathLabs Limited, Agilus Diagnostics
Limited, Metropolis Healthcare).
• Suggestive. This category is suggestive of a benefit or function that the brand performs (e.g., Thyrocare
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The Case Solution Starts From page 4
ENOUGH? CASE STUDY SOLUTION
e
pl
SYNOPSIS
m
Sa
As part of a massive rebranding exercise attempted by Simira Diagnostics (Simira), a leading health care
diagnostics organization headquartered in Navi Mumbai, India, the organization was finalizing its brand
elements and the way ahead. With the diagnostics market cluttered due to many organized players emerging
since the pandemic, the main protagonist, Aruna Aher, co-founder and head of marketing at Simira, felt the
n
need to craft a strong brand identity for the organization in order to stay differentiated.
tio
Unveiling the new logo to the team, she emphasized the need to stay relevant to target customers and the
organization’s stand of becoming a purpose-led organization with patient centricity at its core.
lu
The redesigning of the logo was followed by crafting the organization’s tag line and building a service delivery
proposition. As Aher worked toward strengthening the corporate visual identity of Simira, she knew that merely
So
capturing the essence of the organization in logo and tag line was not enough; she would have to support the
branding through on-the-ground efforts in order to get the desired push. This meant devising a suitable
advertisement and communications strategy targeted to Simira’s stakeholders to ensure accelerated brand
awareness. Apart from this, she would have to take initiatives for ensuring a consistent and seamless business-
to-consumer (B2C) brand experience for strengthening its brand purpose of patient centricity. While she
navigated the rebrand, she also faced a few anticipated challenges operations and marketing challenges.
OBJECTIVES
• Understand how branding can be used as a key strategic tool.
• Understand the importance of service innovations and customer centricity in creating a strong brand.
• Design and evaluate brand elements.
• Devise a brand strategy blueprint for accelerating brand awareness.
• Design advertisement and communication strategies for implementing a significant rebrand.
The Case Solution Starts From page 4
, e
pl
m
Sa
n
tio
lu
So
ASSIGNMENT QUESTIONS
1. Analyze the brand elements outlined in the case.
2. Why is brand awareness an important consideration for brands? Enlist some ways in which the overall
brand awareness of Simira can be enhanced.
3. Devise a brand strategy blueprint for accelerating the brand awareness of Simira for its business-to-
business (B2B) target customers.
4. How can Simira effectively develop and communicate patient centricity while ensuring a consistent
experience to its end users?
5. Devise a suitable advertisement and communications strategy to accelerate brand awareness for
Simira’s B2C target customers (i.e., walk-in patients).
6. How will you evaluate whether the organization has been successful in its rebranding attempt?
The Case Solution Starts From page 4
, ANALYSIS
1. Analyze the brand elements outlined in the case.
The case highlights three primary brand identity elements—brand name, logo, and tag line. Apart from this,
we can also analyze the URL of the website as well as the brand’s social media handles. Choosing the right
brand elements is often the first step toward creating a strong brand, as it facilitates registering the brands
in the minds of consumers.
Landor’s Brand Name Taxonomy
The brand name forms the basis upon which other elements such as the logo and tag line are built. The
brand name must be carefully chosen so that it is distinctive yet meaningful. Further, the brand name should
be easy to pronounce, have clear and understandable spelling, and be unique. Selecting the brand name
e
therefore requires careful consideration and evaluation of the alternatives.
pl
According to Landor’s brand name taxonomy, the brand name can be of seven major types. Highlighted
below are the types, with suitable examples from the health care sector for ease of understanding.
•
m
Descriptive. Descriptive brand names have literal description of the core function that the brand
Sa
performs (e.g., Quest Diagnostics, Suburban Diagnostics, Dr Lal PathLabs Limited, Agilus Diagnostics
Limited, Metropolis Healthcare).
• Suggestive. This category is suggestive of a benefit or function that the brand performs (e.g., Thyrocare
n
tio
lu
So
The Case Solution Starts From page 4
