Fair and Lovely was introduced in Indian market way back in 1975. For decades, Unilever's largest and most iconic brands in India, Fair and Lovely was a symbol of the aspirations of Indians. As the impact of the Black Lives Matter (BLM) movement in June 2020 spread outside US borders, the brand came under heavy fire. Amidst the firestorm, the company renamed the brand to Glow and Lovely. It's skin cream for men, earlier named 'Fair and Lovely - Men's Active'' has been renamed as 'Glow and Handsome'. The skin cream was not only a brand but it had come to be associated with the secret wish of many Indians of "becoming fair". The rebranding, however, will be costly, according to Bloomberg report. HUL will probably need a large media campaign to win over consumers, which poses short-term risk to its margin in that particular segment. "We recall around 2012, HUL changed the Fair & Lovely cream colour from white to pink along with a packaging change, which met with a push back from the consumer", says market analysts Vivek Maheshwari and Kunal Shah.

Question 1: Is this a change in Brand Identity or Brand Image? Would you call this brand repositioning? Why/ why not?

Question 2: Do you think the new brand name is a good idea? Can the brand come back as a strong player with this change?