In year 2009, a US$16.3 billion multinational corporation based in Mumbai, India,the Mahindra Group, had initiated a novel positioning labelled "Rise" to dispense meaning to its brand and assist in uniting its various businesses under a common ground. Accommodating integration and implementation of the new positioning needed the company to re-evaluate its brand architecture, which was till now a complicated, inside‐out arrangement that eventually resulted in a diffused image.Aligning companies that are legacy and varied will be an intricate job, and resources were restricted.
Mahindra Rise A Brand Architecture Decision Case Study Solution
A definite brand architecture would not just aid the multinational company to efficiently distribute advertising dollars but will also assist in identifying investment opportunities and threats in the different sub-brands. An international brand consulting firm, Landor Associates India, was assigned by the board to deliver an important brand architecture model that would be relevant across geographies. Should all companies, products and services use the Mahindra brand? Will it help the company to ensue a venture approach and create a "house of brands" as P&G and Unilever did, or should it follow a hybrid strategy? Ashita Aggarwal Sharma is affiliated with SP Jain Institute of Management & Research.
PUBLICATION DATE: February 20, 2015 PRODUCT #: W14691-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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