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Rebranding strategies

Rebranding strategies

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Published by Babu George
Dubey, J.D. and George, B.P. (2011). Rebranding strategies. Asian Management Review, January-March, 47-51.
Dubey, J.D. and George, B.P. (2011). Rebranding strategies. Asian Management Review, January-March, 47-51.

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Published by: Babu George on Sep 16, 2012
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00
ASIAN MANAGEMENT REVIEW
JANUARY - MARCH 2011
 
 A 
brand is essentially a seller’spromise to deliver a specific setof features, benefits, and ser-vices consistently to the cus-tomers (Kotler and Armstrong,2010). It helps enterprises to communicatedesirable images about the quality, features,and uniqueness product offerings (Keller,2003). A brand should be able to commu-nicate that it is better than the other brandson parameters that customers evaluate;equally important, it should match with thecustomers’ personality (Ailawadi andKeller, 2004). Branding is a critical meansthrough which firms align their strategy,culture, and identity, too (Rao, Agarwal, andDahlhoff, 2004).In India, brand names and logos weretraditionally used to communicate the iden-tity of the seller rather than associatingthem with the distinguished benefits of theproduct. As quoted by Anand Halve, co-founder of Chlorophyll India, brand namesand symbols in the past often did not repre-sent something that the brand stood for(Khicha, 2009). Due to the government’sprotectionist policy, competition was lowbefore the economic liberalisation in the90’s and marketers were able to markettheir products effortlessly (Khanna andPalepu, 1999). Thus the incentive to imple-ment branding in its true meaning wascomparatively low. With the economic reforms of the 90’s,domestic firms began to face stiff globalcompetition and the availability of multipleoptions made Indian consumers choosier.Over last one and a half decade, marketingobservers in India have seen notablechanges in the way marketers attempt tocreate or rebuild brands (Kumar, 2003).Branding for survival has paved way forbranding for excellence. However, given theunique set of conditions in India underwhich the practice of branding has evolved,brand development and management didnot strictly follow the patterns prescribed bythe Western theories of branding (Ra- jagopal, 2001). For a country like India,unique cultural considerations are centralto any brand’s strategy that connects con-sumers with the brand’s proposition, ob-serves Kumar, Guruvayurappan, andBanerjee (2007). The present paper con-ceptually explores the dynamics of re-branding in the Indian context and high-lights how similar or dissimilar its trajecto-ries have been via-a-vis elsewhere. It also
ASIAN MANAGEMENT REVIEW
JANUARY - MARCH 2011
47
Brand management
Rebrandingstrategies
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 AYASHREE
D
UBEY
&B
 ABU
P G
EORGE
An insight into the salient aspects of rebranding in Indiaand the major factors that drive rebranding decisions bythe business firms
 
proposes a blueprint for successful re-branding based on what we learned as partof this research.
REBRANDING AS A KEYELEMENT OF IMC
Brand communication, the process of ex-amining the relevance of such meaningsand symbolism and adjusting these to themission and vision of the enterprise and tothe market realities, has become a key mar-keting activity of most business organisa-tions (Eagle and Kitchen, 2000). It plays avital role in informing, guiding, and helpingto develop, nurture, and implement thefirm’s overall integrated mass communica-tion (IMC) strategy. Brand communicationhas a significant effect on customer satis-faction, brand attitudes, and brand reuseintentions (Grace and O’Cass, 2005).Rebranding, the process of associating anew brand, trademark, image, or appear-ance with a product is a vital aspect of an or-ganisation’s IMC. By means of rebranding,marketers redraft brand manifesto andcommunicate to change the consumers’perception about the brand to rejuvenatebrand. Rebranding gives a brand a newidentity; positioning it in a way that may in-volve fundamental changes to the brand’s
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ASIAN MANAGEMENT REVIEW
JANUARY - MARCH 2011
Brand management
Featur 
 
esSe
 
 vicesBENEFITS
 
R
EBRANDINGCORRESPONDS TO THECREATION OF A NEW NAME
,
TERM
,
SYMBOL
,
DESIGN OR A COMBINATION OF THEM
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PHOTOS: THINKSTOCK

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