1. Why is Mahindra revisiting the brand positioning and brand architecture?

Explain with respect to brand architecture theory.

Ans: Mahindra is revisiting the brand positioning and architecture because of
following reasons:
1. Brand inconsistency (federal structure)
Many customers of Mahindra Group were not able to find any connection between
various business units of Mahindra Group. Mahindra, the parent company, has a
diverse brand portfolio, ranging from automobiles to IT sector. All these business
units followed a federal structure that enabled them to chart their own future. Because
of it, many of the business units were not able to relate their values with core values
of parent company.
2. Global expansion (confuse customers)
Mahindra Group had plans to expand in India and globally, therefore it is important
for the company to have a consistency in brand image and architecture. So that the
consumers would have same perception.
3. To build an emotional connection with young stakeholders
In 2013, 50% percent of India’s population was under the age of 25, and this segment
had not been a major part of Mahindra’s customer base. So, to attract these young
stakeholders not only as customers but also as employees they need to develop a deep
emotional connection.
4. Unite various business units under a common umbrella
Various business units under Mahindra followed a federal structure that enabled them
to chart their own future which led to confusion among customers. They perceived
Mahindra as an automobile company.

2. If you were a brand management consultant, what would be your suggestion to

Mahindra with respect to brand architecture?
Ans: As a brand management consultant we would suggest following hybrid
architecture. The brands which are close to Mahindra’s core attributes like Mahindra
Scorpio, Bolero, Tractors etc should follow branded house architecture. As the
customers can easily connect with core values of parent company. While rest of the
business units should follow house of brands architecture. This would not create more
confusion in the minds of customer, and they can target different customer segments.

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