Effective rebranding strategies for Indian brands in changing global scenario

Abstract

The project report contains an analysis of the rebranding process with special focus on such instances in the Indian market. The project defined rebranding as the process of reimplementing one or more stages that led to building the brand. These distinct stages in branding have also been identified and defined in one of the sections of the report. Also, the focus was on the breadth of rebranding strategies rather than on the depth of any one such process. The field study involved interviewing a manager from a leading media servicing agency, the marketing department of two Indian companies that undertook rebranding recently and an FGD on what rebranding meant to a consumer. There was relatively less literature available on rebranding through books and online resources as against that of rebranding. The secondary study involved referring to Journals, magazines, textbooks in the field of Marketing and few websites dedicated to rebranding. Also the measurement of the effectiveness of rebranding was beyond the scope of this project though it has been briefed in the last section.