The Godrej Group: An Indian Family-owned Business Conglomerate’s Re-branding Strategies



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Code : FMB0013

Year :
2009

Industry : Diverse

Region : India

Teaching Note:Available

Structured Assignment : Available

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Abstract: The Godrej Group – a family-owned diversified Indian business conglomerate – attempted a brand makeover for the first time in its 111-year-old history. The company launched a new logo and also repositioned the master brand. The move was to keep pace with the changing consumer demographics and increased focus on international markets. The management believed that the rebranding would help the group to shed its old image and attract young consumers, while retaining the old ones. However, analysts believed that apart from a logo change, there was much more that the group needed to do.

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Pedagogical Objectives:

  • To determine the characteristics of family-owned businesses
  • To understand the concept of brands and need for brand revitalisation
  • To discuss the reasons necessitating rebranding at Godrej
  • To debate whether the rebranding process was the ‘best’ way for the Godrej group to have taken
  • To identify the various challenges Godrej now faces.

    Keywords :Godrej, Family Business, Emerging, Rebranding, Mother Brands, Industrial Brands, Global Brands, Diversified Conglomerate, Liberalisation, Privatisation, Globalisation, Economy, Strategies

    Contents :
    » Indian Business: In Sync with Changing Times?
    » Godrej Group: Brand Makeover


    Case Introduction >>


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