Brands & Branding and Private Labels Case Study

Brand Hollywood vs Brand Bollywood

OR

Abstract:
Indian film industry christened ‘Bollywood’ after its more evolved western counterpart Hollywood, is well on its way to growth. In spite of being the world’s largest producer of films; Bollywood is yet to acquire professionalism and capitalise on its huge talent bank. Will Bollywood with its rising global audience ride high on a Corporatisation wave? Can Brand Bollywood convert its competency into concrete capabilities and stand up to Hollywood?

Pedagogical Objectives:

• To analyse the business models of the Indian film industry ‘Bollywood’ and Hollywood
• To understand the impact of Corporatisation on a hitherto unorganised industry
• To understand how an industry’s competencies can be converted into capabilities
• To analyse the Challenges of evolving brands in a global market.

Keywords : Bollywood, Indian Film Industry, Hollywood, Branding Case Studies US film industry, Professionalisation, Corporatisation