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Brands & Branding and Private Labels Case Study

Case Title:

Brand Kingfisher – Creating a Lifestyle Brand

Publication Year : 2010

Authors: L Ravi and A Syed

Industry: Beverages


Case Code: BBP0116IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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Brand Kingfisher, promoted by Indian 'liquor baron' Vijay Mallya, was initially known only for its 'beer'. Over the years (spanning a few decades), Mallya has painstakingly built the brand to give it the status of a lifestyle brand. Kingfisher lent its name to glamorous events like the Derby, F1 Racing, Football and League Cricket. Kingfisher Airlines launched in 2005 gave the brand more visibility and glamour. The case discusses Kingfisher's brand positioning strategies and how it emerged as a lifestyle brand.

Pedagogical Objectives:

  • To study the concept of brand extension.
  • To analyse the strategies of lifestyle branding.
  • To comprehend the positioning of lifestyle brands in a regulated industry.

Keywords : Lifestyle brand, Kingfisher, Branding, Brand positioning, Challenges of lifestyle branding, Vijay Mallya, Kingfisher Airlines, Brand extension, Luxury brands, Rich and trendy

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