Rise Mahindra

MAHINDRA

“RISE”

A Brand Architecture Decision

INTRODUCTION •

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Established in 1945 as a steel trading company. Manufacturing partnership with illys !eeps. Entered the world mar"et as e#porter of utility $ehicles % spare parts& 1969 'ubse(uent di$ersi)cation* +rom utility $ehicles % tractors to B,B - ser$ice pro$iders. More than 1/0&000 employees carries operations in o$er 100 countries

PROBLEMS Brand inconsistency: 2alues of $arious businesses under the Mahindra group were not in line with the core $alues of brand Mahindra 3ompany was percei$ed as an oldfashioned brand in the automobile industry  he brand had nolow youth connect

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The gro! needed a re"reshed #rand architectre

SOLUTION  he need for a refreshed position in the mar"et can be satiated by the 6ybrid 'trategy wherein

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+or a few strategic businesses the Mahindra brand can be used as a 7master brand8  he use of the corporate brand in other businesses could be redced

 he strategy would be ad$antageous because* • •

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-t is cost ecient -t o:ers businesses under Mahindra greater ;e#ibility so they can mar"et themsel$es more e:ecti$ely