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Case
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Reference no. 518-0005-1
Subject category: Marketing
Published by:
Birla Institute of Management Technology (2018)
Length:
9 pages
Data source:
Published sources

Abstract

In June of 2014 , Air India, India's national airline, was faced with an important decision .The Government of India put forth a suggestion that the 68 years old Maharaja mascot of Air India should be replaced by the potent Aam aadmi (the plebeian one). Re-branding attempts in past, by airlines in particular and businesses in general, had impacted market fortunes. This case is not a discussion on the Indian aviation industry or Air India. It only focuses on the marketing decision of changing the logo of a company, the implicit communication issues in logo change and how it might impact the company and the industry

Topics

Branding; Advertising; Logo; Mascots; Communication
Location:
Industry:
Size:
The company has a global presence
Other setting(s):
2014

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