Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Thumbnail image for 518-0005-1
Reference no. 518-0005-1
Subject category: Marketing
Published by:
Birla Institute of Management Technology (2018)
9 pages
Data source:
Published sources


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


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

Access this item
View our pricing guide
or to see prices.

Reviews & usage