Abstract

The case gives an overview of the new corporate identity of Dr. Reddy's Laboratories, unveiled in April 2001. DRL restructured its corporate identity mainly because of the merger of DRL with American Remedies Ltd. and Cheminor Drugs Ltd., and the subsequent listing of DRL on NYSE. The new corporate identity also attempted to distinguish the founder Dr. Reddy, from the brand Dr. Reddy. The case is intended for MBA/PGDBM level students as part of the Business Strategy curriculum. From the case, students are expected to analyze the various reasons for restructuring the corporate identity of DRL, despite enjoying a good brand image. They are also expected to understand why DRL attempted to distinguish between Dr. Reddy, the person and the brand.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Corporate identity
• differentiation of founder from company
• Indian Pharma Industry.

Keywords

Corporate Identity, Dr. Reddy's Laboratories, April 2001,DRL,American Remedies Ltd, Cheminor Drugs Ltd., NYSE, Dr. Reddy, Business Strategy, good brand image