CEAT: “Raising the Bar” with the New Logo
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Details
Case Code:
CLMM075
Case Length:
4
Period:
Pub Date:
2009
Teaching Note:
NO
Price (Rs):
200
Organization:
CEAT Ltd.
Industry:
Automotive
Country:
India
Themes:
Branding Strategy,Corporate Image & Identity
Abstract
On April 15, 2008, CEAT Ltd., part of the RPG Group and a major tire manufacturing company, unveiled a new wordmark for the CEAT brand, doing away with its 25-year-old mascot, the rhino, and the tagline, Born tough. The rebranding exercise was carried out as part of a brand repositioning effort.
Learning Objectives
The case is structured to achieve the following Learning Objectives:
- 0
Keywords
Rebranding, Repositioning, CEAT, Brand relevance