Rebranding Ericsson in India

Details

Case Code : CLMM083
Publication date : 2010
Subject : Marketing Management
Industry : Advertising
Length : 03 Pages
Price : Rs. 100

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Key words:

Ericsson, rebranding, brand strategy, brand evolution, logo, telecom market, GSM, 3G

Note

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Abstract:

In late 2009, Ericsson India unveiled its new logo in India as a part of its rebranding strategy. This was a bid to convey its customers that the company had evolved from being just a telecom equipment supplier to one which manages services. The new logo with its vibrant color aimed to portray the dynamism with which the company operated. Analysts felt that it was logical for Ericsson India to go in for rebranding considering the positive growth outlook of the telecom market in India.

Issues   » Branding.   » Rebranding. Introduction On December 14, 2009, Sweden-based telecom equipment provider, Telefonaktiebolaget L. M. Ericsson (Ericsson) unveiled its new logo in India as a part of its rebranding strategy. The company decided to go in for the rebranding exercise in a bid to depict the company’s evolution from being just a telecom equipment supplier to one which manages services...

Questions for Discussion

1. What is the rationale behind Ericsson's rebranding exercise?
2. Do you think the new logo of Ericsson will help customers realize the evolution of the company? What else needs to be done?

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