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:

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Keywords

Rebranding, Repositioning, CEAT, Brand relevance