Abstract

Reliance Anil Dhirubhai Ambani Group (Reliance ADAG) move to register Reliance Big Bazar with India trademark authority met with stiff resistance from Future Group, Kishore Biyani (Biyani). Biyani had been running a hypermarket chain with the name Big Bazaar since 2001 and viewed the move by Reliance ADAG to get the Reliance Big Bazar name registered as an attempt by the company to leverage on the high brand recall of Big Bazaar that had been created over the years by the Future Group.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Trademark, brand recall, umbrella brand. Reliance Anil Dhirubhai Ambani Group, Reliance, ADAG, Reliance Big Bazar, Big Bazaar, Future Group, Kishore Biyani. Retail, hypermarket, entertainment Reliance Big Entertainment, Big FM, Big Flicks, Big Music, Big Video