Abstract

In early 2008, one of India oldest retail chains, Shopper Stop, unveiled its new logo as a part of a rebranding exercise aimed at repositioning the store as a bridge to luxury store to attract youngsters and also to increase its market value. The retail chain brought in various changes in its retail chain and also launched an advertising campaign as part of the rebranding exercise.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Rebranding, repositioning, strategy, advertising, logo, Shopper Stop, brand, retail chain, store, price, fashion, garments, departmental store, new image