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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Branding
• and Rebranding.

Keywords

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