Abstract

Nestlé, one of the leading health and wellness companies in the world operated in India for over a century. The company sold milk and milk products, beverages, prepared dishes, and chocolates and confectioneries under Nestlé, Maggi, and Nescafé brands. In 2011, the company rebranded its milk and curd products as Nestlé a+ milk and Nestlé a+ dahi. Within days, the Gujarat Cooperative Milk Marketing Federation (GCMMF), which sold milk and milk products under the Amul brand, raised objection stating that it had launched products under ‘Amul A+’ brand, a few years ago, and Nestlé’s rebranding would confuse the consumers. Both the companies were in discussion to settle the matter

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The need and importance of rebranding
• The factors to be considered before rebranding
• Advantages and disadvantages of rebranding

Keywords

Nestle, Nestle a+ milk, Nestle a+ dahi (curd), Gujarat Cooperative Milk Marketing Federation (GCMMF), Amul, Amul A+, Trademark infringement