Abstract

The case “The Journey from Vodafone Idea to Vi” talks about the rebranding exercise undertaken by Vodafone Idea Ltd. (VIL) in 2020. The case starts out with a brief history of both Vodafone India and Idea Cellular (Idea) and about their merger. It then describes the reasons behind VIL’s rebranding exercise. The case touches upon the various elements involved in the rebranding exercise. It also describes the challenges that VIL could face in the future and the steps it could take to mitigate those challenges.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of branding in attracting and retaining customers.
• Know the issues and challenges in rebranding a well-established brand.
• Understand the issues that could lead to a company deciding to go in for rebranding.
• Understand why companies create a new brand positioning after integration of two companies as part of the M&A activity.

Keywords

Rebranding; Brand Positioning; Brand Management; Marketing Management; Brand Equity; Merger; Vodafone Idea Ltd; Vi; Customer Retention; Brand Identity; Brand Strategy; Marketing Strategy; Mission; Vision; Jio