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Case Title:

Vodafone’s Branding Dilemma in India

Publication Year : 2007

Authors: Rajan Shah, Ruchi Mankad

Industry: Telecommunications

Region:India

Case Code: MES0071A

Teaching Note: Available

Structured Assignment: Available

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Abstract:
In mid February 2007, Vodafone Group Plc. (Vodafone), one of the leading global telecommunication companies acquired 67% stake in Hutchison Essar, one of the leading telecom operator in India, which provided its services under the brand name, Hutch. Speculation mounted whether Vodafone would retain the existing brand or re-brand it. Many analysts opined that if Vodafone replaces the Hutch brand with its own, the move could backfire, because ‘Hutch’ was well established and most admired brand in the Indian telecom sector.

The case details about corporate rebranding dilemma faced by Vodafone in Indian telecom market.

Pedagogical Objectives:

  • To understand corporate rebranding strategies
  • To study the brand transition strategies adopted by Vodafone globally
  • To understand brand positioning of Hutch in India
  • To study the challenges involved in rebranding in merger or an acquisition.

Keywords : Vodafone; India; Hutch; Market Entry Strategies Case Study; Brand Transition; Brand Promotional Strategies; Brand Dilution; Indian Telecom Sector; Brand Differentiation; Vodafone’s Global Branding Strategy; Brand Attributes; Vodafone in Czech Republic; Vodafone in Turkey; Vodafone in Italy; Vodafone in Japan; Dual Branding Strategy; Branding dilemma

Contents: 
Vodafone: Acquisition of Hutch
Hutch Brand in India
Vodafone’s global branding strategy
Vodafone’s Indian Dilemma
Vodafone’s Global Footprint
Hutch Advertisement in Indian Market
Hutch: Nationwide Presence in India
Vodafone’s Dilemma

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