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But while the Brand AB is trying to again reposition or re-reposition itself, there are certain conflicts, which are becoming prominent. First of all, KBC-2 was not as successful as its first part. Questions are being raised whether there is necessity to go for this change.
The brand endorsements of AB are also conflicting - on one side the Brand AB is trying to associate itself with younger brands; on the other hand certain brands like Parker Pens, Reid & Taylor, etc., that he endorses are more related and matching to the actual brand image of Brand AB - that of esteem, trust due to success over a number of years, one who is above the masses. Also this was the reason the Brand AB was used for the polio endorsement of Government of India.
The question also being raised is whether today's multiplex audiences go to see movies like Kabhi Khushi Kabhie Gham, Mohabbatein, and Kabhi Alvida Naa Kehna, etc., for Brand AB or watch young actors like Shahrukh, Hrithik, Abhishek, etc. Also another point with the Brand AB is the over-use of the brand, just like over-cooking a food - this may lead to the loss in the mystique of Brand AB. However, AB justified his huge amount of working to the reason of paying back his debt. He said in an interview, "There was a sword hanging on my head all the time. I spent many sleepless nights. One day, I got up early in the morning and went directly to Yash Chopraji and told him that I was bankrupt. I had no films. My house and a small property in New Delhi were attached. Yashji listened coolly, and then offered me a role in his film 'Mohabattein', after he re-launched ABCL as AB Corp on his 61st birthday in 2003. "I then started doing commercials, television and films. And I am happy to say today that I have repaid my entire debt of Rs. 90 crores (Rs. 900 million) and am starting afresh," he added. But still today, after paying back all his debts, Brand AB is doing the highest number of films and advertisements - the question is whether this is being done in order to stay relevant to the target audience, and if it is to see whether it will work? So all these discussions lead us to the two brand images of AB, which was mentioned at the start.
Questions that can be discussed based on this case: -
After successfully repositioning the Brand AB once, is there any need to change itself again to the current young image; or the brand image established over the years of evolution is enough to sustain Brand AB in the years to come?
The recent efforts to change the Brand AB - is it a rebranding effort or a re-repositioning effort?
Is there any possibility of dilution of the core brand value due to the change efforts and the conflicts shown in the image of Brand AB as well as over-use of the brand?
Discuss where in the BCG matrix Brand AB was and currently where it is, what can be the future position of the brand in the matrix?
Concluded.
* Contributed by: -
Shirshendu Ganguli,
Research Scholar,
ICFAI Institute for Management Teachers, Hyderabad.
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