Mahindra "Rise": A Brand Architecture Decision

Cases
Aggarwal Sharma Ashita; Raghavan Lulu. Mahindra "Rise": A Brand Architecture Decision, 2015
Abstract:
Issues: Branding, brand architecture, brand design
Disciplines: ​Marketing,  International
Industries: Professional, Scientific, and Technical Services
Setting: India, Large, 2009
Length: 13 pages
Intended Audience: MBA/Postgraduate
Publication Date: February 20, 2015

Abstract:
In 2009, the Mahindra Group, a US$16.3 billion multinational corporation based in Mumbai, India, had introduced a new positioning called “Rise” to provide meaning to its brand and help unite its various businesses under a common umbrella. Successful integration and implementation of the new positioning required the company to re-examine its brand architecture, which was currently a complex, inside‐out arrangement that resulted in a diffused image. Aligning diverse and legacy businesses would be a complex task, and resources were limited. A clear brand architecture would not only help the company to efficiently allocate advertising dollars but could also help in identifying investment opportunities and risks among the different sub-brands. Landor Associates India, a global brand consulting firm, was tasked by the board to suggest a relevant brand architecture model that would be relevant across geographies. Should the Mahindra brand be used by all businesses, products and services? Should the company follow a conglomerate approach and create a “house of brands” as P&G and Unilever had done, or should it follow a hybrid strategy?

Learning Objective:
The case can be used as part of the core marketing management course in a full-time MBA or executive education program with the following objectives:
  • To highlight the importance of brand architecture planning in a multi-portfolio corporate brand.
  • To evaluate the merits and demerits of various brand architecture models.
  • To familiarize students with the challenges that may be faced in implementing brand architecture solutions.
  • To expose participants to the importance of communicating brand hierarchy through brand design.