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mjunction: The Branding Dilemma
內容大綱
By mid-2019, more than the 18 years since its inception, mjunction had grown to become India's largest e-commerce player and the world's largest e-marketplace for steel. The company had extended its presence to multiple business units, such as coaljunction, teajunction, and straightline.in, all of which operated under the corporate name of mjunction. Some of the business units enjoyed a strong brand identity, while others did not. The chief executive officer was worried about the implications of the diverse brand names being used. Should the organization use a common corporate name for all of its businesses, or follow an individual brand name strategy? And if mjunction chose to transition to a single brand name, how could it minimize the loss of brand assets and other issues?
學習目標
This case is intended for undergraduate- and graduate-level courses on introductory marketing, strategic branding, and brand management. It is also suited to executive education programs. After working through the case and assignment questions, students will be able to<ul><li>discuss the business-to-business model of online commerce;</li><li>understand the importance of the choice of brand names;</li><li>understand the issues that may arise when brand management does not follow a strategic perspective; and</li><li>develop an understanding of how to manage brand name transitions.</li></ul>