Advantage Legrand: Building a B2B Brand

In January 2019, Mohit Sehgal, assistant manager in the marketing team of Legrand India (Legrand), part of a global conglomerate in the electrical and digital infrastructure sector, had been asked to propose initiatives to enhance the brand’s visibility and deepen stakeholder engagement based on the chosen brand platform: Advantage Legrand. The Legrand brand, present in India since 1996, represented a vast product portfolio and was connected to multiple stakeholders with diverse needs. It had successfully grown its business in India with a focus on customer-centricity, a heavy investment in research and development, and a focus on innovation and design. While Legrand was well-respected and strongly associated with premium, ethical products, brand awareness was limited, especially among end-consumers, and the brand was perceived as distant. The Advantage Legrand brand promise was initiated as a first step in increasing the brand’s charisma. Legrand had also worked to enhance customer and stakeholder experiences, expanding brand touchpoints to include experience centres and virtual showrooms and working to deepen its engagement with end-users through social media campaigns. One year after the launch of Advantage Legrand, Sehgal needed to propose a brand-building strategy for the coming year and work out the implementation details. He was excited as he prepared for his upcoming presentation.

This case is designed for use at the postgraduate level in brand management or B2B strategy courses. It can also be used in executive management programs. Within a brand management course, this case is best situated halfway through the course, after coverage of introductory modules on the constituents of brand equity, brand-building elements, and so on. This case aims to enable students to do the following:<br><br><ul><li>Identify factors that play a key role in developing the branding strategy for business-to-business (B2B) brands.</li><li>Explain the criteria for analyzing the effectiveness and relevance of strategic options for brand building.</li><li>Use a multi-stakeholder lens to recommend how brands can add value and strengthen their equity over time.</li><li>Analyze how emotions and relationships can be leveraged in B2B branding.</li></ul>

• B2B Branding
• Brand Communication
• Brand Strategy