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Tata’s Air India: Brand Repositioning and Revitalization Challenges
內容大綱
The control of the state-run airline Air India was handed over to Tata Sons on January 27, 2022, by the Government of India. Air India had returned to Tata Sons with a severely dented reputation, being known for bad service, frequent delays, and flight cancellations. Therefore, rejuvenating Air India would be a daunting task. Some industry experts felt that the takeover of Air India was the best chance the airline had of a commercial revival; others were not so optimistic. Despite the lingering skepticism, the chief executive officer of Air India was confident of an effective turnaround. He wanted to capture 30 per cent of India’s domestic aviation market in the next five years and brand Air India as the carrier of choice for passengers worldwide. He wanted Air India to compete against world-leading airlines such as Emirates and Singapore Airlines. However, he had some questions to resolve. What strategies should Air India adopt to undergo such a drastic brand repositioning? Could Air India revitalize its brand and become a leader among the world’s top airlines?
學習目標
This case can be used in strategic brand management, marketing management, and strategic marketing courses in modules on brand image, the brand positioning model, the brand resonance model, and brand revitalization strategies. The case can be taught in advanced undergraduate, MBA, or executive-level programs that cover the courses and modules noted above. After working through the case and assignment questions, students will be able to <ul><li>understand the applicability of the dimensions required for creating a positive brand image;</li><li>apply the brand resonance model to understand the brand development stage of a business;</li><li>apply concepts from the brand positioning model to propose brand repositioning guidelines; and</li><li>identify and apply various brand revitalization strategies to reinvigorate a brand.</li></ul>