個案資料
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Jio World Plaza: Bridging the West and the East in Luxury Branding
內容大綱
The latest offering by Reliance Brands Limited (an undertaking of Reliance India Limited) under the aegis of the Jio brand was Jio World Plaza (JWP), an ultra-luxurious mall with breathtaking architecture and an upscale range of brands and services, signalling that India had arrived on the global luxury market. Providing an eclectic mix of Western and Indian wearable and lifestyle brands, JWP had the potential to transform the luxury sector by the effective usage of brand management strategies. In November 2023, Jio’s management faced the question of whether to shape its brand architecture as either a branded house or a house of brands.
學習目標
The case can be taught at the post-graduate level and be administered in verticals of marketing management, retail management, integrated marketing communication, and product management.<br><br>The case gives students an opportunity to study different brand management concepts and frameworks to support their analysis of a potential business opportunity. By working through the case and assignment questions, students will have the opportunity to do the following: <ul><li>Understand the concept of luxury branding.</li><li>Understand the strategy for consolidating brand equity.</li><li>Analyze and differentiate between the concepts of branded house vs. house of brands.</li><li>Analyze the concept of masstige theory.</li><li>Discuss the strategies of a branded house and a house of brands.</li></ul>