個案總覽

The chief marketing manager of Crown Distilleries (Crown) in Raipur, the capital city of the Indian state of Chhattisgarh, faced cumbersome brand-building activities and maintenance of its brand equity. Competitors began taking market share from Crown’s well-established brand. Crown added new brands to its portfolio in response to its competitors’ activities. Would it be fruitful for the company to opt for an umbrella brand in a particular segment or continue to add new names to its product portfolio? How would the company develop an action plan to beat competitors, choose a brand name for its new product, and build strong brand equity?

The chief marketing manager of Crown Distilleries (Crown) in Raipur, the capital city of the Indian state of Chhattisgarh, faced cumbersome brand-building activities and maintenance of its brand equity. Competitors began taking market share from Crown's well-established brand. Crown added new brands to its portfolio in response to its competitors' activities. Would it be fruitful for the company to opt for an umbrella brand in a particular segment or continue to add new names to its product portfolio? How would the company develop an action plan to beat competitors, choose a brand name for its new product, and build strong brand equity?