The case describes the brand migration from MICO to Bosch in India. The case elaborates the integrated communication strategy for change in corporate identity - advertising, public relations, and media strategy.
It details the communication strategy adopted for diverse stakeholders - employees, opinion leaders, and aftermarket and original equipment manufacturers. The metrics for measurement of effectiveness of communicating strategy permit for a rich argument of the degree to which brand relocation can lead to relocate equity. The case requests pupils to discuss the extent to which brand equity of Bosch has been built and also the way forward.
PUBLICATION DATE: February 01, 2013 PRODUCT #: IMB409-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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