Ic Mind - Brand Management

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Brand Management

CASE 01: COMING BACK AGAIN

CASE 02: BRANDING BY SENSING

CASE 03: STRETCHING DOWN OR DROWNING THE BRAND

CASE04: PC MAKERS SANDWICHED IN BETWEEN

CASE 05: WHICH DIRECTION SHOULD THE BRAND TAKE?

CASE 01: COMING BACK AGAIN

BPL name reminds one of a phenomenal Indian brand in electronics and appliance market space that once topped in ubiquity and esteem. Starting from the south, it went on to become a household name. The group dates back to the ‘sixties, when the founder, TPG Nambiar began manufacturing hermetically sealed precision panels in Kerala. It was then known as British Physical Laboratories. Back then, industrial activity was under tight government control though reservations and licensing. BPL came to the forefront in the ‘eighties when industrial licensing began to give way to a pro-market regime. The group got further impetus in the ‘nineties, when globalization and liberalization became key policy initiatives for achieving economic growth. BPL forged alliances with foreign companies to access technology to improve product quality and innovation, to manufacture electronic products. This way, the company went on to become a powerful brand in televisions and other electronic products.

The BPL brand has been a pioneer in the electronic products industry in the initial years of liberalization. The brand evolved with changing customer and competitive conditions. It offered state-of-the-art products like televisions, refrigerators and audio products backed by an excellent service network. Once, the brand actually topped the list in terms of customer trust and loyalty, at a time when the field was crowded with a host of prominent players like crown, Beltek and Videocon. Till the late ‘nineties, the brand won accolades from...