Case Code : CLMM075
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 04 Pages
Price : Rs. 100
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Rebranding, Repositioning, CEAT, Brand relevance
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On April 15, 2008, CEAT Ltd., part of the RPG Group and a major tire manufacturing company, unveiled a new wordmark for the CEAT brand, doing away with its 25-year-old mascot, the rhino, and the tagline, Born tough. The rebranding exercise was carried out as part of a brand repositioning effort.
The fact that the condition of Indian roads was improving, and that vehicles were becoming more sophisticated, had led to customers demanding tires that would allow for greater speeds and increased maneuverability.
Recognizing this, the company repositioned CEAT from a brand that conveyed toughness to one that was associated more with performance, style, and comfort. Therefore, they decided to drop the 'Born Tough' logo as well as the rhino...
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