Branding
Merging low cost brands with high cost brands – a risky proposition
Sometime back I had read an article in Mint that Tatas are interested in buying Jaguar and Land Rover brands from Ford. Vaishali jajoo of Angel Broking Ltd. raised a very valid issue by saying, “They (Tatas) don’t have the experience in managing such brands. Tatas overall portfolio consists of low-cost products and I don’t know how they will leverage the distribution network.” Imagine mixing Indica taxis with Jaguar.
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