With several brands in the premium-shirt market, experienced the arrow mark of the challenge, balancing its premium associations to the brand in the past, been nourished contemporary. The concept of “premium Ness” in terms of which a shift, with equally strong brands had (like the Arrow brand) subjected to strengthen their position on Premium Ness. Arrow faced several challenging decisions involved in their original position. The fundamental decision about the revival … Read more »

With several brands in the premium-shirt market, experienced the arrow mark of the challenge, balancing its premium associations to the brand in the past, been nourished contemporary. The concept of “premium Ness” in terms of which a shift, with equally strong brands had (like the Arrow brand) subjected to strengthen their position on Premium Ness. Arrow faced several challenging decisions involved in their original position. The fundamental decision to revitalize and strengthen the brand would depend on the analysis of the changing environment, competitive bids from competing brands and the consumer perception on arrow and its competitors. The premium brand t-shirt market had offered similar functional attributes, and the differentiation of brands was both functional and symbolic attribute positioning positioning built. Balancing the two aspects and exchange between these two aspects in a dynamic environment required category and an approach different aspects of consumer behavior towards a brand strategy would bring. As competition intensifies, it was necessary for each brand in the finer aspects of consumer behavior to deepen rather than on the basic strategies of positioning. It is necessary to analyze how the consumer behavior strategies could help the brand positioning strategies. Arrow should keep their category expertise? Should the brand keep their “country of origin” associations? If the brand focus associated with the consumer segment to the self-concept? A medley of concepts that can trigger from Arrow next level of brand strategy, the context of this case is set in an emerging market like India.
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from
S. Ramesh Kumar,
Amod Choudhary
Source: Indian Institute of Management Bangalore
9 sides.
Release Date: 1 November 2012. Prod #: IMB385-PDF-ENG
Brand revitalization and strengthening Brand: The Case of Arrow shirts in the Indian context HBR case solution