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Originally Posted by vkprsd  Nice post...... Really helpful........................................... ..... |
TITAN’S BRAND BUILDING AND BRAND REORGANISATION STRATEGY
In our view the disassociation of the Sonata brand from the parent Titan and its further association with TATA was a well long term planned strategy, as the association of Sonata built in quite strong with Titan and Titan in Indian context is synonymous with Watches thus a strong association of Sonata with the watches segment developed. But as we have seen that the sonata has been cannibalizing the Titan sub-brands, whether this strategy is able to bring back the style image of Titan back. This all exercise leads to the conclusion that Titan is on a path of Fortification.
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TITAN?S BRAND BUILDING AND BRAND REORGANISATION STRATEGY - a knol by Anonymous
SOURCE:knol