The case describes the brand migration from MICO to Bosch in India. The case elaborates the integrated communication strategy for change in corporate identity – advertising, public relations, and media strategy. It details the communication strategy adopted for different stakeholders – employees, opinion leaders, aftermarket, and original equipment manufacturers. The metrics for measurement of effectiveness of communication strategy allow for a rich discussion of the extent to which brand migration can lead to transfer of equity. The case invites students to discuss the extent to which brand equity of Bosch has been built and the way forward.
The case can be used to teach issues in managing corporate identity, communicating change in corporate identity, and building a corporate brand. It can be used to teach corporate communications and stakeholder communication. It can be used to teach the differences between corporate advertising and product advertising.