3rd AIMA-ICRC Case Writing Competition & Conference, 2023       
Case Study

BUDBITE AND THE BRANDING DILEMMA

Dr. Bhavneet Kaur, Professor, JIMS, Rohini, Pragati Jain & Divansh Bhambry , PGDM Student & Anuradha Jain, Research Scholar ,JIMS, Rohini, Delhi
Aspirational brand, Branding, Marketing, Patents/trademarks Positioning, Consumer insights and Brand associations

Abstract: The case study aims to broaden the understanding of the students on the decision of branding. The case looks into the various issues surrounding the branding decisions for an offering. Pragati Jain who has a sound background and related experience of bakery business is contemplating launch of her own venture. She has done adequate market research and has every reason to believe in the success of her venture. Despite doing her homework well, she realizes that the most basic element – the brand name of the venture can actually create havoc, if not managed properly. The case study captures the essence of the decision regarding branding on one hand and depicts the quandary, confusion, and dilemma of a budding entrepreneur on another.

After investing her time and resources in the venture, she realizes that the most daunting challenge staring in her face is about the brand name of the venture. She is required to decide what to do and how to execute it within a reasonable time.

Learning Objectives

1. To understand and highlight various aspects related to choosing a brand name from technical and legal viewpoints.

2. To analyze and weigh the significance of consumer perception in deciding upon the brand names.

3. To investigate the possibility of designing a brand name by applying various concepts and theories in the light of above mentioned, technical, legal and consumer perspectives.

  • Pub Date:
    15 Dec 2022
  • Source:
    ICRC
  • Discipline:
    Marketing Management,Consumer Behavior,Brand Management
  • Product#:
    1843
  • Keywords:
    Aspirational brand, Branding, Marketing, Patents/trademarks Positioning, Consumer insights and Brand associations
  • Length:
    Pdf : 8 page(s) ,

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