Doosan Infracore International

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DOOSAN INFRACORE INTERNATIONAL: PORTABLE POWER BRAND TRANSFORMATION (B) Strategies: 1st. Keeping the IR brand Pros: * Keeping the IR brand will lead to stability and ensure the goodwill of the firm. (Brand equity) * Can enjoy premium positions and price points in North America, Western Europe and Asia, as IR brand in all these regions is considered as a name of quality and durability. * Recognition Cons: * It will be difficult to establish the brand name of Doosan. * Changes in management will lead to new strategies and may adopt new positioning for the firm that may be different as compared to the earlier ones. 2nd .Co Branding Pros: * In regions where Doosan is finding it difficult to establish its name, co branding will be a better option. * It can increase customer traffic. Cons: * It’s a costly option (3.5 times of the marketing budget) * Dilution of brand image. * It can create confusion in the mind of the customer 3rd.Extended Retention Pros: * Strong shape equity. * Minimum cost option available. * Ongoing recognition will lead to ensure quality. Cons: * Retaining may not be beneficial for the company if the positioning and the strategies are changed. 4th .Immediate Rebrand: Pros: * The IR brand has an outdated image (old fashioned), by rebranding we will have the opportunity to put up a modern image. * Internationalization * Repositioning Cons: * A very costly option. (5 times the marketing budget) * The brand equity of the IR brand will be lost. * Negative impression of Asian brand may prevail in Western Europe, North America and Asia. * Can lose the premium prices taken from the above mentioned regions due to the strong brand equity of IR

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