Today, we present a marketing case study at Birla Institute of Management Technology (BIMTECH), Greater Noida. We discuss the challenges faced by the brand SHAMA (Fictional name), which is a women’s footwear brand established in the year 1980.

Here, students and the professor discuss the challenges faced by this brand in today’s market and discuss why rebranding is necessary? Are there any other cost-effective alternatives? And how does rebranding done right look like?

The discussion goes back and forth, highlighting important points that we need to consider before rebranding any brand. Points such as the difference between the consumer psychology of Gen Z and Gen X, Y, how founder bias can hinder the growth of a very old and well-established brand, how analytics should be used before making any critical decision, and many more were discussed.

Join us in today’s video to experience how a class discussion in a B-school feels like!

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