“In other words, successful brands can continue to gain market share over many years,” Jefferies said in its report. Among those reviving old brands is India’s iconic bike maker Royal Enfield with its sixty-year-old brand, the Interceptor. Maruti Suzuki also has a legendary brand in Zen, one of the most successful brands launched by the company. Experts say the strategy of reviving old yet popular brands helps automakers save costs, since expenses for establishing a brand are huge and spread over years, while reviving old brands offers an instant connect with buyers. “From a puritanical point, it is not a great thing to revive old brands.

Source: Mint December 07, 2017 21:45 UTC