Why Brand Relaunches Happen and Do All of Them Work?

Opinion: Why Brand Relaunches Happen and Do All of Them Work?

Image: Opinion: Why Brand Relaunches Happen and Do All of Them Work? – Performance Comparison and Specifications

In an era where the automobile industry is constantly evolving, brand relaunches are becoming increasingly prevalent. Just recently, the Tata Sierra, a name that resonates with Indian Gen X, made a comeback in the market. For the younger generation, however, it was just another new SUV name. This phenomenon raises several questions: why do brand relaunches happen, and do all of them work?

Why Do Brand Relaunches Happen?

A brand relaunch is a strategic move by a company to revive a previously successful brand, giving it a new lease on life. According to my research, there are five primary reasons behind brand relaunches:

Legacy

The most significant reason for a brand relaunch is legacy. A once-great brand that needs to be revived to cater to a similar segment that it once enthralled. This is evident in the case of the Fiat 500, Alpine, and Jawa, all of which are attempting to revive their past glories.

Contemporise

Another reason for a brand relaunch is to contemporise a once-powerful brand that can cater to a new segment while pulling at the heartstrings of the previous one. The Bajaj Chetak is a great example of this, where the company brought back the classic scooter with a modern twist.

Portfolio

Reviving a brand can also help expand a company’s portfolio without risking stretching its brand promise too far away from its core values. This is evident in the case of TVS, which revived the Norton brand to compete in the premium segment.

Flanking

This strategy involves offering multiple products in the same price band to stonewall competition. However, it’s not always a guarantee of success, as seen in the case of the relaunched Hyundai Santro in 2018.

Pedigree

An old premium brand driven by provenance can be revived as a market-entry strategy for an automaker. This allows them to get in at the upper end, either to milk a market’s obsession with anything coming from their country or to create a halo and showcase for the rest of their portfolio.

Do All Brand Relaunches Work?

Indian marketers and product planners often get caught up in the nostalgia of reviving a brand based on legacy or pedigree. However, it’s essential to remember that the product must deliver on merit. The similarity in the name is purely coincidental.

Case Studies

Here are some case studies of successful brand relaunches:

Tata Sierra – The Relaunch of a Classic

The Tata Sierra, a name that evokes nostalgia in Indian Gen X, has been relaunched in the market. But what does the relaunch mean for the brand, and will it appeal to the younger generation?

Design & Dimensions of the Tata Sierra

Feature Comparison of the Tata Sierra

Battery Specifications and Range

Price Comparison

Frequently Asked Questions

Here are some FAQs related to the relaunch of the Tata Sierra:

1. Is the Tata Sierra a completely new car?

   No, it’s a relaunch of the same model that was discontinued in 1991.

2. What changes have been made to the Tata Sierra?

   The new Tata Sierra comes with a new 1.2L turbo-petrol engine, a 6-speed manual transmission, and a range of modern features like ESP, ABS, and a 10-inch touchscreen infotainment system.

3. Will the Tata Sierra appeal to the younger generation?

   Yes, the relaunched Tata Sierra is designed to appeal to both the older generation and the younger generation, with a mix of nostalgic design elements and modern features.

4. What’s the price of the Tata Sierra?

   The price of the Tata Sierra starts at 9.5 Lakhs and goes up to 13 Lakhs for the top-of-the-line variant.

5. Is the Tata Sierra available in electric or hybrid variants?

   No, the relaunched Tata Sierra is available only in a gasoline-powered variant.