BRAND TRANSITION

PRESENTED TO: Prof. Neena Sareen

PRESENTED BY: Amarpreet Kaur Roll No. 5907 B.Com Prof-1st

INTRODUCTION
Brand Transition is the combination of two words Brand + Transition, So both words should be define separately :Brand :A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company.

Definition :
A "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Transition
The word transition consist a deep meaning, The term transition refer to movement, passage, or change from one position, state, stage, subject, concept, etc., to another; change. In simple world transition means to transit some thing or to change some thing.

Brand Transition
Over time, as a company grows and its offerings diversify, brand messaging makes a natural progression from why our product is better to what youll gain from it, whether the perceived gain is tangible, experiential or emotional. Positioning and marketing based on customer benefits marks a major transition point in the life of a brand. So brand transition means change the name or logo of the brand.

Changing a companys brand position or Brand transition and messaging becomes easier if theres an unwavering organizing principle from which to work.

Principle of Brand Transition

Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty

Example of Brand Transition

Spice To Idea Spice Communications Limited is now a subsidiary of Mumbai based Idea Cellular Ltd. (an Aditya Birla group company). Idea Cellular owns more than 80% equity in Spice Communications. Idea Cellular acquired the company from Modi Wellvest and Telekom Malaysia (TMI, now Axiata) in July 2008. Launched over ten years ago, Spices cellular services have a customer base of over 4 million as on December 2008 in Punjab and Karnataka.

Effect of the Deal

Idea Cellulars stake in Spice has risen to 41.09 percent with the successful acquisition of 20 percent equity stake from public shareholders and purchase of 281,489,350 equity shares held by MCorp, which represented 40.8 percent of the total paid up equity capital of Spice. The operator plans to merge with Spice and is holding back roll outs of its network in Punjab and Karnataka where Spice was operating. Idea has licenses for these two circles and is carrying them at cost with plans to demerge them and begin a separate independent entity. Idea has also paid a non-compete fee of Rs. 5439.8 million to MCorp in July 2008 as a part of the acquisition which will last for three years. It has filed a request with the stock exchange to adjust the fees against the balance in the Securities Premium Account and amortisation of the noncompete fee amounting to Rs. 459.6 million for the current quarter was not performed

THANKS