hat does a brand do once it has gone through the gamut of strategies - from aggressive pricing and distribution to segmentation of the market (The Brand Reporter, December 16-31, 2004) - in order to maintain leadership? Thirty four year-old, Rs 328-crore luggage brand VIP just went in for a sweeping makeover. It not only launched a spanking new product range but also wants to build a whole new brand identity for itself by redesigning everything from its retail outlets to its advertising, to its website and even its logo.

"We felt that rejuvenation was required, so all the four pillars have changed. We've also made the shift to being a trendy luggage brand for travellers of all ages," says Sudhir Jatia, managing director, Blow Plast Ltd, the Rs 270-crore marketing arm of VIP Industries. When did VIP first think of revamping itself? While plans were afoot for the past two to three years, it was only now that the company finally decided to take the plunge. ... more