Advantage Legrand: Building a B2B Brand
商品編號：W33763
出版日期：2023/11/15
再版日期：
商品來源：
商品主題：Marketing
商品類型：Case (Field)
涵蓋議題：B2B Branding;Brand Communication;Brand Strategy
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：India
產業：Manufacturing
事件年度：2019
In January 2019, Mohit Sehgal, assistant manager in the marketing team of Legrand India (Legrand), part of a global conglomerate in the electrical and digital infrastructure sector, had been asked to propose initiatives to enhance the brand’s visibility and deepen stakeholder engagement based on the chosen brand platform: Advantage Legrand. The Legrand brand, present in India since 1996, represented a vast product portfolio and was connected to multiple stakeholders with diverse needs. It had successfully grown its business in India with a focus on customer-centricity, a heavy investment in research and development, and a focus on innovation and design. While Legrand was well-respected and strongly associated with premium, ethical products, brand awareness was limited, especially among end-consumers, and the brand was perceived as distant. The Advantage Legrand brand promise was initiated as a first step in increasing the brand’s charisma. Legrand had also worked to enhance customer and stakeholder experiences, expanding brand touchpoints to include experience centres and virtual showrooms and working to deepen its engagement with end-users through social media campaigns. One year after the launch of Advantage Legrand, Sehgal needed to propose a brand-building strategy for the coming year and work out the implementation details. He was excited as he prepared for his upcoming presentation.
教學手冊：Advantage Legrand: Building a B2B Brand - Teaching Note
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