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From Legacy to Reinvention: Branding workshop sparks strategic thinking at AIMETC
Students analyse iconic transformations and decode the art of modern rebranding
The Marketing Club of Apeejay Institute of Management & Engineering Technical Campus (AIMETC), Jalandhar organised an insightful “Brand Analysis Workshop – Case-based Session on Brands” for MBA second semester students. The workshop aimed to deepen students’ understanding of contemporary branding strategies by analysing real-world case studies of some of India’s most prominent brands.
The session offered an engaging and intellectually stimulating platform where students critically examined major brand transformations in the Indian market. Notable case studies included the rebranding of Air India with its modern ‘Vista’ identity, Zomato’s evolution into ‘Eternal’, and the purpose-driven repositioning of Fair & Lovely to ‘Glow & Lovely’. These examples allowed students to explore the rationale and strategic intent behind significant brand overhauls.
Moving beyond surface-level observations, participants engaged in in-depth discussions on brand architecture, market perception, and the complexities of balancing legacy value with modernisation. The workshop encouraged students to critically evaluate how established brands reinvent themselves while maintaining consumer trust and relevance in a rapidly evolving marketplace.
A key highlight of the workshop was its focus on the “Art and Science of Rebranding.” Students were challenged to assess various dimensions of branding decisions, including capital allocation for identity shifts, stakeholder sentiment management, and the preservation of brand equity during periods of transformation. The discussions also addressed how brands navigate the unique dynamics of the South Asian consumer landscape, where cultural nuances and market diversity play a crucial role.
The interactive nature of the session fostered analytical thinking and encouraged students to apply theoretical frameworks learned in the classroom to real-world business scenarios. Through debates and critiques, participants demonstrated a strong grasp of marketing concepts and developed a deeper appreciation for strategic brand management.
Speaking on the occasion, Dr. Rajesh Bagga, Director of the institute, highlighted the significance of such experiential learning initiatives. He remarked that the workshop effectively focused on key competencies such as navigating stakeholder sentiment, managing risks in ‘House of Brands’ models, and aligning corporate purpose with market realities. He further appreciated the students’ ability to connect academic knowledge with live market transformations, underscoring the value of practical exposure in management education.
The workshop successfully achieved its objective of bridging the gap between theory and practice, equipping students with critical insights into modern branding strategies. It provided a dynamic learning environment that nurtured creativity, strategic thinking, and informed decision-making.
Overall, the session proved to be highly enriching and impactful, preparing future managers to understand and respond to the evolving challenges of brand management in today’s competitive business landscape.
