Corporate Brand : Titan Company
Brand Analysis # 531
Brand Analysis # 531
Titan Industries was born inwards 1985 every bit a joint-venture betwixt Tata Group in addition to Tamilnadu Industrial Development Corporation. Titan Industries introduced Titan Quartz watches to the Indian marketplace inwards 1986 in addition to virtually transformed the Indian sentinel marketplace dominated past times the likes of HMT in addition to Allwyn.
With smart branding in addition to to a greater extent than or less cool advertisements, Titan Watches rapidly became the marketplace leader in addition to had created a potent premium icon inwards the market. Titan Industries after gear upwardly diverse brands targeting unlike segments inwards the Rs 4000-4200 crore Indian time-wear marketplace ( source : Business Standard)
Titan Industries' gear upwardly portfolio consists of
Fastrack : targeting youngsters
Tanishq : lightweight jewelry
Sonata.: Low priced
Xylys : premium end
The Titan gear upwardly adopts a sub-branding strategy where diverse sub-brands target diverse segments inwards the market. The notable sub-brands are Titan Raga, Titan Zoop,Titan Edge, Orion, Purple, Obaku, Tycoon, Bandhan, Octane, Automatic in addition to HTSE series. ( root : Titan Website)
Titan Industries besides diversified into jewelry alongside the gear upwardly Tanishq in addition to and hence to eye-wear alongside Titan Eye+ brands.
This year, Titan Industries decided to rebrand itself every bit Titan Company Ltd. According to news-reports, the scream alter was to signify the corporate brand's own from a sentinel society to a lifestyle company. The society leaders idea that the term " industries" straightaway is non relevant inwards the firm's novel directions.
The electrical flow corporate rebranding of Titan Industries to Titan Company has besides given a novel logo for the corporate brand. The novel gear upwardly elements were designed past times the famed means Ray + Keshavan.
The electrical flow rebranding has besides an interesting offshoot. Now at that spot are ii brands - Corporate gear upwardly Titan Company alongside its ain logo in addition to the sentinel gear upwardly - Titan alongside to a greater extent than or less other logo. Newsreports propose that the sentinel gear upwardly volition retain the existing logo in addition to the tagline - Be More. Since the Titan Watch gear upwardly is the well-nigh recognized in addition to recalled brand, I am non certain how the scream alter of the corporate gear upwardly volition aid gear upwardly a lifestyle image.
Titan Industries started alongside a unmarried brand- unmarried production company. The initial portfolio strategy was to gear upwardly a branded identify where all the production ( watches ) had the same gear upwardly scream ( Titan) which incidentally was the corporate brand. The gear upwardly architecture was to bring sub-brands targeting diverse segments. This strategy was changed alongside the introduction of brands similar Sonata , Tanishq etc. Fastrack which was launched every bit a sub-brand after became an private brand.
Hence over the catamenia of time, Titan Industries' gear upwardly portfolio became a mix of House of Brand in addition to Branded House strategy. There were many private brands inwards the portfolio, at the same fourth dimension mass of the mid-range watches were endorsed past times the corporate gear upwardly - Titan. Titan gear upwardly was besides used to endorse categories similar eye-wear .The society besides plans to include categories similar fragrances inwards the close future.
With the launch of a logo in addition to scream Titan Company, it is to endure assumed that the society straightaway wants to educate a corporate gear upwardly unlike from the watch-brand. The final result hither is that both the brands are the same.
Confusing isn't it !
