Reid & Taylor: the ignominious decline of an iconic brand
Publication date: 11 October 2022
Abstract
Learning outcomes
The learning outcomes of this case are in understanding core concepts of brand management and brand dilution. Assessment of macro-economic risks and proper positioning strategies are the key take-away from this case. The case gives an understanding of how brands are built and positioned, and the pitfalls of poor brand planning and assessment that could lead to brand dilution. The case is useful for highlighting the importance of brand management and the challenges of re-positioning. The discussions would shed light on why it is important to plan and manage spending on marketing for brand building activities, and why brands would suffer when spending is reduced. This case is a teaching case and not a research case. It will help participants assimilate available information in combination with existing academic theories and publications to help develop an accurate assessment and prognosis of the events leading until the point of slicing the case.
Case overview/synopsis
Reid & Taylor in 2015 had been reduced to a discounter brand offering extended end-of-season sales when most other competitors have ended their promotions. In the 17 years since its big-budget launch in the Indian market in one of the most memorable brand introductions, Reid & Taylor changed its ambassador twice and repositioned itself thrice. The case would allow participants to delve deeper into aspects of marketing spending, brand management, positioning and advertising effectiveness. The case brings to the fore discussions on marketing, specifically on branding, positioning and its related advertising in the textile sector for a brand that has not been studied in academic literature until the present time. The discussion allows for novelty, involving both forward- and backward-looking assessments and evaluations to help participants better imbibe learnings in brand management and positioning.
Complexity academic level
The case is suitable for a graduate-level (Master’s level) course in marketing and brand management. This case is suitable for elective courses that discuss positioning and brands.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing
Keywords
Acknowledgements
The author thanks the Almighty Lord God for guiding him throughout his research journey at IIT-Madras. The author would like to thank the HoD of DoMS, IIT-Madras, Dr G. Arun Kumar and also his Research Supervisor, Dr Vaibhav Chawla for their support and encouragement. The author also thanks Mrs Sivagami R., Admin Officer of DoMS, IIT-Madras for her support and assistance.
Funding: The author is a fully funded research scholar of IIT-Madras and is supported financially under the HTRA (Half Time Research Allowance) scheme of the institute.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
John, K.T. (2022), "Reid & Taylor: the ignominious decline of an iconic brand", , Vol. 12 No. 3. https://doi.org/10.1108/EEMCS-05-2022-0160
Publisher
:Emerald Publishing Limited
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