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Chetak: Revitalizing A Legacy Brand From The Past To The Future

JAYETI ANAND; TANVI GUPTA; KIRAN PEDADA; SRINIVAS PINGALI

ISB328 | Published July 27, 2022 | 18 pages. Case

Collection: Indian School of Business

The case elaborates the relaunch of Chetak, the iconic scooter brand by Bajaj Auto Limited (BAL), from the perspective of brand identity, legacy brand, and brand extension authenticity. Read More