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Tanvi Gupta
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
