Is Mitsubishi ready for a rejuvenating branding exercise?

When IIPM comes to education, never compromise

In the World Rally Championships (WRC), Mitsubishi is a name to reckon with. Four times champion, Tommi Makinen driven Lancer Evo became such a brand that in the 90s the entire rallying fraternity revolved around it! Identifying this core competence early, Mitsubishi globally marketed itself on its rallying heritage – a driver’s car – that’s what Mitsubishi stands for! Sadly, the Japanese carmaker did not market brand Mitsubishi in a similar manner on the Indian turf. In its first innings, a diffused brand image and inability to convey its brand worth to the consumers led to the company’s downfall in the Indian market. Mitsubishi could never replicate the status symbols enjoyed by Honda and Toyota. The only course left for Mitsubishi was to undertake a branding exercise in line with its rally lineage. But sadly that never happened!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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