Rebooting Bata: The challenges of repositioning a heritage brand

Prashant Chaudhary
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Prashant Chaudhary: WPU School of Business, India

Journal of Brand Strategy, 2024, vol. 13, issue 2, 188-200

Abstract: Founded as a family-owned business in 1894, Bata Corp. has grown to become a major player in the footwear sector, with a presence in more than 70 countries. In India, the company established itself as the primary producer of affordable, durable footwear, with the result that the majority of generation X and millennial consumers remember growing up with Bata shoes, having worn them in their school days and often into early adulthood. Unfortunately, childhood memories can be difficult to translate into glamour; as a result, Bata struggled to position itself as a fashionable modern brand. This case study delves deep into the nuances of repositioning a heritage brand, and explores how Bata eventually succeeded in repositioning itself as a premium contemporary brand. The paper highlights the challenges associated with balancing legacy brand associations with desired image. It also shares valuable insights regarding the evolution of India’s fashion and footwear industry, changing consumer behaviour in emerging markets, and the increasing globalisation and democratisation of fashion.

Keywords: brand image; brand positioning; repositioning; strategic branding; brand associations; consumer behaviour (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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