The Resurgence of Air India Brand Under Tata Group’s Leadership: Revitalizing Legacy Skies

Abstract

This compelling case explores the strategic imperative driving the decision to embark on a rebranding journey within the fiercely competitive landscape of India’s aviation sector, with a specific focus on Air India. Unveiling the rationale behind Air India’s choice to adopt a rebranding strategy, the case delves into the merits and pitfalls associated with reshaping an established brand in an emerging market. The central objective is to dissect Tata’s Air India strategies, illuminating how they have maintained a robust presence in the cutthroat global aviation industry. Additionally, the analysis unveils the pivotal measures executed by the airline to successfully reposition and redefine itself in the global market place. This case serves as an invaluable tool for exploring two critical dimensions: firstly, an examination of the structural dynamics and allure of the Indian aviation market, and secondly, an exploration of the potential impact of Air India’s rebranding on brand equity and customer loyalty on the global stage.