Tiktauli de Corps: A Branding Dilemma
In July 2018, the chief executive officer of Tiktauli De Corps (TDC) was thinking about the branding strategy of the company. Founded in India in August 2012 as a casual wear apparel brand, TDC had grown rapidly. The company featured three main business l
Collection: Ivey Business School (Canada)
Ref: IVEY-9B18A066-E
Format: PDF
Number of pages: 13
Publication Date: Dec 7, 2018
Language: English
Review date: Dec 7, 2018
What material is included in this case:
Description
In July 2018, the chief executive officer of Tiktauli De Corps (TDC) was thinking about the branding strategy of the company. Founded in India in August 2012 as a casual wear apparel brand, TDC had grown rapidly. The company featured three main business l
Read more
Year: 2018
Geographic Setting: India
Industry Setting: Retail Trade;
Learning Objective
The case can be used in a graduate-level course on marketing to discuss the branding dilemma of a niche marketer considering the viability of building independent brands. The case also touches on issues of developing growth strategies without compromising
Leave your rating
"Tiktauli de Corps: A Branding Dilemma"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Companies
Individuals