Semester “Fall 2011” 


“Brand Management (MKT624)” 


Assignment No. 02 Marks: 15 


“Case Study” 


Montblanc is famous as a maker of sophisticated, high-quality writing instruments all over the 
world. Montblanc is a truly international brand as it is operating in more than 70 countries. In 
the past few years, the product range has been expanded to include exquisite accessories such 
as luxury leather goods and belts, Jewellery, eyewear and watches. Thus, Montblanc is known 
for distinguish and quality design, tradition and master craftsmanship which has increased the 
demand of its exclusive products. Montblanc deals exclusively through its international 
network of authorized Jewelers, retailers and over 360 Montblanc Boutiques worldwide. 


By considering its rapid growth and acceptability in the international market, management of 
the Montblanc has decided to introduce a new tinge to its product array and enter the world of 
hi-tech wireless innovation by introducing exquisite cell phones using the same brand name in 
Pakistan and using different brand name “Mobitech” in India. It is using corporate brand name 
strategy in Pakistan whereas new brand name strategy in India. 


Being a student of the brand management, you are required to explain the following: 


1. Evaluate the two strategies which one do you think is better in your opinion and why? 
Give reasons. 


2. If you were the brand manager of Montblanc, what branding strategies would you have 
followed to create brand equity in India? 


The Special Note: How can you avoid zero marks status? 


Dear Students! You are encouraged to consult both online and offline sources with objective to 


enhance your understanding of the topic of the assignment. But consulting the sources does not 


mean that you start copy-paste the material from sources. If you do so you will certainly lose 


marks or your assignment will be graded zero on account of copying from a source. The 


workable strategy is to consult the source, enhance your knowledge and write in your own 


words. A special instruction regarding how to attempt the assignment is given in the 


announcement because it has been observed that many site and blogs are promoting the culture 


of cheating and copy/paste among the students and adversely damaging the grades and career 


of VU students. You all are requested not to copy or read such sub-standard answer that not 


only kills the creativity but also sabotage the career as well. 


Best of luck! 


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