Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Old Monk: The Resurrection of a Heritage Brand Subject The topic of the resource brand extension; brand repositioning; Brand salience; consumer behavior; strategic branding; strategic management Description An account of the resource This case is developed to discuss options related to strategy in general and marketing strategy in particular that were implemented by an iconic brandOld Monkin the compelling attempt to revive the its brand value and relevance. The protagonist in the case is Mr Hemanth Mohan, the Director of this brand who is faced with serious challenges in resurrecting the brand in a hypercompetitive, ever-changing lifestyle alcoholic beverages market in India. The most significant of the challenges faced by Mr Mohan are changing tastes and preferences of the consumer, new foreign brands entering into the market, strong regulation, close monitoring from the government, and the monopoly of state-managed liquor retail chains. This case addresses and provides for the evaluation of various strategic options available for the brand in terms of repositioning itself in the relevant markets. The case presents questions related to how effectively a traditional brand can carry forward the legacy to redeem its brand value in the light of changing tastes and customer preferences. The case proposes to bring to light the importance of strategic decisions to be made around managing brand extensions in addressing the dilemma of brand value being spread too thin versus capitalizing on the past glory of the brand in finding life for the newly launched products under the known umbrella. This case is developed with an intent to be discussed among students pursuing undergraduate and/or graduate education in management discipline. The case is well aligned to be relevant for discussing concepts related to brand management, marketing strategy, strategic management, and consumer behavior. The content of this case is designed to be discussed and delivered in a typical 90-min class session, allowing students 120 min of pre-reading time and 120 min of post-discussion report preparation. 2020 K.J. Somaiya Institute of Management Studies and Research. Creator An entity primarily responsible for making the resource Shetty A.S.; Anand K.; Chandra D. Source A related resource from which the described resource is derived Business Perspectives and Research, Vol-8, No. 2, pp. 324-331. Publisher An entity responsible for making the resource available SAGE Publications Ltd Date A point or period of time associated with an event in the lifecycle of the resource 2020-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1177/2278533719887460" target="_blank" rel="noreferrer noopener">https://doi.org/10.1177/2278533719887460</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85078966643&amp;doi=10.1177%2F2278533719887460&amp;partnerID=40&amp;md5=e73538157f38df25fc31516b160ea8c4" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85078966643&amp;doi=10.1177%2f2278533719887460&amp;partnerID=40&amp;md5=e73538157f38df25fc31516b160ea8c4</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 22785337 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Shetty A.S., Institute of Management, Christ University, Bengaluru, Karnataka, India; Anand K., Institute of Management, Christ University, Bengaluru, Karnataka, India; Chandra D., Institute of Management, Christ University, Bengaluru, Karnataka, India