Reliance Study

Redefining a High-Growth, Emerging Market Brand

The Challenge

The Reliance Group — India’s largest business conglomerate — was divided into two separate businesses to be run by the founder’s two sons. Because of this change, each of the businesses needed to define their own differentiated strategy. To assist in this process, Prophet was asked by one of the businesses to develop a new brand strategy including identity, positioning, and architecture and then develop a transition plan to achieve this strategy.

Our Solution

Leveraging robust internal and external research, Prophet identified and tested several potential elements for a new brand identity platform, eventually defining a brand identity around the concept of “Nimble Giant.” We then developed three brand architecture scenarios and conducted a robust analysis of each, outlining the details and pros/cons of each potential architecture solution before making a recommendation. Once the recommended approach was agreed upon by the management team, we started creating a transition strategy to migrate to the new brand strategy.

Results

As a result of the project, Reliance has achieved the largest market cap of any Indian company. Three of its subsidiaries are all top-ranked in their industries, and its key subsidiaries are top in revenue growth.