Ref: IMD-5-0762

Case study

Reference: IMD-5-0762

Order this case study


Doosan Infracore International: Portable power brand transformation (A)

Dominique Turpin

By Professor Dominique TurpinDominique Turpin and Martin S. Roth

In December 2007, Korean conglomerate Doosan acquired a portfolio of industrial portable power equipment from U.S. company Ingersoll Rand. The acquisitions, the largest ever done by a Korean company outside of Korea, were part of Doosan’s strategy to become a global, full-line manufacturer and marketer of construction equipment.

With market leading products under the company’s parent brand name throughout Asia, Doosan’s senior management expected to re-brand the acquired products using the Doosan name. Stefan Brosick, Director of Global Product Strategy and Ingersoll Rand veteran, wondered whether Doosan would benefit from an immediate re-branding, or if other branding strategies might be more effective.

Many key questions needed to be answered before the December 2008 long-range plan presentation: What effect might changing the brand name, built over 135 years, have on these products’ market positions? In addition to the name, what other branding elements carried equity in the construction market? How would end-users and distributors react to brand changes? How could negative reactions be minimized? And, if he proposed a phased brand transformation plan, how could he best position this strategy to senior management?

Learning Objective

The case illustrates the strategic role of branding in business-to-business markets, the pressures managers encounter when facing new corporate brand mandates, and analyses needed to formulate and evaluate alternative branding strategies.
KeywordsAcquisition Integration, Branding, Business to Business, Construction Equipment, Global Branding, Industrial Marketing, Marketing
SettingsGlobal, South Korea
Doosan Group
2008
TypeField Research
Copyright©2010
Available LanguagesEnglish, Spanish
Related materialTeaching note, Video
Order this case study

Reference: IMD-5-0762

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre, UK Office

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email [email protected]

The Case Centre, US office

Babson College

Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Copyright information

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact our Information Center for additional information on IMD publications

Case study

Reference: IMD-5-0762

Order this case study

Keep reading

Back to top