The case documents how Naresh Goyal, chairman of Jet Airways (India) Limited founded the airline and related business group, and built the Jet Airways' brand from the early 1990s to 2004. Deploying new aircraft, maintaining young fleet, and focusing on passengers' convenience and service quality, he positioned the airline to the needs of Indian business travellers, garnered more than 40 percent market share and attained brand leadership by 2004. With prudent pricing, cost and yield management, Jet Airways enjoyed healthy profit margins of 20 to 30 percent since early 2000. On the back of strong profitability, market position, brand equity, and booming Indian capital markets and economy, the airline priced its 2005 public issue aggressively but investors' feedback on a red herring prospectus called for brand ownership, which it licensed from Jet Enterprises Limited, a group company promoted and owned by Naresh. The carrier appointed Mumbai-based auditors to value the brand and Jet Enterprises began registering the trademark globally. While Carl Saldhana, Chief Financial Officer, hoped that the auditors would arrive at a formula to value the brand and complete its transfer in six months' time, the trademark registration in some countries hit a snag.

【書誌情報】

ページ数：22ページ

サイズ：A4

商品番号：HBSP-NTU024

発行日：2007/7/10

登録日：2012/5/29