Abstract
On 12 August 2020, Pak Dairy Limited (PDL) took a bold step by acquiring United Foods Ice Cream Division (UFICD). This move instantly expanded its market share and brand presence in Pakistan’s competitive ice cream industry. The acquisition gave PDL a well-established product line, strong customer loyalty and a robust distribution network, positioning it as a major player in the branded ice cream segment. However, the transition posed a significant branding challenge. PDL could only use the United brand name until August 2024, requiring a complete brand transfer within four years. As Muhammad Ali, PDL’s Chief Marketing Officer (CMO), evaluated the brand transfer strategy, he faced a critical decision: Should PDL adopt a defensive approach, gradually transitioning the brand to maintain customer trust, or take an offensive approach, immediately rebranding to assert market leadership? The stakes were high, as past rebranding failures in the market had resulted in significant losses for brands unable to manage consumer perceptions effectively.
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