Microsign: purpose-driven branding

Learning outcomes After completion of the case, students will be able to: comprehend the importance of purpose-driven branding in crafting brand image; understand the nitty-gritty of designing brand elements; and assess the nuances of rebranding. Case overview/synopsis Microsign Products was a pioneer in recruiting specially-abled people. It was founded by Nisheeth Mehta in the year 1978. In 1986, Nisheeth started a social experiment by employing specially abled people to bring them into mainstream business and make them self-reliant. It was an attempt even long before the Persons with Disabilities Act was passed by the Indian parliament in 1995. Over the years, Microsign gained a lot of recognition for supporting diversity, equity and inclusion. The case deals with Nisheeth’s dilemma to rebrand Microsign as a purpose-driven brand. Complexity academic level Undergraduate and postgraduate programs in management. Supplementary material Teaching notes are available for educators only. Subject code CSS8: Marketing.