Case Centuryply   : Developing a Power Brand in a Commoditised Market 1. Are Centuryply’s branding initiatives strategically matched with the branding practices of the

plywood industry? Different

2. Is there harmony between the brand identity created by CPIL and the existing brand image in the market? NO

3. Are Centuryply’s branding initiatives appropriately integrated with the company’s other marketing mixes?

4. Is this branding model sustainable, considering the financial condition of the company?

5. Should Centuryply now focus on the creation of a separate brand identity for plywood, laminates and veneers in place of the current corporate branding strategy? What are the possible ways to do so?