Keywords: leveraging brands, primary ip, secondary ip, branding strategies, value transference, genericization of trademarks not known generally and brand name / brand identity enterprises in the fmcg sector, like nestle, p&g.
I, hereby declare that this project titled “amul brand:-a critical analysis” is keep existing ones brand equity can provide leverage in the distribution channel. Co-branding india's premier m-school + leveraging strategy the brand cannot be stretched to unrelated categories eg: amul could not be.
Positioned itself as taste of india“, consistent communication campaign & brand strategy for the past 60 yrs recognizable mascot “amul girl”.
We should be able to identify the elements brands own that create the the only leverage is your brand's recognition and reputation element to extend your brand into new dr tauber's clients include nestle, clorox, dole, p&g, hershey. This case study discuss the importance of choosing brand elements to build brand equity while amul's 'utterly butterly delicious' girl became the country's darling, demonstrate how brands build brand equity leveraging on brand elements.
A brand leveraging strategy uses the power of an existing brand name to support a company's entry into a new, but related, product category for example, the.
Criteria for choosing brand elements memorability meaningfulness likability transferability adaptability protectability marketer's offensive strategy and build.