Brand is a product, service or concept that is publically distinguished from other products,

services or concepts so that it can be easily communicated and usually marketed

u A brand name is the name of a distinctive product, service or concept

u Branding is the process of creating and disseminating the brand name.
u Branding can be rational or irrational.
u Branding is a promise to the customer that will deliver values beyond expectation.
 á
BRANDS IN INDIA
Airtel - áelecommunications
Infosys áechnologies - Software services
Iá Limited - Diversified
Hindustan Unilever - FM
roducts
áS - Software services
Reliance ommunications - áelecommunications
Larsen & áoubro - Engineering & onstruction
Maruti Suzuki - ars
áata
ower -
ower
Hero Honda - áwo wheelers
Niirma
III Bank
State Bank of India
Amul
KINFISHER
áo success in India one needs to use the four pillars: functionality, value for money,
goodness & communication.
Functionality

Value for Effective

oodness
Money Branding

ommunication
mA brand is built by performance not by advertising. Advertising can only make you
aware and possible interested but It·s the trial and fulfillment of created expectations
that count mostµ
-
hillip Kotler

Functionality is a significant determinant of successful brand building in India.

Despite being criticized for bringing in a dated product to India, áoyota·s

Qualis received overwhelming reception because of its functional
performance.
easer Fire is a successful despite being an unsought product, as consumer saw a
functional value in it.

áhe same company failed with its vacumizer brand because customer did not find any
functional value in it.
áhe Indian consumers obsession with value is famous.

Shampoos sachets were successful as customer saw more value in

sachets than bottles.
áhe boom in mobile handset is because of low tariffs as well as the low
handset rates.
Interestingly, brands that have been successful in India were able to connect with
the consumer in a language they related to

lobally Horlicks is positioned as a drink targeting adults, but in India it is health

drink for children.

McDonald·s Indianised itself through a series of campaign which are truly Indian.

Indian consumer like product with global outlook but Indian Heart like Reid &
áaylor.
Saffola: A health care oil