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  • Brand Portfolio

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    Keerti Vasa
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    The document discusses brand portfolio management strategies used by Amul, an Indian dairy company. It explains that brand portfolio management is important for organizing a company's brands and managing relationships between brands. Amul uses an umbrella branding strategy with a common Amul brand for its variety of dairy products, and also has sub-brands like Amulya and Nutramul linked to the parent Amul brand. The document evaluates Amul's strategies for effectively managing its brand portfolio and developing brand value.

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    The document discusses brand portfolio management strategies used by Amul, an Indian dairy company. It explains that brand portfolio management is important for organizing a company's brands and managing relationships between brands. Amul uses an umbrella branding strategy with a common Amul brand for its variety of dairy products, and also has sub-brands like Amulya and Nutramul linked to the parent Amul brand. The document evaluates Amul's strategies for effectively managing its brand portfolio and developing brand value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
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    54 views1 page

    Brand Portfolio

    Uploaded by

    Keerti Vasa
    The document discusses brand portfolio management strategies used by Amul, an Indian dairy company. It explains that brand portfolio management is important for organizing a company's brands and managing relationships between brands. Amul uses an umbrella branding strategy with a common Amul brand for its variety of dairy products, and also has sub-brands like Amulya and Nutramul linked to the parent Amul brand. The document evaluates Amul's strategies for effectively managing its brand portfolio and developing brand value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
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    BRAND PORTFOLIO A STUDY OF AMUL

    Abstract: The paper attempts to study the role and importance of Brand Portfolio Management. This is a strategic issue that is affecting the corporates today. The brand portfolio includes all the brands and sub-brands that are associated with the product or the marketer. This also includes the cobrands of a company. In order to distribute our investment into the direction and to give maximum results it is very important to study the brand and their inter relationships. The brand portfolio must be considered during brand strategy decisions such as whether to introduce or phase out brands and sub-brands, extend a brand into another product category, position a brand as more premium or low cost, enter new markets or categories and more. Central to any brand strategy is brand portfolio management- the ability to organize all the firms brands into a coherent brand portfolio and manage the complex interrelationships among brands in these portfolios. This process has become crucial for every company with multiple brands because the objective is to ensure not only that individual brands are successful, but also that the firms overall group of brands is well coordinated and holistic. Once the strategies to manage and consolidate the portfolio are mastered the brand architecture becomes clear and hence developing the brand equity and value is not a difficult task. The paper takes a case of AMUL that has changed its brand into a delicious experience with Indian consumers. AMUL is a common brand that is used for all the products that are present in the product mix. The mix has a panorama of products that include- liquid milk, Milk powder, butter, cheese, sweets, ice-creams, condensed milk, etc. it also has also a network of sub brands that are linked to the parent brand such as Amulya, Nutramul, Amulspree. It will critically evaluate the strategies used buy Amul- like Umbrella Branding and sub brands strategy and many more.

    P. Lalitha Praveena, Assistant Professor, Dept. of Business Management, R.B.V.R.R. Womens College, Narayanaguda, Hyderabad E-mail: sripravi08@gmail.com Ph: 9493407925

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