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A Research Report ON Brand Management (AMUL)

This research report summarizes brand management strategies for Amul. It discusses how brands are important assets that provide value to customers and competitive advantages. It covers how Amul built its brand through consistent quality, affordability, and effective advertising. The report also analyzes Amul's brand positioning strategies, brand stretching, expenditures on branding activities, and techniques for conducting brand audits and managing brand image and equity. Key findings indicate Amul has succeeded through community branding, focusing on core values of purity and affordability, and maintaining brand consistency over decades through various marketing campaigns.

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Praveen Sehgal
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103 views6 pages

A Research Report ON Brand Management (AMUL)

This research report summarizes brand management strategies for Amul. It discusses how brands are important assets that provide value to customers and competitive advantages. It covers how Amul built its brand through consistent quality, affordability, and effective advertising. The report also analyzes Amul's brand positioning strategies, brand stretching, expenditures on branding activities, and techniques for conducting brand audits and managing brand image and equity. Key findings indicate Amul has succeeded through community branding, focusing on core values of purity and affordability, and maintaining brand consistency over decades through various marketing campaigns.

Uploaded by

Praveen Sehgal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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A RESEARCH REPORT

A RESEARCH REPORT
ON
ON
BRAND MANAGEMENT
BRAND MANAGEMENT
(AMUL)
(AMUL)
For the fulfillment of the requirement for the Award of the
Degree of Masters of Business Administration
[2005-2007]
Submitted To Submitted by
Mr. Sandeep Sharma Ritesh Kumar Gupta
School of Management Studies M! " #$ Sem
M#M%& Gr. 'oida Roll ( 05)52700*+
M!'G!,M!- #'S%#%.%/ 01 M!'!G/M/'% 2 %/34'0,0G-
GR/!%/R '0#5!
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I declare that the Research Report entitled R!'5 M!'!G/M/'%
6!M.,7 submitted by me for the degree of Masters in Business
Administration (MBA) is the record of work carried out by me under the
guidance of Mr. Sandeep Sharma and has not formed the basis for the award
of any degree, diploma in this or any other Uniersity or other similar
institution of !igher learning"
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I would like to concede the contribution of a number of people
without whose co-operation & support this report wouldnt
have taken the current form. I deeply appreciate their
valuable contribution.
I am particularly grateful to Mr. Sandeep Sharma without
whose co-operation this report would have been stuck in the
wilderness. He has given me a perspective on how to go
about this project. I also thank him for the initial stimulating
ideas for going about this project.
I am very grateful for the assistance of the friends and
colleagues along with the respondents who assisted me in
getting this dissertation completed.
.
Ritesh @umar /upta
MBAA I8 &emester
<5(5)7<<:*

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