Amul: Evolution of an International Brand

Authors

  •   A. K. Asthana Regional Director, Udaybhansinhji Regional Institute of Cooperative Management, Sector 30, Gandhinagar-382030, Gujarat

Keywords:

Brand Awareness, Brand Equity, International Brand.

Abstract

Kaira District Cooperative Milk Producers' Union Limited, also known as 'Amul dairy' sold milk powder and butter in the regional market of Gujarat and Bombay way back in 1955 under the brand name 'Amul'. The brand revolved around Amul butter for brand awareness and brand equity. It soon transformed from a single product brand to a family brand. GCMMF in 1973 acquired the right to manage Amul brand for trade purposes, selling various milk and milk based food products in the pan India market under the Amul brand. Due to high brand equity, Amul brand became the No.1 food brand of India. Amul brand crossed the Indian shore and also emerged as the No.1 brand in the Asia Pacific market. This way, Amul travelled a long journey from its status of being a regional brand to an international brand.

This paper strives to trace the attributes and process of transformation of Amul from being a regional brand to an international brand.

Downloads

Download data is not yet available.

Downloads

Published

2012-01-01

How to Cite

Asthana, A. K. (2012). Amul: Evolution of an International Brand. Indian Journal of Marketing, 42(1), 23–28. Retrieved from https://indianjournalofmarketing.com/index.php/ijom/article/view/37431

Issue

Volume 42, Issue 1, January 2012

Section

Articles

References

Aaker, D.A. (1991), Managing Brand Equity, The Free Press, New York, p.7, p. 39, p.61, and p.110.

Aaker, D. A. (1991, a), Managing Brand Equity, Free Press New York; p. 15.

Ambler, Tim (1995), “Brand Equity as a Relational Concept,†Journal of Brand Management, Vol. 2 (6), pp. 386-395.

Chernatony, L. and McDonald, M. (1998), Creating Powerful Brands, 2nd ed., Butterworth-Heinemann, Oxford.

Kapferer, J.N. (2004), “Brand NEW world, brand equity†published in The Economic Times, June 30, Mumbai, p. 7.

Keller, K.L. (2008), Strategic Brand Management Building, Measuring, and Managing Brand Equity, Dorling Kindersley (India) Pvt. Ltd., pp. 162-165.

Keller, K.L. (2009), Strategic brand Management Building, Measuring, and Managing Brand Equity, Dorling Kindersley (India) Pvt. Ltd., pp.70-71.

Srivastava Rajendra K. and Shocker, Allan D. (1991) 'Brand Equity: A Perspective on its Meaning and Measurement’, Working Paper No. 91-124, Marketing Science Institute, Cambridge, Mass.

Times of India (ToI 2009) 24 June 2009, Ahmedabad Edition, p. 5.

Weilbacher, W.M. (1995), Brand Marketing, NTC Business Books, Chicago, IL, p. 4.