Description

Strategic Brand Management
June 2024 Examination
1. Reliance Industries, HDFC, WIPRO, Mahindra and Lakme are famous Indian brands
doing well and going strong in the market? What makes these brands strong and what
are their common characteristics demonstrated by these strong brands? (10 Marks)
Ans 1.
Introduction:
In the vibrant and competitive landscape of the Indian market, certain brands have risen above
the fray, establishing themselves as cornerstones of success and resilience. Among these are
Reliance Industries, HDFC, WIPRO, Mahindra, and Lakme, each representing a distinct sector
yet sharing a common thread of unwavering strength and market dominance. These brands
have not merely survived but have thrived, navigating through economic fluctuations,
technological disruptions, and evolving consumer preferences with poise and strategic
acumen. Their journey towards prominence reflects not just a tale of corporate success but also
illuminates the principles of effective brand management in a dynamic environment. By
delving into the factors contributing to their enduring success, such as customer-centricity,
innovation, consistency, strong corporate governance, and a global outlook, we can glean
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2. Brands like Dabur (1884), Godrej (1897), Parle G (1929), Vadilal (1907) and
Allahabad Bank (1865) are examples of Indian brands that have been in existence for
more than 100 years and doing well in the market. What are the common strategies the
above brands have adopted to remain relevant and perform well in the market over such
a long period of time? (10 Marks)
Ans 2.
Introduction:
The enduring success of brands like Dabur, Godrej, Parle G, Vadilal, and Allahabad Bank in
the Indian market for over a century highlights their remarkable resilience and strategic
acumen. These brands have not only stood the test of time but have also continued to thrive in
the face of evolving consumer preferences and market dynamics. Understanding the common
strategies that have contributed to their longevity offers valuable insights into effective brand
management practices. Through a combination of heritage preservation, innovation, customercentricity,
diversification, and CSR initiatives, these brands have successfully navigated
challenges and sustained their relevance over generations.
Concept and application
This answer aims to explore the key strategies adopted by these iconic Indian brands to remain
3a. Amongst services, retailers, people, organizations, sports, arts, and entertainment,
which product category cannot be branded? Can you think of anything that cannot be
branded? (5 Marks)
Ans 3a.
Introduction:
Branding is a fundamental aspect of marketing that involves creating a unique identity and
perception for a product, service, organization, or individual. However, there are certain
product categories where the concept of branding may not be as applicable or effective. This
essay explores whether there exists a product category that cannot be effectively branded
among services, retailers, people, organizations, sports, arts, and entertainment.
Concept and application
While branding can be applied to a wide range of products and entities to differentiate them
from competitors and create value in the minds of consumers, there are indeed certain
3b. Brands extend to different product categories to leverage their brand equity. Why
did brand Usha (successful as consumer electronics) fail when it extended fuel
injection equipment and ONIDA (successful as color TV) failed in brand extension to
washing machine? (5 Marks)
Ans 3b.
Introduction:
Brand extension, the strategy of leveraging the existing brand equity into new product
categories, can be a powerful tool for growth and diversification. However, it’s not always
successful, as evidenced by the failures of brand Usha in extending into fuel injection
equipment and ONIDA in brand extension to washing machines. This answer delves into the
reasons behind these failures and the key factors influencing the success or failure of brand