Amul’s ‘Utterly Butterly Delicious’ Brand Elements
Amul Butter girl claimed her place in the Guinness Book of World Records as the world’s longest running outdoor advertising campaign. Launched in 1967, the butter girl mascot is being used to advertise and promote Amul Butter for nearly half a century. Popularly known as Amul Butter girl, the thumb sized – cute and chubby, blue-haired, round faced moppet with no visible nose, in a red polka-dotted dress acted as a social satirist who delivered dairy-based topicals on all the major happenings around the world.
Analysts remarked that character branding has been used since time immemorial by many brands all over the world, Amul is a classic example of this technique even after four decades. But when brands use character branding, can it keep up with the innovation or changes in the market? Should Amul continue with the consumer-connect model that has served it so well for decades, or should it change its strategy in order to keep up with India’s changing socio-economic scenario? With ubiquitous digital footprint, how should Amul chart its course?
Prerequisite Conceptual Understanding (PCU)/Before the Classroom Discussion
This Case study’s discussion would be more effective if the participants understand the nuances of Choosing Brand Elements. A preliminary understanding of this concept can be had from the following suggested chapter:
- • Kevin Lane Keller, et al., “Choosing Brand Elements to Build Brand Equity”, Strategic Brand Management, 3rd Edition, Pearson Education, Inc., 2011
The students/participants were asked to view the following that would help build a better connect with the case’s purported learning:
- a) Manthan, (1976), Directed by Shyam Benegal, Produced by Gujarat Co-operative Milk Marketing Federation Ltd.
- b) Amul Butter Girl’s Renditions
Case Positioning and Setting
This Case Study is positioned to understand the process of Choosing brand elements to build Brand Equity. Ideally suited for “Choosing Brand Elements to Build Brand Equity” chapter of Strategic Brand Management course, this case study can be used in MBA, Executive MBA programs and Digital Marketing module.
- I. What do you mean by brand elements and what are the key brand elements? Why are brand elements important for building a brand’s equity?
- II. What are Amul’s brand elements? How do they contribute to Amul’s brand equity?
- III. ......................
Preamble to the Case Analysis
Brand Elements, as Keller defined, refer to “those trademark device that serve to identify and differentiate the brand”. Needless to say, all the brand elements along with the accompanying guidelines form critical components of any brands long-lasting performance. As someone said while people buy the products, they pay for a brand and with intense category competition amongst brands within the category along with regional brands and private labels it is imperative for the brands to vie for top-of-the mind recall in a given category. And one of the established and proven ways is to chalk out memorable, meaningful and likable brand elements that can enhance a brands recall value. This case study enables an interesting discussion on Amul’s brand elements including an evaluation of Amul’s brand elements and accordingly this case study was orchestrated in the classroom [Exhibit (TN)-I]...................