THE BRAND ANALYSIS OF AMUL

Brand Identity Prism

This prism, Kapferer in his prism model tried to specify the six dimensions for a brand. This was
done under two categorizations. They are Picture of Sender/ Picture of Recipient and
Externalization/Internalization.
Picture of Sender or Constructed Source: This is from the producers side of the product. This
covers the Physique and Personality.
Picture of Recipient or the constructed Receiver: This is from the receivers end. This covers,
Reflection and self image the consumer carries with the brand.
Externalization: This describes the social expression of the brand. It includes Physique,
Relationship & Reflection.
Internalization: This describes the internal expressions of a brand. This includes, Personality,
Culture & Self Image.


Let us see each of these factors individually:
Physique: This is that set of festures of a brand, which come into the mind of people when the
brand name is heard. According to Kapferer, this aspect of physique is the basis of any brand.
There are certain questions which are key in this aspect. They are:
1. What does the brand look like?
2. What can a consumer do with it in terms of functionality?
3. How can that be recognized?
There has to be a flagship product from the brand. This should represent all the qualities of the
brand. And physique though is only a material part of the brand, it is very important for every
brand, as it becomes its recognition & Identity.
Physique for Amul: The very first thing that comes into mind when we say Amul is the
AMUL GIRL and the utterly, butterly butter. This stands as the physique for the brand.
This is Amuls Identity.
Personality: This is the brands character. Each brand has its own personality or set of
behaviors. With this personality, it is communicated that the brand also is a person with certain
set of qualities, behaviors, associations etc., which are proposed by the brand in its
advertisements and promotions. This makes the consumer feel that a person of certain
personality traits is talking to them. This is generally realized by the way of writing, special
design feature or color themes etc.,
Personality for Amul: The complete Indian context works here for Amul. It defines a
Innovative, simple personality. It also concentrates on sharing and being socially responsible. All
these characters are built based on its past journey and also the works it does. Its CSR activities
also help people associate a good trait to Amul. With these associations, comes the trust as the
personality here is that of an honest brand that does not cheat people.
Culture: This is the system of basic principles & values on which a brand has to base its
behavior. This stands as a link between an organization and its brand. This should not be limited,
because that would limit customer base as well.
Culture for Amul: The culture associated with Amul brand is that it is traditional and India
based. Being socially responsible is yet another feature of its culture. This brand promotes a
culture of being together and sharing. It also shows a cooperative culture for the mutual benefit.
Relationship: This is the relationship that the brand cherishes between the various consumers.
Every brand stands for a certain relation. Example for this can be J & J which defines a very
beautiful relation between mom & child. This is even more important for service providers. This
is because service by definition is a relationship. This is more about relation between consumer
& the brand.
Relationship for AMUL: Amul has relations with all the customers over years of it in the
market. All the customers have had a wonderful experience with Amul as a brand. There is also a
social or a family relation that every individual associates amul with. This is because it has got
place in all functions and get-togethers for its delicious taste and value. Their social lives are
filled with extensive use of AMUL.
Reflection: This generally refers to the reflection of the consumer. IN defining the target, we
generally limit ourselves to certain demographics. But it need not be that way. It can be widely
defined and done for.
Reflection for Amul: With the care and concern for loved ones being portrayed by Amul, target
is always never limited. It also shows deep respect and value oriented system.
Self Image: This is what the target group associates with the brand and sees within them. This
is the image that target group has created for themselves with respect to the brand.
Self Image for Amul: The images associated with Amul would be Fun Loving, Proud Indian
standing for values. Quality is what this individual believes in.
Brand Personality Dimensions
These dimensions are for the various features of a brand. Its personality is measured with these
dimensions.


The basic five or the most important five attributes associated with any brand would be
1. Sincerity
2. Excitement
3. Competence
4. Sophisticated
5. Ruggedness
Each of these dimensions tries to highlight certain features of the brand. The dimensions are
generally measured and marked based on the same. With the orientation towards any one or
more of these dimensions, it becomes easy for the brand positioning. This is because as we see
what are the various features covered in each of the dimension and which of those are being
satisfied by the current brand, It becomes to understand the personality oriented performance of
the brand. The same performance is further used to position it according to the value it is
proposing and further.
Brand Dimension Measurement for Amul:
Amul & Sincerity:
Down-to-earth: Amul is down-to-earth. This is because it is family oriented, small town based.
Honest: Honesty & value oriented system is one of the characters amul is always associated
with. It is real and is never known for cheating its customers.
Original: It is original by every bit of it. The origin and journey of amul so far stands for this. It
was a novel though of starting a co-operative society with farmers and then give it to the market
with the motive of mutual benefit and better profits.
Cheerful: Amul as a brand is completely cheerful, sentimental and friendly. This is seen in its
advertisements and the ways it show AMUL girl in them. It is associated with fun and family
togetherness most of the times. It shows the relations within people and also nation and the
people. Thus it shows its nature of being sentimental.
Amul thus has a sincere Dimension.

Excitement:
Daring: Amul stands as trendy, and exciting. It is trendy with whatever happens in the market. It
tries to innovate with the necessities of generations and thus stay trendy .It is always exciting he
way it portrays itself.
Spirited: Yes, Amul is spirited as it is cool and young. Some products of amul like Amul cool
and certain ice creams are advertised to be for most of the youth and thus taken the same way.
Imaginative: Amul is always imaginative and this can be seen in its colorful and beautifully
designed ads with the amul girl and things happening in the world.
Up-to-date: It is up-to-date in its products, promotions and places of distributions (its channels
keep on increasing day after day).
It is hence also shown that AMUL has an Excitement dimension for its personality.
Competence:
Reliable: Amul is a brand is reliable, hard-working and secure. The evolution of amul is the best
example of this. The way it was trusted by many farmers and other parties shows how secure it is
with Amul.
Intelligent: It is intelligent enough to grow with age and technology. Though it was started long
back in 1946, today it has online shops and a well designed website as well. It is moving forward
in technical front for itself.
Successful: It is a leader in most of the dairy products today with highest market shares. It is
successful in its attempts to survive on the roots of honesty and strongly built foundation. It won
the trust of people in all ways possible and thus stands successful and has shown tremendous
growth which did not end.
Amul is competent enough.
Sophistication:
Upper class: Amul is not an upper class brand. It tries to cater to all economic groups. It is not
glamorous or good looking.
Charming: Amul is charming but not feminine or smooth.
It does show itself as a feminine, smooth or a sensitive brand. It portrays itself as a brand which
is for all and for no particular set of people.
It is both for people of higher class and lower class. This is seen in its price ranges and also the
various sizes of packaging available for all classes of people.
This does not give amul sophisticated dimension for its personality.


Ruggedness:
Outdoorsy: Amul is not an outdoorsy brand in literal sense. But it can be called one if seen as an
outgoing brand used by any and every one. It is not masculine or western
Tough: It is tough not in literal sense again but tough to its competition and in keeping its values.
It is not rugged.
Thus Amul does not have a rugged dimension for its personality.
Brand Asset Valuator
This model developed by Young and Rubicam works on the following framework.


Differentiation: It is how well the brand is able to stand apart from its competitors for its
customers. This has 3 different constituents in it. They are:
1. Different: This is about what are the differences of the offerings given by brand with its
rivals
2. Unique: This refers to brands quality and carries the essence of its existence. It has more
to do with credibility, authenticity and originality of the idea that brand carries.
3. Distinctive: This speaks about the brand being worthy enough.
Relevance: This is about how close can the customer relate to the what the brand is giving. The
more the relevance, the more will be the brands penetration into market.
Esteem: This is about the consumer perception about the brand. What esteems does one
customer associate with the brand is what is seen here. Promise delivery and all do contribute
here.
Knowledge: This is about the level of awareness about a brand in the customers. This is very
important in building a brand and making the consumers understand of what brand actually
stands for and its implicit message to the customers.
Brand Vitality/ Strength: This refers to the current and future growth potential that the brand
holds.
Brand Stature or the Emotional Capital: This speaks about the associations of consumers with
our brand and thereby its power in the market. The involvement with the brand is indicated here.
BAV for Amul:
Differentiation: This is about the unique features of AMUL. Some of the unique features of
amul are, Its Origin and growth. Their wide range of products and the keeping up of human
values also is one of its differentiations factors. The way they are marketed and available as a
brand for all not just for the elite class also stand as its differentiating points. Its highest number
of distribution channels is also its assets.
Relevance: Everything that is promised by Amul as a brand is relevant to customers. All the
products given out are market relevant. For example with the market growing health conscious,
amul started producing low fat milk, toned milk etc., This shows the efforts from amul to stay
relevant to its customers. By being more relevant in all its products, its penetration has grown in
market. In other products also, like cheese, butter etc., by offering smaller packs and economic
prices, it is more relevant for the nuclear families today.
With high value propositions in Differentiation and Relevance, Amul has great brand strength.
Esteem: Amul though is a brand for all but not just the elite; it is regarded well in the market.
This is because of it being Indian origin and the way it has evolved. It grew making farmers self
sufficient and thus making it grow respect. The growth it has observed in past years by keeping
up to customer value, quality and social responsibilities gives it esteem. Its presence in the most
developed state of India also gives it higher regard in the society.
Knowledge: Amul is the brand of the society. It is known to every person in its target group by
one or the other way. We say butter and Amul comes to our mind. Every customer is satisfied
with its performance. Through its marketing strategies and the Amul girl, Amul is now
penetrated into the market and Brand knowledge is high for Amul.
Esteem and Knowledge are high for Amul showing it has high Brand stature.
From the 48 attributes that can be associated to brand, Amul can be given the following
attributes
High quality - Best accepted brand for Dairy products and quality checked.
Reliable- Amul as a brand is reliable because of its quality and smart pricing.
Trustworthy- Amul is trust worthy for taste, quality and price.
High Performance Increasing revenues every year. Many awards for performances
Distinctive- It is Distinctive by origin and system.
Leader- It is the leader in market for most of the dairy products.
Original- It is Original n its nature and products.
Down to earth- By its place of origin and system, it is a simple but highly performing brand.
Cares about customers- Its wide product line shows this.
Simple- Amul is Simple to look at as an organization.
Up to date- It is up to date with what is happening in the market and the requirements of market.
Good value- It has good value for money paid.
Authentic Each and every product of Amul is authentic.
Visionary- It started as a cooperative and is today the market leader. This shows Amuls vision
Innovative Innovative in products and advertisements.
Traditional- Traditional in its way of showing things and production.
Socially responsible Its CSR activities prove this.
Friendly- Amul is friendly in its nature. It portrays the same in its marketing.
Worth more- This is the experience of every customer after using Amul for what he/she has paid.
Progressive- It is always progressive in products, revenues and market shares.
Fun- This is associated more with fun , friends and family.
Best Brand- This is the best India brand for dairy products.
Gaining in popularity- It is always gaining in popularity with already existing customer base.
Social- It promotes sharing through its system structure.
Healthy- It has many healthy products in its line like zero calorie milk etc.,

AMUL as a Brand: the summary of above three Models
Amul as a brand is a legacy. It started as a small cooperative society and is today the market
leader in its segment of Dairy Products. It has got many attributes and features in it which led to
its success today.
The products proposed by Amul are more social. The brand succeeded in showing the actual
value out there to the customer. This is because the constructed giver is giving out the value
which is exactly perceived as the same by the receiver at the other end. With this people find the
brand more relevant and stat associating with it. Amul today shows advertisements about
everything that happens in the society and making it more near to the society.
With increased relevance comes a wider acceptance in the market. This increases the customer
base, trust and thus the market share.
Amul because of its unique way of promotion not only excited its existing customers but also
attracted new customers. It satisfied the requirements of its customers and proposed the value
which was awaited for.
Amul with its long product line, tried to cater to all segments of people like people who preferred
taste over everything, people who were health conscious, people who wanted to cook the best,
people who want the best quality etc., With its variants in sizes and packets , it tried to serve to
all economic groups as well. With this kind of evolution, it won trust of the market.
It was more associated to be a fun oriented brand with its advertisements and the way it showed
itself to the market. By system it could be a reserved and conservative one. But it never let that
come out to the market that way. The same was shown as a more organized and traditional set up
of the system.
Amul always strived for that extra mile of innovation and was awarded many prizes for the
same. It now stands as a market leader with most brand association and trust from the customers
which matters the most to any brand.
There are relevant features of the brand in all the three models. But, of the three models, Brand
personality Dimensions help to understand the brand better. It describes the brand in all possible
dimensions in an elaborate way and so would also help in better positioning of the same.
Each of the dimensions in the brand personality dimensions describes each of the features of
Amul. This way, all the attributes of the brand come into visibility during assessment.