The Amul Brand Name: Evolution of Amul: Amul, started in 1946, is the largest diary

brand in India. The brand elements define the brand equity of Amul. It has become a brand
synonymous with milk, ghee and other dairy products like curd, butter, cheese, ice cream,
yogurt, chocolate, sweets, etc. it has excellent distribution channels all over the country that
helped it achieve its scalability of business. The brand elements used are brand logo, tagline,
brand spokes character gave a unique identity to the desi brand. The logo has the brand name
Amul along with line The Taste of India. And the tagine is Utterly Butterly Delicious.
The chubby cute girl in the familiar polka-dotted dress is the Amul Butter mascot. The Amul
tagline and mascot have always remained close to the people. In the recent years, the Amul
mascot girl and her commentaries have appealed to connect to the masses instantly. Actually,
people look forward to see the Amul spokes characters commentaries on recent happenings
in the country. SINDHUSTAN HAMARA and LAND OF MALIK AND HONEY were
the latest campaign from Amul, praising our girls in Amul ads in newspapers. Through Print
media, the effort was focused on firming the brand positioning and Amul products appealing
for all. As a brand, it had high stature and high strength and claimed the leadership position in
the diary segment industry. Its equity is high in brand power, premium and potential. TO
explain in terms of brand resonance model, it was penetrated into every corner of the country
and so had crated deep awareness among people. People could identify it very easily by its
brand elements such that it had created records in by using the same advertising campaign
over a long period of time since 1967. Everyone identified it by points of parity and points of
differentiation. The point of parity is that it has all the dairy products but taste is the
differentiating factor. People could easily respond to its marketing calls and always responded
positively for its campaigns. Every Indian associated with it through a long standing
relationship.

Amul: Brand equity and Brand Elements

Amul has, over the last 70 years, transformed from a revolution against foreign owned dairy,
to a brand that is present in over 50 countries today. Amul has, in recent times, done an
innovative show of its brand elements, and in that process, has garnered much attention from
the masses all over the country.
One of Amuls primary brand elements has been its mascot, in the form of the Amul girl,
which had originally been created in response to the Polson dairy girl. Ever since, the Amul

girl has become an icon of sorts, with ads primarily being based on relating the Amul girl
with current events of general importance. However, this isnt the only forte that Amul
showcases. In addition to the widely visible Amul mascot, the other brand element which has
subtly brought forth the element of nationalism, is the presence of the logo Taste of India,
which gives us a sense of Amul being Indias own brand, and as a result of this strong brand
identity with a tinge of scepticism,

http://indianexpress.com/photos/trending-gallery/rio-2016-olympics-amul-ads-2990270/6/
https://www.scribd.com/doc/112058726/Branding-Strategy-of-Amul-Report
http://www.rediff.com/money/special/pix-amul-an-utterly-butterly-self-sufficientbrand/20140904.htm
http://www.impactonnet.com/How-Amul-became-an-Indian-family-brand
http://www.bloncampus.com/columns/brand-basics/how-amul-became-a-priceless-brand-andcontinues-to-milk-its-success/article8570073.ece
http://www.pitchonnet.com/blog/2012/12/10/how-did-amuls-corporate-logo-evolve/
https://en.wikipedia.org/wiki/Amul

http://www.amul.com/m