Branding and Brand Equity

                                      “Nirma remains strong in all age segments”


"A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors." - AMA definition

Branding is very necessary to get your target market choose your product over the other competitors.
It is making sure that the consumers understand the values and prospects you want to deliver.

The brand brought a revolution creating a new segment for itself in the detergent industry. This has been made possible because of its low price and famous jingle.

A good brand has:

·         Concentration on user Loyalty

·         Value is delivered

·         Initiates/ Motivates the customer to buy

·         Emotionally connects to the consumer

• 

During the times when Surf was the only detergent available in the market and it targeted only the premium segment of the society, Nirma was a brand which was available at almost one third of Surf’s price. The detergent powder was overnight converted into a common man’s necessity from being a luxury of a few.

They could associate to a brand instead of using the local made detergent cake

Brand Equity

"Brand equity is a phrase used in the marketing industry to try to describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well known names." - AMA definition.

It is necessary for the brand to re-instigate its values and objectives to its customers

The company also must keep its employees and to reduce the turn over ratio. 

The brand recall of Nirma is very high because of the Jingle.

Nirma has a hihg level of loyalty and also is considered as a reliable brand.

Nirma plays a major role amongst the low segment.

Brand Extention:

It segregated its market in the later years for low cost and also premium segment. It introduced Nirma Super was introduced targeting the premium brand. It also came up with soap bars.

Unique marketing strategy for the premium and other segments.

It mastered the geographic sentimentalization technique.