AMULS UTTERLY BUTTERLY DELICIOUS

BRAND ELEMENTS

ABSTRACT
This case study introduces the participants/students to the concept and importance of choosing
brand elements to build brand equity. Brand elements name, logo, color, imagery, tagline,
jingles and packaging go a long way in building a brands equity. Amuls umbrella brand,
which is operational since 1967, offers interesting insights into the importance of choosing
brand elements. While there are definite criteria for choosing brand elementsMemorability,
Meaningfulness, Likability, Transferability, Adaptability and Protectability How has Amuls
brand been soaring on these criteria? What lessons do Amuls tactics for its brand elements offer
for building sustainable and thriving brand equity? While Amuls utterly, butterly, delicious
girl became the countrys darling, does its brand performance also reflect the brands acceptance?

Pedagogical Objectives

To understand the need and the importance of choosing appropriate brand elements to
build brands equity

To analyze, Amuls brand elements name, logo, color, imagery, tagline, jingles and
packaging and discuss on the connect between these elements and Amuls brand equity

To examine and access Amuls brand elements with the six criteria

Case Positioning and Setting

This case study can be used for the following:

In MBA Program Brand Management course To understand the concept and importance
of choosing appropriate brand elements to build brand equity

In MDPs/EDPs To demonstrate how brands build brand equity leveraging on brand

elements
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