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Branding and Brand Management: Case of Amul
Abstract
In the appearance of globalization and liberalization, both brand and branding have become essential parts of every competitive business firm. To become part of the competitive and ever-changing business world and to maintain the existing business image, business organizations have been continuously focusing upon introducing innovative branding practices and strategies. This chapter focuses on brand and branding strategies of Indian brand name dairy cooperative, AMUL, in western India (Gujarat Cooperative Milk Marketing Federation [GCMMF]), which has developed a successful model for doing business in the large, emerging Indian economy. Amul has been primarily accountable, through its inventive practices, and adaptive to market changes, for India's becoming the world's largest producer of milk. This chapter draws various lessons from the experiences of AMUL that would be useful to business organizations globally.
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