Amitabh-The Big Brand

Case Says....

Is about the brand building and the consumer perception &

behavior about a brand.

In this case two person named Vikas and Parthiv made a

conversation about the DALDA and making a comparision with
the brand AMITABH .When Vikas saw the add on the T.V.
about DALDA ,he tried to bring the ethics of the brand
management.

As everybody knows both the brands has a very special

admiration in the minds of the consumer as well as in the view
of the marketers. Both the brands have very good legacy and
brand equity.
An immensely successful actor of
more than three-and-a-half decades in
the Hindi film industry, a failed
Politician, a stumbling
businessman and anchor of just two
TV programs - his is a unique
combination.

The way Zanjeer transformed his

acting career, KBC opened the
floodgates of endorsements.

Marketers found their single-point

attention-grabber in Amitabh
Bachchan who could not only
command attention but also lend
credibility to their brands.
AMITABH'S PERSONA
A wide range of emotions
Humour and anger
Patronising,
A Kind-hearted Human being;
Action hero;
Energising personality;
Jovial character;
Advisor;
Spokesperson; and
Passionate endorser.
Key problems facing the brand - Amitabh

BRAND MANAGEMENT

ADAPTION TO CHANGES

BRAND CONTENT

BRAND EXTENSION
 4 p’s of brand AB-

Product- Strong Brand

Image “ AB “
Price – Customers
attachment with the Brand
AB.
Place- Popularity Of “AB”
as- Angry Young
Man (Attracts public to
theaters)
Promotion- Success of AB
type Films
Brand management is a very important thing .Because if we
overdone it then it can destroy the brand and the products. So
managing a brand is not a small thing to do.

The terrible thing happened to brand AB was there was no brand

manager at that point of time. So the film industry has over utilize
the brand AB and some how creates damage to it.

Brand Content:A good brand needs good contents and

ingredients in it to exist in the tough competition .If we go
thoroughly the case study it is seen that brand miss management
was occurred in both of the cases.
ADAPTION TO CHANGES:

The brands were accepted according to the prevailing mind

set of the customers. When people liked the Amitabh image
roles of angry young man, he gained popularity.

In late 70’s the popularity of AB type films declined, as they

were showing stories about abandoning their sons. So films
were also reflecting on the past and giving importance to it
rather looking towards future.

As well the political unrest led to the decline in the AB type

films.

Hence for a brand to keep growing should focus on future

prospects and stop repeating the past.
In late 80’s also the same old brand was facing new
competitors like superman, superstar as super heroes.

In that period many films were based on the angerness,

father son relationships,revenge and social misconception.

In those films Amitabh used to play the central character

who demolishes those things by some fictional things. For
example films like TRISHUL, MARD and DEEWAR.
Brand Extension:

The film industry tried to make best out of AB brand but when they
tried for brand extension, franchisers started describing it by
component rather than by its core values.

So they ended up portraying up Amitabh Bachchan but with no

emotional quality which led to the flop.

Hence core values are very important in portraying any brand plus
adding emotions lead to an acceptability in the customers.

Same happened with Dalda as it could not change its core image of
Dalda vanaspati but the era was demanding for the change of the
healthy oil.
Presented By:

Charu Sharma
Gaurav Kumar
Gitika Bhowmik
Jaya Maheshwari
Mohsina Ansari