We all live today in a world surrounded by a ‘Sea of Brands’. Customers’ minds have to recollect, filter, process and decide among so many brands before buying a product they need. The efforts from organizations in capturing mind share of customers, delivering products and prices matching each other and extensive availability has put all the brands into a ‘Commodity Trap’. This means, customers today don’t perceive much considerable difference between brands they intend to buy. Here, we are trying to explore how to brand a ‘commodity’ product with a practical real life study. Over the years many commodity products have been branded across the world like packaged drinking water, salt or sugar, rice, cereals, milk etc. The book would be helpful for both professionals and management students alike.
A Text on Services Marketing by Dr. Kisholoy Roy
To BE or not to BE by Hem Chandra Kukreti