Branding of Commodities

BRANDING OF COMMODITIES:
HIDDEN ISSUES AND PERSPECTIVES


"A brand is not an icon , a slogan, or a mission statement. It is a promise—a promise your company can keep... .This is the promise you make and keep in every marketing activity, every action, every corporate decision, every customer interaction".
Kristin Zhivago, "Business Marketing"


SHIVANI GUPTA

EXECUTIVE SUMMARY
The inimitable nature of the consumer market has necessitated the need for a fundamental and radical change in the strategic aspects of doing business. The biggest challenge facing manufacturers today is how to differentiate their commodity so that their business rises above the commodity market place to enjoy the margins and premium associated with consumer packaged goods markets.
Therefore the key to the success of marketing commodities in today's market place is an intense focus on creating true economic value for those customers who are willing to pay for it and a brand strategy based on produ...