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Modernity

Expertise

Strength

All interwoven with the help of a strong

emotional connect

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Mix of Linked Associations & Sub-

brands

Ultratech cement

Ultratech concrete

Ultratech building

solutions

Birla White

Star Cement

Birla White Wallcare putty

Birla White

Textura

Birla While

GRC

Birla WhiteLevelplast

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8/13/2019 Intl Brands Architecture

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Innovation

Long Life

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Focussed on innovative engineering, a deep-rooted commitment to research &

design and the promise to deliver customer-focused products

Offers batteries for Passenger, Commercial, Farm, Two wheelers, Inverters and

Home UPS

Brand HouseArchitecture

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• Amaron uses a branded house strategy as the master brand

provides an umbrella under which many of its business

operations operate. E.g. Amaron Go, Amaron Flo and Amaron

Pro

• The subbrand has a modest driver role to being a descriptor

with little or no driver role

• This strategy enhances clarity, synergy, and leverage across

the portfolio

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Trust

Quality Satisfaction

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Appliances

Fans

Lighting

Power Solutions

Most brand under the 4 categories are Bajaj brands barring 2.

1) Maxflo which is part of Power Solutions, these are hand pumps which is

different from other power back-up products in this category

2) Majesty under Appliances are range of cookers which is different from

other electric appliances in the category

Falls under Branded House and Shadow Endorser

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Branded House

• Bajaj classifies majority of its categories under branded house

strategy as the master brand provides an umbrella under

which many of its business operations operate. E.g. Bajaj

bulbs, Bajaj fans etc.

• The sub-brand has a modest driver role to being a descriptor

with little or no driver role.

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Shadow Endorser

 – A Maxflo and Majesty are not connected visibly to Bajaj, but many

consumers may know about the link

 – The shadow-endorsed brand represents a totally different product and

market segment

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Chocolate

Cadbury Dairy Milk

Cadbury Celebrations

Bournville

5 Star

Perk

Gems

Toblerone

Gum

Bubbaloo

Candy

Halls

Choclairs

Beverages

TangBournvita

Biscuits

Oreo

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House of Brands and Endorsed Brands

• Cadbury has a set of stand alone brands like Toblerone, Tang,

Halls, Perk, Bubbaloo, each maximizing the impact on the

market

• Cadbury also endorses a few brands like Gems, Oreo, Dairy

Milk, Bournville, Bournvita etc. Cadbury is a minor driver but

provides credibility and substance to the endorsed brands

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Innovation

Simpler life

Consistency

Technology

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Vikuiti

Scotchprint

Post-itScotch-Brite

Scotch

ScotchgardLitmann

Adesive Command

Nexcare

Litmann – Stethoscope

Vikuiti – Computer Display Lighting

Nexcare – First Aid, Skin Care and Bandages

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House of Brands and Shadow

Endorser• 3M has a set of stand alone brands like Litmann, Nexcare,

Command, Vikuiti which are clearly positioned on functional

benefits and dominate niche segments

• 3M is a shadow endorser to many brands like Post-it, Scotch,

Scotch Brite, Scotchgard, Scotchprint. 3M has minimum

association with the endorsed brands but just provides a

backing to the brands due to its credibility

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Variety

Fragrance

Seduction

Confidence

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Hair Care

Deodorant

Face Care

Shower Gel

There are different brand names based on the types of fragrances across the

above segments eg. Peace Hair Cream, Apollo Hair Cream, Peace Body Spray,

Apollo Body spray. Axe is prominently visible on the packaging of all the

products.

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Endorsed Brands – Linked Name

• Axe is a linked name to all its brands across the categories like

Peace, Apollo, Dark Temptation, Anarchy, Instinct etc.

• It provides the benefits of a separate name without having to

establish a second name from scratch and link it to the master

brand.