Perceived Value Addition for Branded Items Launched in Commodity Markets

Abstract

The past few years have seen branding of quite a few commodities. Many of these have succeeded but there have been some failures too. Four case studies on branding of commodities examined the reasons for consumer preference of branded items over unbranded ones. The hypotheses based on these case studies were tested through a survey of the consumers of milk. The findings indicate that successful branding requires a sizeable consumer group that seeks a unique benefit not available from the unbranded items.