Amul has used consistent brand elements like its name, logo, color scheme, mascot, and tagline "Utterly Butterly Delicious" since 1967 to build strong brand equity. These elements were chosen based on criteria like memorability, meaningfulness, and adaptability. Amul's iconic mascot, the "Amul girl", became hugely popular and helped drive brand acceptance. The case examines how Amul's enduring brand elements have contributed to its sustainable brand performance over the decades.

1. AMUL’S ‘UTTERLY BUTTERLY DELICIOUS’
BRAND ELEMENTS
This case study introduces the participants/students to the concept and importance of choosing
brand elements to build brand equity. Brand elements – name, logo, color, imagery, tagline,
jingles and packaging – go a long way in building a brand’s equity. Amul’s umbrella brand,
which is operational since 1967, offers interesting insights into the importance of choosing
brand elements. While there are definite criteria for choosing brand elements–Memorability,
Meaningfulness, Likability, Transferability, Adaptability and Protectability – How has Amul’s
brand been soaring on these criteria? What lessons do Amul’s tactics for its brand elements offer
for building sustainable and thriving brand equity? While Amul’s ‘utterly, butterly, delicious’
girl became the country’s darling, does its brand performance also reflect the brand’s acceptance?
Pedagogical Objectives
• To understand the need and the importance of choosing appropriate brand elements to
build brand’s equity
• To analyze, Amul’s brand elements – name, logo, color, imagery, tagline, jingles and
packaging – and discuss on the connect between these elements and Amul’s brand equity
• To examine and access Amul’s brand elements with the six criteria
Case Positioning and Setting
This case study can be used for the following:
• In MBA Program – Brand Management course –To understand the concept and importance
of choosing appropriate brand elements to build brand equity
• In MDPs/EDPs – To demonstrate how brands build brand equity leveraging on brand
elements
ABSTRACT
© www.etcases.com