Branding

Branding is defined as the, “ name, term, sign, symbol or design or a combination of them intended to identify the goods and services of one seller or a group of sellers" by the American Marketing Associations (AMA). Branding is aimed at making the product stand out so as to communicate the look and feel of the product to the potential targeted customers. Branding is not restricted to the logo and tagline of the product but incorporates inculcating various strategies that helps in the better positioning of the product or services in order to aid better recall of the product by the customer at the time of purchase.

Elements of Branding (Product-Parachute)

Brand Awareness

Parachute creates awareness about its product through various mediums like print, radio, television and digital.

Eg. Campaigns like “Shudhta ki Pehchaan” and “Kamaal Ka Dhakkan”

Kamaal Ka Dhakkan Campaign

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Brand Imagery

It projects itself as a herbal solution oil for hair care. It uses colors like Blue and Green for this purpose.

Slogans

It uses slogans like “gorgeous humesha”, “Lambe baal bhule to kaise”, “Worlds best hair” and “100% Purity”.

Logo

The logo is simple and resonates it purpose of being a herbal oil. The color code is green and blue and a simple green image of a coconut is used to serve the purpose of it signifying the oil being made of coconut.

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Brand Promise

Parachute assures its customers on delivering healthy nourished hair through the use of the their product. It also ensures repairing damaged hair and the betterment of the hair quality in terms of volume, texture, length and various other aspects.

Brand Personality

The brand has constantly being trying to change itself from the traditional old hair caring brand to a new advanced form of hair care solution in order to connect to the younger generation customers. From being the first preference of the head of the family, it has a major crossover to being a choice of today’s informed trendy youth who are taking hair care problems seriously.

Brand Credibility

Parachute has maintained its image as a “pure coconut oil” and has not been involved in any crisis till date. This has created and given the brand a very good credibility in the minds of the customers that is often envious to the other brands. It is an affordable, non sticky hair oil available in various fragrances and used extensively by both urban and rural areas.