Branding

According to AMA “A brand is a customer experience a represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme, brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relation to its use and through the influence of advertising, design, and media commentary.”

“A brand often includes an explicit logo, fonts, color schemes, symbols, sounds which may be developed to represent implicit values, ideas, and even personality.”

Dabur is a powerful Indian brand, with largest share of natural health care products in India. Its various schemes and policies helped Dabur to create its brand value among the customers. Dabur is able to attract large no. of customers through its brand image which it created through its well defined, healing and medicinal value of its products. This helps the customer to associate themselves with Dabur as a brand. Dabur has created values and habits in life for a very long term now and Real Fruit Juice is an extension of the brand with all the core principles in place.

Brand Equity: It is the added value endowed on products and services. It may be reflected in the way consumers think, feel and act with respect to the brand, as well as in the prices, marker share and profitability the brand commands for the firm. Currently Real Fruit Juice holds 55 % market share. Customers are able to associate themselves with the Real Fruit Juice as it has been there for some time and it has consistently been a healthy and trustworthy source of immediate energy and nutrition.

Brand Promise: It is the marketer’s vision of what brand must be and do for its consumers. This is the major factor which differentiates the brand "Dabur" from its counterparts. Dabur has widespread acceptance and it goes a long way if its history is reckoned. It has been serving the people for years and they feel associated with the brand. At the end of the day, the true value and future prospects of a brand rest with consumers, their knowledge about the brand and their likely response to marketing activity as a result of this knowledge. For Real fruit Juice, it’s the immediate energizer and immunity developer promise which represents the Brand Promise.

At the end there are three major elements which a Brand should convey:

Brand Awareness: In the case of Real Fruit Juice it is necessary to convey people its existence as a health and nutrition drink coming from the most trusted of brands. It was well evident since the inception of the drink as it was under the brand "Dabur" and it cleared all censorship to be launched under packed fresh fruit juice section.

Brand Attitude: Under this, a brand should follow the attitude of a problem solver. Real Fruit Juice has always looked to not fall prey to the changing market trends and stand to its ground as a basic energizer on the go and it has maintained its quality, it has also been successful in maintaining healthy working environments and become the leading fresh fruit juice server in India.

Brand Purchase Intention: Real Fruit Juice with its effective marketing policies such as ground promotions, sampling exercises, mass media advertising, institutional promotions, public relation activities and marketing tie-ups has kept on trying to attract more and more customers day by day. There are few things which make Real Fruit Juice better than its competitors because of which a person should buy the Real Fruit Juice. These are as follows: -


· Variety of Juices


· Extreme Nutrition value


· Quality of the Drink


· Location of Outlets


· Retails it is available at


· Immunity enriching effects


these are few qualities of Real Fruit Juice which made it such a big brand and make people buy it.