Abstract

This caselet provides an overview of the branding strategies of Hindustan Lever Limited (HLL), the Indian arm of the Unilever group. It describes the rationale behind the strategy and the concerted efforts of the company to focus on certain select brands. The caselet sheds light on the brand extension strategy undertaken by HLL as part of the modified branding strategy. Finally, the caselet gives an idea of the complexities involved in such a branding strategy.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Power branding strategy
• Importance of consistency in conveying core benefits of the brand
• Role of mother brands
• and Developing sub-brands under mother brands.

Keywords

Hindustan Lever Limited, Unilever, Power brands, Mother brands, 501, Rin, Rexona, Cornetto, Feast, Max, Brooke Bond, Taj Mahal, Super brands, Sub brands and Branding Strategy