It’s a Name Game

Branded products and services might deliver a bunch of benefits but there is essentially one thing which inspires the consumer to go for a brand instead of a commodity (non-trade name). To understand that one thing let‘s take the case of Salt. Let‘s see how Indian consumers shifted their preference from loose salt (commodity) to branded salt. In India there had been days when the salt was sold against the weight of metal and plastic. In rural areas a hawker would come with a heap of salt and would sell it against the weight of metal and plastic. The majority of people had been buying salt in this way. If someone wanted to buy in cash the price was lower than one rupee per kilogram. Everyone was happy to purchase salt in the same way.