Branding and Brand Management

Branding is endowing products and services with the power of a brand. At the end, its all about creating differences between products. Marketers can apply branding virtually anywhere a consumer has a choice. It is possible to brand a physical good (such as kinley) or a service or even an idea.

For branding a commodity like water, marketers need to differentiate their offering by delivering unique attributes and values to the consumers. Kinley was able to provide the consumers the right product at the right place at the right time. With its successful campaigns of trust and purity, Kinley emerged as a trustworthy brand in the consumers’ minds. Keeping the first priority to capture market share and be the number one brand, Kinley offered competitive pricing. It was successful in building preference nationally. It was the quality, reach and recall value that made Kinley a successful brand.

In the year 2008 the company went through a major re-branding of its packaged drinking water, Kinley to push sales on the 'purity' plank. The re-branding exercise is aimed at increasing the company's share in the Rs 1,250-crore organised bottled water market in India."Our new campaign is intended to strengthen and re-affirm our bond with the customers. Kinley is a big brand for our company and we hope to keep on growing in the market," Coca-Cola India Marketing Director Avinash Pant said.He said the company wants to emerge as a major player in the packaged water segment but declined to divulge figures.

Coca-Cola India positioned Kinley as a brand based on ‘Purity’ and ‘Trust’ under the communication initiative ‘Boond Boond me Vishwas’. The brand, which already enjoyed the national distribution network of Coca-Cola India, Kinley positioned itself as a trustworthy and pure drinking water both in rural and urban areas. The company promised to give water as pure as it meant to be in their belief that “The right to pure, safe drinking water is fundamental”.