India’s Petroleum Market: The Journey from a Commodity to Brands

Management Research Journal, Vol. 5, pp. 78-82, 2011

9 Pages Posted: 18 Oct 2011 Last revised: 31 Aug 2012

See all articles by Ashish Manohar Urkude

Ashish Manohar Urkude

University of Petroleum and Energy Studies (UPES)

Rekha Attri

Jaipuria Institute of Management Indore

Manvinder Singh Pahwa

Manipal University Jaipur

Date Written: July 18, 2011

Abstract

Building a strong brand today is incredibly difficult. A strong brand can turn a commoditised, undifferentiated product into something unique and special. For instance, as soon as you put the brand of Tiffany on a diamond, the value of the diamond shoots up. It is no longer just a diamond, it is a Tiffany diamond. Similarly, as soon as the McKinsey brand touches a consulting project, the value of the project leaps. It is now a McKinsey study, and people assume that it is rigorous, thoughtful and valuable. The reverse is also true; a weak brand erodes value. When a brand associated with low quality touches a product, expectations sink. Brands are long term assets; they build over time and they erode over time. As a result, a company building a strong brand won’t see the results right away. This paper gives a brief background to the advent of global oil brands and the journey of India’s petroleum market from a commodity to brands.

Keywords: Brand Building, Oil Marketing Companies, Commodity to Brand, Branding

JEL Classification: M37, C80, M10

Suggested Citation

Urkude, Ashish Manohar and Attri, Rekha and Pahwa, Manvinder Singh, India’s Petroleum Market: The Journey from a Commodity to Brands (July 18, 2011). Management Research Journal, Vol. 5, pp. 78-82, 2011, Available at SSRN: https://ssrn.com/abstract=1945714

Ashish Manohar Urkude

University of Petroleum and Energy Studies (UPES) ( email )

Energy Acres
P.O. Bidholi via Premnagar,
Dehradun, IN Uttarakhand 248007
India
+918755440868 (Phone)

HOME PAGE: http://www.upes.ac.in

Rekha Attri (Contact Author)

Jaipuria Institute of Management Indore ( email )

Dakachya
Indore Dewas Highway, Near Shipra Naka
Indore, Madhya Pradesh 452010
India

Manvinder Singh Pahwa

Manipal University Jaipur ( email )

VPO - Dehmi Kalan, Tehsil Sanganer
Off Jaipur - Ajmer Expressway
Jaipur, 303007
India

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