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Review Papers | Management | India | Volume 11 Issue 9, September 2022
Is there a Difference between Product and Brand with Special Reference to Case Study on "Maharaja Agarbatti"
Jessica Menezes | Dr. Vidya Hattangadi [2]
Abstract: Product is anything that can be offered to a market that might satisfy a need or a want. Product is a cluster of psychological satisfactions. - 'George Fisk'. Brand helps people identify and connect with a particular company, product or individual. Brand is "A collection of perceptions held in the minds of the customers"- Susan Fournier. Brands possess the power to stimulate and generate associations in the minds of the people. Brands have intangible attributes. You can only share your brand experience with others. This article gives details about different concepts of Products and brands with special reference to a case study building the brand Maharaja Agarbatti 'Incense stick'. This outlet is located Dadar West, Shivaji Park Mumbai. Initial investment done in this business was a few thousands and they focused on the strategy of re-investing their profits and growing simultaneously. They started with a small outlet and today Maharaja Agarbattis are sold at various other locations like VileParle, Andheri, Malad and Dombivli through different distributors. They have expanded their business operations. Learning outcomes through this chapteris understanding and differentiating between Products and brands and identifying brand associations for the product. All these concepts would be applied to the case Maharaja Agarbatti
Keywords: Product and Brands, Product Life Cycle, Product Mix, Brand Association, Brand Ladder
Edition: Volume 11 Issue 9, September 2022,
Pages: 1161 - 1165