Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Parachute

Parachute, a well-known brand of coconut oil, had created high impact branding with respect to the coconut oil category. Coconut oil has been used by consumers as a part of their culture for perhaps several decades or more in India. Consequently, the benefits of coconut oil for one’s hair are culturally anchored in India. Parachute is an example of a brand that took advantage of a strong cultural belief associated with a commodity (i.e., coconut oil).

The interesting case of Parachute offers several conceptual messages. Parachute illustrates how a brand can take over a commodity by creating an attitude towards the product offering itself, creating strong beliefs with respect to the product line associated with the brand and creating ...