Building Brand Architecture Sample Report: Hindustan Unilever Ltd (HUL) vs. Patanjali 1. Introduction Describes all three elements (each brand, reason for the choice, and learning goals) 2. Brand pyramid Describes (rather than lists) all five aspects of each brand’s architecture (product attributes, benefits, emotional benefits, personality, core/essence) 3. Brand comparison Explains in detail three or more similarities and differences between the two brands, analyzes what the comparison reveals about the brands, and describes how each brand serves the company’s goals 4. Brand value/equity Describes learnings about each brand’s value, and the value of each brand or information needed to determine brand value 5. Sources consulted Lists sources (websites, articles, etc.) consulted to create this report Made by Aditya Deshpande deshadi805@gmail.com

1. Aditya Deshpande
Building Brand Architecture Sample Report:
Hindustan Unilever Ltd (HUL) vs. Patanjali
>>>> Introduction
Each Brand: This report builds and examines the brand architecture of two brands –
Hindustan Unilever and Patanjali - in the Fast Moving Consumer Goods market i.e., soaps, hair
oils, and shampoos in India. I have considered only these 3 category here.
Hindustan Unilever (HUL) is the largest pure-play FMCG Company in the country and has one
of the widest portfolio of products sold via strong distribution channel. It owns and markets
some of the most popular brands in the country across various categories, including soaps,
detergents, shampoos, tea and face creams. [1]
Patanjali is an Indian consumer goods company. The company manufactures mineral and
herbal products. Patanjali produces products in the categories of personal care and food. The
company manufactures more than 2,500 products including 45 types of cosmetic products
and 30 types of food products. According to Patanjali, all the products manufactured by
Patanjali are made from Ayurveda and natural components. [2]
Reason for Choice: The two brands are chosen as they compete in very similar market in India
and yet have very different brand personalities. Hindustan Unilever and Patanjali are among
the most valuable brands in the FMCG market, and this report will bring out the stark
differences in the brand architectures of these two brands. HUL is been in India since 1940s
and Patanjali has started operations since 2014 in India.
Learning Goals: The goal is to observe how consumers can have vastly different perceptions
of and relationships with very similar products owing to the differences in brand
architectures. Also to know how different brand personalities affect consumer buying behaviour.

2. Aditya Deshpande
>>>> Brand Architecture
The first step is to develop brand pyramids for both brands.
 Brand Architecture for Hindustan Unilever
 Brand Architecture for Patanjali
>>>> Brand comparison
As we can see both brands compete in very similar markets. Also both brands put a high value
on product quality and price. However, the differences in the brand personalities appeal to
very different target audiences in the same market. HUL targets with its old made identity
while, Patanjali is using Swadeshi i.e. true Indian Ayurveda products.
Here, Patanjali is providing more value for money while HUL has more variety so it target all
type of customers from middle class, lower class to highly affluently class.
HUL targets the all segments of the market, and its customers are not usually price sensitive.
There are few options to choose from, but brand loyalty is very high. Patanjali offers herbal
Brand Core/Essence- making
sustainable living commonplace
Brand Personality- Diversified,
Unity, Inclusion, Trustworthiness
Emotional Benefits- Assurance,
Value for Money, innovation
Product Benefits- wide range of
products, good feedback
Product Attributes- Low costs,
High customization, good quality
Brand Core/Essence- Ayurved and
Eco Friendly products
Brand Personality- Agile, Yoga,
Indian culture
Emotional Benefits- Assurance,
made in india feeling
Product Benefits- wide range of
products, Herbal living
Product Attributes- Low costs,
High variety, good quality

3. Aditya Deshpande
product variety made from all ayurvedic herbals has less for very section of the market
compared to HUL. It lets its customers control the pricing by offering wide packaging and
labelling options. Patanjali’s customers are generally more likely to be traditional in using the
products to inculcate Indian culture they require.
Due to differences in pricing, HUL’s products are high margin products compared to Patanjali.
On the other hand, Patanjali relies more the small volume as it is not much deeply rooted in
customer base in India. Thus both brands serve the company’s goal of revenue share through
two different drivers.
>>>>Brand Value
Patanjali was listed 13th in the list of India's most trusted brands (The Brand Trust Report) as
of 2018, and ranks first in FMCG category. It is valued at ₹3,000 crore (equivalent to ₹35 billion
or US$490 million in 2019. [5]
While, HUL was ranked 2nd in same category as Patanjali. It had revenue of ₹34,487 crore
(US$4.8 billion) in 2016-17. However, for fair comparison, we would require the standalone
brand value of HUL and Patanjali FMCG- soaps, hair oils, and shampoos. One way to estimate
that could be factoring the overall brand value by the % revenue share of soaps, hair oils, and
shampoos from HUL’s total revenue pie. However, that would not account for the differences
in brand following with HUL’s other products such as durables like luxury wear, detergents or
kitchen wares.
Patanjali’s brand value was determined and currently 1st rank in India. However, HUL can be
arguably treated as the more valuable brand due to its glorious history. Over the years,
Patanjali has increased the brand value that it had during its astronomical rise, but market
saturation is kind of hampering it in 2020. While HUL continues to grow its fierce brand
loyalty, Patanjali’s products are increasingly seen as replaceable commodities. [4]
>>>>Sources Consulted
1. https://www.academia.edu/402825/Hindustan_Unilever_Limited_a_study_on_the_marketi
ng_concept
2. https://brandequity.economictimes.indiatimes.com/news/business-of-brands/a-culture-
that-is-quintessentially-indian-middle-class-huls-sudhir-sitapati/72849082
3. https://brandequity.economictimes.indiatimes.com/news/business-of-brands/patanjali-will-
be-a-rs-2-lakh-crore-brand-in-five-years-baba-ramdev/60866582
4. https://www.hul.co.in/about/
5. http://www.trustadvisory.info/tra/home.php