1. AMITABH BACHCHAN AS A BRAND
By
Group-3
Journey:
Amitabh Harivansh Bachchan was born in Allahabad, India on October 11, 1942 to
Dr.Harivansh Rai and Teji Bachchan
In his 20’s, Bachchan gave up a jobas freightbrokerfor the shippingfirm, Birdand co, based
inCalcutta.Afterleavingjobhe came toMumbai forbecomingfilmhero,he startedhiscareerasvoice
narration and Background.
Bachchan made his film debut in 1969. Up to 1973 his films are not financially successful at
Box-office. From 1973 onwards his films are started collecting huge collections,Blockbusters at Box-
office.
After the failure of ABCL, Bachchan wanted to update hiscareer in the media, so he entered
intoTelevisionsectorinthe year2000 and hostedthe KBCprogram.Thiswas a huge successof all the
6season.
USP:
His uniqueness lies in a way he carry himself with so much dignity and humbleness, and modestyand
charismatic personality, with exceptional acting skills makes him one in a billion.
KELLER’S EQUITY MODEL:
Step 1: Brand Identity – WhoAre You?
AmitabhBachchan
HEMANT K PATIL
HRIDJAPATI TRIPATHI
ISHITA JAIN
JITU SURESH JAGWANI
KESKAR CHETAN JAGANNATH
KUMAR ROHIT
M V SAI MAHESH
MAITREYA PATWARDHAN
NANDINI VISHIST
NAVNEET SRIVASTAVA

2. Step 2: Brand Meaning – What Are You?
He isan Actor, producer,singer,televisionpresenter
Step 3: Brand Response –What Do IThink, or Feel, About You?
As an Actorhe satisfiesmanyaudience withdifferentkindof rolesandTV realityshows.Because of
hisunique features peopletrytouse Goods and Serviceswhichare endorsedbyhim
Step 4: Brand Resonance –How Much of aConnection Would I Like toHave With You?
CelebrityBuyerconnection.
Because of hisUSP featuresPeople are connectedtohimandwill use the goodsand serviceswhich
are endorsedbyhim.
WHY IT IS IMPORTANT TO PEOPLE AND SOURCES OF BRAND EQUITY:
Brand Equityisimportantforthree majorreasons:
1. Brand Equitycreatesshareholdervalue
2. Brand EquityBuildingisacompetencythatcan be masteredtocreate competitive advantage
3. Brand Equitymanagementcreatesanarrayof growthopportunitiesforthe business
Thus ithelpsinincreasingthe overall profitsof the firm.There are lotsof benefitsof brandequityif
a companycan manage & builditsbrandequitywell &realize the importance of doingso.