Marketing Brands and Products A product is a good or even a service whose wide availability generally results in lower profit margins and diminishes the importance of factors other than price, such as the name of the brand. By definition, products lack differentiation and, therefore, the ability to charge a higher price that sets them apart from strong brands. Brands also ensure repeat purchases and advertising, thereby ensuring a predictable and growing market share based on their unique positioning strategy rather than based on cost competition alone. Even in the case of raw materials, there are many parameters that brands can use to position themselves. to take a place in the consumer's memory and therefore in their basket. Some of the most widely accepted are: consistency of product quality, customization of the product wherever possible, provision of a wider range of products, identification of the most profit-generating market segments and modifying or adding an offering to meet those needs. their specific needs, unique packaging, emotional branding and even basing branding on building a unique image to the point of claiming to have a brand personality. In fact, focusing on getting consumers to build an emotional identification with the brand and its personality has a much more lasting effect and creates much greater loyalty than focusing only on the functional and utilitarian attributes that a competitor would also be able to match or even surpass. is a typical example of such a strategy aimed at building a strong brand image to attract consumers. Hamam has captured the consumer's mind space by building around it an image of honesty and protection, even though it appears that the product itself offers very few unique or differentiating features that would ensure that a consumer remains loyal to the brand, because given the plethora of players in this market, any successful new variant would be immediately adopted by competitors. Even in the current context of evolving the brand to prepare for the challenge of trying to attract the youth segment, the core value of trust, on which its brand equity over the years has been strongly based, is always emphasized wherever possible. .Hamam: A Brief HistoryHamam is one of the oldest established soap brands in India. It was launched in the 1930s alongside Cinthol (from Godrej). At the time of its creation, Hamam was owned by TOMCO (Tata Oil Manufacturing Company).