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Brand Building of Amul Amul – Brand Building Exercise Contents: Demerits of Marketing a Commodity Market …………………………………………………………….. 3 The value of branding concept …………………………………………………………………………………… 3 Difference between product & service branding ……………………………………………………….. 4 Amul – Brand Origin ………………………………………………………………………………………………… 5 Factors that shaped the brand & Role of Advertising Amul Mascot…………………………………………………………………………………………………… 6 History of Amul Butter.