erm sustainable competitive advantage. This is especially important in an environment where competition is intensifying. Indeed, when it comes to commodity products, the burden of proof is almost always on the marketer to show why his product is better and worth more to the customer than that of a competitor. It is a marketing argument that may have as much to do with the way the commodity is packaged, delivered and used as it does with its actual quality and characteristics. Whatever is involved, it is a task that the marketer must accept and be prepared to handle with a savvy sense of the differing needs and cost points of the relevant marketplace. Brands help in creation of a customer franchisee within the market that will be a catalyst for increased consumer preference and loyalty. We have seen in the Indian scenario, that branding of bottled water has made a big splash. Various brands like Bisleri, Bailley, Aquafina, etc. have transformed a commodity into a branded product.
             There are two ways of approaching the issue of branding of commodities. The first is to develop a brand for the commodity itself, and the second is to deve
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