“Bhaiya …Ek Bisleri Dena”

A brand name getting generic is perhaps “the” pinnacle, it can ever achieve. When it comes to recall value, it’s a kind of home runs scored if people recall your brand’s name for that product. The commonest of examples is “Xerox”. It’s very unusual for a layman using the word photocopy. It is like getting communicated not by getting or grabbing attention rather by being so non-specific that people obviously opt for it or rather see it in other brands too. Getting copied is also adding value to your credential. You are the buzz hence you are being copied.

There have been attempts in the past to achieve this coveted wish by many brands. Some made it big, some came close. When it comes to scooter, what I can recall right at this moment is “Bajaj”. No doubt “Pulsar” being their brainchild, which also has made a mark of its won by acquiring the largest market share in 150 cc two-wheeler segment. But “Bajaj” will always carry the tag of being referred to as a scooter. I wont say that it became completely generic, at par with the word “scooter”, but to a large extent of course.

Internet search engines have eased of the work of research agencies, advertising agencies (to some extent…hope I am not wrong) & at last for students like who do some intensive search on “Google” to get content on the 4th or 6th page that can be easily copied & your assignment is done. (Not to hurt the sentiments of those who make it a point to go through the content & form their own view point as far as assignments are concerned.) But the search ought to be on “Google”. There have been other popular search engines like Yahoo, Wikipedia, Answers, Ask, Find Articles & the list continues. But the largest share of recall value goes for “Google:”



Drinking water or mineral water has a market of its own in India. The organized market has “Bisleri” on top, which has a market share of close to 63%. While the total market (organized + unorganized),it has been found that there are more than 200 brands that exist & 80% being local player.
Still “Bisleri” – matlab mineral water.

So guys put on your thinking cap & think of brands you think have made or will definitely make such a mark, will achieve the zenith of branding ever. And of course what all could be the possible reasons other than “first mover advantage”. Because as a first mover you do not always end up being “generic”.