• S. Rajkamal

Servo, a product of Indian oil, was launched as a lubricating product in 1972 in the Indian market. Now, Servo is a super brand and is the leading lubricant brand in the country and maintains a share of about 30% of the market. It also has footprints across the globe and is increasing its presence rapidly. The paper analyzes brand attitude of Servo through Elliot and Percy model of brand equity synthesis. The model is used to study the objective and subjective characteristics of the brand which affect the functional and emotional realm of brand attitude. The objective characteristic of the product is that it is a superior lubricant with cutting-edge technology and high-quality products; and has been able to reposition from its original position of “World-Class Engine Oils” to “World-Class Lubricants”. The subjective characteristic of the Servo brand communicates its ‘energizing’ power. The creative – ‘Add Servo Add Life’. highlights the thought – ‘Everything that Servo touches, comes to life’.

A STUDY ON SERVO LUBRICANTS AND ANALYSIS OF BRAND ATTITUDE

"A STUDY ON SERVO LUBRICANTS AND ANALYSIS OF BRAND ATTITUDE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.601-607, February-2019, Available :http://www.jetir.org/papers/JETIRZ006093.pdf

"A STUDY ON SERVO LUBRICANTS AND ANALYSIS OF BRAND ATTITUDE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp601-607, February-2019, Available at : http://www.jetir.org/papers/JETIRZ006093.pdf