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  The IUP Journal of   Brand Management :
Servo Lubricants: An Analysis of Brand Attitude
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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’.

 
 
 

Lubrication is the art of reducing friction between rubbing or rolling surfaces. There are two important scientific terminologies related to lubrication—tribology and rheology. Tribology is the science of rubbing and rheology is the study of stream or flow. The history of lubrication goes back to grease lubricated chariot wheels excavated in archeological ruins. Most lubricants are liquid and semiliquid. Water is a natural lubricant; but due to its very low viscosity and very low boiling point, it has extremely limited application. Water also contributes to rust and corrosion. Similarly, vegetable oils have excellent lubrication properties, but have demerits due to very poor oxidation stability, high pour point, rapid thickening and the generation of foul odor over time. Therefore, petroleum based mineral oils are mostly used all over the world.

 
 
 

Brand Management Journal, Lubricants Market in India,Model of Brand Equity Synthesis, Brand Awareness, Emotional Association.