Journey of a Successful Local Brand, ‘S-lon’: A Case Study on Building Brand Equity through a Brand Community

This case study investigates as to how a commodity product in the Sri Lankan construction industry achieved a generic status within the category and gained an edge over the competitors without getting involved in any price war but using a unique strategy to win the hearts & minds of the influencers and at large the consumers. This paper reveals the strength of the brand that could make its brand communities bond with the brand purpose. The core of this brand case study is S-lon brand which is the current market leader of the water management piping system category. The essence of this publication is to explore the corporate journey of the company and how the brand S-lon has been brought up to the current position of the brand leader through different strategies and environmental adaptations. Authors followed the case story method and main case insights had been collected via participative discussion method with the key internal stakeholders, including the corporate leader who was involved throughout the brand journey. Some empirical justifications were cited to amalgamate the case story insights into the relevant empirical evidence and theoretical perspectives. Overall case story was based on the branding strategy, brand equity, brand community and integrated brand communication whilst entrepreneurial insights were also associated. Authors provide learning directions for the readers based on the hands-on case insights and supportive empirical justifications. Additionally, this paper concludes the managerial implications under each of the main sections highlighting the winning strategies followed by the company and the brand S-lon.