The primary objective of this paper is to explain the underlying foundations of successful brand building, and how to perspicaciously identify and implement them. The entire concept is illustrated through the brand Kingfisher as it could effectively use its Brand Identity to leverage upon its brand image. Brand building framework of Kingfisher is explained in the context of Kepferer's (2000) Brand Identity Prism since it serves as an effective operational model while designing, communicating and extending brand identity across various platforms.

Kingfisher, yesterday meant beer; today, it stands for airlines, in not too distant future, it will also represent luxury sports car, plush unisexual apparel and many more. Kingfisher is one of the few non-IT Indian brands, that has international recognition and every effort is directed towards popularizing the brand on global platform too! According to Kepferer (2000), brands supported by flagship product enjoy additional leverage. Brand Kingfisher has sure edge in this regard. It is supported (at least for time being) by Kingfisher beer which has wide acclamation both in India and abroad as it is available in 52 countries across the globe.

Second offering from stable of Kingfisher is Kingfisher Airlines which was launched after the subsequent ban of liquor advertisements in India. As Kingfisher retained the same logo and it lead to few uncontrived assumptions about the surrogate nature of the brand. All the same, with the latest acquisition of 26% stake in Air Deccan, a message has become conspicuous that Kingfisher is determined to nourish its airlines brand and it has hardly ever ordained airlines to be a surrogate brand.