Marketing Wizard Sep 01, 2014 Cement is seen more as a commodity than a specialised product In a market that sees cement as a commodity it is difficult to create a brand identity. Excerpts from the interview with Rajesh Singh. Cement is still considered a commodity. Brands with nation wide presence are able to create some niche, whereas regional brands, despite huge efforts in branding rely mostly on price and availability as undisputed tools for selling volumes.