Effect of Culture on Managing Brands in India

M11 2

Views: 226

All Rights Reserved

Copyright © 2012, Common Ground Research Networks, All Rights Reserved

Abstract

In today’s globalized market, brands are important. Effective brand management results in a combination of increased sales and price. As brands continue to expand into global markets, it becomes vital to understand the cultural differences for marketing decisions. The present paper makes an attempt to investigate the branding strategies through advertisement communications implemented by a number of multinational corporations (MNCs) to market their products in India. Examples of branding strategies of Multinational Corporations (MNCs) in Indian context have been documented in the context of existing literature review. The paper tries to explore the perception of consumers regarding the branding strategies to which they have been exposed and their favorableness for particular brands which ultimately have spelt out the success of these brands based on cross-cultural sensitive communication exercises which have gone into building these successful brands.