Branding strategies in a changing environment: Indian context

S Ramesh Kumar

Document Type

Article

Publication Title

Journal of Brand Management

Abstract

India has been going through radical changes in the marketing arena in the last decade. Globalization in terms of multinational corporation (MNC) brands entering Indian markets, the emergence of young professionals in urban areas, the opening up of luxury and leisure markets, the impact of mass media and the influence of Westernization are some of the critical aspects which have forced Indian marketers to adopt branding strategies. These strategies have been formulated against the backdrop of an Indian culture which is strongly entrenched in the consumer psyche, and amidst changes in the social environment. This paper attempts to analyze the various dimensions associated with branding strategies in the changing Indian marketing context.

Publication Date

1-4-2003

Publisher

Palgrave Macmillan

Volume

Vol.11

Issue

Iss.1

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