Challenges and Strategies of Global Branding In Indian Market

Abstract

India is a developing country. In today's scenario brands are the basis of consumer relationship. Global brand is a product that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. Global Marketing needs clear vision regarding the 4P's of marketing mix in the context of International market. Brand is the biggest asset of any company. A global brand should provide relevant meaning and experience to people across multiple societies. The perception of quality that is associated with the global brands is difficult to unlock but it's easier to create a blue ocean of opportunities for Indian brands. Branding strategy must be devised, after considering the brands own capabilities and competencies, strategies of competing brands, and the outlook of consumers, which are largely formed by experiences in their respective societies. The marketing policy has huge influence, when there is right translation of brand into the marketing mix. The main focus of this paper is on Global Branding and challenges in it. It also looks into six challenges (6E's) and strategies of branding in Global Market.