Creating a Brand in a Cluttered Environment: Success or Failure (Comparative Study Across Brands -- 3 Industries in Maharashtra, India)

Abstract

In the business environment today there is a run to establish brands. Brands like McDonald’s, Apple, Pepsi, etc. have made their mark but how, whether it’s the number of years in business or the global presence or sales volume/ revenue, or the answer lies in branding. It is but natural for new players to get attracted and new brands to come up, as a results there is a clutter.To understand the extent of success or failure of these 'me-too brands' in Indian context, a case study approach was followed and a primary research was conducted in three segments (viz. processed food, refrigerator and light motor vehicle) between two brands one being the leader and the other a follower brand thus analyzing people’s perception towards the 6 different brands.