Abstract
Performance of global brands in low profile consumer market segments is constrained by high transaction costs and coordination problems along the brand promotions, consumption and customer value chain. Hence, firms in managing brands in the Bottom of the Pyramid (BoP) market segments are needed to reduce brand costs by increasing the volume of sales and augmenting the customer value. Brands of the BoP market segments are socially and culturally embedded, and co-created and positioned by the up-market brand influence. Unlike traditional brands, BoP brands may be sufficiently malleable to support brand interpretations at the rural and sub-urban consumer segments. This paper discusses new models of brand management in the BoP markets considering the personality traits, image, technology and reputation of firms associated with the brands.
Published Version
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