Quality awareness about Indian Brands- Research Paper

"Local brands show what we are; global brands show what we want to be." – Consumer Insight

There is a general agreement that source of prowess of successful companies is the presence of big brands in their portfolio. Every company wants to create & own the ageless brands & does spend a lot of money towards this objective. Yet, many top executives are not very comfortable with following a structured approach to branding.

Our research on the past successful and unsuccessful brands says otherwise. On a careful inspection successful brands show a lot of common threads. These commonalities led us to model the consumer behavior model that is the ultimate reason for the existence of any brand. Kevin Keller captures the essence of branding when he says “A brand resides in the minds of consumers”. A brand should move beyond its physical character to acquire a perceptual character hence representing itself as a means to achieve what is sought by a customer.

In this paper, we start by discussing what a brand is from the perspectives of the organization as well as the consumer. This gives us the foundation for building the models subsequently. Next we build a model for consumer decision making process and bring in the perspective of the Indian brands vis-àvis multinational brands. We touch upon the importance of various parameters in building the Indian brands and stress upon them with relevant examples. It’s not just the initial creation of a brand but the reinforcements, evolution and revitalization that ultimately decides the winners in marketplace.

We have also conducted a primary survey to analyze the quality perception and understand the
consumer behavior and hence, help us arrive at the model. We conclude the paper by discussing a framework which could help build the Indian brand both domestically and globally.

To see my full article, please visit:
http://www.brandcameo.org/search_result.asp?text_search=chain