Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

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Cultural Values and Branding in an Emerging Market: The Indian Context^∗

S. Ramesh Kumar, Nitya Guruvayurappan and Madhurjya Banerjee

India is undergoing unique changes in its marketing context. These changes are so unique and profound that the brand strategies practised in developing markets would require a significant adaptation to suit the Indian scemanio. Cultural considerations are central to any brand’s strategy that connects consumers with the brand’s proposition. They also add tremendous value to the functional orientation of a brand. The combination of cultural value with functional utility is a powerful strategy adopted by a few successful brands in the recent times. Besides, cultural nuances of the country require a proper balance ...