2.  Leading global brands are
originated from developed
world
 India has been unable to
develop true global brands such
as Samsung,sony,lenovo Etc.
 Make an end to concentration of
indigenous brands to
concentrate on local market
only
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3.  Simply make them globally
competitive with in the local
market itself.
 By this way they must be able to
hold their consumers from
Multinational brands
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4.  India accounts for 2% to 3% of
global GDP
It may be impossible to
raise adequate fund for R&D
for our brands. if we are 2%-
3% of global demand while
our competitors like apple ,
unilever,or nestle are
addressing 90% of Global
Market.
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5. Many Indian brands to devote many
more absolute dollars towards R&D
it is not based on % sales .
 Diseconomies may exist in
purchasing, operations and
marketing
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6.  Cultural Resources
 Use the Diaspora as a beach
head
 Brand natural Resources
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7.  Positioning the brand on the
positive cultural myths
 Western consumers do associate
certain emerging markets with
specific positive attributes
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8.  It can be used as source of strength and
differentiation.
E.g: brazil’s havaianas positioned its casual foot
wear (flip flops) with national identity of
beach, fun, sensuality, youth and vibrant
colours
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9.  Marketers can transfer cultural meaning
to their consumer brand through 3 inter
related activities.
 Brand development-
Developing the brand name, logo,
slogan and writing style that convey the
intended cultural meaning.
 Brand communication-
Determining the setting, the characters
and media to use media and story telling
& myth-making.
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10.  Brand Reinforcement-
Aligning the other elements of
the marketing mix ,such as pricing
,product placement, promotion,
distribution and packaging.
So that they can amplify cultural
meanings.
India is a country which is rich in
culture
E.g: ( Ayurveda, Indian Hospitality, yoga,
art forms, handicrafts)and there are many
opportunities' to successful employ this
strategies.
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11.  Cost of advertising and distribution in
developed market is very high.
 Target on Indian Diaspora( Indian generation
settled in developed countries)
 By first building a business with them
may attract some non ethnic consumers
in developed market.
Eg; Dabur ICICI are following this route
 The brand should have universal appeal such as
“natural” for Dabur and “high interest rate” for ICICI
 Can use bicultural advantage effectively.
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12.  A brand can be created for natural
resources, standing in as a provider
of emotional satisfaction.
 This can be achieved by associating
a brand with particular geography
Champagne –France
Pure Ceylon tea- srilanka
unfortunately India has not
exploited the vast untapped
opportunity for branding natural
commodities
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13.  World brand
 Golconda diamond.
 Basmati rice
 Darjeeling Tea.
 Alphonsa mango
 Wayanad pepper
 Coorg cardamom
 Tussar silk
 Jaipur jewellary
we could launch 100 Indian global brands
with strategy alone
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14. sangeethcooldcian@gmail,com 14

15.  Brand Breakout
How Emerging Market Brands Will Go Global
 Nirmalya Kumar, Jan-Benedict E.M Steenkamp
 Economic times
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