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Regional Brands

Discuss Regional Brands within the Marketing Management forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; PRATIK MEHTA TYBMS -53 MITHIBAI COLLEGE There are several ways to define a regional brand. The classical definition is the ...

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Regional Brands - March 31st, 2006

PRATIK MEHTA
TYBMS -53
MITHIBAI COLLEGE




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There are several ways to define a regional brand. The classical definition is the one you'll encounter if you're speaking to transnational-execs like Gunender Kapoor, HLL's director in-charge of the Foods business: ''A regional brand meets the need specific and unique to a particular region. This, however, shouldn't be confused with a national brand that makes slight alterations to suit a regional bias.''

There are reasons behind the phenomenal (and sometimes short-lived) run of regional brands across India, reasons that Jagdeep Kapoor, the CEO of Samsika Consulting, rattles off like a poet reciting a favourite rhyme. ''One, India is culturally diverse and consumers feel the need for offerings, that cater to regional preferences. Two, regional brands can offer the promise of value, thanks to lower overheads. Three, some regional brands boast a legacy that runs back several decades. Four, the sheer number of people living in a geographical limit make a regional brand viable. And five, since consumer profiles across a region are fairly homogenous, local companies can build regional brands using local advertising media.''
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Re: Regional Brands - January 1st, 2011

There are several ways to define a regional brand. The classical definition is the one you'll encounter if you're speaking to transnational-execs like Gunender Kapoor, HLL's director in-charge of the Foods business: ''A regional brand meets the need specific and unique to a particular region. This, however, shouldn't be confused with a national brand that makes slight alterations to suit a regional bias.''
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