'Marketers must focus on building brand India'

Wednesday, 18 August 2004, 07:00 Hrs
Printer Print Email Email
NWE DELHI: Marketers must try to build the India brand name globally by understanding the needs of the domestic as well as overseas consumers, said experts Wednesday.

Addressing the inaugural event of a two-day marketing summit, organised by the Confederation of Indian Industry (CII), Civil Aviation Minister Praful Patel said the thrust of the domestic marketing activities should be on rural India.

"We need to build brand India by understanding the Indian ethos. Indian marketing ethos can't be copied from the West. The Indian model has to be its own," said the minister.

"The Indian marketing has come of age. In the last two decades, we have seen many brands that have become successful globally."

Anil Menon, vice president (corporate brand strategy and worldwide market intelligence), of IBM, said a strong brand helped consumers make decision easily and more efficiently.

"A strong brand gives a company the permission to do things, say things and enter new markets. Marketing needs to anticipate and mould to consumer tastes," said Menon, adding companies must make their brand relate to its customers.

Sunil Kant Munjal, president of CII, said the companies must find out innovative ways to build brands.

"Companies must try and find ways for return on investment on marketing, as India seeks to merge with the global economy. Marketing must play a constructive role in designing businesses," he said.




Source: IANS
SPOTLIGHT
Ola raises Rs 400 cr for electric
Leading ride-hailing cab aggregator Ola on Friday said it raised Rs 400 crore from its early in..
Fossil Group sells smartwatch
Global watch and accessories maker Fossil Group has announced to sell its smartphone technolog..
GST rate cut to spur Bengaluru
The realty market in India's tech hub is set to grow as lower Goods and Services Tax (GST) rate..
SpiceJet plans aggressive
Budget passenger carrier SpiceJet plans to aggressively expand its international networks to fl..