'Marketers must focus on building brand India'

Wednesday, 18 August 2004, 07:00 Hrs
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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
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