Effect of Culture on Managing Brands in India

By Nilanjan Sengupta, Mousumi Sengupta and Bodhisatta Bhattacharyya.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

In today’s globalized market, brands are important. Effective brand management results in a combination of increased sales and price. As brands continue to expand into global markets, it becomes vital to understand the cultural differences for marketing decisions. The present paper makes an attempt to investigate the branding strategies through advertisement communications implemented by a number of multinational corporations (MNCs) to market their products in India. Examples of branding strategies of Multinational Corporations (MNCs) in Indian context have been documented in the context of existing literature review. The paper tries to explore the perception of consumers regarding the branding strategies to which they have been exposed and their favorableness for particular brands which ultimately have spelt out the success of these brands based on cross-cultural sensitive communication exercises which have gone into building these successful brands.

Keywords: Brand, Culture, India, MNC

International Journal of Knowledge, Culture and Change Management, Volume 11, Issue 2, pp.59-84. Article: Print (Spiral Bound). Article: Electronic (PDF File; 2.644MB).

Dr. Nilanjan Sengupta

Professor, PGDM, SDM Institute for Management Development, Mysore, Karnataka, India

I have 17 years of work experience as a Management teacher, consultant, researcher and trainer. I have worked with international organizations such as Oxfam, IFAD Rome, EC, etc. I have written 4 books in management and published more than 20 papers in national and international journals. Currently, I am a full professor in the area of OB and HRM. My qualifications includes MA and PhD in Sociology.

Dr. Mousumi Sengupta

Professor, PGDM, SDM Institute for Management Development, Mysore, Karnataka, India

I have 12 years of work experience as a teacher, researcher, trainer and consultant in the area of OB and HRM. My qualifications includes MA (London), GRadIPD (London) and PhD (IIT Kharagpur). I have wirtten 4 books in the area of management and published more than 15 papers in national and international journals.

Bodhisatta Bhattacharyya

Manager, SITAR, SITAR (A Government of India Society), Bangalore, Karnataka, India

I have 10 years of work experience as a researcher and manager.

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