A Brand New World, USP Age, India
One of the world’s most aggressive growth economies, Indian corporations are navigating a whole new frontier: How do they build their brands to successfully extend their reach, capture market share and compete head on with the world’s most well-known companies. Co-President and Chief Creative Officer, Howard Belk on India’s Brand New World.
"As Indian companies begin to make their global foray, there are lessons to be learnt on re-branding their existing brands to suit the new conditions.
India’s family controlled conglomerates are facing a brand conundrum: How can they transform brands that are weighted with history and meaning in one market and re-launch them onto the global stage? Given the rapid pace of growth, diversification, acquisition, and investment – and the decision by many companies to go public – Indian businesses are in the midst of a critical decision point about their brands. A customer base that is ever more diverse globally and sophisticated domestically has challenged companies to rethink brand strategy and how it is communicated both, at home and around the world."