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Effective Branding Strategies of Multinational Corporations in International Markets: The Case of India

PRIMA: Practices and Research in Marketing

Volume 3 Issue 1

Published: 2012
Author(s) Name: Ritu Arora, Roopali Sharma | Author(s) Affiliation: Birla Institute of Technology, Mesra
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In order to be competitive in today’s universal marketplace, Multi National Corporations (MNCs) need to set up effective branding strategies. Depending upon the structure of the company and the product offered, MNCs can use different strategies. Many a times the MNCs rush to capture the lucrative foreign markets without contemplating on the appropriateness of the branding strategies. In turn they often commit serious errors with such an intense impact that it becomes almost impossible to take a remedial action to correct them at a later stage. The purpose of this research paper is to analyze some of the branding problems, which are commonly faced by Multi-National Corporations in international markets, with India as a special case. It tries to explore sources and reasons for brand failures of MNCs. This paper also aims to explore suitable strategic approaches for international branding.

Keywords: Multi-National Corporations (MNCs), Brand Failure, Branding Strategies, and Brand Localization

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