Capturing the Brand Essence and Communication Commonalties of a Western Brand in an Eastern Country

Kanwal Kapil () and Avinash Kapoor ()
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Kanwal Kapil: Management Development Institute (MDI)
Avinash Kapoor: Management Development Institute (MDI)

Chapter Chapter 14 in Managing in Recovering Markets, 2015, pp 183-192 from Springer

Abstract: Abstract Post liberalization in Indian economy, a lot of multinational giants have entered the Indian market. As now the brands have been viewed as post-valued strategic assets in the present era, the concept of brand essence has gained prominence for the research community. The brand managers of these companies have a tough task of globally harmonizing the image and essence of their brands. In spite of sending the same signals via communication and integrated marketing programs, there are still many possibilities that brand may be viewed differently by different consumers of different countries. The same product may be at different life cycle stage and may be perceived to be of different usage in different countries. This study is aimed to identify commonalities in brand essence and brand communication so that they can tailor their marketing communications to make them perceive the intended essence of their brands. This study focuses on capturing the commonalties in the brand essence and brand communication of a Western brand (Nike) in India to draw out implications for brand managers.

Keywords: Brand essence; Brand personality; Brand communications; Brand identity (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-81-322-1979-8_14

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DOI: 10.1007/978-81-322-1979-8_14

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