Branding strategies in a changing marketing environment (Indian context)

Abstract

Indian markets from low-involvement to high-involvement product categories have been experiencing sweeping changes in the past decade. Changing lifestyles, fragmented market segments and consumer preferences, and intense competition from the brands of multinational corporations (MNCs) have made branding strategies a prerequisite for marketing success. This paper attempts to analyse the various dimensions associated with branding strategies in the changing Indian marketing context.