Perception is greater than reality


I work for a marketing consultancy & we come across different brands, recently I was working for an apparel brand. For that brand we had to look at the competition scenario.

We study different brands in the market & we look at different things like:

  • What they communicate?
  • Which sub-brands they have?
  • What are their future plans?
  • Which positioning they have taken? and many other things.

In that I came across brands which are Indian but perceived to be International brand.

First let’s look at these brands:

  1. John Miller – Future Group
  2. J.Hampstead – Siyaram’s
  3. Reid & Taylor – S.Kumar
  4. Allen Solly – Aditya Birla Group
  5. Louis Philippe – Madura Garments

Can you beat it these all & many such brands are perceived to be International but are Indian.

Strange but it’s true, they know how to sell & market their brand.

Retail is all about proximity if these brands come in consumers way & if they have seen their ads which has international name, international look & feel, international quality than I will at least try it. That’s it marketers job is done.

If a consumer buys it or not that completely depends on the material of the product or design of the product. But as a marketer the job is done that he has put the brand in the consumers consideration set. After some time consumers start believing that it is an International brand like I use to feel for Louis Philippe.

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    • ab
    • September 17th, 2009

    Never paid attention to the fact mentioned above.. maybe the idea came from the fact that still Indian perceive “imported” tag as a synonym to superiority.

      • Punit Dawda
      • September 18th, 2009

      You are absolutely right.

    • AV
    • September 18th, 2009

    Hey.. I came to know that many of these brands have been bought by Indian companies paying hefty amounts.. and not created deliberately to confuse customers as I had thought reading the article at first 😛

      • Punit Dawda
      • September 19th, 2009

      It has been created by Indian companies ofcourse not to confuse the Indian customer but give them what they want, Indian customers perceive International brands better then Indian brands.

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Ashish Shakya

Writer. Stand-up comic. General idiot for hire.

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