A borderless brand

This paper explores and discusses issues relating to translating values of an international Western brand to India - a market with a completely different cultural, social, historical and economic context.

A borderless brand

Tackling the boundaries

Poonam Kumar KidSearchMalini Pani NFO MBL India andRicha Puranesh DCM Benetton

INTRODUCTION

Coke, Pepsi, Nike, Barbie, Levi's – larger than life hoardings dominate the streets. MTV DJs dictate new fashion, software...

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