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 professionals queue up outside embassies for visas, Jemima Khan and Cherie Blair sport the Indian salwar kameez, Bill Clinton visits India for the second time in two years. India – a country that is at long last integrating? The promise of a market finally coming true?

The rapid growth of multinational brands makes it appear that the...

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