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Rural Marketing &Brand
     Management
BRAND
  A brand is defined as a name term sign symbol or
   special design or some combination of these elements
   that is intended to identity or differentiate the goods
   or service of one seller or a group of sellers
 Benefits
• Values
• Culture
• Personality
• User
• BRANDING PROCESS
  Branding is a process, a tool, a strategy and an
 orientation. It is a process by which a marketer tries to
 build long term relationship with the customers, a tool to
 position a product or service with a consistent image of
 quality and values for money to ensure the development
 of a recurring preference by the consumer . Branding
 provides differentiation strategy when product cannot be
 easily distinguished.
• Brand Loyalty
  Brand loyalty can be defined as “the degree of
  consistency in buying particular brands as a
  function of cognition, emotion, satisfaction,
  commitment, habit and positive attitude
  towards brands
Factor determining brand loyalty
• Emotion
• Objectivity
• Inertia
• Regional Brand
    Regional brand is a brand whose reach is
  limited either by the resource at the disposal
  of the company that owns it or whose range is
  constrained by its very provincial appeal
Reasons for the success of regional Brands

•   Spread of cable and satellite Television
•   Understanding of the needs of Regional consumers
•   Low Overheads
•   Legacy
•   Large Regional Markets
•   One to One Relationship with channel partners
•   Entrepreneurial Spirit
Regional Brands : Success Stories

• Anchor Toothpaste
• Parakh Foods
• Ghari
Steps of Brand Building in Rural Market
• Customisation
• Relevance
• Media
• Message
• Recognition
• Word of mouth publicity
Branding And Rural buyer behavior

• Family
• Youth
• Seniors
Conclusion
 Branding as a phenomenon is getting established
 in the rural market. But the response of
 consumers towards brands varies from one
 region to another from developed to the
 developing andunderdeveloped districts
 .Different age groups with different socio
 economic profile approach the branding
 phenomenon very differently in the rural
 market across different product categories

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Rural

  • 2. BRAND A brand is defined as a name term sign symbol or special design or some combination of these elements that is intended to identity or differentiate the goods or service of one seller or a group of sellers Benefits • Values • Culture • Personality • User
  • 3. • BRANDING PROCESS Branding is a process, a tool, a strategy and an orientation. It is a process by which a marketer tries to build long term relationship with the customers, a tool to position a product or service with a consistent image of quality and values for money to ensure the development of a recurring preference by the consumer . Branding provides differentiation strategy when product cannot be easily distinguished.
  • 4. • Brand Loyalty Brand loyalty can be defined as “the degree of consistency in buying particular brands as a function of cognition, emotion, satisfaction, commitment, habit and positive attitude towards brands
  • 5. Factor determining brand loyalty • Emotion • Objectivity • Inertia
  • 6. • Regional Brand Regional brand is a brand whose reach is limited either by the resource at the disposal of the company that owns it or whose range is constrained by its very provincial appeal
  • 7. Reasons for the success of regional Brands • Spread of cable and satellite Television • Understanding of the needs of Regional consumers • Low Overheads • Legacy • Large Regional Markets • One to One Relationship with channel partners • Entrepreneurial Spirit
  • 8. Regional Brands : Success Stories • Anchor Toothpaste • Parakh Foods • Ghari
  • 9. Steps of Brand Building in Rural Market • Customisation • Relevance • Media • Message • Recognition • Word of mouth publicity
  • 10. Branding And Rural buyer behavior • Family • Youth • Seniors
  • 11. Conclusion Branding as a phenomenon is getting established in the rural market. But the response of consumers towards brands varies from one region to another from developed to the developing andunderdeveloped districts .Different age groups with different socio economic profile approach the branding phenomenon very differently in the rural market across different product categories