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Miten Solanki
Stealth • 4m
Ever purchased from brands like Peter England, Allen Solly, Louis Philippe, or Van Heusen? What do they have in common? All are owned by Madura Fashion, a division of the Aditya Birla Group. But why do they sound like foreign brands? Do brands with employees and customers in India succeed with foreign names? According to research published in the Journal of Product & Brand Management, foreign brand names evoke a sense of trust and premium quality among Indian consumers. Having a foreign brand name allows a brand not to be exclusive to India. Brands know very well that Indian consumers are ready to pay a premium for a foreign brand compared to an Indian one. So, they use many tactics, such as acquiring rights to sell in particular regions or buying out brands that started many years ago but weren’t performing well. This way, they can have names like “since 1889,” which builds trust among customers. It's fascinating how a name can influence our perception and choices!
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