Impact of Brand Building in Rural Areas-A Case Study of AMUL
Author : Dr. Namrata Khemraj Yadav and Shivangi Mali
Abstract :
In the world of globalization, the strength of a company depends on a branding strategy for the success of its products. Corporate branding strategies are carefully crafted to appeal to rural consumers' market and attention dominance. Many foreign businesses are expanding into India, one of the world's fastest-growing and most competitive marketplaces, as a result of rising globalization and international trade. Despite massive efforts made by businesses to raise awareness of their products and services, large portions of the rural sectors in our country still lack. It also demonstrates how much urban populations rely on the internet as a source of information, whereas rural populations rely on television advertisements and mobile phone stores. Most corporate organizations make their branding strategy according to consumers of rural and urban areas. Eg. Amul: “The Taste of India” had great influence of the rural area. The song Mero Gam Katha Parey, Jahan Dhudh Ki Nadiya Wahe Mero Gam Katha Pare Ja,Dhudh Ki Nadiya Wahe Ja.. Still remembered by large number of people in a rural areas.
Keywords :
Globalization, brand building, rural area, corporate branding, advertising and marketing, rural marketing
