VOCAL FOR LOCAL: Global marketing strategies can build strong brands

Bishakha Bardwaj

(The writer can be reached at bhardwajbishakha8@gmail.com)

''Being Vocal for Local is a must, however, only if we care to build strategies to inflict the globalization through localization we can create a larger impact"

A self-reliant India, a dream, a destiny, an emancipation from the ties of economic disparity have rightfully become the goal of the individuals who believe in themselves. The pandemic not only gave us a crisis to deal with but also provided us a dwindling market and a call for demand which surmised its inceptions on the very idea of 'Aatmanirvar Bharat'. Vocal for Local emphasizes the very idea of not just buying products and services but promoting them. The need of the hour is to rediscover our resilience to promote what we have produced so far and a plan put forward to find out how we place our products in the market that we dream to prosper. The disbursement of this idea has already shoved the surface for a basic undertaking and what awaits now is the reinforcement of the brand strategies. A branding strategy is a long-term programme for the growth of a healthy denomination to accomplish certain goals. A well-defined and committed brand strategy incorporates all aspects of a business and is directly related to consumer needs, feelings, and competitive environments.

To understand the global branding strategy we need to study successful companies such as Red Bull, Airbnb,

Dunkin Donuts, Domino's, Nike, Coca-Cola which has been using global marketing strategies to make it universal for details. For example, although Coca-Cola is a global commodity with universal appeal, the company regulates local environments around the world, with each country having its distinct demands and necessities and so is Nike which has succeeded over the years in relating its products in a way that resounds with an audience no matter where they are located. Some of Nike's best moves contain emotional marketing, NikeID, integrating technology, and building connections with accepted sports teams and athletes around the world.

Entrepreneurs who are striving to create local denominations require an entirely different approach to market analysis and audience targeting. It sounds very reasonable that location-based enterprises should target local people, but there's much more than that. They should also use different marketing and branding strategies to gain global significance. Understanding this play between "global" and "local" will enable big names to strengthen their local appeal while remaining global, and smaller brands to scale up in the markets that bring the most strategic sense.

Gone are those days when the post-globalization world was being expected to take over, to be precise it's fairly the time for 'smart globalization'. At this time, when the said economic revival remains under scrutiny, what are the possible strategies we could look up to, for preparing our brands is the question we need to be dealing with. This largely includes our vision and input rather than just waiting to be a part of a beneficial scheme since the whole idea that lies here is being 'Aatmanirvar' in a wider sense.

First and foremost, we need to know the market we are going to survive. For example, if we have a tribal food cell as a dealing, we cannot expect people from different backgrounds to choose it over KFC and Dominos unless we make them familiar with the product through our campaigns and promotions. Secondly, if we study brands we can observe how the brands endorse themselves with the required customization and collaboration. Therefore, a tribal food cell has to be well suited in an atmosphere where it targets the consumer. The buyer should be aware of the aftereffects of consumption of the food. Thirdly, we need to consider the fact that the market for our products differs from each other up to a great extent and these variations are critical in terms of the globalization of the brand. Therefore, when we see a clothing brand performing good and a nutriment brand going short of performance, we should take responsibility and move forward with the additional strategies that can be incorporated to make up for the shortage instead of generalizing, because we are new to it and there should be room for experiments which are bound to happen.

All prosperous global brand strategy leaders, from Calvin Klein to Microsoft, were able to anticipate that while some corporate identity factors such as brand values and logos must remain persistent across all countries, local departments also need to be provided enough strength to revise products and messaging to assert to their customers. It's a fine balancing decree between establishing a shared brand understanding worldwide and being flexible enough to remain relevant in each specific region. Apart from that high transnational management tools to shape the content for the targeted audience includes the breaking of the language barrier or things that show belongingness of every gender and relationship to get a place and connection. Changes such as new seasonal trade campaign connections, imagery, and email signatures are rolled out enterprise-wide by brand supervisors at the click of a button, entirely forgoing costly IT reserves and maintaining each regional division up-to-date with the most recent brand goals and brand visuals.

As a fast digitizing nation with thousands of likelihoods, a step forward towards creating a global image has become more important to the nation among many other important aspects that we have been striving to accomplish in India today.