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The south-north difference
“Brand has always stayed in a constant position but the consumer is changing constantly. We need to change the advertising strategies to improve the brand value of a product.
“Brand has always stayed in a constant position but the consumer is changing constantly. We need to change the advertising strategies to improve the brand value of a product.
Advertisements must have some creativity; otherwise, no one remembers the product. North Indian businessmen are spending more money for improving brand value compared to South Indians,” said Ambi Parameshwaran, Founder of Brand-Building.com
“In India, many brands are popular like Patanjali. It has a big business in India, and is earning Rs 5000 Crore revenue in a year of which Rs 2000 Crore is from only selling Cow Ghee.
Baba Ramdev was a big brand value for their sales. Some advertisements like Maggie, Airtel, MRF tires and FOGG had the creativity that attracted the consumers in recent times.
Many South Indian businessmen are restricting brands to their regional places and this is due to language barrier. We all know that Ram Raj Cotton, which was started recently by a businessman from Chennai is famous for white clothes that are not known outside the South India; this is due to regional issues and language problem,” he added.
“At a time when Fair and Lovely campaign was a success, no one dared to start manufacturing men’s face cream. R S Agarwal has started it and, he earned 100 crore in a year.
It takes courage and aggression to start a new firm. The South Indian brands are very good at the B2B (business to business) format and have low performance at B2C (business to consumer) format,” he shared.
Sushila Ravindranath spoke on the importance of brand value. “People always believe in brands. There is also no problem for brands with online sellers like Myntra, Amazon and Flipkart.”
Talking about the difference in brand perception between North and South of India, she shares, “The big gap between North Indian consumers and South Indian consumers is narrowing every year.
Today every film is becoming a brand like Baahubali. Yet, South Indians have to improve on many issues regarding brand strategies. It’s all about perception problem in South India.”
