Future Indian brand power (A three decades neuro-marketing change trend study) Dr. Rath S. P. Professor Management Studies, Institute of Hotel Management, Aurangabad, Maharashtra (University of Huddersfield, U.K.) Taj Hotels, Resorts & Palaces (IHCL) – A tata enterprise Online published on 7 April, 2014. Abstract Many market researchers have established that consumer doesn‟t buy the best product, buys the best brand. Brands those are closest to the heart, positioned in the mind and identified with the culture, history, geography, religion etc., i.e. indigenous are most preferred by the consumer because it defines the affiliation. Leading brands of the world are housed in USA, Western Europe & Japan. Indigenous character that's brand name, brand image and brand personality are most preferred. Indian brands at large have English inclination. With the passing out of the time, in the last one decade Indianised brands are proving market strongholds. India's future branding strategy is moving towards “Indigenous Branding” that's Indianisation in simple or technically the “Neuromarketing”. The advertising experts well justify as – “Be Indian, Buy Indian – The Future Brand Mantra of India” is the concept of “Brand India”. With empirical study, qualitative research and case analysis methods of brands role in the Indian market provides the vivid trends of indigenous branding as the future branding strategy of India. Brand for the mind has dominated the reference group in the market place. Brands are connected with the consumer heart and mind. Many such brands have settled in the consumers mind. Corporate world is looking for “Brand India” strength in the future Indian markets. Top Keywords Indigenous Brand, Brand Power, Neuromarketing, Brand India, Cultural Branding, Indianisation, Historical Branding, Geographical Branding, Religious Branding, Brand Mantra. Top |