A Study on Car

SHRI VAISHNAV INSTITUTE OF TECHNOLOGY AND SCIENCE
SCHOOL OF BUSINESS MANAGEMENT

A SYNOPSIS ON

A STUDY ON HOW LOCAL BRAND BECOMES A Global BRAND

For the partial fulfillment of award of the degree

MASTER OF BUSINESS ADMINISTRATION 2012

SUBMITTED TO

DEVI AHILYA UNIVERSITY, INDORE

GUIDED BY- SUBMITTED BY

DR.SAURABHI CHATURVEDI VIVEK SOLANKI

Student: MBA 3rd sem

DECLARATION

I am VIVEK SOLANKI student of Shri Vaishnav School of Business Management, Shri VaishnavSM Institute of Technology & Science (SVITS), Indore (M.P.). I have prepared synopsis for “Major Research Project” on the topic

“A STUDY ON HOW LOCAL BRAND BECOMES A GLOBAL BRAND”.

I hereby declare that the work is authentic and the data collected is genuine

VIVEK SOLANKI
MBA (Full Time) 3rd semester
Svits indore

CERTIFICATE

This is certified that Mr. VIVEKSOLANKI is a student of MBA (Full Time) 3rd semester of Shri Vaishnav School of Business Management, Shri VaishnavSM Institute of Technology & Science (SVITS), Indore (M.P.). He has prepared his synopsis for Major Research Project on the topic

“A STUDY ON HOW LOCAL BRAND BECOMES A GLOBAL BRAND”..

The synopsis was prepared under my supervision for the partial fulfillment of award of post graduate degree of Master of Business Administration 2012.

DR.Saurabhi Chaturvedi

signature

Table Of Content

1. Introduction

2. Literature review

3. Rationale of the study

4. Objectives

5. Methodology

6. References

INTRODUCTION

Brands are at the heart of marketing and business strategy. Branding plays an important role

References: Brands are used as a surrogate to inform the consumer about the product, including relative product quality since direct experience with a product is not available (Rao, 1972). Local brands are defined by Wolfe (1991) as brands that exist in one country or in a limited geographical area. It is also noted by Schuiling et al (2004) that local brands belong to a local, international, or global firm. Local brands provide a link between the national economy and individual well-being. Levitt (1983) defines global brands as brands that use the same marketing strategy and mix in all target markets. Johansson and Ronkainen (2004) assert that global brands benefit from the scale and scope of having presence in multiple markets.