Localisation of a Global Brand: The Case Study of a Life Insurance Company in India

Swarup, Nisheeta (2007) Localisation of a Global Brand: The Case Study of a Life Insurance Company in India. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Due to the increasing globalization and homogenization of consumers' preferences in the world, global branding has become more widespread. Further globalization has opened up many choices for the consumer, with global brands being found in almost all locations around the world. The consumer is being placed in a position when a dilemma appears and they have to choose between familiar brands that they recognize and unfamiliar brands that hold a global appeal.

However there is little research done on how this applies in an Indian context. One of the purposes of this dissertation is to review how these factors are applicable in the Indian market and particularly in the life insurance market. Much research has focused on branding and the effects on products or services that are tangible in nature i.e. clothing, food, etc but research is limited on the effects of localization of a global life insurance company and of an intangible product like life insurance. Thus one of the objectives of the research was to attempt to fill in this gap and examine how a global life insurance company localizes itself in the Indian market, how they create brand awareness and to what extent they are able to mould consumer perceptions favorably.

The research group was limited to a select working middle-class group in Bangalore. The research questions were important since they structured the problem that was to be answered and made it easier to limit the scope of the dissertation. The questionnaires that were handed out reflected the research questions. Which made it possible to measure in a broad sense the effect of localization of a global brand.

The conclusion of this dissertation was that barriers that a global brand faced when integrating themselves into the local market were largely that of greater knowledge and familiarity of local life insurance brands in comparison to global life insurance brands.

And one of the biggest barriers of entry for a global brand in the life insurance market is that of the market dominance of local life insurance companies over their global counterparts.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 19 Nov 2007
Last Modified: 22 Oct 2016 19:13
URI: http://eprints.nottingham.ac.uk/id/eprint/21047

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