Why Indian Brands Use Foreign Models - Brand Building Experts Discuss

Summary

The video script discusses the branding strategies of Indian clothing companies, questioning the use of Western-sounding names and models to appeal to consumers. It reflects on the effectiveness of such branding in the past and speculates on its future relevance. The speaker shares an anecdote about the impact of model skin color on click-through rates, suggesting a shift in consumer mindset. Emphasizing the importance of a brand story, the script concludes that community and content can build pride in Indian brands, challenging the notion that Western branding is inherently more premium.

Takeaways

• 👔 Indian brands like Louis Philip and Peter England have historically used foreign models and names to appeal to a sense of Western prestige.
• 🌏 The speaker suggests that using Western-sounding names and models may not be as effective in the future as it once was.
• 🎨 There is a mention of a brand called 'Karagiri' which is successful without relying on Western branding or models.
• 👕 The script discusses the appeal of Western wear and how it is perceived in contrast to ethnic wear, suggesting a cultural shift in branding.
• 📈 Anecdotal evidence from click-through rates suggests that Western models had higher engagement rates in marketing about 5-7 years ago.
• 🤔 The speaker ponders whether this preference for Western models is due to colonial mindsets or a belief in the premium nature of Western products.
• 🔄 Change is expected to be gradual, with a slow shift away from the reliance on Western branding and models.
• 🛍️ The importance of brand names and their associated stories is highlighted, emphasizing the need for a meaningful brand narrative.
• 🏆 Pride in a brand, whether Indian or foreign, is identified as a key motivator for consumers to purchase products.
• 📊 The collective effort of multiple brands can create a perception of premium quality, which can be challenging for individual brands to replicate.
• 🌐 The script concludes with the idea that community and content can be powerful tools in changing perceptions and building successful brands.

Q & A

What is the main topic discussed in the video script?

The main topic discussed in the video script is the use of foreign brand names and models in the Indian market and the impact of this practice on consumer perception and marketing effectiveness.

Why do some Indian brands use foreign-sounding names and models?

Some Indian brands use foreign-sounding names and models to appeal to a certain consumer mindset that associates Western brands with premium quality and desirability.

What is the brand 'Karagiri' mentioned in the script, and how does it relate to the discussion?

The brand 'Karagiri' is mentioned as an example of a brand that is doing well without using a Western-sounding name, suggesting that there is a market for brands that embrace their Indian identity.

What does the speaker suggest about the appeal of Western wear in India?

The speaker suggests that Western wear has an appeal in India because it connotes a certain level of sophistication and premium quality, which is associated with Western brands.

What was the experiment mentioned in the script regarding model skin color and click-through rates?

The experiment mentioned in the script involved observing the click-through rates on advertisements featuring fair-skinned models compared to those with darker-skinned models, and it was found that the former had higher click-through rates.

What does the speaker believe about the mindset of Indian consumers regarding Western products?

The speaker believes that there might be a colonial baggage or mindset among Indian consumers that leads them to perceive Western products as being of higher quality or more premium than Indian products.

What is the speaker's view on the future of using Western-sounding names and models in Indian marketing?

The speaker believes that the trend of using Western-sounding names and models will change, but it will be a slow progression and not something that will happen overnight.

What is the importance of a brand name according to the speaker?

According to the speaker, a brand name should mean something and have a story associated with it. It should be consistent and resonate with the consumers, making them feel proud to be associated with the brand.

What role does community and content play in building a brand, as mentioned in the script?

Community and content play a significant role in building a brand as they can help make consumers feel proud and connected to the brand, regardless of whether it is Indian or foreign.

What is the speaker's opinion on the effectiveness of using a Western-sounding name for a new t-shirt brand today?

The speaker suggests that while a Western-sounding name might have worked in the past, it may not be the best approach today. Instead, brands should focus on creating a meaningful story and building a strong community around their products.

What example does the speaker give to illustrate the power of community and content in branding?

The speaker gives the example of Baba Ramdev, who has successfully built a brand that is distinctly Indian and has a strong community and content strategy, proving that it is possible to be successful without relying on Western associations.