Revamping Brand Strategy for Indian Multinational Companies

Revamping Brand Strategy for Indian Multinational Companies

How Indian multinational companies can build powerful global brands for sustained growth and market leadership.

In the rapidly evolving global marketplace, brand positioning is critical for multinational companies to remain competitive and relevant. For Indian Multinational Companies (IMNCs), the stakes are higher as they operate in diverse markets with varying cultural nuances, consumer preferences, and competitive landscapes. Establishing or revamping a global brand requires IMNCs to go beyond traditional marketing approaches and adopt a comprehensive, dynamic strategy that reflects both local and global sensibilities.

The rise of Indian-origin multinational corporations like Tata, Infosys, and Mahindra has showcased the potential for Indian companies to become global powerhouses. However, many IMNCs still grapple with the challenges of building a cohesive brand that resonates across geographies while remaining true to their Indian roots.

This article aims to provide insights into how IMNC executives can strategically establish or revamp their brand for global success. By leveraging a clear brand strategy, Indian multinational companies can enhance their market presence, foster customer loyalty, and build long-term competitive advantages.

The Importance of Brand Strategy for IMNCs

Brand strategy is the long-term plan that guides how a company presents itself to its customers, stakeholders, and the broader market. For IMNCs, this involves balancing global brand consistency with localized execution to cater to different markets.

Global competition is fierce, and IMNCs are increasingly recognizing the need for strong brand differentiation. According to a report by Brand Finance, brands that invest in strategic positioning see up to a 15% increase in market share. Additionally, research from Deloitte highlights that global brands with a localized presence and consumer-first approach are 50% more likely to build lasting brand loyalty.

Without a cohesive and dynamic brand strategy, IMNCs risk losing market share to more agile competitors, especially those that have mastered localization without diluting their global brand identity. Furthermore, in a world where consumers demand more from the brands they interact with, IMNCs must ensure their brand strategy reflects purpose, authenticity, and adaptability.

A leading example of strategic global branding from an IMNC is Tata Group. Tata’s diverse business portfolio spans automotive, hospitality, steel, and technology. The company has successfully unified its various brands under a core mission of “Leadership with Trust,” enabling it to resonate across industries and regions. Tata’s emphasis on innovation and ethical practices has helped it become a globally respected brand.

Challenges in Global Brand Building for IMNCs 

IMNCs face unique challenges in establishing or revamping their global brands due to factors like cultural diversity, regulatory environments, and intense competition from both global giants and local firms in each market.

1. Cultural and Market Diversity:
   IMNCs operate in highly diverse regions, each with its own cultural norms, customer behaviors, and market demands. This makes it challenging to develop a unified brand strategy that is adaptable enough to cater to multiple regions without diluting its identity.
2. Inconsistent Brand Messaging:
   One of the key challenges for IMNCs is maintaining consistent brand messaging across different regions while adapting to local contexts. A lack of alignment in branding and communication can confuse consumers and weaken the company’s brand identity.
3. Global Competition and Local Sensitivities:
   IMNCs often face fierce competition from both global brands and local companies that have a stronger foothold in their respective markets. Additionally, navigating local sensitivities—whether they relate to cultural, political, or environmental factors—requires a fine balance between standardization and customization.
4. Digital Transformation and Consumer Expectations:
   The rapid pace of digital transformation has heightened consumer expectations for brands to be more agile, transparent, and responsive. IMNCs need to integrate digital strategies into their brand-building efforts to stay relevant and meet the demands of increasingly tech-savvy global consumers.

While these challenges may seem daunting, they also present unique opportunities for IMNCs. By leveraging their heritage and aligning their brand strategy with emerging global trends—such as sustainability, digital transformation, and consumer-centric innovation—IMNCs can build strong, adaptable brands.

For IMNCs, engaging with both internal and external stakeholders is essential. Internally, employees across different geographies must align with the company’s global mission and values. Externally, consumers, investors, and partners expect IMNCs to deliver a consistent and authentic brand experience.

Consider Mahindra & Mahindra, another successful IMNC. While the company has a strong domestic presence, it has carefully tailored its global brand to fit local needs, especially in the automotive sector. The company focuses on innovation and sustainability as core tenets of its brand, and this has helped Mahindra compete successfully in markets like the U.S. and Europe.

Strategies to Revamp and Strengthen IMNC Brands 

To build or revamp their brand, IMNCs need to adopt a well-rounded strategy that aligns global ambitions with local realities. Here are some key strategies for IMNC executives to consider:

1. Leverage the 5S Framework for Global Alignment
   STRAND’s 5S Framework—Aspirations, Analyses, Alignment, Awareness, and Actions—provides IMNCs with a comprehensive approach to building a cohesive brand strategy:
   • Aspirations: Establish a clear vision of what the brand represents on a global scale. Define the brand’s purpose and how it seeks to create value for global and local customers.
   • Analyses: Use tools like STEEPLE to assess the global and local market landscapes, competitive dynamics, and cultural nuances.
   • Alignment: Ensure that the brand’s values, mission, and messaging are consistent across regions while allowing for local adaptation.
   • Awareness: Create a strong global brand presence while tapping into local marketing channels and consumer touchpoints to build awareness.
   • Actions: Implement localized marketing strategies that reflect global goals but cater to the specific needs and preferences of local markets.
2. Brand Localization
   IMNCs must focus on localization to resonate with diverse audiences. This involves tailoring brand messaging, product offerings, and customer experiences to fit local markets without losing sight of the core global brand identity. For example, Infosys successfully navigates global markets by localizing its offerings while maintaining its core values of innovation, ethics, and client-centricity.
3. Digital-First Branding
   In today’s digital era, having a strong digital presence is non-negotiable. IMNCs should prioritize digital channels—social media, online platforms, and digital advertising—to engage global audiences. Developing a unified digital strategy across multiple regions can also enhance brand recognition and drive customer engagement.
4. Sustainability and Purpose-Driven Branding
   Consumers are increasingly drawn to brands that demonstrate a commitment to sustainability, ethical business practices, and social impact. IMNCs that integrate sustainability into their brand strategy can not only win over customers but also strengthen their global reputation. For instance, Tata Steel’s emphasis on sustainability has helped it build trust with global stakeholders and position itself as a leader in responsible business practices.

Wipro, a major player in IT services, revamped its brand by focusing on innovation, customer-centricity, and sustainability. Wipro’s ability to adapt its services to local markets while maintaining a strong global reputation has allowed it to compete effectively in both emerging and mature markets.

Future Outlook:
As IMNCs continue to expand, the future of global branding will be shaped by technological advancements, evolving consumer preferences, and the increasing importance of sustainability. IMNCs that proactively adapt to these trends will lead the way in establishing global brands that are not only profitable but also purpose-driven.

Building or revamping a global brand requires a deep understanding of both global ambitions and local realities. For Indian Multinational Companies (IMNCs), the key to success lies in aligning their brand strategy with emerging trends such as digital transformation, sustainability, and consumer-first experiences. By leveraging frameworks like STRAND’s 5S model and focusing on strategic localization, IMNCs can create brands that resonate with diverse audiences across the globe.

Moreover, IMNCs must embrace digital innovation and purpose-driven branding to stay competitive in the evolving global marketplace. Those that succeed in building strong, adaptable brands will not only enhance their market position but also earn the trust and loyalty of stakeholders worldwide.

Ready to take your IMNC’s brand to the next level? Contact STRAND for expert consultation and brand strategy workshops tailored to your company’s unique needs.