Building a Strong Brand for Export Success
Seldom do we come across a business or industry untouched by the technological revolution witnessed over the past few years. Similarly, international trade or import/export is one of those sectors where dynamics have changed rapidly with evolving technology. Gone are the days when it was mandatory for a trader/businessperson to physically visit a foreign market to evaluate emerging trends, understand demand dynamics, sort logistics issues, and fulfil documentation formalities. Today, cross-border e-commerce is integrating economies, making the global marketplace increasingly interconnected. Traditional exports channel supported ably by new-age digital platforms and e-commerce marketplaces offer opportunities for exporters to push their brands beyond domestic borders and reach international markets.
Along with the emerging trend of cross-border e-commerce, exporters in India also stand to benefit from the favourable geopolitical dynamics and policy support from the Indian government. India maintains neutral or friendly relations with most countries. This has helped India capitalise on the growing sentiment of ‘China plus one’ among major export markets. Furthermore, government initiatives such as ‘Make in India,’ ‘Brand India’ and ‘Aatmanirbhar Bharat,’ combined with improved trade relations across borders, have further spurred proven as well as emerging companies to focus on establishing their business and brand globally.
To capitalise on the improving accessibility to international markets and strengthening domestic infrastructure, businesses must focus on creating a strong brand image that resonates with their target audience worldwide. In this special article, we focus on evaluating parameters that can help Indian exporters create a strong brand in international markets.
Key to successfully creating a brand in international market
Branding refers to the process of creating and shaping a brand in consumers’ minds. The importance of branding cannot be emphasised enough when
it comes to building a successful business. We interacted with a few industry experts on understanding the key aspects to be considered when adapting a product for the international market. Mr. Anup Das, Operations Head of Exports at Apollo Tyres Limited, says, “First we should focus on consumer preference and for that we should conduct research on local tastes, habit, and needs. Along with that, we must ensure the product formulation, packaging and advertising meet the local regulation. We should adjust the pricing based on local economic conditions without compromising brand positioning.”
Another important aspect would be to adapt the product to incorporate the cultural differences in the market one approaches. Mr. Saket Sinha, Partner and MD, APAC at T&Pm put it perfectly: “The culture of the market is of utmost importance for any Indian brand wanting to adapt its product for an international market. Culture is a cumulation of many factors, like consumer preference, beliefs - religious or social, and, not to forget, the economic condition of the market, which defines purchasing power.”
Nevertheless, it is equally crucial to maintain the product’s identity while localising it so that it does not get faded in translation. Mr. Dheeraj Kumar, Export Marketing Manager at Eastman Cast & Forge Ltd, gave us some great insights on product adaptation. He says, “Expanding into international markets requires a delicate balance between product adaptation and brand consistency. While maintaining core functionality and durability, minor design tweaks such as size, material composition, and packaging can enhance acceptance in new markets. For instance, European markets may demand zinc-plated or powder-coated finishes, while tropical regions may prefer rust-resistant coatings due to high humidity.” Mr. Shyamal Chatterjee, Head of India Operations at Tupperware India Private Limited, also emphasised considering “Religion, ethnicity, rules about food beverage consumption, rituals and social norms” in any region.
Brand awareness goes beyond brand recognition. It is not just about a customer identifying a brand by its logo or colours, but also about them knowing exactly what the product is, its price point and what value and principles it embodies. It is about recognising product differentiators and placing these appropriately in the target market to best mitigate competition. Mr. Anup Das agreed with these thoughts and stated that “What makes your brand unique in its home market should be preserved globally. Showcase how your product solves a problem uniquely. Further cultural relevance is more important, hence tailor your story to resonate with local values without losing core identity.” Mr. Dheeraj Kumar further adds “A global brand should resonate locally. Adapting language, imagery, and cultural messaging while maintaining core brand values helps in customer engagement.”
A notable example of brand positioning would be Hindustan Unilever Ltd. (HUL). The company has a portfolio of over 110 brands and uses individual names to advertise a
product with an intent to position it distinctively in consumers’ minds. Lux has long been associated with film stars as a premium soap. Lifebuoy has consistently positioned itself as a germ-fighting soap that combats dirt and promotes health. Rexona is marketed as a gentle soap enriched with natural oils with skin benefits. Liril is recognised as a soap that delivers a refreshing experience. HUL has thus left no room for market confusion with its exclusive brand imaging and market creation.
Creating a powerful brand story that sells
Every brand has its origin story—the motivation behind its founding and the problems the founders aimed to address. Creating a brand that feels genuine and connects with customers involves understanding, sharing, and selling this story to end users. The ability to create an origin story will help form a mission statement that defines the purpose of the company. A good brand story ensures brand loyalty and recognition in the long run. As an example, Airbnb’s origins came about when the founders, unable to afford rent, decided to rent out air mattresses in their apartment to earn extra income. This experience led them to recognise the potential for a marketplace offering unique accommodation and experiences. Embracing this story has been key in shaping Airbnb’s mission-driven, community-oriented brand.
Another prerequisite of selling a brand story is connecting with the masses and evaluating the connection in the initial stages. Mr. Abhishek Mishra, export manager at Plastiblends India Limited, suggested that while surveys can help determine the brand connect, participation in exhibitions can help in evaluating the acceptance and penetration of your products at an early stage.
Vahdam Teas is a fitting example of an Indian homegrown brand that created brand awareness by selling an impactful organic Indian story. This led to a change in perception of US consumers who doubted the quality of Indian products. When Indian teas were rebranded by foreign companies – such as Starbucks introducing turmeric latte and chai tea and capitalising on benefits of organic Indian products under its own brand – Vahdam Teas retained its value at the source. Vahdam Teas is one of the few Indian brands to list in premium and legacy retail chains in the US including Nordstrom, Bloomingdales, Bergdorf Goodman, and Saks Fifth Avenue. Europe is the second biggest market after the US. Mr. Bala Sarda, the founder of Vahdam Teas, was clear about his brand: “Our brand wheel talks about three things — any category we enter into will be native to India, it has to have a wellness connotation, and it should be centred around tea.” Vahdam carved a place for itself in the market through digital media, alongside top tea industry players like Twinings, Tazo, Tetley and Balasa.
Detailed market research
It is important for exporters to analyse customer trends in various countries to determine the most suitable markets for their product. This research may include examining trade statistics, identifying competitors, and assessing import tariffs or potential barriers. Apart from procedural and regulatory compliance like certifications, packaging requirements and labelling laws, it is essential to comply with product standards of the respective country.
Branding and marketing go together as marketing communicates the brand’s vision and mission to its target customers through various tools and strategies. This helps build consumer trust and amplifies the company’s products and services to drive revenues. Thus, the need to ensure consistency of the message, cohesion of campaigns and alignment between what the brand represents and how it is portrayed. Recognising the importance of digital marketing, Mr. Anup Das says, “influencer marketing is one of the biggest ways to assess brand perception when building a brand as social media helps in tracking engagement and sentiment real-time from direct end-consumers.”
While marketing efforts can be more fluid and adapted to trends or audience reactions, the brand itself should remain constant, continually strengthening its position in the consumer’s mind. Having a strong branding and marketing strategy is key to standing out from the competition, but this is not always easy. Mr. Anup Das said that to stay updated on shifting consumer preferences within that market “Conduct pilot launches before full-scale rollouts, monitor online reviews and direct customer feedback and also work with local marketing teams or consultants.” Mr. Shyamal Chatterjee is of the view that market research by focus group, checking industry trends and tracking the acceptability of newly launched products can help identify changing consumer preferences.
Once the company establishes itself in a market, it is important to keep a close eye on the competition and create a competitive edge eventually. Mr. Abhishek Mishra emphasized on the following ways to beat competition: “Become a low-cost supplier, develop differentiated, innovative products and services, target a niche geography, industry or product/service and employ differentiated business methods.”
One good example exhibiting the above is the story of ‘The Ayurveda Experience.’ Founder Mr. Rishabh Chopra first launched The Ayurveda Experience as a content platform in 2014 to educate and spread awareness about Ayurveda in Europe and the US as market penetration was challenging initially. He identified a market for Ayurveda and related products, with no major players in the space. Subsequently, in 2017, the company turned to full-fledged manufacturing and selling of Ayurveda products and has since carved a niche for itself in international markets including Europe, North America, Canada, and Australia, among others.
Marketing and sales
Selling in international markets can differ from selling products and services domestically. Cultural differences, shipping times, transportation costs and global trade policies can all pose challenges to effective communication and sales. Experts suggest “to manage supply chain and logistics issues, while maintaining a consistent brand experience, it is important to diversify the supplier network and establish a strong distribution with established logistic providers in the region. Localized warehousing can also reduce the delivery time and cost.”
To succeed in global markets, exporters must study and understand the buying behaviour, needs, and preferences of international customers; and develop an export marketing strategy that makes their products appealing and valuable to foreign buyers.
Adding from his personal experience, Mr. Dheeraj Kumar says “Cultural preferences can significantly impact brand perception, marketing, and product design. Some cultures prefer durable, long-lasting products, while others look for affordable, easily replaceable alternatives. For example, European markets prioritize precision-engineered parts, whereas some Southeast Asian markets favour cost-effective alternatives.”
Businesses often deploy various pricing and marketing strategies in export marketing. Tactics like discounts, special promotions, exclusive membership pricing, and bundled packages are commonly used strategies to attract customers. Marketing strategies that cater to cultural preferences of target markets can produce impressive results. By adapting your branding and messaging to reflect local customs, festivals, and trends, you can boost brand perception and foster greater consumer engagement. Traditional marketing methods such as banners, billboards, pamphlets, and print ads remain valuable. These can be tailored to suit diverse cultural contexts, thus reinforcing brand visibility and credibility in international markets.
Amul is one classic example exhibiting the above quality. It is India’s leading dairy brand and ranks among the top 20 dairy companies globally. The Amul Utterly Butterly Girl, a central figure in its ad campaigns for over 50 years, has become an iconic advertising symbol. Amul’s marketing strategies ticks all boxes and has consistently focused on staying relevant, humorous, and connected with its audience, a great trust-building quality that makes the brand every household’s quintessential commodity.
Another important aspect is managing supply chain and logistics to ensure seamless availability of products and services. This reinforces brand reliability across markets. Mr. Shyamal Chatterjee emphasises the critical aspects as “building a focused end-to-end supply chain plan for products meant for international market, preparing Inventory and safety stock plan geography-wise to prevent stock outs or over production.” Our industry experts further stated that it is crucial to diversify procurement and manufacturing to reduce over-reliance on a single supplier and minimise disruptions. Further, it is important to maintain a strong distribution chain with established logistics providers to enhance shipping efficiency.
Conclusion
Mr. David Aaker, an American organizational theorist, consultant and Professor Emeritus at the University of California, Berkeley's Haas School of Business, a specialist in marketing with a focus on brand strategy, defines brand equity as the intangible value generated from brand recognition, loyalty, perceived quality, and associations. When brand equity is strong, customers are more forgiving of product flaws, more willing to pay higher prices, and more inclined to try new products. To maintain this equity, it is essential to consistently fulfil promises, adapt to changing market demands without compromising brand values, and invest in marketing that reinforces brand identity. Brands like LEGO have skilfully expanded from toy bricks to digital games and virtual worlds because their core brand equity—creativity, imagination, and quality—resonates universally. On the other hand, brands that drift from their core identity risk undermining their credibility. Branding is not a one-time project, but rather an ongoing philosophy. By viewing branding as an art, a science, and a collective vision, one can create a strong identity that goes far beyond just a logo or slogan. In today’s competitive, fast-moving market, this lasting emotional bond holds more value than any advertising campaign or product gimmick could ever provide.
Summarizing the key branding tips
