Branding is a process of building long-term relationships with customers to differentiate a product or service through consistent quality and value. It provides an identity and culture for the product. Regional brands have succeeded due to understanding local needs, low overheads, and one-to-one relationships. Building brands in rural markets requires customizing the message for different audiences like families, youth, and seniors while leveraging word-of-mouth and relevant local media. Consumer response to brands varies across regions and demographics in rural areas.

1. Rural Marketing &Brand
Management

2. BRAND
A brand is defined as a name term sign symbol or
special design or some combination of these elements
that is intended to identity or differentiate the goods
or service of one seller or a group of sellers
Benefits
• Values
• Culture
• Personality
• User

3. • BRANDING PROCESS
Branding is a process, a tool, a strategy and an
orientation. It is a process by which a marketer tries to
build long term relationship with the customers, a tool to
position a product or service with a consistent image of
quality and values for money to ensure the development
of a recurring preference by the consumer . Branding
provides differentiation strategy when product cannot be
easily distinguished.

4. • Brand Loyalty
Brand loyalty can be defined as “the degree of
consistency in buying particular brands as a
function of cognition, emotion, satisfaction,
commitment, habit and positive attitude
towards brands

5. Factor determining brand loyalty
• Emotion
• Objectivity
• Inertia

6. • Regional Brand
Regional brand is a brand whose reach is
limited either by the resource at the disposal
of the company that owns it or whose range is
constrained by its very provincial appeal

7. Reasons for the success of regional Brands
• Spread of cable and satellite Television
• Understanding of the needs of Regional consumers
• Low Overheads
• Legacy
• Large Regional Markets
• One to One Relationship with channel partners
• Entrepreneurial Spirit

8. Regional Brands : Success Stories
• Anchor Toothpaste
• Parakh Foods
• Ghari

9. Steps of Brand Building in Rural Market
• Customisation
• Relevance
• Media
• Message
• Recognition
• Word of mouth publicity

10. Branding And Rural buyer behavior
• Family
• Youth
• Seniors

11. Conclusion
Branding as a phenomenon is getting established
in the rural market. But the response of
consumers towards brands varies from one
region to another from developed to the
developing andunderdeveloped districts
.Different age groups with different socio
economic profile approach the branding
phenomenon very differently in the rural
market across different product categories