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Branding strategy involves creation of a unique name and identity for a finished product in market based on its differentiators. This can be achieved through advertising campaigns. The overall idea is to create a lasting impact on consumer’s minds that can create loyalty towards product.
Developing such a strategy requires innovative approach to adapt to the new locality and demands understanding of demographics and cultural outlook of people living in that area. Research indicates that emerging markets such as India are highly price sensitive and quality orientated. How does this relate to Software branding techniques? How do people perceive software products by just looking at an advert, brochures and reading through its unique features? Who is the actual buyer of software products… is it a layman or another software company?