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Kochi, April 7 With the onslaught of competition from national and international companies, regional players should focus and invest more on branding, Mr Varghese Chandy, Senior General Manager, Malayala Manorama, said in the keynote address of a business conclave. He added that with proper usage of branding tools, many successful regional brands can leverage their strengths to expand to the national market.

Organic BPS Brandstorm, a business conclave on branding was held here on Saturday. Brandstorm is a strategic initiative by Organic BPS, a Kochi-based advertising and branding agency to create a platform comprising brand owners, industry experts and media professionals to exchange ideas on developing regional brands and to foster enhanced branding knowledge. Mr Anirban Chaudhari, Associate Vice-President, TNS India Ltd (Mumbai), emphasised on the need for customising the offering of regional brands to the cultural context in order to capture the heterogeneous Indian market. Mr Dileep Narayanan, Chief Executive of Organic BPS, announced that Organic BPS is on the verge of launching a patented brand planning model for regional brands. Many business leaders and experts in the audience exchanged views on brand management. This is the first of kind initiative on branding in Kerala, which would help small and medium regional companies to market their product to a larger segment eventually.

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