Have you noticed how often we change our brands? I use to be very particular initially about the brands I associated myself with and my loyalties towards them. My brand loyalties had nothing to do with their so called image but had a lot to do with my personal liking.
Unfortunately once you change a country, you are bound to change your brands thanks to the unavailability of your beloved brands. In my case a packet of Benson and Hedges lights has been switched with Davidoff Gold. My favorite Kingfisher has been replaced by Weihenstephan beer. The fate of my clothes is no different. H&M has taken over Promod, and not just because it is more economical but also because they have more colors and style. Another interesting fact is that if you pick up these brands, they are all made in either India, Bangladesh, China or Turkei. What's more is that H&M doesn't sell in India. I wonder what their (clothes) journey is like? Like how does it feel to be H&M being "Made in India" and worn on foreign skin. Similarly, how does it feel to be Benson & Hedges registered on "Old bond street, London" and being smoked by Indians?
I often wonder how much our consumption affects these brands in the larger perspective? I know they are not human enough to feel bad about our negligence or disloyalty but there is still that still..
An average person earning for 2 to 3 years like me probably spends at-least Rs 10,000 on alcohol per month. If you calculate this for a year, it come to 1.2 Lakhs. If we get on to my packet of smokes, it would be another Rs 3000 per month, viz, 36000 per year. Now if we come to clothes, it could easily be another Rs 5000 per month., viz, 60,000 per year. So, in all if we calculate, my economy loses 2.16 Lakhs on my changing loyalties. I will not add to the taxes that I give to my economy because that is not a part of my brand loyalty. So where does all that money go now right?..definitely not in to my savings..divide them in euros now and put them in to my changed loyalties.
Do brand names ever wonder about how to retain the same customers in different countries, and I am not just talking about banking companies here,though HDFC has failed there too, I am talking about the likes of Zara, Promod, B&H, Kingfisher...? Do they realize when I move in a different country, I earn a different currency and spend on different brands due to their unavailability..And mind you this is not my vanity talking out aloud to treat me like a queen for using a brand but to treat me as what they say "Customer is King"( By the way, they should change that too..to "The customer is the Queen ;))