<b>Ambi Parameswaran:</b> Transformation of brand names - Indian style

Indian consumers do manage to figure out a variation of a long brand name

"What a strange name,” was our first reaction. I was with my client, a leading confectionery marketer based in south India and we were discussing the launch of a new brand by the global confectionery major Perfetti. The brand: Alpenliebe. The brand used a till then less used technical process known as “deposit candy” and tasted better than most other popular candies. But we were wondering why the company had adopted such a tongue-twister of a name. We need not have worried.

A few weeks later when speaking with a person, who was once a young brand manager working on