Brand Values

(L-R) : Jeevith Senaratne, Director Operations - Star Garment Group; Shanaka Rabel, Group Chief Digital and Transformation Officer - Stretchline Holdings Ltd; Janaka Botejue, Chairman – Bernard Botejue Industries; Sanjeewa Kodikara, Chief Information Officer- Hirdaramani Group

Mar 08, 2008 (LBO) – Local brands will have to boost their image to compete against experienced and focused international manufacturers, who now having a larger market share in Sri Lanka, a branding expert has said. International manufactures are well focused and equipped to provide the goods that will have high appeal among consumers.

“International manufactures are very aware of the importance of local demands particularly in the food fields,” says John Philip Jones, a branding expert from the United States.

He says brands focused on the local market will become important, whether or not they are made by local or foreign firms.

At the moment the island’s markets are flooded by brands from multinationals like Unilever.

‘Levers’ are well known for their adaptation to local markets with international brands and the company has a strong foothold in most of the countries they are in.

In Sri Lanka Unilever has a major share of fast moving consumer goods (FMCG) like soaps, detergent and shampoos.

“Unilever knows more about branding than any other company and it has got a lock in this market, observes Jones.

Pitted against these international brands there are few small local bran

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