Abstract:
Most of the firms these days in the era of globalization are working towards building global and
international brands. This has resulted in the elimination of many brands from the brand portfolio
of the local companies. However, there are also many local brands that are still capturing a wide
share of the local market and are competing very well with the international brands. The purpose
of the study is to measure the relative strengths of local toothpaste brand (Dentonic ) and
international toothpaste brand (Colgate). The major contribution of this study is to analyze a new
topic within the area of branding, and to understand the strengths of local toothpaste brands as of
key managerial importance within the current context of globalization. The research results also
indicated that local and international toothpaste brands are carrying very distinct brand images.
The two types of brand were not perceived similarly by consumers. Based on literature survey, a
theoretical framework was developed, that was used for developing a questionnaire.
