Vol. 1, Issue 10, Part F (2015)

Abstract
Modern day organizations find themselves embedded with the problem of cutthroat competition. Today’s trend is of restructuring, downsizing and merging thus creating a less secure organizational climate. Big firms are able to manage the competition easily; when we talk about local and regional firms it is challenging task to compete and show their presence in the market. But it is not true all the time. If we look into past we have number of cases where we can see that it was not the size of the dog which matters but the fight of the dog what matters. Regional brands performed very well in past and created glorious history. This paper makes an attempt to study reasons of success of regional brands with the help of review of literature. This can be used to provide an overview and references on some of the conceptual and practical work undertaken marketing and branding practices.