ZENITH International Journal of Business Economics & Management Research Vol.2 Issue 7, July 2012, ISSN 2249 8826 Online available at http://zenithresearch.org.in/ www.zenithresearch.org.in 103 AN IMPACT OF REGIONAL BRANDS ON CULTIVATION OF ENTREPRENEURSHIP MR. A. ANANDA KUMAR*; DR. R. SENAPATHI** *Senior Assistant Professor, Department of Management Studies, Christ College of Engineering and Technology, Pondicherry, India. **Director, Management Studies, Department of Management Studies, Adhiparasakthi Engineering College, Melmaruvathur,Tamil Nadu, India. ABSTRACT “Branding” is the process by which a company employs marketing strategies to get people to easily remember their business and products over another…. essentially, its applied psychology. A regional brand is a small-scale brand recognized only in a certain geographic location or located certain region. In the past, regional brands were confined by their geography and location; however, today's technology allows for regional brands to reach the target markets and compete with national brands. “Regional Brand” is highly- focused personal or local brand built with clever public relations, innovating targeted marketing and strategic networking. Regional branding is to discover what your customers‟ value and to make common values known. Probably the biggest st rength the regional brands bring to the table is that they are often close to the market and respond to changes faster. The regional brands are developed, cultivated, and managed successfully by the spirit of the entrepreneurship typical to the respective region(s) which are flexible and convenient. These geneses of entrepreneurs bring smart self-esteem to their businesses as the self- confidence and personal competency of an individual in connection with business affairs. Moreover the entrepreneurs have excellent knowledge about the regional culture and regional tastes. This research paper discusses to what extent the regional brands responsible in cultivating the entrepreneurship and the lessons one could derive from them for their successes in their entrepreneurial ventures. KEYWORDS: Branding, Customers, Entrepreneurship, National Brands, Regional Brands. ______________________________________________________________________________ INTRODUCTION Brands are a central issue in marketing of today. The purpose of marketing is to discommodities the company‟s offer. If a customer perceives a company‟s offer to be the same as the competitor‟s offers the customer will select the cheapest product (Doyle 1998).