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When there is extreme competition for market share among brands be it a Local, a National or a Global brand, how does a Local brand assess its attractiveness? This paper focuses on assessing the Attractiveness Quotient of a local brand, national and global brands in the Ready to Eat Noodles product category of the Processed Food Industry. Four appeals are used to unravel the Brand Attractiveness, viz. Emotional, Rational, Aspirational and Communicational Appeals. A total of 41 variables are gauged under these appeals, comprising of Familiarity, Distinct Advantage, Bond, Happiness, Visibility, Popularity, Clarity, Cost Justified, Satisfaction, etc. These 41 variables are grouped into nine factors through factor analysis. Responses of more than 150 consumers have been collected. The study not only gauges the various appeals, but also calculates a comprehensive Brand Attractiveness Quotient of the three brands and even presents a pictorial depiction of where the Local Brand stands vis-à-vis the National and Global brands. The findings reveal that the Global brand has the highest mean values across individual appeals followed by the Local Brand and then the National Brands. But in case of overall Brand Attractiveness Global Brand is again the highest, followed by National and then Local Brands.

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