Parliamentary Committee Nov 05

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Changing Perceptions National Branding
Implications for Strategy- The Ingredients
of a Successful Branding Strategy within the
context of a National Branding Strategy
-Bucharest, June 16, 2006Mathew John Head
Corporate Banking Structured Finance
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EXIM BANK INTERNATIONAL RATING
BBB Standard Poor
Constrained by Country Rating
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A SUCCESSFUL NATIONAL BRANDING INITIATIVE
EXIM BANK
MY Ten steps to a successful national branding
initiative For India
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EXIM BANK LOCAL RATING
AAA Standard Poor JV in India
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INGREDIENTS OF NATIONAL EXPORT STRATEGY
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INDIA FAST FORWARD
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STEP ONE
EXIM BANK
Create a national structure giving it a legal
status where it is felt required
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NATIONAL EXPORT STRATEGY A NATIONAL STRUCTURE
EXIM BANK
PMO
Industry Reps
State Govt Reps
Export Promotion Councils
Worker Reps
Ministry Reps
These Members would form a Board to Champion the
common cause of the National Export Strategy
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NATION BRANDING THE THREE DIMENSIONS
EXIM BANK
Domestic Market
National Export strategy
Global Markets
Global Business Environment
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STEP TWO
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INTERNAL MAPPING
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INTERNAL MAPPING
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STEP THREE
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EXTERNAL MAPPING
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EXTERNAL MAPPING
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STEP FOUR
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Long Term Mission Statement
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LONG TERM MISSION STATEMENT
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US Bn
Member of G 10
Economic Super Power

• Brand Image
• Global Leader in IT ITES
• Global Leader in Biotechnology
• Fair labour practices
• Protector of environment
• Equal opportunity for women
• Most preferred tourist destination

1000
Brand Value
290
20 years
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STEP FIVE
EXIM BANK
Define Strategic Objectives
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DEFINE STRATEGIC OBJECTIVES
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US Bn
1000
Long Term Goals
Brand Value
Medium Term Goals
Short Term Goals
290
20 years
5 years
10 years
15 years
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DEFINE STRATEGIC OBJECTIVES
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Long Term Goals
Short Term Goals
Medium Term Goals
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STEP SIX
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• Debate on
• Scope of the National Branding Strategy
• National, Sectoral or Enterprise Level
• Targeting the Brand Global, Regional or Local

Consultative process amongst all stakeholders
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SCOPE NATIONAL-SECTORAL-ENTERPRISE LEVEL
EXIM BANK

• What do we have on offer at the
• National Level
• A big market opportunity
• Culture Heritage
• Tourism
• Investment Opportunities FDI Significant cost
  arbitrage
• Sourcing Investment ODI
• Sectoral Level
• Computer Software Information Technology
  earning US 27 billion
• Business Process Outsourcing
• Textile sector
• Diamond Processing
• Pharmaceuticals
• Automobile Components
• Enterprise Level
• Infosys Technologies
• Wipro Systems
• Vedanta Limited
• Lakshmi Steel

CAUTION OFFERS ONLY BASED ON HARD FACTS
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SCOPE NATIONAL-SECTORAL-ENTERPRISE LEVEL
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• CONSENSUS
• Hey! We have a good story going
• GO NATIONAL

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TARGETTING THE BRAND GLOBAL REGIONAL - LOCAL
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CAUTION ASSESSMENT BASED ON HARD FACTS

• What have we been doing till now
• Global Level
• Exporting to North America Single largest market
  for Indian Products Services EU Single
  largest trade block for Indian Products
  Services
• Large global majors from North America, EU, Japan
  have invested and are present in India
• Indian Companies are investing in North America
  and , Europe
• Global recognition of Indias computer software
  capabilities
• Regional Level
• Exporting Indian products services to Asia, Far
  East ANZ product service groups are
  different
• Investing in Asia, Far East Asia-Pacific
  albeit in a relatively smaller proportion
• Local Level
• Large domestic market
• Exports is a small proportion of total Indian
  market size
• Low dependence on overseas markets

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SCOPE NATIONAL-SECTORAL-ENTERPRISE LEVEL
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• CONSENSUS
• Hey! We already have a relatively good global
  presence brand equity
• GO GLOBAL

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STEP SEVEN
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Draw Blue Print of National Branding Strategy
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NATIONAL BRANDING STRATEGY - DRAWING UP A
BLUEPRINT -
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• Launch an Umbrella India Brand painting the
  canvas with
• A rich cultural heritage
• A unique tourist destination
• A land filled with vibrant, intelligent
  creative people
• A land of Buddha Mahatma Gandhi
• A country with immense opportunity
• A land where English is the spoken language when
  doing business
• A land with immense natural resources
• and so on
• Launch Sub Brands around the Umbrella India Brand
  which could include
• Computer Software Information Technology
• Business Process Outsourcing
• Textile sector
• Diamond Processing
• Pharmaceuticals
• Automobile Components
• Specific tourist destinations Gods own country,
  Goa, Rajasthan, Taj
• Specific investment destinations Bangalore,
  Hyderabad, Gurgaon

• BUILD THE BRAND ON DEFINITIVE STRENGTHS

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NATIONAL BRANDING STRATEGY - A MODULAR APPROACH
-
State of the art facilities
Computer Software
Gods Own Country
Textiles
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NATIONAL BRANDING STRATEGY - DRAWING UP A
BLUEPRINT -
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• Other Aspects to be addressed
• Product differentiation / Competitive advantage
• B to B vs B to C
• IP Audit - the protection measures
• Basmati Rice
• Neem
• Turmeric
• Darjeeling Tea
• Spices
• Other plant varieties
• Ayurvedic preparations
• Quality standards
• Infrastructure Building clear time bound
  programme
• Managing the Brand Threshold quality
  requirements necessary??
• Moving up the value chain
• Building new value chains
• Manufacturing / Supply side capabilities

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STEP EIGHT
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Role Assignment
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ROLE ASSIGNMENT
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• Appoint Brand Managers for the Umbrella India
  Brand Should be powerful entity
• Appoint Brand Managers for every stakeholder /
  each sub brand
• Give Brand Managers a sense of ownership
• Assign Brand Managers
• KRAs Key Result Areas
• Predefined deliverables and corresponding time
  frames

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STEP NINE
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Execution Implementation of the National
Branding Strategy
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EXECUTION IMPLEMENTATION
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• Seek Brand Ambassadors who will speak for India
  for their own interest
• Microsoft / Intel / IBM
• General Motors / Honda / Suzuki / Mercedez
• GE / Siemens / ABB
• Pfizer / Bayer / Novartis
• Government to forge Strategic Alliances with
  Trade Blocks
• Reorient the big network of Indian foreign
  missions overseas to shift from Political
  Diplomacy to Economic Diplomacy
• Appoint a reputed professional having an
  international perspective to handle the nation
  branding campaign and communication
• Indias Face to the Global Market Competent /
  Diplomatic / Media Savvy
• Government to protect the business interests at
  various global trade investment fora if
  required use international reputed professionals

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STEP TEN
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Mechanism for review and performance measurement
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EXIM BANK
THANK YOU
Website www.eximbankindia.in Email
mathew_at_eximbankindia.in
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SCOPE OF BRANDING STRATEGY
EXIM BANK
Should the branding strategy have a national, a
sectoral or enterprise focus? Which comes first/
what is the value of each
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BRANDING NOT ENOUGH TO BUILD CREDIBILITY
EXIM BANK
What else should the country do to ensure that
maximum impact on export development is achieved?
In other words, what must precede, accompany and
follow branding strategy?
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TARGETING THE BRAND
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How should the brand be targeted? Globally
Regionally? Locally? What are the different
approaches?
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ROLE PLAYING IN BRANDING STRATEGY
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Who does what in a branding strategy? Who leads?
Who should be involved? Why? Who implements?