BRANDING INDIA

1
BRANDING INDIA

• Branding India Consortium 2007
• Professor Kevin Lane Keller
• Tuck School of Business
• Dartmouth College

2
Brand India

• Countries are brands just like products,
  services, organizations
• Have associations and images
• Set expectations
• Affect perceptions and behavior

3
Building Brand India

• Every contact point direct and indirect
  affects the brand image of India
• What people read, hear, see, experience etc.
• Often the image of country can be influenced by a
  strong brand that achieves global leadership
  prominence
• Business top company brand
• Finland Nokia
• Korea Samsung
• Tourism famous person brand
• Australia Paul Hogan (Crocodile Dundee)

4
Brand Indias Position

• Brand positioning is about how people think about
  a brand with respect to other brands
• Can easily apply to countries
• 4 key components to a superior brand positioning
• Competitive frame of reference
• Points-of-parity
• Points-of-difference
• Brand mantra

5
India Brand Positioning Components

• Competitive frame of reference
• Developing countries
• Asian countries
• China
• Points-of-difference
• Talented, abundant work force
• Points-of-parity
• Infrastructure
• Power, roads, distribution, retailing
• Brand mantra

6
India Brand Positioning Tourism

• Can apply positioning concepts to India tourism
• PODs in unique scenery, people experiences
• POPs in luxury hotels efficient travel
  infrastructure
• Tourism can help to build awareness image of
  India as business destination
• Spain post Barcelona Olympics

7
Building Brand India Summary

• Bottom-up approach
• Adopting best marketing practices will ensure
  that strong brands are built
• Building strong brands takes patience and hard
  work
• But the results are enormous