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BRANDING INDIA

BRANDING INDIA. Branding India Consortium 2007 Professor Kevin Lane Keller Tuck School of Business Dartmouth College. Brand India. Countries are brands just like products, services, organizations Have associations and images Set expectations Affect perceptions and behavior.

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BRANDING INDIA

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  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 India’s 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 • POD’s in unique scenery, people & experiences • POP’s 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

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