Building Brand India


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Building Brand India

  2. 2. What does the word “Brand” implies? <ul><li>Brand is a product or service that adds dimensions or differentiates it in someway </li></ul><ul><li>from other products or services designed </li></ul><ul><li>to satisfy the same need. </li></ul><ul><li>Brand is not just a logo or symbol. </li></ul><ul><li>It is the phenomenon which makes it stand without logo. </li></ul><ul><li>Brand is consistency. </li></ul>
  3. 3. WORLD BRANDS <ul><li>USA : Statue of Liberty </li></ul><ul><li>Egypt : Pyramids </li></ul><ul><li>China : Dragon </li></ul><ul><li>India : ??? </li></ul>
  4. 4. INDIA AS A BRAND <ul><li>Jaipur is a perfect setting to talk about Brand India. </li></ul><ul><li>Just mention Jaipur and it brings to many minds a brand of its own. </li></ul><ul><ul><li>Pink city, palaces on the ground, and palaces on wheels. </li></ul></ul><ul><ul><li>That it is world’s first planned city, with parallel lanes and by-lanes criss crossing at right angles, the application of geometric principles in town planning. </li></ul></ul><ul><ul><li>the fact can be added that it is world’s polo capital. </li></ul></ul>
  5. 5. <ul><li>Rajasthan reflects a resplendent past. </li></ul><ul><li>But, Rajasthan could also build a brand on the foundation of an engineering miracle. </li></ul><ul><ul><li>Indira Gandhi canal. </li></ul></ul><ul><ul><li>Water travels 110 miles from Punjab before it enters the canal to irrigate Rajasthan’s deserts. </li></ul></ul><ul><ul><li>Rajasthan is a symbol of Indian entrepreneurship. </li></ul></ul><ul><ul><li>Rajasthan has produced a generation of pioneers who started from the arid lands of Marwar. </li></ul></ul><ul><ul><li>They traveled long distances and built a network of trade, commerce and industry in far off places – Calcutta, Mumbai and beyond. </li></ul></ul>
  6. 6. Let us not forget that at one point in our history, Brand India was in full bloom. <ul><li>The world’s first university at Takshashila in 700 BC. </li></ul><ul><li>A global university in Nalanda in the fourth century. </li></ul><ul><li>Far ahead of others in medicine and surgery 2,500 years ago. </li></ul><ul><li>World leaders in astronomy and mathematics. </li></ul><ul><li>Taught world how to navigate. </li></ul><ul><li>We created footprints across the world through merchandise and trade. </li></ul><ul><li>Our textile industry was a world leader in the seventeenth and eighteenth centuries. </li></ul>
  7. 7. <ul><li>Above all, we were a global economic power at the turn of the eighteenth century. </li></ul><ul><li>We contributed a quarter of the global output. </li></ul><ul><li>In brief, India led the world in thought, word and deed. </li></ul><ul><li>Over the years, colonial indulgence carpet- bombed Brand India. </li></ul><ul><li>And, Brand India became just a memoir. </li></ul><ul><li>But the spirit of India was not subdued. </li></ul><ul><li>We re-gained our freedom in 1947. </li></ul>
  8. 8. How can we build brand India? <ul><li>A once-in-a-lifetime opportunity to lead the world once again thought, word and deed. </li></ul><ul><li>India has every making of a twenty-first century miracle. </li></ul><ul><li>Globalization, changing demography, technological revolution and widening economic disparities are defining the New World landscape. </li></ul><ul><li>It offers many opportunities to build Brand India with global appeal. </li></ul><ul><li>Intensive competition is opening new opportunities in the developed world </li></ul><ul><li>To skills and entrepreneurship from other parts of the globe. </li></ul><ul><li>India stands to gain from falling barriers. </li></ul><ul><li>It has the largest educational system in the world, and consequently abundant people skill sets. </li></ul>
  9. 9. Contd… <ul><li>Western world is placing huge demands on India’s professional resources. </li></ul><ul><li>India is well placed to meet this growing demand for talented and trained professionals. </li></ul><ul><li>Technology is becoming the most important driver of economic growth and development. </li></ul><ul><li>We have the second largest science and technology pool. </li></ul><ul><li>Opportunities for Indian scientists, engineers and technologists are proliferating. </li></ul>
  10. 10. What is our Brand India? <ul><li>India is home to one-sixth of humanity. </li></ul><ul><li>They are part of a vibrant democratic process. </li></ul><ul><li>India has the opportunity to leverage institutional framework to address needs of the underprivileged in other parts of the world. </li></ul><ul><li>In the New World, building Brand India is an imperative we cannot afford to ignore. </li></ul><ul><li>In fact, it is the New Commandment of the new age. </li></ul><ul><li>Nations evoke notions. </li></ul><ul><li>And, very often, those notions define nationality. </li></ul>
  11. 11. Advantages of a country as a brand: <ul><li>Strong brands evoke an emotive bond among people and nations. </li></ul><ul><li>This translates into huge benefits – from greater goodwill to an upswing in tourism, from growing exports and increased investments. </li></ul><ul><li>Brands are what people buy into in a big way. </li></ul><ul><li>Brands generate trust, confidence and continued association. </li></ul>
  12. 12. Contd… <ul><li>Nation brands encourage people to broaden their view of a country. </li></ul><ul><li>Once a nation is looked at as a brand, anything from that country is treated as a natural brand extension of that country. </li></ul><ul><li>Finally, nation brands can serve to be powerful sources of motivation. </li></ul><ul><li>As I see it, the greatest benefit that a government can give its export sector is to build a good country brand. </li></ul>
  13. 13. Brand India will appeal to the world only if it: <ul><li>Delivers value to the rest of the world. </li></ul><ul><li>Strikes an emotional chord among citizens in all parts of the world. </li></ul><ul><li>Inspires the enterprising communities across the globe. </li></ul>
  14. 14. Brand India can deliver value through products that have global appeal. <ul><li>Global Brands In Traditional Products </li></ul><ul><ul><li>– Darjeeling Tea, </li></ul></ul><ul><ul><li>- Basmati Rice and </li></ul></ul><ul><ul><li>- Tandoori Chicken </li></ul></ul><ul><li>Global Brands in </li></ul><ul><ul><li>Automobiles </li></ul></ul><ul><ul><li>Textiles </li></ul></ul><ul><ul><li>Generic drugs </li></ul></ul><ul><ul><li>Gems and Jewellery </li></ul></ul>
  15. 15. Contd…. <ul><li>In the knowledge economy, global brands in </li></ul><ul><ul><li>information & communication technology, </li></ul></ul><ul><ul><li>life sciences and biotechnology. </li></ul></ul><ul><li>Can make global businesses competitive through business process outsourcing. </li></ul><ul><li>Can make global organizations productive through infocom technology. </li></ul>
  16. 16. Brand India would be : <ul><li>A nation of young talented people. </li></ul><ul><li>A reservoir of food for the world. </li></ul><ul><li>A sea of scientific and technological talent an ocean of professional resources. society that has harnessed technology to transform the quality of life. </li></ul><ul><li>A country that has banished unemployment. </li></ul><ul><li>A leader in the knowledge age. </li></ul><ul><li>In brief, a twenty-first century miracle and a replicable model for all democratic, modern and plural societies. </li></ul>
  17. 17. Strengths <ul><li>India has the brand capital. </li></ul><ul><li>Ours is a country where four-fifths of the population is young. And will continue to be young. </li></ul><ul><li>We have one of the highest arable land acreages in the world. </li></ul><ul><li>Our land is richly endowed with water and sunshine. </li></ul>
  18. 18. Contd…. <ul><li>We are blessed with varied agro climatic zones. </li></ul><ul><li>Our farmers are intelligent and enterprising. </li></ul><ul><li>Our manufacturing is getting competitive. </li></ul><ul><li>Fifteen of the world’s major automobile manufacturers are already sourcing components from India. </li></ul>
  19. 19. But Building Brand India is not an easy enterprise. <ul><li>It demands vision and commitment. </li></ul><ul><li>It requires patience and conviction. </li></ul><ul><li>In the twentieth century, two names have become India’s unique brand ambassadors : Mahatma Gandhi and Mother Teresa. </li></ul><ul><li>Due to them, India has come to be identified for its courage, compassion and charisma. </li></ul><ul><li>But twenty-first century demands new brand ambassadors. </li></ul><ul><li>They should exude commitment to excellence, dynamism and modernity. </li></ul>
  20. 20. What Hampers our Brand India? <ul><li>Lack of administrative expertise </li></ul><ul><li>Illiteracy </li></ul><ul><li>Unemployment </li></ul><ul><li>Corruption </li></ul>
  21. 21. In a nutshell… <ul><li>After having gone through our many strengths and few weaknesses what we need to do is: </li></ul><ul><li>Our India is already a brand, it is poised but to make a mark in the global scenario our countrymen need to put persistent efforts. </li></ul><ul><li>In one word……its time to FLY!!! </li></ul>
  22. 22. Reference : <ul><li>Speech By: </li></ul><ul><li>MUKESH D AMBANI </li></ul><ul><li>( Chairman & MD Reliance Industries) At : Ad Asia 2003 </li></ul>
  23. 23. Phir Bhi Dil Hai Hindustani Thank U