This document discusses digital media branding. It provides information on brand positioning, image strategy development, and copy decision making. It notes that digital marketing spend in India is growing but still much lower than print and TV. The objectives are to understand essential branding ingredients, the product manager's role in digital marketing, how digital marketing affects brand positioning, and how to revamp the "Incredible India" brand using new media tools.

1. Digital Media Branding
Harsha Salunke 77
Swapnil Gaikwad 60

2. Various aspects
 Brand position
 Brand image strategy development
 Persuasion & attitudinal changes through
appropriate copy development
 Copy decision
 Creation and production of copy

3. Digital marketing in India
• Due innovation in Digital marketing and a strong, direct
relationship with consumers is increasing successful brand
building and sales in India
• There are 375 million internet users in India . However,
compared to the $100 million (Rs 400 crore) of digital
marketing spend in India, print and TV ad spends are way
higher at Rs 17,000 crores, which is 40 times that of digital ad
spends.

4. Objective Of Study
• What are the essential ingredients of Branding
• What are the various roles of an Product Manager in Digital
Marketing?
• Role of digital marketing in tadays brand positioning concept
• How does copy decision affects brand positioning strategies in
digital marketing

6. Brand positioning
• Brand positioning refers to “target consumers” reason to buy your
brand in preference to others.
 Brand positioning must make sure that:
• Must be unique/distinctive vs. competitors
• Must be significant and encouraging to the niche market
• Must be appropriate to all major geographic markets and businesses
• Must be the proposition validated with unique, appropriate and original
products
• Must be sustainable - can it be delivered constantly across all points of
contact with the consumer
• Must be helpful for organization to achieve its financial goals

7. Brand Image
• It is a set of beliefs held about a specific brand.
• Quality, Wealth, Power, Influence, Class

8. Brand image development strategy
• Step 1: Set yourself apart.
• Step 2: Know your target customer
• Step 3: Develop a personality

10. Incredible India
• The first marketing initiative of its kind,
Incredible India was conceptualized in
2002 .
• The primary objective of this branding
exercise was to create a distinctive identity
for the country.

11. The campaign successfully established
India as a high-end tourist destination,
generating a 16% increase in tourist traffic
in the first year.

12. • Incredible India focus on TV ad campaign.
• Appointed agencies for online campaigns
and Digital marketing.
• The Incredible India campaign is being
shown on major European channels to attract
the world's eye.
• The advertisement also appears in the in-
flight magazines of all major international
carriers.
• It has won the World Travel Award 2009 for
being the best campaign of the year.

13.  To Revamp the Brand “Incredible India”
using New Media Tools.
 Hence to increase the Visibility and Reach
of Incredible India amongst its users.
OBJECTIVE