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- 1. An Effort to An Effort to Understand Understand Nation Nation Branding Branding An Indian An Indian Student Executive Roll No 348 PGDPC XIII The Delhi School of Communication © ©
- 2. Concept & Relevance Concept & Relevance • Contribution to the Nation’s Development • Value delivered…? • Scope in the Future..?
- 3. Nature of Nation Nature of Nation Branding Branding • Exciting – Limited theories available – Real world activity is unlimited • Complex – Multiple disciplines – Beyond the conventional branding strategies • Controversial – Highly politicized – Generates opinions and conflicts
- 4. What is a Brand..? What is a Brand..? • Name, Symbol or Design • Identification • Competitive Advantage • Creative Interaction with Environment • Cluster of Strategic Cultural Ideas • Accumulated benefits • Could be a Product or a Service
- 5. Defining a Nation Brand Defining a Nation Brand Unique multi dimensional blend of elements that provide the nation with culturally grounded differentiation and relevance for all its target audiences
- 6. An Ignored Fact An Ignored Fact INPUT BRANDING Marketer’s View BRANDING Customer's View OUTPUT Mental Vision towards Brands Mental Vision towards Brands Intended Thrust Intended Thrust CONFLICT CONFLICT
- 7. Yet Another… Yet Another… Prospective customer Perceptions towards TATA Favorable Price, Finance Options etc Buys a TATA Vehicle Service & Sales Citizen Perceptions towards the Nation Favorable Administrative Systems, Govt. Policies Contributes to the Nation Branding Effort Nation Brand Image Upliftment
- 8. A Successful [Nation] A Successful [Nation] Brand Brand Successful [Nation]Brands exist because the people delivering the Brand act in a manner that reflects promised values
- 9. Key Stakeholders Key Stakeholders • Citizens • Governing Body • Commerce and Non-Commerce - NGO’s etc. • Tourism • Media • All others associated
- 10. Vision Mix Vision Mix • Each stakeholder vision – one vision • Synchronize vision(s) generated • Generate a consensus • Embark it as the Master Vision • Strategizing a Long Term Plan • Advocate and not advertise
- 11. Why Nation Branding ? Why Nation Branding ? • Stimulate inward investments • Boost exports • Talent Attraction – Higher education students – Skilled workers • Currency Stability • Investor confidence
- 12. Hard Facts of Nation Hard Facts of Nation Branding Branding • Internal Competition – Conflicts within States – Conflicts within Districts – Conflicts within Cities – Political turmoil • Reasons to Compete – Grants from the Center – Sponsorships – Development funds – Forward Investments Eg. TATA Nano Journey
- 13. Nation Brand Identity Nation Brand Identity • Multi faceted process • Channeling strands • Focused objectives • Sync with Nation Brand Policy • Controlled inputs • Tourists, Students – No interest in huge info about the Nation
- 14. Identity vs. Image Identity vs. Image • Identity – What a thing, person is – TRUTH • Image – General impression, perception • Identity ~ Image –ve force for Nation brands • Stereotypes, Clichés • Struggle Identity & Image • Hindering Nation’s development
- 15. Deconstructing Nation Brand Deconstructing Nation Brand Identity Identity • Personal Experience • Word of Mouth • Pre existing stereotypes • Performance of National Sport Teams • Political incidents • Portrayals of the nation in Media • Quality of Brands emanating • Behavior of Citizens
- 16. Identity Building Identity Building • No fixed criteria • Narrative Identity Theory • Historical and Cultural Inputs • Poets, Nation Writers, Novelists • No political influence • Synchronized & Unanimous
- 17. Developing IMC for Nation Developing IMC for Nation Branding Branding • Deconstructing the existing Image • Shared by a group of consumers • Target communications – The Stereotype – Level of existence of Image – Urgency to deal with it – Classify Target Group E.g. Online Media for Tourism Branding in India E.g. Online Media for Tourism Branding in India www.incredibleindia.org www.incredibleindia.org www.ruralindia.org www.ruralindia.org
- 18. Nation Brand Identity to Nation Brand Identity to Nation Brand Image Nation Brand Image Nation Brand Identity Communicators of Nation Brand Identity Nation Brand Image History, Language, Political Regime, Sport, Literature, Education, Music Branded Exports, Sporting Achievments,Brand Ambassadors, Government foreign policies, Tourism experience Audiences: Domestic & External Consumers, Inward Investors, Media
- 19. But… But… • Excessive Segmentation – NO ! • Alienation of a Brand @#$% • P-S-C Brands – Yes..if needed • Daunting in case of Nation Brands • Controlled limited access • Organized development of MARCOM
- 20. Positioning of Nation Positioning of Nation Brands Brands • Has always been complicated • Totally in hands of Politicians • No professionals involved • Bland, attract no body
- 22. Liberation through Liberation through Modularity Modularity • Practiced in the field of innovation • Synchronized development of sub systems • Complex Product • Attributes shall be treated distinctly Inward investment agencies, tourism boards etc Inward investment agencies, tourism boards etc that can be designed independently but that can be designed independently but function together as a whole function together as a whole
- 23. … … • All subsystems researched so that; – Differentiability is maintained – Value is created – Suitable commn. efforts
- 24. Nation Brand Equity Nation Brand Equity (N.B.E) (N.B.E) • Brand Equity – Value of the Brand • 2 Basic perspectives • Consumer Perspective – Awareness of a Brand – Image, Quality, Uniqueness etc. • Financial Perspective – Attaching a financial value to the Brand
- 25. Consumer Perspective Consumer Perspective • Differential effect that Brand • Ongoing research to get the insights of the consumers – citizens, investors, tourists etc. • Ignore basic gut feelings like • Such NBEQ’s help get Actual Insights • BRAND IDEAS generated
- 26. … … • Visual Manifestations • Nation Brands ~ Imagery, Iconography – The Flag – The Currency – The Anthem • Ensure encapsulation of the Brand • Effort towards Nation Brand Loyalty
- 27. Citizen Relationship Citizen Relationship Management Management • Need of CRM • Internal & External sets of TG • Cluster Analysis • Maintaining Services Provision Quality Index
- 28. Financial Perspective Financial Perspective • Fixed value in case of PSC Brands • Historic Costs – Investments made so far • Replacement Costs – Cost to create an equivalent brand • Future Earnings • No fixed formula in Nation Brands • Sir Simon Anholt uses ‘Royal Relief Method’
- 29. Iconography Landscape Culture Internal Buy In Support Arts Loyalty Levels Country Image Perceptions External Portrayal Brand Ambassadors Diaspora Branded Exports Nation Brand Equity (NBEQ) EXTERNAL ASSETS INTERNAL ASSETS INNATE INNATE NURTURED NURTURED VICARIOUS VICARIOUS DISSEMINATED DISSEMINATED
- 30. Nation Branding Nation Branding & & Country of Origin Country of Origin Effect Effect Compliment Each Other Compliment Each Other
- 31. COO Effect and COO Effect and Brands Brands • Difference to a Brand because of its origin • Product ~ COO Effect ~ Consumer Perception • All Nation Branding activities effected • Both +ve and –ve impact • Vice – Versa • PSU’s & Private Companies’ joint efforts • Scotch Whisky, Italian Leather etc.
- 32. How…? How…? • Reyka – an Iceland vodka Brand launched in the UK market in 2005 • Proclaimed to be made of the arctic spring water in one of the purest countries in the world • Geothermal way of making it in order to maintain the purity of the nation brand - Iceland • Great brand equity tool for Iceland • Owners - Scotch Whisky Firm William Grant and Sons !
- 33. Not everywhere…! Not everywhere…! • COO Effect not always true • Product category ~ Nation Brand • Calls for in-depth research
- 34. COO Effect & Services COO Effect & Services • Dominant in Service Sector • Especially in Airline Sector • Bias in case of COO Service Brands • 1 Acronym can cause trouble • Increases dependency on Nation Brand
- 35. AMEX & British AMEX & British Airways Airways • AMEX in 2003 – America – Iraq War – Research conducted to find consumer insights – Fortunately no effect – They still believed in the Brand • British Airways – Changed to BA – Because of –ve connotation towards U.K – Result: Publicly berated by the then PM
- 36. Service Brand Acronyms Service Brand Acronyms Acronym Full Name Service Sector HSBC Hong Kong and Shanghai Banking Corporation Finance RBS Royal Bank of Scotland Finance KFC Kentucky Fried Chicken Restaurants BP British Petroleum Energy
- 37. Ethical Issues in Nation Ethical Issues in Nation Branding Branding • All expenses from Public Funds • Vigil, Transparency, Careful allocation • 2 Main Imperatives – Legitimacy of applying Nation Brand Techniques – Deciding the core Nation Brand Ideas
- 38. Legitimacy Legitimacy • Dire need to get PSU’s and Private players • Socially & Politically adapted activity • Should a Nation be considered as a Brand..? • Who will be the Brand Manager then…? – Politicians (Lack Managerial Skills) – Marketing Professionals..? (Lack Democratic Mandate)
- 40. Is Brand Acceptable..? Is Brand Acceptable..? • Rejections in comparing a Nation as a Brand • Brand Management Techniques • Brand ~ Reputation like words • No commercialization of the nation • Promotion with the protection of diversity
- 41. Pragmatic Challenges Pragmatic Challenges • Managerial Challenges to be addressed; –Extent of Stakeholder Participation • Inclusiveness Approach –Ideal State (FIST Approach) –Actual State (Domain Specific) – Co-ordination of Nation Branding touch points – Developing a coherent Nation Brand Arch. – Highly politicized nature of Nation Branding
- 42. Extent of Stakeholder Extent of Stakeholder Participation Participation Ideal State – Fully Inclusive Stakeholder Approach (FIST) – Government is the Key Stakeholder – Political independence – Visionary approach for Nation Branding – Nation Branding Council – Independent of present and future governments
- 43. GOVERNMENT Public Sector Organizations Public Sector Organizations Private Sector Organizations Private Sector Organizations Citizen s Citizen s Tourism Boards Inward Investment And Economic Development Agencies Tourism Boards Inward Investment And Economic Development Agencies Trade Investments, Chambers of Commerce, PSC Brands Trade Investments, Chambers of Commerce, PSC Brands Not for Profit Organizations Diaspora Not for Profit Organizations Diaspora
- 44. … … Actual State – 100 percent inclusiveness not necessary – Domain specific positioning – Domain specific campaigning – Programme specific inclusiveness
- 45. Suggested Models Suggested Models • Strategic Analysis Model • Sequential Category Flow Model • N.B.A Model
- 46. Strategic Analysis Strategic Analysis Model Model • Where are we today..? • Where would be like to be…? • How do we get there…? – Internal Analysis – External Analysis
- 47. Internal Analysis Internal Analysis • Capabilities of a Nation • Deep sectoral analysis • Scope for Internal Competition • Develop action points • Generate Nation Brand Ideas
- 48. Quadra-Dimensional Quadra-Dimensional • Tourism • FDI (Foreign Direct Investments) • Export Promotion • Talent Attraction
- 49. External Analysis External Analysis • Competition and Environment Analysis • Over the same 4 Dimensions – Strengths – Weaknesses – Strategic Goals – Current Strategies
- 50. Category Flow Model Category Flow Model • Sequential Flow • 3 Major stages; – Antecedents – Properties – Consequences • Properties ensures justified treatment of Antecedents • Encapsulation through Branding, Zeitgeist
- 52. Antecedents Antecedents Anticipation – Before any conscious nation branding efforts – Superficial Stereotypes – Pre-Existing opinions, Perceptions – Experiences from Nation’s Products – Could be false, Isolated experience(s) – True essence of Nation not revealed
- 53. Properties Properties Complexity • All Uncontrollable factors • Eg. Political Situations, Wars, Behavior of Prominent Citizens etc. • Their impact on the Nation Brand Managing Diversity • Challenge to develop target communication • CRM to tackle with various segments
- 54. … … Urban – Rural Dichotomy • Bridging the gaps to generate action points • No particular dominance in the Nation’s positioning Cultural Expressiveness • Encompasses Cultural elements • Arts, Language, History, Landscape • Otherwise just a commercially driven Branding • Engages the Stakeholders also
- 55. Vehicles of Cultural Vehicles of Cultural Expressiveness Expressiveness Nation Arts Organization Activities France French Institute French Language classes, Programmes of French Films, Multi Media Libraries etc. United Kingdom British Council Connects people with learning opportunities in U.K to build lasting relationships.
- 56. Encapsulation of the Encapsulation of the Two Two • Redefining the Nation Brand • Integrating Culture with Diversity – Through Branding Strategies – Treatment – Explicit Branding Techniques – Removes off false essence – Ensures a multifaceted Nation Brand – Requires exceeding knowledge of the Nation’s Culture • Generates ‘Brand Values’
- 57. Engagement Engagement • Inclusiveness & Exemplars – Next step after Strategizing – Involvement is very necessary – Wide range of Stakeholder addressed – Sustain the ‘Nation Brand’ – Testimonials – Sustain Citizenry's trust – Transparency – Public Funds being used – Adds success to the Nation Brand Movement
- 58. Nation Brand Architecture Nation Brand Architecture Model Model • Major pragmatic challenge • Designing a suitable B.A.M • 3 Basic PSC Brand Portfolios – Monolithic – Endorsed – Branded
- 59. MONOLITHIC ENDORSED BRANDED Single Dominant Corporate Umbrella Brand Creates uniform, powerful & consistent image all over Poor performance of a sub brand affects others also Individual brands names have their own identity, but are clearly endorsed by the parent brand Benefits of the Parent Brand as well as own identity Positioning should be in sync with Parent Brand’s Each individual brand stands independently Parent Brand is not at all visible Maximum potential to be a clearly differentiated brand
- 60. N.B.A.M – Mix of all the N.B.A.M – Mix of all the 3 3
- 62. An Effort to Understand Nation Branding in Our Country
- 63. Welcome to India Welcome to India
- 64. Current Nation Branding Current Nation Branding Platforms Platforms 1. Tourism 2. Foreign Direct Investments 3. Talent Attraction 4. Short Run Campaigns 5. Some other stories 6. The COO Effect 7. Media
- 65. Tourism Tourism
- 66. Incredible India Ad Incredible India Ad Atithi Devoh Bhavah Ads Atithi Devoh Bhavah Ads
- 68. Explore Rural India Explore Rural India
- 69. Tourism Awards 2007-08 Tourism Awards 2007-08
- 70. Criticism Criticism Incredible India • Campaign launched in 2005 • Mrs. Ambika Soni, Ministry of Culture • Belongs to I.N.C (Indian National Congress) • No work from 2005-09 • Re-launched in 2009 – Commonwealth 2010
- 71. … … Atithidevobhavah • Launched in January 2009 • Amir Khan signed for the Brand Ambassadorship for Tourism in March 2005 Rural India • Launched in February 2009 • No specific need
- 72. … … Tourism Awards • Presented in March 2009 Visit India 2009 • Value for Money Deals • Launched in March 2009
- 73. Short Run Campaigns Short Run Campaigns
- 74. Bharat Nirman Ad Bharat Nirman Ad
- 76. That’s all they did…! That’s all they did…! Bharat Nirman • Total Ad spend: Rs 200 Crores • Airtime used: More than 1 Million Seconds • Print Space used: 800 Column Centimeters
- 78. The Agency Fight… The Agency Fight…
- 80. Some Other Stories Some Other Stories
- 81. W hy Spare the Commonwealth…? Aaam Aadmi ka Paisa
- 83. Slumdog ABC News Now Slumdog ABC News Now
- 84. Slumdog Wishes Lok Sabha Video Slumdog Wishes Lok Sabha Video
- 86. Congress Jai Ho Campaign Congress Jai Ho Campaign
- 87. They did not even spare They did not even spare Gandhi ji ! Gandhi ji !
- 89. The Role of Media The Role of Media • Very positive inputs • Ensured inclusiveness • Involvement of all the Stakeholders • Raised Motivational levels • But why only 2 English Dailies..? – Times of India – Hindustan Times
- 90. How Lead India Inspires us…? How Lead India Inspires us…?
- 91. The Lead India Story Till Date The Lead India Story Till Date
- 93. Hindustan Times joins… Hindustan Times joins…
- 94. Indian Can Indian Can 200 200 9 9 India India Will Will
- 95. Also Also … … 4 Lac Registrations 80% Brand Recall for TATA Tea 2,64,472 people voiced opinions for ‘Idea – for the people, by the people’ A recent ‘Good Purpose’ study by Edeiman a multinational PR firm says 90% Indians prefer buying socially responsible brands.
- 96. Vs. General Elections 2009 costlier than what Obama and others spent in the American presidential race in 2008, the costliest elections ever there, spread over an year than months in case of our elections. A total of 71 Crores 40 Lac Voters have been already enlisted while America had a total of 13 Crores voters.
- 97. India & COO Effect India & COO Effect • Export Promotion Councils • Remove budget constraints • Leverage to buy – in & buy-out members • Classifying member companies • Allowance for Nation Branding on Products • Only on deserving quality • Increase in competition within the members
- 98. Brands that have India video Brands that have India video
- 99. Hyundai I 10 Launch Ad Hyundai I 10 Launch Ad
- 101. My suggestions to Brand My suggestions to Brand India India • Nation Branding Council • F.I.S.I Actual State Stakeholder Approach • CRM Approach • COO Effect Implementation • The India Brand Agency and not
- 102. The Research The Research • Qualitative Research • Open ended questions • 50 Respondents • No specific target group – Any Indian • Brand Architecture methodology used
- 103. Some Stats Some Stats • Awareness of the Term – 78% – Positioning India as a Brand – 96% – Creating a Buzz in the Global Platform – 3% – Strategizing the Policies of the Nation – 1% • India as a Brand – 100% • Incredible India – Highest Recall
- 104. Brand Image Inventory Brand Image Inventory Total Recall Total Recall
- 106. If India was a Car… If India was a Car… Strength & Power Family’s 1st Car Made in India, Sent abroad Still Changing, better than before
- 107. Current Newspaper Current Newspaper Headline Headline Jagrat Bharat Emerging Power of the World India Can, India Will India – powerhouse of potential
- 108. Headline 5 years from Headline 5 years from now… now… India makes it to the list of developed countries India Leads, India Wins India is now a superpower India – 1950 – 2015 – A journey
- 109. Brand Appreciation Brand Appreciation Culture & Traditions Unity in Diversity Independent Nation Freedom to Media Poverty Population Corruption Terrorist Attacks
- 110. Video for conclusion Video for conclusion
- 111. Acknowledgments Acknowledgments • Almighty – Lord Radha Krishna • My Guruji • My Parents • Sir Simon Anholt – Father of Nation Branding • Sir Keith Dinnie – Author, Nation Branding • Prof. Ramola Kumar, Dean, DSC • Prof. Anupama Mohan • Bhakti & Namrita
- 112. … … • Anubhav & Nitish • PGDPC XIII • PGDPC XIV • The DSC Family
- 113. Thank You Thank You Nation Though this thesis comes to an end here; But an effort has to begin from here…