Thesis on national branding
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Thesis Presentation on Nation Branding, presented by Akshay Alagh, Student Executive, The Delhi School of Communication
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Thesis on national branding
- 1. An Effort to Understand Nation © Branding An Indian Student Executive Roll No 348 PGDPC XIII The Delhi School of Communication
- 2. Concept & Relevance • Contribution to the Nation’s Development • Value delivered…? • Scope in the Future..?
- 3. Nature of Nation 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..? • 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 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 BRANDING BRANDING Marketer’s View Customer's View OUTPUT INPUT Mental Vision Mental Vision Intended Thrust Intended Thrust CONFLICT CONFLICT towards Brands towards Brands
- 7. Nation Brand Yet Another… Image Upliftment Service & Sales Contributes to the Buys a TATA Nation Branding Effort Vehicle Favorable Administrative Systems, Govt. Policies Favorable Price, Perceptions PerceptionsFinance Options etc towards towards the TATA Prospective Nation customer Citizen
- 8. A Successful [Nation] Brand Successful [Nation]Brands exist because the people delivering the Brand act in a manner that reflects promised values
- 9. Key Stakeholders • Citizens • Governing Body • Commerce and Non-Commerce - NGO’s etc. • Tourism • Media • All others associated
- 10. 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 ? • Stimulate inward investments • Boost exports • Talent Attraction – Higher education students – Skilled workers • Currency Stability • Investor confidence
- 12. Hard Facts of Nation • 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 • 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 – 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 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 • No fixed criteria • Narrative Identity Theory • Historical and Cultural Inputs • Poets, Nation Writers, Novelists • No political influence • Synchronized & Unanimous
- 17. Developing IMC for Nation 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 www.incredibleindia.org www.ruralindia.org
- 18. Nation Brand Identity to Nation Brand Image Nation Brand History, Language, Political Regime, Identity Sport, Literature, Education, Music Branded Exports, Sporting Communicators Achievments,Brand Ambassadors, of Nation Brand Government foreign policies, Identity Tourism experience Audiences: Domestic & External Nation Consumers, Inward Investors, Media Brand Image
- 19. 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 Brands • Has always been complicated • Totally in hands of Politicians • No professionals involved • Bland, attract no body
- 22. Liberation through 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 that can be designed independently but function together as a whole
- 23. … • All subsystems researched so that; – Differentiability is maintained – Value is created – Suitable commn. efforts
- 24. Nation Brand Equity (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 • 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 Management • Need of CRM • Internal & External sets of TG • Cluster Analysis • Maintaining Services Provision Quality Index
- 28. 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. INTERNAL ASSETS INNATE INNATE NURTURED NURTURED Iconography Internal Buy In Nation Brand Support Arts Landscape Culture Equity Loyalty Levels (NBEQ) Brand Country Image Ambassadors Perceptions Diaspora External Portrayal Branded Exports VICARIOUS VICARIOUS DISSEMINATED DISSEMINATED EXTERNAL ASSETS
- 30. Nation Branding & Country of Origin Effect Compliment Each Other
- 31. COO Effect and 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…? • 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…! • COO Effect not always true • Product category ~ Nation Brand • Calls for in-depth research
- 34. 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 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 Acronym Full Name Service Sector HSBC Hong Kong and Shanghai Finance Banking Corporation RBS Royal Bank of Scotland Finance KFC Kentucky Fried Chicken Restaurants BP British Petroleum Energy
- 37. Ethical Issues in Nation 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 • 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..? • 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 • 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 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 Public Sector Private Sector Private Sector Citizen Citizen Organizations Organizations Organizations Organizations s s Tourism Boards Tourism Boards Trade Trade Not for Profit Not for Profit Inward Inward Investments, Investments, Organizations Organizations Investment Investment Chambers of Chambers of Diaspora Diaspora And Economic And Economic Commerce, Commerce, Development Development PSC Brands PSC Brands Agencies Agencies
- 44. … Actual State – 100 percent inclusiveness not necessary – Domain specific positioning – Domain specific campaigning – Programme specific inclusiveness
- 45. Suggested Models • Strategic Analysis Model • Sequential Category Flow Model • N.B.A Model
- 46. Strategic Analysis Model • Where are we today..? • Where would be like to be…? • How do we get there…? – Internal Analysis – External Analysis
- 47. Internal Analysis • Capabilities of a Nation • Deep sectoral analysis • Scope for Internal Competition • Develop action points • Generate Nation Brand Ideas
- 48. Quadra-Dimensional • Tourism • FDI (Foreign Direct Investments) • Export Promotion • Talent Attraction
- 49. External Analysis • Competition and Environment Analysis • Over the same 4 Dimensions – Strengths – Weaknesses – Strategic Goals – Current Strategies
- 50. Category Flow Model • Sequential Flow • 3 Major stages; – Antecedents – Properties – Consequences • Properties ensures justified treatment of Antecedents • Encapsulation through Branding, Zeitgeist
- 51. ANTECEDANTS Anticipation PROPERTIES Cultural Complexity Encapsulation Expressiveness Encapsulation CONSEQUENCES Engagement
- 52. 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 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 Expressiveness Nation Arts Organization Activities French Language classes, Programmes France French Institute of French Films, Multi Media Libraries etc. Connects people with United learning opportunities British Council Kingdom in U.K to build lasting relationships.
- 56. Encapsulation of the 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 • 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 Model • Major pragmatic challenge • Designing a suitable B.A.M • 3 Basic PSC Brand Portfolios – Monolithic – Endorsed – Branded
- 59. MONOLITHIC 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 theirENDORSED 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 BRANDED 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 3
- 61. Nation Brand Umbrella Brand Tourism FDI’s Endorsed Exports Sports Brands Regions National Sector Products Team Specific Cities Services Lakes Clubs Standalone Brands
- 62. An Effort to Understand Nation Branding in Our Country
- 63. Welcome to India
- 64. Current Nation Branding 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
- 66. Incredible India Ad Atithi Devoh Bhavah Ads
- 70. 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
- 74. Bharat Nirman Ad
- 76. 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
- 81. y …? mi ka he alth d h et W ar p mon a we m Aa S m a o A C isa Pa
- 83. Slumdog ABC News Now
- 84. Slumdog Wishes Lok Sabha Video
- 86. Congress Jai Ho Campaign
- 87. They did not even spare Gandhi ji !
- 89. 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…?
- 91. The Lead India Story Till Date
- 94. Indian Can 200 9 India Will
- 95. 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 • 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
- 99. H yundai I 10 Launch Ad
- 100. Bharti Film
- 101. My suggestions to Brand 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 • Qualitative Research • Open ended questions • 50 Respondents • No specific target group – Any Indian • Brand Architecture methodology used
- 103. 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 Total Recall
- 105. Surface Expressions Terrorism Terrorism A.R A.R Rahman Rahman Population Population Amitabh Amitabh Bachchan Bachchan Developing Developing Rahul Rahul Gandhi Gandhi Poverty Poverty Sachin Sachin Culture Culture Tendulkar Tendulkar Sonia Sonia Gandhi Gandhi
- 106. If India was a Car… Family’s 1st Car Strength & Power Made in India, Sent abroad Still Changing, better than before
- 107. Current Newspaper Headline Jagrat Bharat Emerging Power of the World India Can, India Will India – powerhouse of potential
- 108. Headline 5 years from 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 Culture & Traditions Poverty Unity in Diversity Population Independent Nation Corruption Freedom to Media Terrorist Attacks
- 110. Video for conclusion
- 111. 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 Though this thesis comes to an end here; But an effort has to begin from here… Nation