Development of a Nation Branding Policy Framework (Partial - Chapter 5 Remove...Rohan Wright
Rohan Wright | Contact: https://about.me/rohankw
Note: Chapter 5 of this document has been removed for upload, please request copy at rohankw at live dot com. Thank you.
Developing a Nation Branding Policy Framework
Public policy theory has long focused on economic and political means of attracting investments to improve social welfare and meet the needs of its people. Over the decades, governments have mobilized resources and exploited assets in an effort to boost exports, attract resources and amass geopolitical influence. Today, governments are exploring new forms of capital that can be exploited to meet their development needs; one such is a nation brand.
While its origins can be traced to the marketing school, nation branding is now a rapidly developing concept in the policy school. For a time, policy makers remained skeptical that the principles of marketing could be translated to the domain of public policy to help solve some of government’s greatest development concerns. Now, a number of governments have bought into the idea and they acknowledge this approach as a viable alternative to traditional investment and resource solicitation methods. But the scope and definition of the term is vague and the exact process and mechanisms for developing a nation brand is unclear.
To resolve this concern, the marketing practices of nation branding must be integrated with the theories of the policy implementation process. Using data triangulation, and several case studies, this research explores the practices and prescriptions of nation branding and their overlap with the policy process. This research proves that only governments have the authority and legitimacy to launch a nation branding program and that a sustained amount of concerted action on the part of the nation, from micro-level institutions such as the population and the Diaspora to macro-level institutions such as Ministries and other public institutions is not only essential but imperative. The framework developed by this research demonstrates the intersection of marketing and public policy theory and highlights the implications of policy and public institutions on the branding process. The framework is an 8-phase implementation plan, with 24 activities and 4 sub-activities that prescribe the methods for governments to cultivate and maintain a positive and sustainable nation brand.
Nation Branding, Policy, Implementation, Framework, Place Branding,
Research Proposal: A Case Study in Nation bBrandingSheryl-Ann Thomas
Presented at the International Academy of Business Disciplines 2013 Conference in Atlanta, Georgia.
After in depth research, an information gap has been identified for a marketing communications driven nation branding strategy for Jamaica.
Development of a Nation Branding Policy Framework (Partial - Chapter 5 Remove...Rohan Wright
Rohan Wright | Contact: https://about.me/rohankw
Note: Chapter 5 of this document has been removed for upload, please request copy at rohankw at live dot com. Thank you.
Developing a Nation Branding Policy Framework
Public policy theory has long focused on economic and political means of attracting investments to improve social welfare and meet the needs of its people. Over the decades, governments have mobilized resources and exploited assets in an effort to boost exports, attract resources and amass geopolitical influence. Today, governments are exploring new forms of capital that can be exploited to meet their development needs; one such is a nation brand.
While its origins can be traced to the marketing school, nation branding is now a rapidly developing concept in the policy school. For a time, policy makers remained skeptical that the principles of marketing could be translated to the domain of public policy to help solve some of government’s greatest development concerns. Now, a number of governments have bought into the idea and they acknowledge this approach as a viable alternative to traditional investment and resource solicitation methods. But the scope and definition of the term is vague and the exact process and mechanisms for developing a nation brand is unclear.
To resolve this concern, the marketing practices of nation branding must be integrated with the theories of the policy implementation process. Using data triangulation, and several case studies, this research explores the practices and prescriptions of nation branding and their overlap with the policy process. This research proves that only governments have the authority and legitimacy to launch a nation branding program and that a sustained amount of concerted action on the part of the nation, from micro-level institutions such as the population and the Diaspora to macro-level institutions such as Ministries and other public institutions is not only essential but imperative. The framework developed by this research demonstrates the intersection of marketing and public policy theory and highlights the implications of policy and public institutions on the branding process. The framework is an 8-phase implementation plan, with 24 activities and 4 sub-activities that prescribe the methods for governments to cultivate and maintain a positive and sustainable nation brand.
Nation Branding, Policy, Implementation, Framework, Place Branding,
Research Proposal: A Case Study in Nation bBrandingSheryl-Ann Thomas
Presented at the International Academy of Business Disciplines 2013 Conference in Atlanta, Georgia.
After in depth research, an information gap has been identified for a marketing communications driven nation branding strategy for Jamaica.
Learn from top global experts from strategic branding firm Siegel+Gale in a free webinar as they share their insights on how brands create and deliver messages and experiences across the globe, while protecting the brand as it grows.
The webinar will cover:
+ Why understanding the true drivers of customer choice across markets is essential to positioning a brand for success
+ How to accommodate local markets, which despite globalization continue to behave in their own unique way
+ What are the best practices for the technical side of global brand management, which requires a strategic and cost-conscious approach to creating and managing global trademarks, linguistics, and URL negotiations
+ How global brands are creating customer experiences that tell the story in a local voice, both online and offline
An introduction to branding and the paradox brand managers face between globalisation and localisation when internationalising. A brand is a friend and you should treat it as one.
La presentazione della dott.ssa Panajia tratta del Global Branding, dei relativi rischi e opportunità che un’impresa transnazionale (Transnational company) incontra nella sua gestione.
e-commerce102.com open group discussion for Asean Integration China- Philippines, goods and merchandise importations, preparing for its finalization 2015 Free Trade Agreement.
To take advantage of AEC you have to give consideration with the (ATIGA-CODES).
HONG-KONG TRADE AS PART OF CHINA E-commerce Philippines.
Rate of Duty Sample Computations
Traffic Free Trade.
SHARING SOME OF THE SLIDES PART OF THE DISCUSSION -
IF YOU ARE PRESENT DURING THE DISCUSSION AT SWEET SPOT YOU ARE SUPPOSED TO GET THE COMPLETE SET -- email me at madam@sendmaillogistic.com for your copy or use the comment box to inform Ecom102.
Coverage of the event - http://bit.ly/1HDxe0o
Learn from top global experts from strategic branding firm Siegel+Gale in a free webinar as they share their insights on how brands create and deliver messages and experiences across the globe, while protecting the brand as it grows.
The webinar will cover:
+ Why understanding the true drivers of customer choice across markets is essential to positioning a brand for success
+ How to accommodate local markets, which despite globalization continue to behave in their own unique way
+ What are the best practices for the technical side of global brand management, which requires a strategic and cost-conscious approach to creating and managing global trademarks, linguistics, and URL negotiations
+ How global brands are creating customer experiences that tell the story in a local voice, both online and offline
An introduction to branding and the paradox brand managers face between globalisation and localisation when internationalising. A brand is a friend and you should treat it as one.
La presentazione della dott.ssa Panajia tratta del Global Branding, dei relativi rischi e opportunità che un’impresa transnazionale (Transnational company) incontra nella sua gestione.
e-commerce102.com open group discussion for Asean Integration China- Philippines, goods and merchandise importations, preparing for its finalization 2015 Free Trade Agreement.
To take advantage of AEC you have to give consideration with the (ATIGA-CODES).
HONG-KONG TRADE AS PART OF CHINA E-commerce Philippines.
Rate of Duty Sample Computations
Traffic Free Trade.
SHARING SOME OF THE SLIDES PART OF THE DISCUSSION -
IF YOU ARE PRESENT DURING THE DISCUSSION AT SWEET SPOT YOU ARE SUPPOSED TO GET THE COMPLETE SET -- email me at madam@sendmaillogistic.com for your copy or use the comment box to inform Ecom102.
Coverage of the event - http://bit.ly/1HDxe0o
Brand Positioning is the most important term in the area of branding. Making position of company either leader, Challenger, Nicher, & almost at all distinctive qualities are prime part of business in any company.
Being the Marketing head of JR Infotech , a trusted company in internet solution & web based solution we strictly follow this practice at high level & it is due to this now we consider it as most innovative comapany in website & internet solution.
regards
Rajesh Kumar
Marketing Head
JR Infotech
www.jrinfotech.com
Prof: IMT-CDL(DIMS)
Introduction to Brand Management. What are Brands? Why are they important to customers and firms? How do you create a brand? What are the important brand metrics?
The Pixel Lab 2015 | It's all about the money - Nuno Bernardo power to the pixel
Well, not really. But if you want to be truly independent in your art and craft, you need to establish a business model that works for you and your company. Even in a world where audiences spend more time online than watching TV, financing digital and cross-media content is still a challenge.
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According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
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This article provides a comprehensive guide on how to
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
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Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
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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
Intended Thrust CONFLICT 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
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
21.
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 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 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)
39.
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 Private Sector
Citizen
Organizations Organizations
s
Tourism Boards Trade Not for Profit
Inward Investments, Organizations
Investment Chambers of Diaspora
And Economic Commerce,
Development PSC Brands
Agencies
44. …
Actual State
– 100 percent inclusiveness not necessary
– Domain specific positioning
– Domain specific campaigning
– Programme specific inclusiveness
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
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
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
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
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
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
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
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
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
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