BRANDING INDIA Branding India Consortium 2007 Professor Kevin

BRANDING INDIA Branding India Consortium 2007 Professor Kevin Lane Keller Tuck School of Business Dartmouth College 1

Brand India n Countries are brands just like products, services, organizations n n n Have associations and images Set expectations Affect perceptions and behavior 2

Building Brand India n Every contact point – direct and indirect – affects the brand image of India n n What people read, hear, see, experience etc. Often the image of country can be influenced by a strong brand that achieves global leadership & prominence n Business – top company brand n n n Finland – Nokia Korea – Samsung Tourism – famous person brand n Australia – Paul Hogan (“Crocodile Dundee”) 3

Brand India’s Position n Brand positioning is about how people think about a brand with respect to other brands n n Can easily apply to countries 4 key components to a superior brand positioning n n Competitive frame of reference Points-of-parity Points-of-difference Brand mantra 4

India Brand Positioning Components n Competitive frame of reference n n Points-of-difference n n Developing countries Asian countries China Talented, abundant work force Points-of-parity n Infrastructure n n Power, roads, distribution, retailing Brand mantra 5

India Brand Positioning & Tourism n Can apply positioning concepts to India tourism n n n POD’s in unique scenery, people & experiences POP’s in luxury hotels & efficient travel infrastructure Tourism can help to build awareness & image of India as business destination n Spain – post Barcelona Olympics 6

Building Brand India: Summary n “Bottom-up approach” n n Adopting best marketing practices will ensure that strong brands are built Building strong brands takes patience and hard work n But the results are enormous 7