2. OVERVIEW OF TOPIC
DEFINITION BRANDING OF NATIONS
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NEED TO BRAND A NATION
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FACTORS INFLUENCING NATIONS AS
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BRAND
METHODOLOGY FOR BRANDING NATIONS
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STAKEHOLDERS
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FOCUS: BR AND INDIA
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3. DEFINITIONS:
BRANDING :
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Branding is the way in which an organization
communicates, di fferentiates and symbolizes itself to all
of its audiences.
BRANDING OF NATI ONS:
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Establishment of an image (internally and externally) f or
a country based on positive and relevant values and
perceptions.
Emphasizing the image when promoting trade, tourism
and inward investments
4. NEED TO BR AND A NATION
Foreign Dir ect Investment (FDI ) :
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China is a model country for nations to emulate growth by FDI.
Global Image and P artnership :
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Invitation of India in G-5 submit, Formation of BRICS alliance, etc.
Revenue Gener ation :
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Nation as a brand is the trigger for people to identify brands. Made
in Japan - depicts quality, etc.
Tourism :
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Tourism requires branding of nations and is becoming revenue
generator. eg: Malaysia- Truly Asia .
5. BRANDING OF NATIONS - FACTORS
GOVERNMENT INVOLVEMENT & REGULATIONS:
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Well framed policies act as an incentive for the investment.
LEGAL ISSUES:
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Legal framework acts as a defining factor for the nations inviting
FDI.
AVAILABILITY OF SKILLED LABOR FORCE:
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Rate and Quality of labor directly affects the bottom-line of the
organization.
6. BRANDING OF NATIONS - FACTORS
PROXIMITY TO T ARGET MARKETS:
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Closer the organization to the target market better is their
growth.
COUNTRY INFRASTRUCTURE:
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Better Infrastructure helps both investors and the tourists to
make the most of the facilities available.
POLITICAL RISK:
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Security issues have made several investors alert. Incidents
like 9/11 and 7/11 have brought this factor at the third spot in
terms of the most influential factors affecting investment.
7. METHODS OF BR ANDING NATIONS
REDEFINING POLICIES/ GOVERNANCE :
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China made rapid progress since 1970s when it opened it s
economy and allowed FDI.
HOSTING OF SPORTS EVENTS:
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Olympics were held in Tokyo in 1964 which helped Japan to
hoist itself into league of major nations and leaders in Asia.
INNOVATION, TECHNOLOGY:
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US is known for it s technological development and
innovation. Hence, its products are widely acclaimed.
8. METHODS OF BR ANDING NATIONS
(Contd..)
PERSONALITIES:
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Nelson Mandela, a famous figure for his fight for aparthei d, helped in
branding South Afric a.
MILLITARY MIGHT:
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Since ages military might has been used to mark et nations and its products.
IMMIGRANTS : Jews in U.S. have played a very si gnificant role in branding
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of Israel.
HISTORY AND CULTURE :
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Egypt has used its ancient pyramids to showcase itself as a brand.
9. STAKEHOLDERS
GOVERNM ENT:
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Formulation of policies, addressing law and order problems and
ascertaining general economic well-being.
CORPOR ATE WORLD:
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It has a major stock associated, it s image and hence
marketability depends on brand value of it s country. Similarly,
corporate perf ormance too forms a nation s brand.
PEOPLE:
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The people and their skill-set determine the way nation performs.
INVESTORS:
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The investors require a harmonic situation to invest in the
country.
12. BRAND INDIA
Every century had a
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leader with 19 th Century
belonging to British due
to their military might, 20 th
Century to Americans
due to their
innovativeness and R&D
but the future holds for us
The Brand India .
13. SWOT-PEST ANALYSIS:
India's Brand Image
India's Brand Equity
S Strengths
Technologies
Cost structures
W Weaknesses
Infrastructure
Distribution Channels
O Opportunities
Value Chain
Natural Resources
T Threats
Focus Country markets
WTO
P Political
Trade Blocks
Tarriff & Non-Tarriff Bariers
E Economic
Environmental Laws
IPRs / Trade Marks/ Patents
S Social
Labour Laws
Global R&D Initiatives
T Technology
14. BRANDING INDI A - FACTORS
REDEFINING POLICIES
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In July 1991, the new
Government under the
guidance of Dr.
Manmohan Singh as the
Finance Minister had
initiated structural reforms
popularly known as
Liberalization .
15. BRANDING INDI A - FACTORS
HISTORICAL ASPECTS
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¨ Cradle of Education . E.g.
Nalanda University,
Decimal System, etc.
¨ India had trade links since
ancient age with countries
like Cambodia, Iran, Egypt,
Europe, etc.
¨ Known as Golden Bird in
16th century.
16. BRANDING INDIA - FACTORS
LITERATURE:
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¨ Most ancient and most vast
literature.
¨ Significant contribution to
literature.
¨ Indian laureates are
respected throughout the
world.
17. BRANDING INDI A - FACTORS
SPIRITUALITY
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¨ Religions flourished like
Hinduism, Jainism,
Buddhism; which is still
followed in many countries.
¨ People from all over the
World come here seeking
Nirvana.
¨ Globalization of spirituality
removing barriers of
religion.
20. BRANDING INDIA - FACTORS
LOCATIONAL
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ADVANTAGE:
¨ Big sea-coast
¨ Demographic
advantage
¨ Strategically located
Middle East, South
East Asia, Af rica, etc.
21. BRANDING INDIA - FACTORS
BOLLYWOOD
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¨ Indian films are acclaimed
across the globe, second
largest film industry.
¨ India is positioning itself
as an alternative to
Hollywood.
¨ They depict Indian
culture, enhancing
brand.
22. BRANDING INDIA - FACTORS
SPORTS EVENTS &
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PERSONALITIES:
¨ Organizing sports
events in order to
showcase the nation.
¨ Indian sports-persons
are brand ambassadors
of India and represent
the country.
23. BRANDING INDIA - FACTORS
HEALTH TOURISM
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& AYURVEDA:
¨ The three body, mind
and soul are like a tripod,
the world stand by their
combination; in them
everything abides
¨ Less expensive treatment
in India.
¨ Authentic as it has been
practiced since 6000 years.
24. BRANDING INDIA - FACTORS
TOURISM:
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¨ Indian tourism sector is
gathering momentum and
is set to have not only large
numbers of foreign tourists
but also make a big share
in the country s GDP.
¨ Current contribution:6%
¨ Amount : $1,780Mn
¨ Several historical
monuments and Scenic
beauty are the USP.
25. BRANDING INDIA - FACTORS
NRI
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¨ Play an important role
in lobbying for India.
¨ Helps in bringing foreign
policies.
R&D
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Now, INDIA is becoming a
global hub of research
and development.
26. BRANDING INDIA - FACTORS
OTHERS:
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¨ SEZs New branding
tool to draw interest.
¨ Legal framework
India has most
reasonable law.
¨ Vast demographic
advantage in context
of English speaking,
Tech-savvy youth
population
28. INDIA Success Story & Future
According to an estimate, India's KPO market wi ll grow
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to US$ 12 billion by f iscal 2010 from the existing US$
720 million.
According to a CII -McKinsey report, manuf acturing
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exports from India are
likely to grow to US$ 300 billion in 2015.
quot;FDI will continue to be encouraged and actively sought,
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particularly in the areas of infrastructure, high technology
and exports.quot;
-P. Chidambaram, Finance Minister, Government of India
29. INDIA Success Story & Future
India s reserves have gro wn exponentially f rom a mere
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US$ 1 billion to US$ 219 billion.
The Global Competitiveness Report, 2006 -07 brought
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out by the World Economic Forum ranks India at 43 out
of 125 countries.
India s share of international trade in goods has
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increased f rom 0.6 per cent in 1980 to 1.1 per cent in
2005.
GDP in 2006 (US$ 922.7 bn; market exchange rate)
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32. INDIA Success Story & Future
Six Indian companies have been listed in the Fortune
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Global 500 list for the year 2006
They are:
Rank 153 - Indian Oil Corporation Ltd.
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Rank 342 - Reliance Industries Ltd.
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Rank 368 - Bharat Petroleum Corporation Ltd.
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Rank 378 - Hindustan Petroleum Corporation Ltd.
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Rank 402 - Oil and Natural Gas Corporation Ltd.
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Rank 498 - State Bank Of India Ltd.
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33. INDIA Success Story & Future
2006* Growth
Regions/countries 2004 2005
(pre estimate) rate%
World 34.3
710.8 916.31 230.4
South, East and 13.1
138.0 165.1 186.7
South-east Asia
China 3.3
60.6 72.4 70.0
Hong Kong 15.4
34 35.9 41.4
44.4
India 5.5 6.6 9.5
Indonesia -62.9
1.9 5.3 2.0
Malaysia -1.6
4.6 4.0 3.9
Singapore 58.8
14.8 20.1 31.9
Thailand 114.7
1.4 3.7 7.9
34. QUOTES
quot;India has a fantastic pool of software professionals. T he
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world needs to benef it from this. - Bill Gates,
Chairman, Microsoft
quot;India has evolved into one of the world's leading
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technology centres. - Craig Barrett, Chairman, Intel
Corporation
Max Mueller, German scholar : If I were asked under
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what sky the human mi nd has most f ully developed
some of its choicest gi fts, has most deeply pondered on
the greatest problems of life, and has found solutions, I
should point to India.
