Presented By:Puneet Mahajan

MBA-HRM

1500712

BRAND INDIASTRATEGIES & PERSPECTIVES

INTRODUCTION• In spite of the phenomenal strides India has made in the last

63 years it is still viewed as a land of snake charmers, elephants and rope tricks.

• Branding or re- Branding India is the only way out!

BRAND INDIA ASSETS

• Culture

• Spirituality & Divinity

• Indian People and Religion

• Industry

CULTURE

• “AtitihiDevoBhava”: We believe in treating guests as god and so we serve them and take care of them as if they are a part and parcel of our family itself.

• “Aadar”: Respect all is another lesson that is taught to every Indian. Also whenever any elder is present we always believe in seeking their blessings before going ahead with our work.

• “Saahita”: We believe joy and happiness when distributed amongst people tends to have a multiplied effect and we also share our sadness and pain with near and dear ones. We believe in lending out a helping hand to people and believe in the spirit of togetherness.

MANAGING CROSS CULTURES

SPIRITUALITY AND DIVINITY

• Even though the mediums of worship differ to a great extent what binds all of Indians together is the faith in God.

• Our roots are strong and despite the westernization and access to technology, we still celebrate festivals like Diwali or Eid with complete rituals so the Indianness is intact.

• Indians are extremely secular and especially in the metros you will find people belonging to different castes coexisting peacefully and happily.

‘Inspire to work collectively as a unit’

INDIAN PEOPLE AND RELIGION

• The language, dance, religions, music, various customs and architecture form the rich culture of India.

• It has been the birthplace of various religions of the world, which include Hinduism, Jainism, Buddhism, and Sikhism.

• Some other important religions like Christianity, Muslims, Jews, Parsis are also representative of the religious culture of India.

• India is a land of various languages. Every state of India is representative of the respective language culture. One of the oldest languages of India is Sanskrit, which dates back to 1500 BC.

Managing Diversity

INDUSTRY

• The major economic sectors in India are the Agricultural Sector, Manufacturing Sector, Financial Sector, Services Sector, Industrial sector and infrastructure.

• Agricultural sector is the mainstream of the Indian Economy and it accounts for about 20% of our GDP.

• While the Financial Sector is doing a great job of supporting the Indian Economy in all spheres, the manufacturing sector is taking the Indian Economy to new heights.

Diversifying the Specturum

AGRICULTURE

• India is seen as a land of agriculture though we also want to convey that through scientific innovation we have revamped the entire agriculture landscape, revolutions like green & yellow revolution to the current genetically modified seeds.

• India ranked 10th when it comes to arable land of about 330 million hectares.

• India is the largest producer of coconuts, mangoes, bananas, milk and dairy products, cashew nuts, pulses, ginger, turmeric and black pepper.

• World’s second largest producer of rice, wheat, sugar, cotton, fruits and vegetables.

Innovation

MANUFACTURING

• India is poised to become one of the largest manufacturing hub.

• India is ranked 9th in Industrial production by UNIDO.

• India is the only country after Japan which has the largest number of companies that have been recognized for the excellence in quality by Japan Institute of Plant Maintenance (JIPM) committee.

Striving for Excellence

SERVICES

• India is hardly pausing for a breath when it comes to services; India is now proudly the capital of IT.

• Fastest growing telecom market with over 630 million subscribers and growing at a rate of 26% year after year.

Exploring New Markets

SPACE TECHNOLOGY & FIRE POWER• Successfully developed satellite launch vehicles like PSLV series.

• Developed cryogenic engine for rocket propulsion, putting India in the elite club of only five nations having the technology.

• Most coveted mission Chadrayaan- The unmanned lunar exploration program.

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• World’s 3rd largest standing military

• Nuclear triad capability

• Development of missile shield

• Successful homegrown missile technology of all categories surface to air, air to air, water to surface, underwater. Nag, Prithvi, Agni, Brahmos to name few

• India in the elite club of nations having Nuclear capable submarines

INDIA AS A BRAND• Prior to designing the brand strategy India must choose the

markets and the segments in which to compete. The branding strategy is about marketing to promote India’s image, products, and attractiveness for tourism and foreign direct investment.

• To establish India as a global brand, the communication needs to go out first to each and every Indian. Campaigns like Bharat Nirman, India Shinning, India Poised are examples in this endeavor.

• Country branding efforts should be an engaging partnership between the government and the private sector. To build positive economic perceptions of India globally as a primary objective India Brand Equity Foundation (IBEF), a public-private partnership between the Ministry of Commerce and Industry, Government of India, and the Confederation of Indian Industry was formed.

• Brands are perceived differently indifferent countries and region adapt its strategy for different target markets. Visual images, symbols or a logo helps in building brand awareness.

• “Incredible India” is an example of umbrella logo used to leverage everything together in the eyes of the country and the world.

Globalization, changing demography, technological revolution and widening economic disparities are defining the New World landscape.

ADVANTAGES OF A COUNTRY AS A BRAND

• Strong brands evoke an emotive bond among people and nations.

• This translates into huge benefits – from greater goodwill to an upswing in tourism, from growing exports and increased investments.

• Brands are what people buy into in a big way.

• Brands generate trust, confidence and continued association.

BUILDING BRAND INDIA IS NOT AN EASY ENTERPRISE

• It demands vision and commitment.

• It requires patience and conviction.

• In the twentieth century, two names have become India’s unique brand ambassadors : Mahatma Gandhi and Mother Teresa.

• Due to them, India has come to be identified for its courage, compassion and charisma.

• But twenty-first century demands new brand ambassadors.

• They should exude commitment to excellence, dynamism and modernity.

INSIGHTS & CONCLUSION• Successful country branding does not stop with the launching of a

successful campaign. You have to sustain the campaign by monitoring it, checking the Brand equity and then going for relevant brand extensions as time progresses.

• Consistency is a key aspect of successful branding.

• Every one of the billion plus citizens is a stakeholder in Brand India so there should be a strong Brand awareness within citizens before launching the campaign globally.

• While launching a new brand into the market is a daunting task, what is further more daunting is repositioning India as a brand since here we have to change the already established perceptions in the minds of consumers and make way for fresh new perspectives.

• While the current scenario of India looks encouraging, we must not rest on the laurels of limited number of people and companies. Steps must be taken to grab and consolidate on the opportunities that might present themselves in the near future. We should not forget that despite the fact that India is attracting foreign investment and scenario is bright, India still has a huge backlog of economic and social challenges that needs to be addressed.

• Brand India with all the opportunities and growing sectors fused with fresh blood seems to be the next Big thing. All it requires is a 360 degrees Branding effort to revamp it while keeping its core Indianness safe and intact and make a mark in the Global arena forever!

Phir Bhi Dil Hai Hindustani

Thank you…..