An Effort to An Effort to UnderstandUnderstand

Nation Nation BrandingBrandingAn IndianAn Indian

Student ExecutiveRoll No 348PGDPC XIII

The Delhi School of Communication

©©

Concept & RelevanceConcept & Relevance

• Contribution to the Nation’s Development• Value delivered…?• Scope in the Future..?

Nature of Nation Nature of Nation BrandingBranding

• Exciting– Limited theories available– Real world activity is unlimited

• Complex–Multiple disciplines– Beyond the conventional branding strategies

• Controversial– Highly politicized– Generates opinions and conflicts

What is a Brand..?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

Defining a Nation Defining a Nation BrandBrand

Unique multi dimensional blend of elements that provide the nation

with culturally grounded differentiation and relevance for all its target audiences

An Ignored FactAn Ignored Fact

INPUT

BRANDINGMarketer’s View

BRANDINGCustomer's View

OUTPUT

Mental Vision towards BrandsMental Vision

towards BrandsIntended ThrustIntended Thrust CONFLICTCONFLICT

Yet Another…Yet Another…

Prospective customer

Perceptions towards

TATA

Favorable Price, Finance Options etc

Buys a TATA Vehicle

Service & Sales

Citizen

Perceptions towards the

Nation

Favorable Administrative Systems, Govt. Policies

Contributes to the Nation Branding Effort

Nation Brand Image

Upliftment

A Successful [Nation] A Successful [Nation] BrandBrand

Successful [Nation]Brands exist because

the people delivering the Brand act in a manner

that reflects promised values

Key StakeholdersKey Stakeholders

• Citizens• Governing Body• Commerce and Non-Commerce - NGO’s etc.• Tourism• Media• All others associated

Vision MixVision 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

Why Nation Branding ?Why Nation Branding ?

• Stimulate inward investments• Boost exports• Talent Attraction – Higher education students – Skilled workers

• Currency Stability• Investor confidence

Hard Facts of Nation Hard Facts of Nation BrandingBranding• Internal Competition

– Conflicts within States– Conflicts within Districts– Conflicts within Cities– Political turmoil

• Reasons to Compete– Grants from the Center– Sponsorships– Development funds– Forward InvestmentsEg. TATA Nano Journey

Nation Brand IdentityNation 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

Identity vs. ImageIdentity 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

Deconstructing Nation Brand Deconstructing Nation Brand IdentityIdentity

• 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

Identity BuildingIdentity Building

• No fixed criteria• Narrative Identity Theory• Historical and Cultural Inputs• Poets, Nation Writers, Novelists• No political influence• Synchronized & Unanimous

Developing IMC for Nation Developing IMC for Nation BrandingBranding

• 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 IndiaE.g. Online Media for Tourism Branding in Indiawww.incredibleindia.org

www.ruralindia.orgwww.ruralindia.org

Nation Brand Identity toNation Brand Identity to Nation Brand Image Nation Brand Image

Nation Brand Identity

Communicators of Nation Brand Identity

Nation Brand Image

History, Language, Political Regime, Sport, Literature, Education, Music

Branded Exports, Sporting Achievments,Brand Ambassadors,

Government foreign policies, Tourism experience

Audiences: Domestic & External Consumers, Inward Investors, Media

But…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

Positioning of Nation Positioning of Nation BrandsBrands

• Has always been complicated• Totally in hands of Politicians• No professionals involved• Bland, attract no body

Liberation through Liberation through ModularityModularity

• Practiced in the field of innovation• Synchronized development of sub systems• Complex Product• Attributes shall be treated distinctly

Inward investment agencies, tourism boards etc Inward investment agencies, tourism boards etc that can be designed independently but that can be designed independently but

function together as a wholefunction together as a whole

……

• All subsystems researched so that;– Differentiability is maintained– Value is created– Suitable commn. efforts

Nation Brand Equity Nation Brand Equity (N.B.E)(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

Consumer PerspectiveConsumer 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

……

• Visual Manifestations • Nation Brands ~ Imagery, Iconography– The Flag– The Currency– The Anthem

• Ensure encapsulation of the Brand• Effort towards Nation Brand Loyalty

Citizen Relationship Citizen Relationship ManagementManagement

• Need of CRM• Internal & External sets of TG• Cluster Analysis• Maintaining Services Provision Quality Index

Financial PerspectiveFinancial 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’

IconographyLandscapeCulture

Internal Buy InSupport Arts

Loyalty Levels

Country Image PerceptionsExternal Portrayal

Brand Ambassadors

DiasporaBranded Exports

Nation Brand Equity (NBEQ)

EXTERNAL ASSETS

INTERNAL ASSETSINNATEINNATE NURTUREDNURTURED

VICARIOUSVICARIOUS DISSEMINATEDDISSEMINATED

Nation Branding Nation Branding & &

Country of Origin Country of Origin EffectEffect

Compliment Each OtherCompliment Each Other

COO Effect and BrandsCOO 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.

How…?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 !

Not everywhere…!Not everywhere…!

• COO Effect not always true • Product category ~ Nation Brand• Calls for in-depth research

COO Effect & ServicesCOO 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

AMEX & British AMEX & British AirwaysAirways

• 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

Service Brand Service Brand AcronymsAcronyms

Acronym Full Name Service Sector

HSBC Hong Kong and Shanghai Banking Corporation

Finance

RBS Royal Bank of Scotland Finance

KFC Kentucky Fried Chicken Restaurants

BP British Petroleum Energy

Ethical Issues in Nation Ethical Issues in Nation BrandingBranding

• All expenses from Public Funds• Vigil, Transparency, Careful allocation• 2 Main Imperatives– Legitimacy of applying Nation Brand Techniques– Deciding the core Nation Brand Ideas

LegitimacyLegitimacy

• 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)

Is Brand Acceptable..?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

Pragmatic ChallengesPragmatic 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

Extent of Stakeholder Extent of Stakeholder ParticipationParticipation

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

GOVERNMENT

Public Sector OrganizationsPublic Sector Organizations

Private Sector OrganizationsPrivate Sector Organizations CitizensCitizens

Tourism BoardsInward

Investment And Economic Development

Agencies

Tourism BoardsInward

Investment And Economic Development

Agencies

Trade Investments, Chambers of Commerce,PSC Brands

Trade Investments, Chambers of Commerce,PSC Brands

Not for Profit Organizations

Diaspora

Not for Profit Organizations

Diaspora

……

Actual State– 100 percent inclusiveness not necessary– Domain specific positioning– Domain specific campaigning– Programme specific inclusiveness

Suggested ModelsSuggested Models

• Strategic Analysis Model• Sequential Category Flow Model• N.B.A Model

Strategic Analysis Strategic Analysis ModelModel

• Where are we today..?• Where would be like to be…?• How do we get there…?– Internal Analysis– External Analysis

Internal AnalysisInternal Analysis

• Capabilities of a Nation• Deep sectoral analysis• Scope for Internal Competition• Develop action points• Generate Nation Brand Ideas

Quadra-DimensionalQuadra-Dimensional

• Tourism• FDI (Foreign Direct Investments)• Export Promotion• Talent Attraction

External AnalysisExternal Analysis

• Competition and Environment Analysis• Over the same 4 Dimensions– Strengths–Weaknesses– Strategic Goals– Current Strategies

Category Flow Model Category Flow Model

• Sequential Flow• 3 Major stages;– Antecedents– Properties– Consequences

• Properties ensures justified treatment of Antecedents

• Encapsulation through Branding, Zeitgeist

Anticipation

ComplexityCultural

Expressiveness

Engagement

EncapsulationEncapsulation

ANTECEDANTS

PROPERTIES

CONSEQUENCES

AntecedentsAntecedents

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

PropertiesPropertiesComplexity

• 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

……Urban – Rural Dichotomy

• Bridging the gaps to generate action points• No particular dominance in the Nation’s

positioningCultural Expressiveness

• Encompasses Cultural elements• Arts, Language, History, Landscape• Otherwise just a commercially driven

Branding• Engages the Stakeholders also

Vehicles of Cultural Vehicles of Cultural ExpressivenessExpressiveness

Nation Arts Organization Activities

France French Institute

French Language classes, Programmes of French Films, Multi Media Libraries etc.

United Kingdom British Council

Connects people with learning opportunities in U.K to build lasting

relationships.

Encapsulation of the Encapsulation of the TwoTwo

• 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’

EngagementEngagement

• 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

Nation Brand Architecture Nation Brand Architecture ModelModel

• Major pragmatic challenge• Designing a suitable B.A.M• 3 Basic PSC Brand Portfolios–Monolithic– Endorsed– Branded

MONOLITHIC

ENDORSED

BRANDED

Single Dominant Corporate Umbrella BrandCreates uniform, powerful & consistent image all overPoor performance of a sub brand affects others also

Individual brands names have their own identity,but are clearly endorsed by the parent brand

Benefits of the Parent Brand as well as own identityPositioning should be in sync with Parent Brand’s

Each individual brand stands independentlyParent Brand is not at all visibleMaximum potential to be a clearly differentiated brand

N.B.A.M – Mix of all the N.B.A.M – Mix of all the 33

Umbrella Brand

EndorsedBrands

StandaloneBrands

Nation Brand

FDI’s

SportsExports

Tourism

RegionsCitiesLakes

ProductsServices

NationalTeam Clubs

Sector Specific

An Effort to UnderstandNation Branding in

Our Country

Welcome to IndiaWelcome to India

Current Nation Branding Current Nation Branding PlatformsPlatforms

1. Tourism2. Foreign Direct Investments3. Talent Attraction4. Short Run Campaigns 5. Some other stories6. The COO Effect7. Media

TourismTourism

Incredible India AdIncredible India AdAtithi Devoh Bhavah AdsAtithi Devoh Bhavah Ads

Atithi Devoh Bhavah

Explore Rural IndiaExplore Rural India

Tourism Awards 2007-08Tourism Awards 2007-08

CriticismCriticismIncredible 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

……

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

……

Tourism Awards• Presented in March 2009

Visit India 2009• Value for Money Deals• Launched in March 2009

Short Run CampaignsShort Run Campaigns

Bharat Nirman AdBharat Nirman Ad

That’s all they did…!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

44thth Feb,2009 Feb,2009

TheTheEconomic Economic TimesTimes says…says…

The Agency Fight…The Agency Fight…

Some Other StoriesSome Other Stories

Why

Spare the

Commonwealth…?

Aaam Aadmi k

a

Paisa

Slumdog ABC News NowSlumdog ABC News Now

Slumdog Wishes Lok Sabha VideoSlumdog Wishes Lok Sabha Video

Congress Jai Ho CampaignCongress Jai Ho Campaign

They did not even spare They did not even spare Gandhi ji !Gandhi ji !

The Role of MediaThe 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

How Lead India Inspires us…?How Lead India Inspires us…?

The Lead India Story Till DateThe Lead India Story Till Date

Lead Indiain Print

Hindustan Times Hindustan Times joins…joins…

Indian Can Indian Can 2002009 9 India India WillWill

AlsoAlso……

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.

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.

India & COO EffectIndia & 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

Brands that have India videoBrands that have India video

Hyundai I 10 Launch AdHyundai I 10 Launch Ad

Bharti FilmBharti Film

My suggestions to Brand My suggestions to Brand IndiaIndia

• Nation Branding Council• F.I.S.I Actual State Stakeholder Approach• CRM Approach• COO Effect Implementation• The India Brand Agency and not

The ResearchThe Research

• Qualitative Research• Open ended questions• 50 Respondents• No specific target group – Any Indian• Brand Architecture methodology used

Some StatsSome 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

Brand Image InventoryBrand Image InventoryTotal RecallTotal Recall

Surface ExpressionsSurface Expressions

CultureCulture

DevelopingDeveloping

TerrorismTerrorism

PopulationPopulation

PovertyPoverty

Sonia GandhiSonia

Gandhi

Rahul GandhiRahul

Gandhi

A.R Rahman

A.R Rahman

Amitabh BachchanAmitabh Bachchan

Sachin Tendulkar

Sachin Tendulkar

If India was a Car…If India was a Car…

Strength & Power

Family’s 1st Car

Made in India, Sent abroad

Still Changing, better than before

Current Newspaper Current Newspaper HeadlineHeadline

Jagrat Bharat

Emerging Power of the World

India Can, India Will

India – powerhouse of potential

Headline 5 years from Headline 5 years from now…now…

India makes it to the list of developed countries

India Leads, India WinsIndia is now a superpower

India – 1950 – 2015 – A journey

Brand AppreciationBrand Appreciation

Culture & TraditionsUnity in DiversityIndependent NationFreedom to Media

PovertyPopulationCorruption

Terrorist Attacks

Video for conclusionVideo for conclusion

AcknowledgmentsAcknowledgments

• 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

……

• Anubhav & Nitish• PGDPC XIII• PGDPC XIV• The DSC Family

Thank YouThank You

Nation Brandin

g

Though this thesis comes to an end here;But an effort has to begin from here…