Keller

BRANDING INDIA

Branding India Consortium 2007 Professor Kevin Lane Keller Tuck School of Business Dartmouth College
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Brand India
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Countries are brands just like products, services, organizations
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Have associations and images Set expectations Affect perceptions and behavior

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Building Brand India
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Every contact point – direct and indirect – affects the brand image of India
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What people read, hear, see, experience etc.

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Often the image of country can be influenced by a strong brand that achieves global leadership & prominence
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Business – top company brand
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Finland – Nokia Korea – Samsung Australia – Paul Hogan (“Crocodile Dundee”)
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Tourism – famous person brand
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Brand India’s Position
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Brand positioning is about how people
Can easily apply to countries

think about a brand with respect to other brands
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4 key components to a superior brand positioning
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Competitive frame of reference Points-of-parity Points-of-difference Brand mantra
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India Brand Positioning Components
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Competitive frame of reference
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Developing countries Asian countries China Talented, abundant work force Infrastructure
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Points-of-difference
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Points-of-parity
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Power, roads, distribution, retailing
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Brand mantra

India Brand Positioning & Tourism
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Can apply positioning concepts to India tourism
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POD’s in unique scenery, people & experiences POP’s in luxury hotels & efficient travel infrastructure

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Tourism can help to build awareness & image of India as business destination
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Spain – post Barcelona Olympics
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Building Brand India: Summary
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“Bottom-up approach”
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Adopting best marketing practices will ensure that strong brands are built

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Building strong brands takes patience and hard work
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But the results are enormous

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