Brand India


By

Dr. K.V. Kannan
MBA, MFT, Ph.D.
Senior Lecturer
KSR Business School
K.S.R College of Arts & Science
Tiruchengode-637 215

Dr. L. Manivannan
MBA, Ph.D.
Reader
Erode Arts College
Erode-638 009
 


Introduction to Branding

A brand is a name, term, symbol or design, or a combination of them is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors.  For example HUL has its face cream 'Fair & Lovely' whereas Cavin Kare has its 'Fairever'.

Branding is the management process by which a product is branded.  It is a general term covering various activities such as giving a brand name to a product, designing a brand mark, and establishing and popularising it.

Why Branding?

An individual is known by his name and a product is known by a brand name that enables consumers to identify from other products.  Similarly, a country is known by its name that enables everyone to identify it.  It is not just the name of the country that gives meaning but the activities and images of the country that gives long lasting impressions to everyone.

Some of the major benefits of branding a country are:

* To create awareness among other nations
* To improve the image of the country in various fields when comparing with other nations
* To denote standard of the country

Branding a Country Brand India

Why should the biggest democratic country in the world go for branding?  Some of the citizens of the country might not have realised the importance of 'Brand India', but the way in which World see India is different now-a-days.  US see India as a resource for intellectual capital.  Some of the Asian and Arabian countries look at India as a place for quality medical services at affordable prices.  Koreans look at India as their market place for selling consumer durables.  Some of the Europeans countries look at India as one of the important tourist destinations in the World.  So different countries look at India in different manner but every one is optimistic.  So a country like India has to go for branding.

As the culture and heritage of different states in India varies and so as their climatic conditions during different seasons and historic places, global tourists can easily be attracted towards India.  The country is filled with more number of star and budgeted hotels that suit different classes of people.   This is an added advantage for the growth of tourism sector.

Telecommunication revolution is taking place in the country. Simultaneously, E-Banking revolution is also taking place.  The Indians have felt the importance of insurance.  Number of print and broadcasting media has also got increased.  The basic infrastructure facilities have been developed and number of hospitals has increased manifold.  Already, India has opened its gates for LPG (Liberalisation, Privatisation and Globalisation).  These are all the important reasons in branding India to attract FIIs and tourists from foreign nations.

Conclusion

Similar like branding a product a country can also be branded.  But the nation has to be very careful in projecting its various resources and issues to various countries as what has been said to be important for US from India may not be important for South Africa.
 


Dr. K.V. Kannan
MBA, MFT, Ph.D.
Senior Lecturer
KSR Business School
K.S.R College of Arts & Science
Tiruchengode-637 215

Dr. L. Manivannan
MBA, Ph.D.
Reader
Erode Arts College
Erode-638 009
 

Source: E-mail February 14, 2008

          

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