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Branding India: Branding India Consortium 2007 Professor Kevin Lane Keller Tuck School of Business Dartmouth College
Branding India: Branding India Consortium 2007 Professor Kevin Lane Keller Tuck School of Business Dartmouth College
Branding India Consortium 2007 Professor Kevin Lane Keller Tuck School of Business Dartmouth College
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Brand India
Have associations and images Set expectations Affect perceptions and behavior
Every contact point direct and indirect affects the brand image of India
Often the image of country can be influenced by a strong brand that achieves global leadership & prominence
Developing countries Asian countries China Talented, abundant work force Infrastructure
Points-of-difference
Points-of-parity
Brand mantra
PODs in unique scenery, people & experiences POPs in luxury hotels & efficient travel infrastructure
Tourism can help to build awareness & image of India as business destination
Bottom-up approach
Adopting best marketing practices will ensure that strong brands are built