BUILDING BRAND INDIA

PRESENTATON BY:

JERRY JOSE

What does the word “Brand” implies?

Brand is a product or service that adds dimensions or differentiates it in someway

from other products or services designed to satisfy the same need.

Brand is not just a logo or symbol.

It is the phenomenon which makes it stand without logo.

Brand is consistency.

WORLD BRANDS

USA : Statue of LibertyEgypt : PyramidsChina : DragonIndia : ???

INDIA AS A BRAND

•Jaipur is a perfect setting to talk about Brand India.•Just mention Jaipur and it brings to many minds a brand of its own. – Pink city, palaces on the ground, and palaces on

wheels.– That it is world’s first planned city, with parallel lanes

and by-lanes criss crossing at right angles, the application of geometric principles in town planning.

– the fact can be added that it is world’s polo capital.

•Rajasthan reflects a resplendent past.But, Rajasthan could also build a brand on the

foundation of an engineering miracle.– Indira Gandhi canal.– Water travels 110 miles from Punjab before it enters

the canal to irrigate Rajasthan’s deserts.– Rajasthan is a symbol of Indian entrepreneurship.– Rajasthan has produced a generation of pioneers who

started from the arid lands of Marwar.– They traveled long distances and built a network of

trade, commerce and industry in far off places – Calcutta, Mumbai and beyond.

Let us not forget that at one point in our history, Brand India was in full

bloom.

•The world’s first university at Takshashila in 700 BC.•A global university in Nalanda in the fourth

century.•Far ahead of others in medicine and surgery 2,500 years ago.•World leaders in astronomy and mathematics.•Taught world how to navigate.•We created footprints across the world through merchandise and trade.•Our textile industry was a world leader in the seventeenth and eighteenth centuries.

•Above all, we were a global economic power at the turn of the eighteenth century. •We contributed a quarter of the global output.•In brief, India led the world in thought, word and deed.•Over the years, colonial indulgence carpet-

bombed Brand India.•And, Brand India became just a memoir.•But the spirit of India was not subdued.•We re-gained our freedom in 1947.

How can we build brand India?

•A once-in-a-lifetime opportunity to lead the world once again thought, word and deed.•India has every making of a twenty-first century miracle.•Globalization, changing demography, technological

revolution and widening economic disparities are defining the New World landscape.•It offers many opportunities to build Brand India with global appeal.•Intensive competition is opening new opportunities in the developed world•To skills and entrepreneurship from other parts of the globe.•India stands to gain from falling barriers.•It has the largest educational system in the world, and consequently abundant people skill sets.

Contd…

•Western world is placing huge demands on India’s professional resources.•India is well placed to meet this growing demand for talented and trained professionals.•Technology is becoming the most important driver of economic growth and development.•We have the second largest science and

technology pool.•Opportunities for Indian scientists, engineers and technologists are proliferating.

What is our Brand India?

•India is home to one-sixth of humanity.•They are part of a vibrant democratic process.•India has the opportunity to leverage

institutional framework to address needs of the underprivileged in other parts of the world.•In the New World, building Brand India is an imperative we cannot afford to ignore.•In fact, it is the New Commandment of the new age.•Nations evoke notions.•And, very often, those notions define

nationality.

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.

Contd…

•Nation brands encourage people to broaden their view of a country.

•Once a nation is looked at as a brand, anything from that country is treated as a natural brand extension of that country.•Finally, nation brands can serve to be powerful sources of motivation.•As I see it, the greatest benefit that a government can give its export sector is to build a good country brand.

Brand India will appeal to the world only if it:

•Delivers value to the rest of the world.•Strikes an emotional chord among

citizens in all parts of the world.•Inspires the enterprising communities across the globe.

Brand India can deliver value through products that have global appeal.

•Global Brands In Traditional Products –Darjeeling Tea,- Basmati Rice and - Tandoori Chicken

•Global Brands in – Automobiles– Textiles– Generic drugs– Gems and Jewellery

Contd….

•In the knowledge economy, global brands in

– information & communication technology,– life sciences and biotechnology.

•Can make global businesses competitive through business process outsourcing.•Can make global organizations

productive through infocom technology.

Brand India would be :

A nation of young talented people.A reservoir of food for the world.A sea of scientific and technological talent an ocean of professional resources. society that has harnessed technology to transform the quality of life.A country that has banished unemployment.A leader in the knowledge age.In brief, a twenty-first century miracle and a replicable model for all democratic, modern and plural societies.

Strengths

•India has the brand capital.

•Ours is a country where four-fifths of the population is young. And will continue to be young.

•We have one of the highest arable land acreages in the world.

•Our land is richly endowed with water and sunshine.

Contd….

•We are blessed with varied agro climatic zones.

•Our farmers are intelligent and enterprising.

•Our manufacturing is getting competitive.

•Fifteen of the world’s major automobile manufacturers are already sourcing components from India.

But 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.

What Hampers our Brand India?

Lack of administrative expertiseIlliteracyUnemploymentCorruption

In a nutshell…

After having gone through our many strengths and few weaknesses what we need to do is:

•Our India is already a brand, it is poised but to make a mark in the global scenario our countrymen need to put persistent efforts.•In one word……its time to FLY!!!

Reference :

Speech By:MUKESH D AMBANI(Chairman & MD Reliance Industries) At : Ad Asia 2003