"Selling India is a pointless business"; "No amount of hard-sell can convince buyers to take a 'Made in India' label at face value…"; "…any marketing exercise [to brand India] is a waste of time and effort"; etc. Is India still viewed as a land of snake charmers, elephants and rope tricks? What about the phenomenal strides the country has made in the last 50 years? Over the years, we have witnessed Brand India becoming increasingly distorted in the absence of efforts to manage and develop its associations. The only obvious way out is Branding, or rather re-Branding India. This paper focuses on Redefining/ Repositioning India as a brand. It analyses the core competencies to provide a base for supporting the marketing perspectives. This paper tries to highlight the Marketing Mix to develop Brand India and suggests strategies for the same. It also focuses on the competitive edge due to superior IQ, EQ and SQ.
Friday, April 4, 2008
India as a Brand - Marketing Perspectives
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