FINAL PPT Destination Branding - Developing Brand India

8/10/2019 FINAL PPT Destination Branding - Developing Brand India

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Destination Branding

Developing Brand IndiaICBM 2010, IMT Ghaziabad

Dr Monica Khanna Marketing Faculty

K.J. Somaiya Institute of Management Studies & Research, Mumbai


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What is a Brand ?

The American Marketing Association (AMA ) defines the

brand as a : name, term, sign, symbol, or design, or acombination of them, intended to identify the goodsand services of one seller or group of sellers and todifferentiate them from competition .

Aaker (1991) : Abrand is a distinguishing name and/or symbol

(such as a logo, trademark, or package design) intended to

identify the goods or services of either one seller or a group ofsellers and to differentiate these goods from those of

competitors.


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What is a Brand ?

However, brands go much beyond theconnotation of type and source ofidentification :

brands evoke familiarity feelings in the minds

of the consumer ( both positive and negative ) and

reputation revenue

( both positive and negative

) for the company that creates the brand.


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Challenges for Brand Management

The most important aspect of the process of brand management is

to give outconsistent mess ges

andrem in relev nt

not only

to the current target group of customers, but also to the future

group of customers.

This is a great challenge for any company due to

ch nging consumer beh vior of the current and future

group of customers,competition

, and availability of

substitute products.


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Anything / Anyone can be branded ..

Product brands Service brands

e-brands

Person as a brand ( celebrity branding )

Corporate brands

NGO brands Association brands ( AMA, Bombay Management

Association, Advertising Club Bombay, Nasscom / SIAM )

Intl/National/Regional/Local brands / Private Labels

Destination brands


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Branding creates that first idea

about a destination in theconsumersmind

Branding efforts should be

based on visitors perceptionsabout the destination

A destination brand exists in

the mind of the consumer

who, if satisfied, remains loyal

and does not switch

A mission and vision are

necessary in destination

branding

Destination Branding is the management process which

leads to a strategic plan to build brand identity based upon

destination attributes, selected on the basis of

competitiveness,uniqueness and desired identity

What is DESTINATION BRANDING ?


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Parameter Product / Service Brand Destination Brand

Type of customers Generally a single group of

customers

Many ( residents / non residents /

tourists / traders / governments )Expectations fr om the brand Uniform expectations from the

brand

Different customer groups have

different expectations from the

destination brand

Comparison with other brands Easy as there could be direct

substitutes for the product /

service brand under consideration

Difficult

Communi cation strategy Same message for all groups ofcustomers

Different messages for differentgroups of customers

Pri cing strategy Can develop a unique pricing

strategy

Not relevant

Positioning strategy Unique positioning strategy Can develop on one or more aspect

of the destination brand tourism

/ trade / investments

Distri bution Strategy

Use various channels to sell andmake available the product /

service brand.

Use various channels to attractcustomers to the destination brand

Association of the customer with

the brand

Length of association depends

upon many marketing variables like

product / service quality,

competition, quality of substitutes,

perceived necessity, product /

service category etc.

Very long term ( for all customer

types - for traders and investors it

would be for their financial

association, for tourists the

memories that are associated with

the destination )

How is Destination Branding different ?


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Some popular Destination Brands


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Developing Brand India

SIX BLIND MEN AND AN ELEPHANT

Land of Tigers

and Snakecharmers

Place of abject

poverty and

deprivation

IT Hub of the

worldLand of different

religions like

Hinduism, Jainism,

Buddhism etc

Land of Yoga and

Non - Violence

Land of

Maharajas and

Princess

Sone Ki Chidiya

Bird of Gold


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Efforts to build Brand India

Air Indias

Maharajah

The

Common

Man

Govt of IndiaIncredible !ndia

Campaign

CII and

Consulting

Groups

India Everywhere

CampaignWorld

Economic Forum

2006

India Brand

Equity

FoundationIncredible !ndia

Rural Tourism

Scheme

Incredible !ndia

Atithi Devo Bhava


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Symbols that helped create BRAND INDIA

The naughty diminutive of Maharajah of Air India became a

world figure and took the sales and promotional message of

Air India to millions of travelers across the world, at the same

time becoming the most recognized symbol of India abroad.


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The Common Man featured in a commemorative postage

stamp released by the Indian Postal Service on the 150thanniversary of the Times of India in 1988. It symbolizes that it

become one of the most recognized feature on THE TIMES OF

INDIA the largest-circulation English language daily broadsheet

newspaper in the world.

Symbols that helped create BRAND INDIA


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Govt of India efforts to develop BRAND INDIA

A concerted effort to market India abroad as a hot spot tourist destination began in the

year 2002. Due to its ability to generate growth and employment in other sectors of the

economy, the Government of India developed the National Tourism Policy in the year

2002.

The objective of the National Tourism Policy was to position India as a global brand totake advantage of the burgeoning global travel trade and vast untapped potential of

India as a destination.

Another objective was to develop tourism in a systematic manner and position it as a

major engine of economic growth, to harness its direct and multiplier effects for

employment and poverty eradication in an environmentally sustainable manner, and

give impetus to rural tourism.


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Incredible ndia Campaign

Conceptualized in 2002 by V Sunil (while he was Creative Director, O&M Delhi), and

Amitabh Kant, Joint Secretary, Ministry of Tourism, in order to create a distinctive brand

identity for India.

Iconic Incredible!ndialogo, where the exclamation mark that formed the Iof India

was used to great effect across all communications. The campaign successfully

established India as a high-end tourist destination, generating a 16% increase in tourist

traffic in the first year of its launch in the year 2002.

The campaign mounted a concerted effort in international print, electronic, and internet

media besides outdoor advertising and road shows to showcase the country's tourism-

friendly aspects.


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PRINT ADS


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From 17,000 international arrivals in 1951, the number grew to 39 lakh in the 2005.

Conde Nast Traveller ranked India as the 4th most preferred travel destination in theyear 2006.

Between the years 2003-2006, there was a 45.5 per cent growth in foreign tourist

arrivals into India.

The share of India in world earnings from tourism registered an increase from 0.98 percent in 2004 to 1.21 per cent in 2006.

Tourism in India is the third largest net earner of foreign exchange and contributes to

almost 6 per cent to our GDP .

Individual Indian states launched their own tourism campaigns under the Incredible

!ndia umbrella : Madhya PradeshThe Heart of Incredible India.

The tourism ministry is now focusing on niche areas like medical, ecology, rural, golf,

wellness and spiritual tourism.

A few Outcomes of Incredible ndia Campaign


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Winner of 2005 Pacific Asia Travel

Association( PATA ) Grand Award in the Heritage (HE)category, for its Ajanta ElloraConservation & Tourism DevelopmentProject

Winner of 2005 PATA Gold Award in the

Print Media (AD-P) category for its"Incredible-Taj" advts.

Winner of 2004 PATA Gold Award for -Marketing, Government for its "IncredibleIndia Campaign

Travel and Leisure- Highest Recalled ADVT -Worldwide

A few Outcomes of Incredible ndia Campaign


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Incredible ndia Rural Tourism Scheme

Ministry of Tourism, Government of India and the United Nations Development

Program(UNDP) have partnered the Innovative Endogenous Tourism Project during

the year 2006, focusing on the rural tourism experience and based on rural art and

craft skills, cultural and natural heritage.

A key objective of the Explore Rural India was to promote village tourism in order to

spread tourism and its socio economic benefits to rural and new geographic regions

in India.

The Rural Tourism Project launched under the Incredible India campaign received

global recognition by winning the World Travel Award 2006 for the WorldsLeading

Responsible Tourism Project


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Incredible India Rural Tourism Scheme


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Incredible India Atithi Devo Bhava

'Atithi Devo Bhavah' i.e. Guest is God, launched under the

aegis of the Incredible India campaign, is a social awareness

campaign aimed at providing the inbound tourist a sense of

being welcomed into the country.

Leading actor Aamir Khan and leading film & ad filmdirector Rakeysh Omprakash Mehra have been roped in as

brand ambassadors for spreading the message of Atithi

Devo Bhava

'Atithi Devo Bhavah is a nationwide campaign aimed at

sensitizing people about India's rich cultural heritage, its

preservation, cleanliness, hospitality and bringing out an

attitudinal shift among the masses towards tourists


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India Brand Equity Foundation

An initiative of the commerce and industry ministry to

create Brand India, the vehicle for this purpose was the

creation of the India Brand Equity Fund ( IBEF ) in the year

1996 with a corpus of Rs 50 crore

Towards the end of the year 2002, the working of IBEF was

transferred to the Confederation of Indian Industries ( CII )and the India Brand Equity Fund was re-christened as the

India Brand Equity Foundation

The whole focus of IBEF is to Celebrate India as a

Destination of Opportunities and Ideas with very

specific objectives

CII roped in Boston Consulting Group ( BCG ) in the year

2003 for promoting India overseas through the IBEF


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India Everywhere Campaign World Economic Forum

2006

The core message of the India Everywhere campaign wasto present India as an attractive destination for foreign

investment, as an emerging manufacturing hub and as a

credible partner for world business

The CII launched the INDIA EVERYWHERE campaign at the World

Economic Forum ( WEF ) at Davos from Jan 25-29, 2006. The

high powered Indian team comprised of Cabinet Ministers, Chief

Ministers, and Prominent Indian Business Leaders, in order to

deliver a single message to the global community India the

fastest growing free market democracy

N Srinivasan, Nandan Nilekani and Rahul Bajaj put

together a DREAM TEAM including top Govt officials from

India to support this exercise, and to create a brand image

for India through billboards, banners and literature


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Brand India in the Year 2009

Incredible

!ndia

Security Threats

Mumbai terrorist

attacks etc

India Everywhere

IBEF InitiativesAtithi Devo

Bhava

Explore Rural

India

Corporate

Scandals - Satyam

Attacks and

Murders of

Foreign Tourists

in Goa etc


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Brand India in the year 2009

Security has turned out to be a serious issue of concern after the Mumbai 2008

terrorist attacks, and the image of India took a further beating after the huge

corporate scandal involving Indiasleading software company Satyam Computers.

Tourist arrivals to India were down by more than 17 percent in January 2009 due to

the global economic crisis, and there was a decline in foreign tourist arrivals to the

country in the months of December 2008 and January 2009.


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So how exactly is India perceived ?

Developing, Measuring and Comparing a Destination

Brand

In the year 1996, Simon Anholt coined the term Nation Branding,

and in the year 2005, Simon Anholt developed the Nation Brands

Index as a way to measure the image of a destination.

Anholt-Gfk Roper Nation Brands

Index with its six dimensions


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So how exactly is India perceived ?

Developing, Measuring and Comparing a Destination

Brand

According to the leading public affairs and media company Anholt-

Gfk Roper Public Affairs and Media, the way a country is perceived

can make a critical difference to the success of its business, trade

and tourism efforts, as well as its diplomatic and cultural relations

with other nations

Anholt-Gfk Roper Nation Brands

Index with its six dimensions

India ranks 27th in global rankings for

the year 2008 on the Anholt-GfkRoper Nation Brands Index

India is ranked 20th in the year 2008

culture & heritage index which

represents sports, cultural heritage

and contemporary culture


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How do the stakeholders perceive Brand India ?

Asurvey conducted among the lobal Indians and the Non Resident Indiansimportant stakeholders for brand India, as they carry the message of India abroad,

and help India to attract investments and tourists.

Profile of the respondents:

Age Group : 80 % of respondents were of 35 years and above

Sex : 80 % male

Education : More than 60 % Engineering Graduates with a post

graduate degree in ManagementAttitude : Liberal Indian

Stakeholders : 80 % Global Indians

Food Habits : Indian with Chinese as most preferred foreign food


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How do the stakeholders perceive Brand India ?

Parameter

Worse than

India Same as India Better than India

Law and Order Africa 16% 70%

Cleanliness Africa, 92%

Condition of Roads Africa 92%

Job Opportunities 23%,Africa 31% 31%

Electrical power Supply Africa 1% 77%

Poverty

*

69%

Social & Religious

Tolerance 15%, @ 46% 23%

Opportunities for Growth 23%

23%,Latin

America 38%,Africa

Quality of Education

15%,Africa,Kuw

ait

31%

54%,Europe and US,Canada

Health facilities Africa 1%

77%, Europe and US but

costly

( Bangladesh is the only country that is worse than India on all the above parameters )

* varies from country to country, Africa is bad.

@ racism still observed in few countries, religion-wise, more tolerant in Europe but much less in Africa.


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Conclusions : Is developing Brand India important ?

Yes : Contribution of Indian Travel & Tourism to

Gross Domestic Product ( GDP ) is expectedto stay the same at 6.0% (INR3,239.4 billion

or US$67.3 billion) in 2009 to 6.0% (Rs 10,274.1 billion or US$187.3 billion) by 2019.

Employment :The contribution of the Travel & Tourism economy to employment isexpected to rise from 31,105,000 jobs in 2009, 6.4% of total employment or 1 in every

15.6 jobs to 40,037,000 jobs, 7.2% of total employment or 1 in every 13.8 jobs by 2019.

Growth: Real GDP growth for Travel & Tourism economy is expected to be 0.2% in 2009

and to average 7.7% per annum over the coming 10 years.

Exports : Export earnings from international visitors and tourism goods are expected to

generate 6.0% of total exports (Rs 811.9 billion or US$16.9 billion) in 2009, growing

(nominal terms) to Rs 2,819.0 billion or US$51.4 billion (4.1% of total) in 2019.


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Focus of Brand India Trade or Tourism ?

It should focus on everythingquickly building its equity not only in tourism but

also trade.

Brand India can mean anything to anyone or everything to someone or

something to anyone !!!!!!

Brand India means a destination full of opportunities, just waiting to be

explored!!!!!!


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What Mark Twain said about India

The one land that all men desire to see and having seen once, by even aglimpse, would not give the glimpse for all the shows of all the rest of the globe

combined


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THANK YOU

Questions ???

Documents

FINAL PPT Destination Branding - Developing Brand India