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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 ???