An Effort to An Effort to UnderstandUnderstand
Nation Nation BrandingBrandingAn IndianAn Indian
Student ExecutiveRoll No 348PGDPC XIII
The Delhi School of Communication
©©
Concept & RelevanceConcept & Relevance
• Contribution to the Nation’s Development• Value delivered…?• Scope in the Future..?
Nature of Nation Nature of Nation BrandingBranding
• Exciting– Limited theories available– Real world activity is unlimited
• Complex–Multiple disciplines– Beyond the conventional branding strategies
• Controversial– Highly politicized– Generates opinions and conflicts
What is a Brand..?What is a Brand..?
• Name, Symbol or Design• Identification• Competitive Advantage• Creative Interaction with Environment• Cluster of Strategic Cultural Ideas• Accumulated benefits• Could be a Product or a Service
Defining a Nation Defining a Nation BrandBrand
Unique multi dimensional blend of elements that provide the nation
with culturally grounded differentiation and relevance for all its target audiences
An Ignored FactAn Ignored Fact
INPUT
BRANDINGMarketer’s View
BRANDINGCustomer's View
OUTPUT
Mental Vision towards BrandsMental Vision
towards BrandsIntended ThrustIntended Thrust CONFLICTCONFLICT
Yet Another…Yet Another…
Prospective customer
Perceptions towards
TATA
Favorable Price, Finance Options etc
Buys a TATA Vehicle
Service & Sales
Citizen
Perceptions towards the
Nation
Favorable Administrative Systems, Govt. Policies
Contributes to the Nation Branding Effort
Nation Brand Image
Upliftment
A Successful [Nation] A Successful [Nation] BrandBrand
Successful [Nation]Brands exist because
the people delivering the Brand act in a manner
that reflects promised values
Key StakeholdersKey Stakeholders
• Citizens• Governing Body• Commerce and Non-Commerce - NGO’s etc.• Tourism• Media• All others associated
Vision MixVision Mix
• Each stakeholder vision – one vision• Synchronize vision(s) generated• Generate a consensus• Embark it as the Master Vision• Strategizing a Long Term Plan• Advocate and not advertise
Why Nation Branding ?Why Nation Branding ?
• Stimulate inward investments• Boost exports• Talent Attraction – Higher education students – Skilled workers
• Currency Stability• Investor confidence
Hard Facts of Nation Hard Facts of Nation BrandingBranding• Internal Competition
– Conflicts within States– Conflicts within Districts– Conflicts within Cities– Political turmoil
• Reasons to Compete– Grants from the Center– Sponsorships– Development funds– Forward InvestmentsEg. TATA Nano Journey
Nation Brand IdentityNation Brand Identity
• Multi faceted process• Channeling strands• Focused objectives• Sync with Nation Brand Policy• Controlled inputs• Tourists, Students– No interest in huge info about the Nation
Identity vs. ImageIdentity vs. Image
• Identity – What a thing, person is – TRUTH• Image – General impression, perception• Identity ~ Image –ve force for Nation brands• Stereotypes, Clichés• Struggle Identity & Image• Hindering Nation’s development
Deconstructing Nation Brand Deconstructing Nation Brand IdentityIdentity
• Personal Experience• Word of Mouth• Pre existing stereotypes• Performance of National Sport Teams• Political incidents• Portrayals of the nation in Media• Quality of Brands emanating• Behavior of Citizens
Identity BuildingIdentity Building
• No fixed criteria• Narrative Identity Theory• Historical and Cultural Inputs• Poets, Nation Writers, Novelists• No political influence• Synchronized & Unanimous
Developing IMC for Nation Developing IMC for Nation BrandingBranding
• Deconstructing the existing Image• Shared by a group of consumers• Target communications– The Stereotype– Level of existence of Image– Urgency to deal with it– Classify Target Group
E.g. Online Media for Tourism Branding in IndiaE.g. Online Media for Tourism Branding in Indiawww.incredibleindia.org
www.ruralindia.orgwww.ruralindia.org
Nation Brand Identity toNation Brand Identity to Nation Brand Image Nation Brand Image
Nation Brand Identity
Communicators of Nation Brand Identity
Nation Brand Image
History, Language, Political Regime, Sport, Literature, Education, Music
Branded Exports, Sporting Achievments,Brand Ambassadors,
Government foreign policies, Tourism experience
Audiences: Domestic & External Consumers, Inward Investors, Media
But…But…
• Excessive Segmentation – NO !• Alienation of a Brand @#$%• P-S-C Brands – Yes..if needed• Daunting in case of Nation Brands• Controlled limited access• Organized development of MARCOM
Positioning of Nation Positioning of Nation BrandsBrands
• Has always been complicated• Totally in hands of Politicians• No professionals involved• Bland, attract no body
Liberation through Liberation through ModularityModularity
• Practiced in the field of innovation• Synchronized development of sub systems• Complex Product• Attributes shall be treated distinctly
Inward investment agencies, tourism boards etc Inward investment agencies, tourism boards etc that can be designed independently but that can be designed independently but
function together as a wholefunction together as a whole
……
• All subsystems researched so that;– Differentiability is maintained– Value is created– Suitable commn. efforts
Nation Brand Equity Nation Brand Equity (N.B.E)(N.B.E)
• Brand Equity – Value of the Brand• 2 Basic perspectives• Consumer Perspective – Awareness of a Brand– Image, Quality, Uniqueness etc.
• Financial Perspective – Attaching a financial value to the Brand
Consumer PerspectiveConsumer Perspective
• Differential effect that Brand• Ongoing research to get the insights of the
consumers – citizens, investors, tourists etc.• Ignore basic gut feelings like• Such NBEQ’s help get Actual Insights• BRAND IDEAS generated
……
• Visual Manifestations • Nation Brands ~ Imagery, Iconography– The Flag– The Currency– The Anthem
• Ensure encapsulation of the Brand• Effort towards Nation Brand Loyalty
Citizen Relationship Citizen Relationship ManagementManagement
• Need of CRM• Internal & External sets of TG• Cluster Analysis• Maintaining Services Provision Quality Index
Financial PerspectiveFinancial Perspective
• Fixed value in case of PSC Brands• Historic Costs – Investments made so far• Replacement Costs – Cost to create an
equivalent brand• Future Earnings• No fixed formula in Nation Brands• Sir Simon Anholt uses ‘Royal Relief Method’
IconographyLandscapeCulture
Internal Buy InSupport Arts
Loyalty Levels
Country Image PerceptionsExternal Portrayal
Brand Ambassadors
DiasporaBranded Exports
Nation Brand Equity (NBEQ)
EXTERNAL ASSETS
INTERNAL ASSETSINNATEINNATE NURTUREDNURTURED
VICARIOUSVICARIOUS DISSEMINATEDDISSEMINATED
Nation Branding Nation Branding & &
Country of Origin Country of Origin EffectEffect
Compliment Each OtherCompliment Each Other
COO Effect and BrandsCOO Effect and Brands
• Difference to a Brand because of its origin• Product ~ COO Effect ~ Consumer Perception• All Nation Branding activities effected• Both +ve and –ve impact• Vice – Versa• PSU’s & Private Companies’ joint efforts• Scotch Whisky, Italian Leather etc.
How…?How…?
• Reyka – an Iceland vodka Brand launched in the UK market in 2005
• Proclaimed to be made of the arctic spring water in one of the purest countries in the world
• Geothermal way of making it in order to maintain the purity of the nation brand - Iceland
• Great brand equity tool for Iceland• Owners - Scotch Whisky Firm William Grant and
Sons !
Not everywhere…!Not everywhere…!
• COO Effect not always true • Product category ~ Nation Brand• Calls for in-depth research
COO Effect & ServicesCOO Effect & Services
• Dominant in Service Sector• Especially in Airline Sector• Bias in case of COO Service Brands• 1 Acronym can cause trouble• Increases dependency on Nation Brand
AMEX & British AMEX & British AirwaysAirways
• AMEX in 2003 – America – Iraq War– Research conducted to find consumer insights– Fortunately no effect– They still believed in the Brand
• British Airways– Changed to BA– Because of –ve connotation towards U.K– Result: Publicly berated by the then PM
Service Brand Service Brand AcronymsAcronyms
Acronym Full Name Service Sector
HSBC Hong Kong and Shanghai Banking Corporation
Finance
RBS Royal Bank of Scotland Finance
KFC Kentucky Fried Chicken Restaurants
BP British Petroleum Energy
Ethical Issues in Nation Ethical Issues in Nation BrandingBranding
• All expenses from Public Funds• Vigil, Transparency, Careful allocation• 2 Main Imperatives– Legitimacy of applying Nation Brand Techniques– Deciding the core Nation Brand Ideas
LegitimacyLegitimacy
• Dire need to get PSU’s and Private players• Socially & Politically adapted activity• Should a Nation be considered as a Brand..?• Who will be the Brand Manager then…?– Politicians (Lack Managerial Skills)–Marketing Professionals..? (Lack Democratic
Mandate)
Is Brand Acceptable..?Is Brand Acceptable..?
• Rejections in comparing a Nation as a Brand• Brand Management Techniques• Brand ~ Reputation like words• No commercialization of the nation• Promotion with the protection of diversity
Pragmatic ChallengesPragmatic Challenges• Managerial Challenges to be addressed;– Extent of Stakeholder Participation• Inclusiveness Approach–Ideal State (FIST Approach)–Actual State (Domain Specific)
– Co-ordination of Nation Branding touch points– Developing a coherent Nation Brand Arch.– Highly politicized nature of Nation Branding
Extent of Stakeholder Extent of Stakeholder ParticipationParticipation
Ideal State– Fully Inclusive Stakeholder Approach (FIST)– Government is the Key Stakeholder– Political independence– Visionary approach for Nation Branding– Nation Branding Council– Independent of present and future
governments
GOVERNMENT
Public Sector OrganizationsPublic Sector Organizations
Private Sector OrganizationsPrivate Sector Organizations CitizensCitizens
Tourism BoardsInward
Investment And Economic Development
Agencies
Tourism BoardsInward
Investment And Economic Development
Agencies
Trade Investments, Chambers of Commerce,PSC Brands
Trade Investments, Chambers of Commerce,PSC Brands
Not for Profit Organizations
Diaspora
Not for Profit Organizations
Diaspora
……
Actual State– 100 percent inclusiveness not necessary– Domain specific positioning– Domain specific campaigning– Programme specific inclusiveness
Suggested ModelsSuggested Models
• Strategic Analysis Model• Sequential Category Flow Model• N.B.A Model
Strategic Analysis Strategic Analysis ModelModel
• Where are we today..?• Where would be like to be…?• How do we get there…?– Internal Analysis– External Analysis
Internal AnalysisInternal Analysis
• Capabilities of a Nation• Deep sectoral analysis• Scope for Internal Competition• Develop action points• Generate Nation Brand Ideas
Quadra-DimensionalQuadra-Dimensional
• Tourism• FDI (Foreign Direct Investments)• Export Promotion• Talent Attraction
External AnalysisExternal Analysis
• Competition and Environment Analysis• Over the same 4 Dimensions– Strengths–Weaknesses– Strategic Goals– Current Strategies
Category Flow Model Category Flow Model
• Sequential Flow• 3 Major stages;– Antecedents– Properties– Consequences
• Properties ensures justified treatment of Antecedents
• Encapsulation through Branding, Zeitgeist
Anticipation
ComplexityCultural
Expressiveness
Engagement
EncapsulationEncapsulation
ANTECEDANTS
PROPERTIES
CONSEQUENCES
AntecedentsAntecedents
Anticipation– Before any conscious nation branding efforts– Superficial Stereotypes– Pre-Existing opinions, Perceptions– Experiences from Nation’s Products– Could be false, Isolated experience(s)– True essence of Nation not revealed
PropertiesPropertiesComplexity
• All Uncontrollable factors• Eg. Political Situations, Wars, Behavior of
Prominent Citizens etc.• Their impact on the Nation Brand
Managing Diversity• Challenge to develop target communication• CRM to tackle with various segments
……Urban – Rural Dichotomy
• Bridging the gaps to generate action points• No particular dominance in the Nation’s
positioningCultural Expressiveness
• Encompasses Cultural elements• Arts, Language, History, Landscape• Otherwise just a commercially driven
Branding• Engages the Stakeholders also
Vehicles of Cultural Vehicles of Cultural ExpressivenessExpressiveness
Nation Arts Organization Activities
France French Institute
French Language classes, Programmes of French Films, Multi Media Libraries etc.
United Kingdom British Council
Connects people with learning opportunities in U.K to build lasting
relationships.
Encapsulation of the Encapsulation of the TwoTwo
• Redefining the Nation Brand• Integrating Culture with Diversity– Through Branding Strategies – Treatment– Explicit Branding Techniques– Removes off false essence– Ensures a multifaceted Nation Brand– Requires exceeding knowledge of the Nation’s
Culture
• Generates ‘Brand Values’
EngagementEngagement
• Inclusiveness & Exemplars– Next step after Strategizing– Involvement is very necessary–Wide range of Stakeholder addressed– Sustain the ‘Nation Brand’– Testimonials – Sustain Citizenry's trust– Transparency – Public Funds being used– Adds success to the Nation Brand Movement
Nation Brand Architecture Nation Brand Architecture ModelModel
• Major pragmatic challenge• Designing a suitable B.A.M• 3 Basic PSC Brand Portfolios–Monolithic– Endorsed– Branded
MONOLITHIC
ENDORSED
BRANDED
Single Dominant Corporate Umbrella BrandCreates uniform, powerful & consistent image all overPoor performance of a sub brand affects others also
Individual brands names have their own identity,but are clearly endorsed by the parent brand
Benefits of the Parent Brand as well as own identityPositioning should be in sync with Parent Brand’s
Each individual brand stands independentlyParent Brand is not at all visibleMaximum potential to be a clearly differentiated brand
N.B.A.M – Mix of all the N.B.A.M – Mix of all the 33
Umbrella Brand
EndorsedBrands
StandaloneBrands
Nation Brand
FDI’s
SportsExports
Tourism
RegionsCitiesLakes
ProductsServices
NationalTeam Clubs
Sector Specific
An Effort to UnderstandNation Branding in
Our Country
Welcome to IndiaWelcome to India
Current Nation Branding Current Nation Branding PlatformsPlatforms
1. Tourism2. Foreign Direct Investments3. Talent Attraction4. Short Run Campaigns 5. Some other stories6. The COO Effect7. Media
TourismTourism
Incredible India AdIncredible India AdAtithi Devoh Bhavah AdsAtithi Devoh Bhavah Ads
Atithi Devoh Bhavah
Explore Rural IndiaExplore Rural India
Tourism Awards 2007-08Tourism Awards 2007-08
CriticismCriticismIncredible India • Campaign launched in 2005• Mrs. Ambika Soni, Ministry of Culture• Belongs to I.N.C (Indian National Congress)• No work from 2005-09• Re-launched in 2009– Commonwealth 2010
……
Atithidevobhavah• Launched in January 2009• Amir Khan signed for the Brand
Ambassadorship for Tourism in March 2005
Rural India• Launched in February 2009• No specific need
……
Tourism Awards• Presented in March 2009
Visit India 2009• Value for Money Deals• Launched in March 2009
Short Run CampaignsShort Run Campaigns
Bharat Nirman AdBharat Nirman Ad
That’s all they did…!That’s all they did…!
Bharat Nirman• Total Ad spend: Rs 200 Crores• Airtime used: More than 1 Million Seconds• Print Space used: 800 Column Centimeters
44thth Feb,2009 Feb,2009
TheTheEconomic Economic TimesTimes says…says…
The Agency Fight…The Agency Fight…
Some Other StoriesSome Other Stories
Why
Spare the
Commonwealth…?
Aaam Aadmi k
a
Paisa
Slumdog ABC News NowSlumdog ABC News Now
Slumdog Wishes Lok Sabha VideoSlumdog Wishes Lok Sabha Video
Congress Jai Ho CampaignCongress Jai Ho Campaign
They did not even spare They did not even spare Gandhi ji !Gandhi ji !
The Role of MediaThe Role of Media
• Very positive inputs• Ensured inclusiveness• Involvement of all the Stakeholders • Raised Motivational levels• But why only 2 English Dailies..?– Times of India– Hindustan Times
How Lead India Inspires us…?How Lead India Inspires us…?
The Lead India Story Till DateThe Lead India Story Till Date
Lead Indiain Print
Hindustan Times Hindustan Times joins…joins…
Indian Can Indian Can 2002009 9 India India WillWill
AlsoAlso……
4 Lac Registrations 80% Brand Recall for TATA Tea
2,64,472 people voiced opinions for ‘Idea – for the
people, by the people’A recent ‘Good Purpose’ study
by Edeiman a multinational PR firm says 90% Indians
prefer buying socially responsible brands.
Vs.General Elections 2009 costlier than what Obama and others spent in the American presidential race in 2008, the costliest elections ever there, spread over an year
than months in case of our elections.
A total of 71 Crores 40 Lac Voters have been already enlisted while America had a total of 13 Crores voters.
India & COO EffectIndia & COO Effect
• Export Promotion Councils• Remove budget constraints• Leverage to buy – in & buy-out members
• Classifying member companies• Allowance for Nation Branding on Products• Only on deserving quality• Increase in competition within the members
Brands that have India videoBrands that have India video
Hyundai I 10 Launch AdHyundai I 10 Launch Ad
Bharti FilmBharti Film
My suggestions to Brand My suggestions to Brand IndiaIndia
• Nation Branding Council• F.I.S.I Actual State Stakeholder Approach• CRM Approach• COO Effect Implementation• The India Brand Agency and not
The ResearchThe Research
• Qualitative Research• Open ended questions• 50 Respondents• No specific target group – Any Indian• Brand Architecture methodology used
Some StatsSome Stats
• Awareness of the Term – 78%– Positioning India as a Brand – 96%– Creating a Buzz in the Global Platform – 3%– Strategizing the Policies of the Nation – 1%
• India as a Brand – 100%• Incredible India – Highest Recall
Brand Image InventoryBrand Image InventoryTotal RecallTotal Recall
Surface ExpressionsSurface Expressions
CultureCulture
DevelopingDeveloping
TerrorismTerrorism
PopulationPopulation
PovertyPoverty
Sonia GandhiSonia
Gandhi
Rahul GandhiRahul
Gandhi
A.R Rahman
A.R Rahman
Amitabh BachchanAmitabh Bachchan
Sachin Tendulkar
Sachin Tendulkar
If India was a Car…If India was a Car…
Strength & Power
Family’s 1st Car
Made in India, Sent abroad
Still Changing, better than before
Current Newspaper Current Newspaper HeadlineHeadline
Jagrat Bharat
Emerging Power of the World
India Can, India Will
India – powerhouse of potential
Headline 5 years from Headline 5 years from now…now…
India makes it to the list of developed countries
India Leads, India WinsIndia is now a superpower
India – 1950 – 2015 – A journey
Brand AppreciationBrand Appreciation
Culture & TraditionsUnity in DiversityIndependent NationFreedom to Media
PovertyPopulationCorruption
Terrorist Attacks
Video for conclusionVideo for conclusion
AcknowledgmentsAcknowledgments
• Almighty – Lord Radha Krishna• My Guruji• My Parents• Sir Simon Anholt – Father of Nation Branding• Sir Keith Dinnie – Author, Nation Branding• Prof. Ramola Kumar, Dean, DSC• Prof. Anupama Mohan• Bhakti & Namrita
……
• Anubhav & Nitish• PGDPC XIII• PGDPC XIV• The DSC Family
Thank YouThank You
Nation Brandin
g
Though this thesis comes to an end here;But an effort has to begin from here…