Destination Branding :

Developing Brand India

July 2014

Dr Monica Khanna Marketing Faculty

K.J. Somaiya Institute of Management Studies & Research, Mumbai
 What is a Brand ?
The American Marketing Association (AMA ) defines the
brand as a : name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods
and services of one seller or group of sellers and to
differentiate them from competition .

Aaker (1991) : A brand 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 of
sellers and to differentiate these goods from those of
competitors.
 What is a Brand ?

However, brands go much beyond the

connotation of type and source of
identification :

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.
Challenges for Brand Management
The most important aspect of the process of brand management is
to give outconsistent messages andremain relevant 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

changing consumer behavior of the current and future
group of customers, competition, and availability of
substitute products.
 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
 What is DESTINATION BRANDING ?
Branding creates that first idea Branding efforts should be
about a destination in the based on visitors perceptions
consumers mind about the destination

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

A mission and vision are A destination brand exists in

necessary in destination the mind of the consumer who, if
branding satisfied, remains loyal and
does not switch
 How is Destination Branding different ?
Parameter
Type of customers
Expectations from the brand
Comparison with other brands
Communication strategy
Pricing strategy
Positioning strategy
Distribution Strategy
Association of the customer with Length of association depends upon Very long term ( for all customer
the brand
Product / Service Brand Destination Brand
Generally a single group of Many ( residents / non residents /
customers tourists / traders / governments )
Uniform expectations from the Different customer groups have
brand different expectations from the
destination brand
Easy as there could be direct Difficult
substitutes for the product / service
brand under consideration
Same message for all groups of Different messages for different
customers groups of customers
Can develop a unique pricing Not relevant
strategy
Unique positioning strategy Can develop on one or more aspect of
the destination brand tourism /
trade / investments
Use various channels to sell and Use various channels to attract
make available the product / customers to the destination brand
service brand.
many marketing variables like types - for traders and investors it
product / service quality, would be for their financial
competition, quality of substitutes, association, for tourists the memories
perceived necessity, product / that are associated with the
service category etc. destination )
Some popular Destination Brands
 Developing Brand India
Land of Tigers
and Snake
charmers
Place of abject Land of
poverty and Maharajas and
deprivation Princess

Sone Ki Chidiya
Bird of Gold

IT Hub of the Land of Yoga and

world Non - Violence
Land of different
religions like
Hinduism, Jainism,
Buddhism etc
SIX BLIND MEN AND AN ELEPHANT
 Efforts to build Brand India
Air Indias
Govt of India Maharajah India Everywhere
Incredible !ndia Campaign World
Campaign Economic Forum
2006

The CII and

Common Consulting
Man Groups

India Brand
Equity Incredible !ndia
Foundation Atithi Devo Bhava
Incredible !ndia
Rural Tourism
Scheme
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.
Symbols that helped create BRAND INDIA
The Common Man featured in a commemorative postage
stamp released by the Indian Postal Service on the 150th
anniversary 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.
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 to
take 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.
 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 !ndia logo, where the exclamation mark that formed the I of 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.
PRINT ADS
A few Outcomes of Incredible !ndia Campaign
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 the
year 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 per
cent 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 Pradesh The 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
Winner of 2004 PATA Gold Award for -
Marketing, Government for its "Incredible
India Campaign
Travel and Leisure- Highest Recalled ADVT -
Worldwide
Winner of 2005 Pacific Asia Travel
Association
( PATA ) Grand Award in the Heritage (HE)
category, for its Ajanta Ellora
Conservation & Tourism Development
Project
Winner of 2005 PATA Gold Award in the
Print Media (AD-P) category for its
"Incredible-Taj" advts.
 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 Worlds Leading
Responsible Tourism Project
Incredible India Rural Tourism Scheme
 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 film

director 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
 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
India Everywhere Campaign World Economic
Forum 2006
The core message of the India Everywhere campaign was
to 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
 Brand India in the Year 2009
Incredible Explore Rural Atithi Devo IBEF Initiatives
!ndia India Bhava

India Everywhere

Attacks and
Security Threats Murders of
Corporate
Mumbai terrorist Foreign Tourists
Scandals - Satyam
attacks etc in Goa etc
 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 Indias leading 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.
 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
 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-Gfk
Roper Nation Brands Index

India is ranked 20th in the year 2008

culture & heritage index which
represents sports, cultural heritage
and contemporary culture
How do the stakeholders perceive Brand India ?

A survey conducted among the Global Indians and the Non Resident Indians
important 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 Management
Attitude : Liberal Indian
Stakeholders : 80 % Global Indians
Food Habits : Indian with Chinese as most preferred foreign food
How do the stakeholders perceive Brand India ?
Worse than
Parameter 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%
23%,Latin
Opportunities for Growth 23% America 38%,Africa
15%,Africa,Kuw
Quality of Education ait 31% 54%,Europe and US,Canada
77%, Europe and US but
Health facilities Africa 1% 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.
 Conclusions : Is developing Brand India
important ?
Yes : Contribution of Indian Travel & Tourism to
Gross Domestic Product ( GDP ) is expected to 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 is

expected 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.
 Focus of Brand India Trade or Tourism ?

It should focus on everything quickly 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!!!!!!
 What Mark Twain said about India

The one land that all men desire to see and having seen once, by even a
glimpse, would not give the glimpse for all the shows of all the rest of the globe
combined
THANK YOU
Questions ???