How did India Brand itself?

Mr. Kamal Nath at the WEF Davos 2006

How did India brand itself at WEF Davos 2006? Before I delve into the subject let me explain briefly, how do you lend a brand to a nation?

First, it is evident that most national branding programs are aimed at foreigners--improving one nation's image in the eye of the rest of the world. Second, it is equally important to create programs that aim at that nation's own people, because on a long-term basis, a nation is perceived also through its individuals.

According to Simon Anholt in The Anholt-GfK Roper Nation Brands Index there are 6 dimensions of nation branding. They are Exports, Governance, Culture and Heritage, People, Tourism, Investment and Immigration.

The objectives of India Everywhere campaign were carefully woven around this 6 dimensions. India decided to brand itself as’ Fastest Growing Free Market Economy.’ ‘India Everywhere’ was built on three pillars:
• India’s vibrant democracy
• A large, growing market with its promise of assured returns for global investors
• “Incredible India”

India has long been known for the diversity of its culture, for the inclusiveness of its people and for the convenience of geography. Today, the world's largest democracy has come to the forefront as a global resource for industry in manufacturing and services.

Its a pool of technical skills, its base of an English-speaking populace with an increasing disposable income and its burgeoning market have all combined to enable India emerge as a viable partner to global industry.

(Quick facts about Indian success story)

This PR campaign was carefully thought out in theory and beautifully woven in practice at Davos in 2006. Probably the only dimension that was not touched upon directly was Immigration. So in order to position themselves what tactics were used by India?

Wait to hear about it………. For further detailed reading log on to…….


http://www.theideaworks.in/images/davos2006.pdf
http://www.gfkamerica.com/practice_areas/roper_pam/nbi_index/index.en.html/
http://www.sommelierindia.com/blog/2006/01/indian_wine_at_davos.html
http://www.ibef.org/artdisplay.aspx?cat_id=105&art_id=12073%20