The India Brand Story : Connecting, Engaging and Inspiring

Many countries in the world can be recognized as brand like: Germany for Automobiles, Japan for Technologies, South Africa for Racialism and US for global political dominance and so on. Now what to associate India with, is it a democratic alternative to China or a Fast growing free market economy or can be identified with the people with best brain or the birth place of great entrepreneurs like Tata’s, Mittal’s, Murthy, Premji or the land of corruption? So if India still viewed as a land confined within the shackles of rituals? What about the phenomenal stride the country has made in the last 50 years? Over the years, we have also witnessed Brand India becoming increasingly distorted in the absence of efforts to manage and develop its associations. The only obvious way out is branding or rather Re- Branding India. India is constantly evolving Brand with a widely varying Diaspora of population, which makes it a challenge and often a nightmare for the brands. It is a country and a brand in transition-ever growing and undergoing transformation constantly, on various attributes. This paper focuses on the various steps in the journey of positioning and repositioning India as a Brand. It also analyses the core competencies required to provide a base for building Brand India