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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 a
combination of them, intended to identify the goods
and services of one seller or group of sellers and to
differentiate them from competition .
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.
consistent messages
remain relevant
substitute products.
competition,
and availability of
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
Destination Brand
Place of abject
poverty and
deprivation
Land of
Maharajas and
Princess
Sone Ki Chidiya
Bird of Gold
IT Hub of the
world
Land of different
religions like
Hinduism, Jainism,
Buddhism etc
Air Indias
Maharajah
The
Common
Man
India Brand
Equity
Foundation
India Everywhere
Campaign World
Economic Forum
2006
CII and
Consulting
Groups
Incredible !ndia
Rural Tourism
Scheme
Incredible !ndia
Atithi Devo Bhava
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.
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 tourismfriendly aspects.
PRINT ADS
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
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
Explore Rural
India
Atithi Devo
Bhava
IBEF Initiatives
India Everywhere
Security Threats
Mumbai terrorist
attacks etc
Corporate
Scandals - Satyam
Attacks and
Murders of
Foreign Tourists
in Goa etc
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.
Same as India
Africa
16%
70%
Cleanliness
Africa,
92%
Condition of Roads
Africa
92%
Job Opportunities
23%,Africa
31%
31%
Africa
1%
77%
Parameter
*
15%, @
69%
23%
46%
23%,Latin
America
38%,Africa
15%,Africa,Kuw
ait
31%
1%
Africa
23%
( 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.
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.
It should focus on everything quickly building its equity not only in tourism but
also trade.
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 ???