Branding India: Strategic Challenges and Possible Approaches

Abstract

This paper is an attempt to understand the psyche of nation branding and takes a systematic look at all the elements that go into the making of "Brand India". Taking cues from product marketing, it proposes a step-by-step algorithm for creating and sustaining the concept of "Brand India". Finally, the effectiveness of any campaign has to be measured for the value that it brings to the table. For this the author has proposed a Brand Scorecard, which will over a period of time appraise how "Brand India" fares in the international arena