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  The IUP Journal of   Brand Management :
Stakeholders’ Associative Network Memory Model Approach to Evaluate Brand Building of Make in India
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The Make in India initiative is considered one of the biggest brands which India has created recently. The paper applies the consumers’ associative network technique for identifying the key brand associations that define the brand Make in India. It has considered 73 newspaper articles and news items published between December 2015 and May 2016 in a popular business daily to study the brand associations. After conducting an experiment with respondents, it has been found that Make in India as a brand has been very much a multidimensional entity. The major associations that have come out of this study are opportunity, reform, technology, future, negative image, limitation, doubt and challenge. Thus, the brand that has been created with strong media involvement has moved in both negative and positive directions. This shows that the brand Make in India has not expressed its full potential, and needs a holistic and integrated approach to building it as a unique, consistent and positive brand.

 
 
 

On February 13, 2016, in a meeting with investors, India’s prime minister declared that Make in India is the biggest brand ever created in this country. He has been active in promoting this initiative on all platforms; and time will tell how far this program would be successful. Make in India as an initiative of the Government of India has been in the limelight for many issues. Some of us are confident that it will bring growth and stability to the Indian economy. According to the prime minister’s assessment, India has witnessed a growth of Foreign Direct Investment (FDI) of 48% since he has been in power. India has been able to relax FDI norms to attract investment. Make in India has been a plan to transform India as a world-class manufacturing hub. But still, there are many of us who are less convinced about the projection of Make in India as a brand, and its ability to do justice with the objectives of attracting FDI to assist in building India’s image as an emerging manufacturing center. The paper makes an attempt to find out whether Make in India has really made a mark in the field of branding and identifies the brand associations that come to mind when we read, discuss and discover Make in India in popular media like print media in particular.

 
 
 

Brand Management Journal