It
is well-known that products are the easiest to brand and so can the services,
in spite of these being intangible and perishable in nature. But, can feelings
and emotions be branded? According to a survey conducted in a B-School, students
felt that though emotions can be used to brand things, emotion in itself, cannot
be branded. The same was told about relationships.
To
compete with the developed countries, it is of paramount importance for India
to go ahead and create a brand image for itself. India is still seen as the land
of snake charmers and needs to break the shackles and show the world that it is
much more than that. Branding
a nation is not an easy task, and that too, a diverse nation like India. In India,
every state has its own identity and within the states too, people have different
characteristics. But all of these have to be consolidated under a single umbrella
brand, or a metabrand has to be formed.
A
Focused Group Discussion (FGD) was also conducted in Segment 1. The FGD focused
on the possibility of the formation of `Brand India'. Different attributes emerged
in these discussions, and the participants discussed on the possibility of each
of those. There was a need to conduct a large scale survey based on some primary
data which was conducted with a sample of 300. The respondents were asked to give
their opinion on `for what attributes should India be branded'. |
