We must develop Brand India to attain global appeal and success

News:  In recent years, country or national branding has emerged as a distinctive field in marketing and communication, and also making headways in international diplomacy.

What is country branding?

It is a process of identity creation where countries gain visibility and put themselves on the world map as distinctive entities by drawing on their history, culture, economy, society, geography, and people. It is aimed at establishing a country’s uniqueness in the global order. Furthermore, it serves as a tool to attract tourism, investments, and high-quality human capital, as well as to forge financial, military, social, and political alliances.

How far India is successful to make itself as a brand?

Within just 75 years of independence, India has not just made its mark but achieved a respectable reputation in each field.

Democracy: There are about 63 countries that gained freedom from foreign rule in the 20th century. India is only among a handful of countries in which democracy has not only flourished but deepened in every aspect.

Economy: India is the fifth-largest economy in US dollar terms in the world and the third-largest in purchasing-power-parity terms. India has the world’s largest and fastest expanding consumer markets. After the economic shrinkage caused by the pandemic, India has emerged as the fastest-growing economy among G-20 countries.

Food production: India is among the largest producers and consumers of food in the world.

Environment: India is the fourth-largest emitter of greenhouse gases and a major voice at meetings of the United Nations Framework Convention on Climate Change.

A responsible military power: India has fought four major wars, is nuclear-capable, with a no-first-use policy. India’s position in the global fight against terror is well respected around the world.

Technology: India has made progress in modern technology, especially in information and space technology.

Civilization, culture, and religion: Mark Twain famously said that “India is the cradle of the human race, the birthplace of human speech, the mother of history, the grandmother of legend, and the great-grandmother of tradition.”

How can India make itself a competitive brand?

India should explicitly brand itself aggressively by marketing all its strengths and capabilities. India has the world’s largest young population. Harnessing their aspirations, skills, and consumption capacity will not just help power Brand India, but, with the required dedication and effort, it can eventually help reshape the world.

Source: This post is based on the article “We must develop Brand India to attain global appeal and success” published in Live mint on 24th February 2022.

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