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  The IUP Journal of   Brand Management :
Nation Branding for Promoting Tourism in the Indian Context
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For countries, just like for organizations, success at the global level is achieved through strategic positioning and effective branding. Branding is very common with respect to commercial organizations. However, for countries, the application of the principles of branding is relatively new and is still in the developmental stage. The concept of nation branding is challenging and needs lot of thought as it is very different from branding a product or an organization. One of the reasons is that most nations have still not made much effort at consciously branding themselves, nor have they clearly identified the benefits that branding could bring to their country. Therefore, nation branding assumes importance as a subject of study and exploration, to edge over the other similar countries, both internally and externally.

 
 
 

Lee (2009) suggested a Nation Branding Mechanism Model as a strategic management tool for effectively managing a nation brand and achieving sustainable competitiveness. The model is derived based on the case studies of the branding mechanisms adopted by Republic of Korea and Republic of Ireland.

A powerful and positive nation-brand is the need of the day for the countries competing on various fronts in the world market. Various studies have been carried out as to what nation branding is and how it works in creating, improving and sustaining a nation’s values and competitiveness. Although, globally nation branding has been studied in detail, not much work has been done in the Indian context. This study analyses the theories of branding applied to the concept of “nation branding” in India.

 
 
 

Brand Management Journal,strategic management tool,Promoting Tourism in the Indian Context.