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Incredible India: Evolution of Brand India
Tripti Ghosh Sharma ; Akshay Kumar ; Samriddhee Khanna ; Aditi Gupta ; Karthik Govindarajan ; Arpit Agarwal
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Reference: IVEY-9B14A017-E
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Year: 2013
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Number of pages: 14
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Geographic Setting: India
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Publication Date: Jul 30, 2014
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Fecha de edición: Jul 30, 2014
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Source: Ivey Business School (Canada)
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Type of Document: Case
Description
In 2013, the minister of state for tourism in India is contemplating the future of the “Incredible India” campaign. Started in 2002, the campaign had succeeded in turning India into a high-end tourist destination, as a result bringing about a growth of 16 per cent in the number of foreign visitors. Originally focused on landscape and culture, the campaign evolved to embrace such concepts as spiritual, medical, adventure, film and sports tourism on a year-round basis. In 2007, the campaign was extended to the international arena with participation in events in Berlin, Cannes, London and New York. In 2012, the culmination of over a decade of effort resulted in three awards at the World Travel Awards. Now, in 2013, uncertainties have multiplied. India has gained more familiarity among and acceptance from foreign tourists of diverse backgrounds, who now expect more differentiation in the choices available. To lure them, the tourism departments of several Indian states and union territories have begun to adopt their own advertising campaigns. Can Indian tourism, which is based on a unified branding approach, sustain its growth in the long run? Is it more advantageous to change to a system in which different tourism products and regions are branded distinctly?
Learning Objective
This case can be taught in an integrated marketing communication or brand management course. Its objectives are: ·To help understand the key issues in choosing a possible brand architecture model and transitioning brand positions with time. ·To understand destination branding strategy as a way to align the brand’s positioning with the times, geography and consumer perceptions of the destination. ·To use market perception reports and evaluation metrics to decide what strategy is in the best interests of the organization. ·To determine how one should frame, promote and evolve the proposition for an integrated marketing communication campaign and measure its success.