10-08-2012, 11:34 AM
To study the brand image of Indian companies internationally
and their standing with reference to other global players
To study the brand image of Indian .doc (Size: 1.77 MB / Downloads: 76)
INTRODUCTION
It is a myth that foreign companies don't want to be associated with their Indian counterparts. There are only a few cases when an international company refused to be taken over by an Indian one. If the world perceives us as a third world country, then what's wrong with that? We are a third world country after all.
There are many Indian companies and brands that have been huge successes. Our country is acquiring foreign companies, and our Indian identity is openly highlighted, we aren't hiding it from anyone. India's image today is far better in comparison to the previous years.
It takes a lot of time to make a mark in the global arena. We are competing with big companies and powerful countries who have taken years to reach their current global positions. We are proud of all Indians who have established a name in the international market, and are looking forward to those who will do so in the future.
The Indian market is still evolving, and there are very few Indian brands that are internationally known. Our services are very good, but there is still a lot we need to do to compete globally. We need to come up with consumer-friendly brands that meet an international level of quality. For instance, take companies like Colorplus and Raymonds, they have made their name internationally.
As far as the quality of our Indian products is concerned, it is certainly not upto global standards, which is why it becomes difficult to convince the world, that we are international competitors.
In India, we have two types of companies: one where the professional manager is in charge, and the second is the owner-controlled company.
We need to have professional managers in all companies. Our CEOs, like Vikram Pandit, are performing fantastically on the international stage, and we are proud of them.
India's brand image, at the global level, is very strong. The world's entire perception of India has transformed drastically. The more I go abroad, the more I see a change in the way people treat you. Foreigners treat you in a way, which is acknowledging of the fact that we belong to a powerful nation. You go to the most up-market area of the world, and you'll find Indians there.
It is a myth that foreign companies don't want to associate themselves with India. If that was the case, why would most companies make a beeline to conduct business here? It has become a necessity for the global market to acknowledge India as one of the biggest consumers in the world.
India's brand image is changing. In fact, we can say that it has already changed to a great extent, and that too, for the better. Companies are doing everything necessary to build up the country's brand value.
There is a multitude of people of Indian origin who are heading many international companies.
The high level managers play an important role in developing a company because he is the one who is running it. But it must be remembered that every section of a company needs to contribute to the success of a brand. Indian’s economy is growing day-by-day, but we still have a lot to do. Indian companies are performing the best, among developing countries across the world.
Research Objectives
Brand India is continuously changing and evolving and it is a multi – layered brand whether it is by cast, language or origin. Brand India in many quarters is a country where you can’t afford not to be in to take advantage of these four lakhs engineers and management professionals who graduate every year and who can speak English. Brand India is an aggregative brand, one that is composed of large no of brands. Indian industries are continuously going through changes on account of liberalization, globalization and customer’s preferences. Consumer dynamics in India are changing and the companies need to take note of this and formulate their strategies and tactics to deliver the exact expected value to the customer. Each single brand identity combines together to provide India a unique brand value proposition (BVP), and I my emphasis will be to include these into my research
To study the Brand image of Indian Industries internationally.
To understand the operational structures associated with the organizations.
Understanding consumer behavior in Indian industry with changing environment.
To study the various strategies adopted by Indian companies for Brand Building Internationally.
Literature Review
India as a brand and its historical propensity fulfill certain criteria and also facts of how strongly the nation is positioning in this Knowledge and Information driven era to catapult itself at the pinnacle of the world economies, drawing its strength from its ‘Historical Brand Strength’.
Brand India existed in the collective consciousness of its erstwhile dwellers; rulers and thinkers who were manifested themselves in the epithet for India as being the ‘golden sparrow’. Brand India was always evolving whether it was the gift of quantitative science like geometry during the Indus valley civilization or the essence of Ayurveda & Yoga from the Vedic period. Whether it was the treatise on political economy – ‘Arthashastra’ by Kautilya or the emergence of religion like Buddhism. If one truly intends to understand the meaning of Brand India, one has to examine Indian history in chronological sequence to understand whether there was substance in India as a brand and what contributions did the natives make towards this evolution. The stages are as follows:
Exhibit2:- The Life Cycle Stages of Brand India
BRAND SEEDING
Evidences of Paleolithic Age were found as early as the 450,000 century BC leading up to the primitive societies of cave and riverside dwellers from 10,500 BC leading up to 8,500 BC4. This was the period when the native – Dravidians and the other tribal people manned the subcontinent. This was the time when seeds of a great civilization were actually sowed. The Aryans came and the Indus Valley civilization flourished on the banks of river Indus driving the native Indians deep into the Indian territories along the east and the south of Aravali Ranges.
The Indus Valley civilization flourished from 2700 BC to 1750 BC and this was the beginning of the Bronze Age of India5. This period is referred to as the pre Vedic Harappa and Mohenjo-Daro reflected conceptual and elemental forms of human virtues emanating towards the world from lands hitherto unknown, Harappa and Kalibangan (now in Rajasthan), Lothal in the Gulf of Khambat and Surkatoda in Gujarat.
Archeological evidences that show that the Indus Valley civilization had extensive trade relations with the Mesopotamians6. Copper, peacock, apes, ivory, pearls and textiles were routed to Mesopotamia whilst they imported silver and other commodities from there. Indus Valley civilization is also believed to have given birth to quantitative science like geometry in a big way7. Even the erudite Greeks adopted it. There was high degree of progress and perfection in those times in construction sector techniques and brick kiln operations. The greatness and significance of this to Brand India’s evolution is that the elements of elevated quest for robust living expounded itself in practical living applications like extensive town plans, judicious construction, detailed sanitations and water works, sciences and even the quest fro trade relations.