According to national branding expert and marketing guru David Reibstein of Wharton School, the US, playing to its strengths will help India improve its global perception rankings.
“India is perceived as economically, politically, and culturally influential, but needs to improve on entrepreneurship, citizenship, quality of life and being more open for business,” the William Stewart Woodside Professor of Marketing at the Wharton School said.
He addressed the 5th edition of the Dean’s Speaker Series at the Indian School of Business (ISB). His speech was titled “Why Nations Need to Brand—The Way Forward for India.”
Reibstein presented the findings of his study, which ranked nation brands of 60 countries worldwide and, in particular, the outcomes for India. Over 16,000 respondents worldwide, including business experts, participated in the study, ISB, in a note from My Update System.
“Nations have brands whether they like it or not, and the perception of a nation’s brand directly influences its economy, foreign trade, external relations, and several other aspects,” Reibstein said, taking the audience through his findings.
These rankings were based on nine parameters: influence, power, openness to business, movers, citizenship, entrepreneurship, quality of life, heritage, and adventure. According to the findings, India has been ranked first in the category of “mover”—perceived as distinctive, different, and unique—and 39th in “citizenship.”
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It ranked 29th in terms of being “open for business”—having an economical manufacturing cost and a favorable environment.
A country’s brand is the result of how its citizens perceive it and those from other countries, based on their experiences and perceptions — as tourists, through products from that country, trade, and investments in that country. Through the happenings and news of that country, the note said.
