To all those people who might not b sure abt wat exactly “Brand Equity” is, in simple terms, it refers to all those parameters associated with a Brand name which either ‘adds to r subtracts from’ the value delivered by it...
India - A country of diversities, once branded for co - existence, peace, historical monuments, literature, sculptures, flora and the fauna, the famous independence struggles, ahimsa etc. is now branded all over the world as as “UNSAFE country”... The country is now branded all over the world as the land of terrorism, sexual harassment, communal fights, rape, politics, bribe, murder etc... Is this wat is the way that v want our HOLY motherland to be symbolised?
Who is to b blamed for these liabilities that negate the equity of Brand INDIA? Like I have mentioned in my previous blog, the prime reason r the so called CITIZENS... As citizens v ourselves have a poor equity, v lag in our duties and responsibilities, but excel in something called as the “blame game”... This grows and spreads gradually into the arena of politics, sports, management, social welfare n wat not... u name it n its ther...
N a look at the security aspect... the most spoken about theme on media, parliament, gossip etc. India, though never stood for a secured society, neither did it stand for an insecure society. Lets take a walk back and look at the past 6 months, all that v c is BOMB blasts, rape, communal wars, murders across all metros... especially the working women... People talk abt the additions made by the BPO n IT sector to the economy, but do they pay required attention to the security concerns it raises??? Do these ppl spend enough time in appointing cab drivers and monitoring their behaviours... The Indian police force, known all over the world is not able to bring the situation under control, at times I actually think as to why situations aren’t like in films.. IN films our police act sensibly, figure out the Plot and arrest the villain... In reality, the question remains..........
Wen it comes to communal riots, v need no introduction... it has been a picture that v have been witnessing from the independence period... The one big disadvantage that branched out from the victory of independence was the communal fights between our own brothers... though 61 years have gone by, symbolised by various ups and downs; one common feature that has been the same is the communal riots...
On one hand, V look at India growing leaps and bounds in the global context... India acquiring organisations across the world... Beating the shit out of most leaders in the industrial segment... On the other hand, v c that India is getting hit on the basic necessities and values it once stood for... Like Al ries and Jack Trout mentioned, when organisations grow they tend to forget the basics... that is,” forget what made them famous”... N when this happens u don pay enough attention to ur basics and focus only on the periphery...peripheral growth wud result in short term profits, but when the core gets rotten gradually a slump is sure to happen.... to summarise, “The strength of a building depends on the strength of its foundation...”
Management theory talks of Brand equity as a function of associations, awareness, loyalty and quality... From that point of view, the awareness level is on the rise... may b there mite not b a country in this world which is not aware of a country (brand) India... the quality – its degrading every day... loyalty – pls don ask my opinion on this... the answer to this basic question provides my view... how many people in India wholeheartedly support and wish that India should win in a cricket / hockey match?? V talk abt loyalty??? ;-)... wen it comes to paying taxes, oh my goodness!!! The most innovative methods to cheat is evolved ther... associations – hmmm, a mixed response... but if the current state prevails, may b all the positive associations wud die...
As residents of the country, pls let us try being a citizen first... cleanliness, charity, growth etc starts from us and our Home...
I jus hope that in future, the World wud sing
“Saare Jahan se acha Hindustan hamara.....”
The journey continues... JAI HIND!!!
