The Branding Of India In America
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This document discusses the evolution of India's brand and image in America over time. It describes how India was initially perceived through colonial-era stereotypes but that its image became more positive in the 1950s-60s as it gained independence. However, India's brand eroded in the 1970s-80s due to political and economic issues. Since the 1990s economic liberalization, India's brand has sharply improved as it has seen rapid economic growth and become a global economic and technological powerhouse. The document argues America should care about and support India's success as it validates shared democratic values.
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The Branding Of India In America
- 1. Branding of India, Indians, and Indianness in America Kanwal S. Rekhi Roy Prasad May 10, 2008
- 3. The Challenge #1 5/10/2008 How do you “brand” an 8,000 year old civilization?
- 6. Elephants and festivals 5/10/2008
- 7. Mystics and Yogis 5/10/2008
- 8. Champions of peace and compassion 5/10/2008
- 9. The Taj Mahal 5/10/2008
- 13. Multitude of gods and goddesses 5/10/2008
- 15. Maestro with his Sitar 5/10/2008
- 16. New age gurus… 5/10/2008
- 17. Modern day high tech powerhouses… 5/10/2008
- 18. Along with the world’s largest slums 5/10/2008
- 19. Outsourced call centers, BPOs & KPOs 5/10/2008 Hi, I’m Dan. How ya doin’?
- 25. 1956-1980’s: Sharp brand erosion 5/10/2008 1950 1955 1960 1965 1970 1975 1980 1985 Positive Negative India’s image Indians in USA USSR in Hungary India silent Vietnam stance; PL-480 Wheat First Nuclear Explosions Indira Gandhi’s Emergency USSR in Afghanistan India silent Coke/IBM ejected Hard-working, good techies, successful
- 30. Past 20 years: Sharp brand upswing 5/10/2008 1985 1990 1995 2000 2005 2010 Positive Negative Economic liberalization Economic explosion Infosys IPO Nuclear test Tata acquires Jaguar INFY sales to reach $5B Clinton visit Nuclear deal Series of entrepreneurial and executive successes India’s image Indo-Americans’ image
- 34. Q & A 5/10/2008