A STUDY ON BRAND MANAGEMENT, REVISIONING NATION BRANDING & ENVISIONING A DEVELOPED ECONOMY!
DOI:
https://doi.org/10.29121/ijetmr.v12.i(4SE).2025.1578Keywords:
Brand Management, Nation Branding, Government Expenditure, Brand Positioning, Brand ResonanceAbstract
Brand Management is an extension of Nation Branding. Its significance is much more felt when an economy is on its path to development. Chronologically, a nation develops a brand from an existing identity, crafting an image and positioning it accordingly. These efforts resonate in the form of a brand value and loyalty relationship. It so happens that global audience looks up to an economy that fulfils its promises and it became implicit on the nation to continue to be of value that global audience can vouch for. This level of indulgence and constant effort to keep oneself relevant necessitates Brand management. The study makes an attempt to analyse the concept from a holistic perspective employing various economic determinants in order to derive at Brand value and track its ups and downs. Examining causes of value depreciation and redressing them or identifying the facilitative factors that contribute to value appreciation and sustaining relevance is Brand management. An evolution of the concept is done through a number of economic indicators such as GDP & FDI, Exports & Unemployment, Consumer spending and Government expenditure to derive a measurable index of an economy’s brand value. It fairly touches upon relevance of the concept, establishing its significance, devising a measurable scale to derive at a value and adjudges its impact on the nation and on its developmental policies. Neither was Rome built in a day nor a legacy is a fortnight event, it takes an era and cost consistent efforts, that’s the motto of Brand Management.
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