India Should Rework Brand Strategy

India needs to redevelop its brand strategy in order to benefit from its growing importance in the global economy, according to a senior academic at the University of Oxford.

Paul Temporal, based at the university’s Said Business School, wrote in a research paper that India needs to differentiate itself from China, ASEAN, Japan and other countries and clusters that were competing for investment, talent, tourism and exports.

"Beyond the obvious there are also substantial opportunities for branding in more traditional product categories such as Kashmiri clothing and basmati rice, but the strengths of all these 'sub-brands' need to be channeled into, and driven by, a master brand strategy required to build the India of the future," Temporal wrote.