Branding A Place..

Branding Rae Bareilly

“The Group Nine”

Nitin Sharma
Saurabh Sharma
Vijay Thilak
Flow of Présentation
Defining Destination Branding

Stages in Destination Branding

About Rae Bareilly

Differentiating factors for RB

Branding RB
 Demystifying Branding..

Businessdictionary.com defines branding as :

“Entire process involved in creating a unique name and image for a

product (good or service) in the consumers' mind, through
advertising campaigns with a consistent theme.”

Branding aims to establish a significant and differentiated

presence in the market that attracts and retains loyal customers.
 What can be Branded..

Jean Noel said “Anything.. Anything you can think of!!”

ØProduct

ØService

ØPerson

ØPlace..

Even a place can be branded

 Branding a Place..

A distinctive image that a place holds in the mind of the people.

e.g.

How do places get their name?

Cities can be branded deliberately based on some themes or

else people do it for them.

Some gets attention by winning bids for major events

Some become the victim of manmade or natural disaster and

bounce back quickly to normalcy
 Stages in Branding a Place..

ØOrganic Stage
formed by our general awareness of the place through
media, books, friends and educational studies

ØMarket induced Stage

Shaped by marketing communication such as ads,
websites, brochures etc.

ØExperiential Stage
Image is enhanced by person’s first hand experience by
visiting the place.
 About Rae Bareli
• History
• Industrialization
• Education
 History


• Famous as political baston of Nehru –

Gandhi family.
– Firoz Gandhi
– Indira Gandhi (1967)
– Sonia Gandhi (2004)

 Industrialization
• Indian Telephone Industry (1972)
• Manufactures Switching equipments
•
Feroz Gandhi Thermal Power
Project (1981)
Highest Plant Load Factor
Capacity 1500 MW
 Bhavani Paper Mill

Established in
1983

Capacity 45-50
tons per day
 Industries Cont.
•
• Birla Cement Factory
• Concepta Cables Ltd.
• Nandganj Sirohi Sugar Mills
Industrialization Data

Mini Industrial Areas in Raeb

Land
Situation
Purchase
Tiloi 19.32
Salon 13.35
 M ajor Industri

Name Situation

In d u strial Are a Su ltan p u r

Site N o .1 Ro ad
 Industrial Areas in Raeb

Area
Situation
(Acre)

Bachhrawan
Source: www.raebreli.nic.in

10.64
 Educational Institues
Name of college Courses offered No . of seats
• RGIPT MBA(Petroleum & Energy 36
RGIPT Management)

• NIPER B.Tech 72
M.Tech 30

• FDDI NIFT B.Des.

PGDRM-FT
30
60
FDDI
• NIFT PGDRM
DFT
60
60

• IGNUA DLGAD
DFMRM
25
60
NIPER Ph.D
MBA(Pharmaceutical 60
Management)
 Decision Problem
•
•
 To identify the distinctive
features and unifying theme of
Rae Bareli and what should be
done to promote it on that
theme.
 Research Problem
•
• What are the possible differentiating
factors related to Rae Bareli that
we can consider for its branding?
• What is the current perception of
people about the place?

 The Probable Solution
• Education for cultural growth
• Cultural growth for Economic growth
to sustain it. Eg: Babylonians
• Industrial hub needs developed
place.
• Educational hub is like a grass.
 Why Education Over
Industrialization
vGovernment’s interest in Building up Educational
institutes.

vSlow industrial growth in the place.

v
vLocality's perception over the Emerging Rae
Bareli.
 Learning By Example

• Learning from success stories

 - Kota
 - Pilani
 Current Developments
• Analysis
• Advantages
• Strategy
•
•
 Conclusion
• As it is said “Rome was not built on a
single day”
• The Brand which we would like build
upon Rae Bareli is, it is an
“Educational Hub”.