Knowledge@wharton

The emergence of China and India figured prominently at the World Economic Forum annual meeting in Davos last month. In India’s case however another factor also was at work. Determined not to be overshadowed Indian business and government leaders spent some two years and $4 million planning an elaborate branding campaign to ensure that the ”India story” got prominent play and did not get lost amid the chatter at Davos. How does a country go about building its brand though such PR campaigns? And how can outcomes be measured to see if the campaign worked? Wharton professors who were at Davos and Indian business and government leaders say that while India’s campaign at the summit was impressive the country will now have to walk the talk on infrastructure investments and policy reforms if it wants to retain its credibility. See acast.com/privacy for privacy and opt-out information.