Page 36 - Seniors Today Jan20 Issue
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2.Levi Strauss (96%)
3.Ralph Lauren (95%) Nike - Patriotic in any country
4.Ford (94%)
5.Coca-Cola/Jack Daniels (93%)
Nike although originating in America, has
established itself as a truly global brand by
In India, Bajaj has always been known for its capturing the hearts of young people in every
patriotic branding right from the days of the old country they entered. When it leverages sports
Bajaj scooter with “Hamara Bajaj”. Of course, events, it has the distinct advantage of itself
this was a time when India followed a quasi- being a sports brand. Their commercial for the
socialist path which banned banned imports. Rio Olympics then did just that. It captured the
Many brands pledge their patriotism on quintessential Nike values of portraying success
Republic Day. For example Bajaj with their as the consequence of merely trying harder and
Invincible Indians ad a few years ago. It told combining them powerfully with passion for
stories of brave Indians who were serving sport and patriotism.
society at large with the help of their Bajaj
motorcycles. The Bajaj V bike is perhaps the “We’re being sold a brand new idea of
most patriotic bike in their portfolio because patriotism. It never occurred to me
it is made out of the steel of our famed aircraft that patriotism had to be advertised.
carrier, INS Vikrant. Patriotism is something you deeply felt.
A major beneficiary of patriotic branding in You didn’t have to wear it on your lapel
recent times, of course, has been Baba Ramdev’s
Patanjali by embracing the concept of Swadeshi. or show it in your window or on a bumper
By taking the anti-multinational stance in the sticker. That kind of patriotism does not
brand’s positioning Patanjali has by default appeal to me at all. ” - Sam Shepard
become patriotic. In addition, ayurveda
indicates a ‘back to the roots’ approach which Sam Shepard, American playwright and writer,
has been bolstered by Baba Ramdev’s yogic says it never occurred to him that patriotism
image giving Patanjali a highly differentiated had to be advertised. But as we can see from the
patriotic slant. This also echoes the political brands of many countries, patriotism is a value
slogans of the day that includes “Made in India” that can bring a brand close to its people. It is
and ‘nationalism’ amongst them. an endearing brand value, that if handled well,
But for a long time, most mass-market brands in can be exploited for the long term. Patriotic
India which were the darlings of the man on the branding has that uncanny ability to make
street have been patriotic brands. The erstwhile brands seem selfless, instead of seeming to just
Hero Motors when it was known as Hero chase their profit margins and perhaps this
Honda, pursued the “Desh ki Dhadkan” theme might be its most important virtue.
for many years. No wonder then that marketers the world over
are pursuing patriotism as a key brand value in
their brand strategy.
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