NATIONAL BRANDING IN INDIA: STRATEGIES AND CAMPAIGNS

In modern multipolar world model, most countries seek to find and occupy a better niche, which demands certain efforts. Military-technical superiority ceases to play a key role in achievement of this purpose and trade, economic and financial mechanisms come to the forefront. The number of studies on soft power policy and its main tools, including public diplomacy, is increasing. Just as different companies are working on their image, trying to create a unique brand, countries are trying to develop national brands that will be recognizable all over the world and provide additional revenues to the state budget. In the scientiic community, the practice of studying brands in various countries is beginning to gain popularity, identifying the reasons for the success of some marketing campaigns and the failures of others, although there is a noticeable lack of development of the de-initive framework, the domestic research discourse is practically not formed. India, despite the existing problems in the country, is making considerable efforts to improve its own image in the eyes of foreign public, as well as the development of a national brand, and therefore this article attempts to comprehensively review the basic steps of the Indian government in the course of developing national branding strategies. It discusses the activities of government bodies in the development and implementation of campaigns conducted in various areas, including tourism, medicine, business and culture, with the aim of creating a unique image of the nation. The chronological framework covers the period from the beginning of the 2000s to the present. A landmark event in this context was the development of the marketing campaign "Incredible India", which initiated the process of creating a national brand of the country. The paper presents various data of ratings of international services for the evaluation of brands of modern countries, allowing to determine the place of India in creating its own brand, as well as compare the success of its activities with other countries.

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