Marketing Report-Branding a Place | Brand | Business

Branding A Place

Branding Rae Bareilly
Saurabh Sharma M-09-29 Nitin Sharma M-09-20 Vijay Thilak M-09-27 Upasna Chaurasia M-09-35

Project report in partial fulfillment of the course of Marketing Management at Rajiv Gandhi Institute of Petroleum Technology Rae Bareilly, Uttar Pradesh

Abstract: This project aims at identifying various differentiating factors that can be used as base to establish the brand image of Rae Bareilly. It also explains the methods involved in destination branding.

Rajiv Gandhi Institute of Petroleum Technology |

Table Of Contents
Table of Contents
Introduction..........................................................................................4 Understanding the concept of Place Branding........................................................4 Place Branding......................................................................................5 Branding Campaign...............................................................................6 Internal Research....................................................................................................6 External Research...................................................................................................6 Logo & Brand Promise Design.................................................................................6 Comprehensive Brand Identity Package Design & Implementation........................7 Internal Education...................................................................................................7 External Education..................................................................................................7 Advertising..............................................................................................................8

Decision Problem...................................................................................9

Research Problem................................................................................10

About Rae Bareli..................................................................................11

The Probable Solution..........................................................................12

Identifying the Differentiating Factors..................................................13 Industrial Background...........................................................................................13 3|Page

Educational Institutions........................................................................................15

Why Education over Industrialization in Rae Bareli................................17 Learning from Examples.......................................................................................17 Inference from Examples......................................................................................19

Strategy, Analysis of Advantages of the current developments..............20 Advantages Rae Bareli Enjoys..............................................................................20 Analysis of the current situation and strategy......................................................20

Conclusion...........................................................................................22

Annexure 1..........................................................................................23

Annexure 2..........................................................................................25

Annexure 3..........................................................................................27

Annexure 4..........................................................................................28

References..........................................................................................29

Rajiv Gandhi Institute of Petroleum Technology |

INTRODUCTION
UNDERSTANDING THE CONCEPT OF PLACE BRANDING
Place branding is based on a strategic approach to public relations, stating that change of image is an ongoing, holistic, interactive and wide scale process, requiring much more than a change in slogan or logo. It is a slow and consistent process and not an overnight change. A unifying idea or a distinctive feature is necessary to promote the place as different from others. Good branding can assist in making cities desirable, just as bad branding can assist in making cities undesirable. We must understand that cities, like brands, must be functional. To both, functionality means observable benefits. So a city like a brand must be functionally strong and functionally distinctive. Also a strong brand is not only functional but also provides non-functional added value. It is so because people try a brand because of its functional value but become committed and loyal to brand due to the added value provided by the brand. It is generally a perceived benefit from the brand. Believe it or not, like it or not, every place is branded. Even every person is. Whether intentionally managed or not, brand image exists in the mind of people to whom it matters. Cities without focus or specific intentions miss out on relationships. Relationships bring opportunities. In today’s overcommunicated society it is even more important to stand for something we actually intend to and which actually would attract the target audience. If one does not do it purposefully, people would choose it for you. For example, Belarus will like to be known for something else than the Chernobyl disaster. Similarly Bihar would like to be known for something else than corruption.

5|Page

PLACE BRANDING
Place branding (also known as destination branding, place marketing or place promotion) is a relatively new umbrella term encompassing nation branding, region branding and city branding. In order for a city to be a good brand, it must possess defining and distinctive characteristics that can be readily identified. These are functional as well as non-functional qualities. These include city appearance, people’s experience of the city, people’s belief in the city, what the city stands for, and what kind of people inhabit the city. Good branding can assist in making cities desirable, just as bad branding can assist in making cities undesirable. While some cities have prospered over the years, others have suffered. In what way does the city brand make a difference? A city must have good qualities in order to brand itself successfully, but a myriad of factors are involved. Cooperative efforts between residents and municipal government are one of the key factors in determining the branding potential of a city. If a city is to be considered a brand, it must start with a brand’s most important characteristics; its fundamental properties. This means that a good city must have the following: • Offer attractive employment. • Not be unduly expensive in relation to wages. • Provide good and affordable housing. • Have reasonable public transportation. • Have good schools and recreational/cultural attractions. • Have a reasonable climate. The way that brands work for a city is how these qualities are projected: by word-of-mouth, public relations, and in some cases, advertising. These attributes must be based on something substantial.

Rajiv Gandhi Institute of Petroleum Technology |

Branding Campaign
A comprehensive branding program includes the following steps: 1. 2. 3. 4. 5. 6. 7. Internal Research External Research Logo and Brand Promise Design Comprehensive Brand Identity Package Design and Implementation Internal Education External Education (Public Relations) Advertising

Internal Research
A long lasting and effective brand for a city is built on the core values and strengths found within that community. The only way to know what that is for sure is to ask. A comprehensive city-wide survey must be developed and distributed to each and every household within the city. This is the only way you can be sure that you are indeed getting at the true core of your citizens without interference from special interests.

External Research
This second step should be performed concurrently with the first, that way the results of one do not influence the other. Most cities have no idea how they are perceived outside their little world. Either they are afraid to ask or unable to listen. What most will find is that the way they are perceived often varies dramatically from the reality that exists (remember – perception is reality).

Logo & Brand Promise Design
Armed with your internal and external research, you can define the core values of your city and understand where that differs with the perceptions. With all these thoughts and information now gathered you can begin to create a new brand promise (or if you are like most cities, your first one). The brand promise is a phrase or slogan that becomes part of your logo and an integral part of your city. It represents and paints a mental picture that
7|Page

captures the essence of your city to all that are exposed to it. The brand promise should be short and focused (the perfect one would be one world, although this is rarely achievable). The logo can then be created and should visually support the brand promise and represent the character and/or key visual elements of the city. In the case of Kerala, the tourism industry flourished there after the invent of the Tagline; which now many people all over the world i.e. “GOD’S OWN COUNTRY” (See Annexure 2, Fig 2.1)

Comprehensive Brand Implementation

Identity

Package

Design

and

Once you have developed your logo the next step is to make it quickly ubiquitous within the city. This means it must appear on all media the city generates – business cards, stationary, vehicles, uniforms, signs, promotional materials and all forms of communication.

Internal Education
In order for the brand to begin to be established it must become a mantra within the city. It is important to share the results of all of the research with the city staff and the public. Take the time to educate them as to what the results mean and what steps the city is planning to take to implement policy based on those results.

External Education (Public Relations)
Armed with your external research, you will have a pretty good handle on how and where the city’s image is perceived incorrectly. Through press releases, personal meetings and events you can begin the process of reeducating the public and realigning their perceptions with the reality that exists within your city.

Advertising
Rajiv Gandhi Institute of Petroleum Technology |

Only now do you even think about beginning the traditional advertising to promote your city. With a new logo and brand promise in hand and hopefully a clearer message to deliver you can begin to identify your target audiences. Long after the effectiveness of a single ad wears off the memory of your brand identity will live on in the minds of the public.

9|Page

DECISION PROBLEM
To identify the distinctive features and unifying theme of Rae Bareli and what should be done to promote it on that theme.

Rajiv Gandhi Institute of Petroleum Technology |

RESEARCH PROBLEM

As we have already defined our decision problem, now we can decide what should be our research problems. Since we need to decide what is it that we can brand Rae Bareli on, this would need a thorough study of all possible differentiating aspects of the city, including industries, education, etc. Also since our target would be following people: • Residents • Businesses and potential businesses. • Students and Educationists. • Tourists/ Visitors. It becomes necessary for us to know what their current perception about the place is. Now we can come to precise research problems: 1. What are the possible differentiating factors related to Rae Bareli that we can consider for its branding? 2. What is the current perception of people about the place?

11 | P a g e

ABOUT RAE BAREILY

District Rae Bareli is located in the heart land of famous AWADH region which was the part ancient koshala kingdom. This town has close proximity to present state capital Lucknow which is just 70 km. The district of Rae Bareli was created by the British in 1858, and is named after its headquarters town. Tradition has it that the town was founded by the Bhars and was known as Bharauli or Barauli. Over the course of time, the name was changed to Bareli. The prefix "Rae" represents "Rai" the common title of the Kayasths who were masters of the town for a considerable period of time. The city and the district became famous as a political bastion of the NehruGandhi family. After independence, the Rae Bareli constituency was won by Jawaharlal Nehru's son-in-law Feroze Gandhi. After Feroze Gandhi's death in 1960, the constituency was won in 1967 by his wife Indira Gandhi (daughter of Jawaharlal Nehru), who went on to become the first woman Prime Minister of India. In 1977 after Indira Gandhi's election from Rae Bareli was revoked by the Allahabad High Court for using state machinery in the elections, she held on to power by having the President declare a national emergency. After Indira's death in 1984 there was no one from the family to contest from here until the 2004 Parliament Elections, when Sonia Gandhi, the widow of Indira's son, Rajiv, was elected as MP from Rae Bareli with a record breaking margin. During this period, Rae Bareli became the nucleus of the Indian National Congress and Indian Politics. Once in 1976 the cabinet meeting was held in Rae Bareli instead of state capital. District Rae Bareli became the pilgrimage of Congress workers. In spite of Mrs. Gandhi's statement, all the congress workers had a desire to come to this pilgrimage before every election. During this period Rae Bareli got bumper publicity in the national and International press.

Rajiv Gandhi Institute of Petroleum Technology |

Now currently most of the people know Rae Bareli as the political stronghold of an influential political party. Now technically, this is the brand image associated with Rae Bareli. But it is clearly seen that the place needs more and needs to be identified for its other budding and evident features, of which we will study the most promising.

THE PROBABLE SOLUTION

In this section we will try to find some probable answers to the research problems that we have defined in the previous section. This requires an extensive research to find out the various differentiating factors which can be dwelled upon for branding Rae Bareilly. Research mode has been the internet search engines like google.com and bing.com, Rae Bareilly’s official website, Wikipedia and the official websites of various colleges and industrial setups in and within the vicinity of Rae Bareilly. As quoted by Bill Baker in his book titled “Destination Branding for Small Cities”, while branding a city, its industrial linkage i.e. the number and the kind of industries in and around it plays an important role. Cities like Jamshedpur, Ludhiana and many more are known for their industries. So our first objective was to figure out the industrial linkage of Rae Bareilly. This information was gathered as quoted above from various search engines and websites and from the locales of Rae Bareilly who have been here for a long time and some of them are even working in these industries. From the above mentioned sources we gathered a lot of information about various industries that are currently functional and also about those industries that are proposed or are in process of set up. We have consolidated the data on such industries that has been quoted in the next section of this report.

13 | P a g e

During our research we also discovered a new finding that was related to the educational institutions in Rae Bareilly. When we were trying to understand the perception of Rae Bareilly in the mind of a common man, we discovered this finding that people also see Rae Bareilly as a place where good education is available. So, next objective of our research was to find information on various educational institutions in and around Rae Bareilly. We used the same research tools as mentioned above and came to some really fascinating facts which we have quoted in the next section of this report.

Rajiv Gandhi Institute of Petroleum Technology |

INDENTIFYING THE DIFFERENTIATING FACTORS

Industrial Background
Rae Bareli enjoys a very long history of traditional arts. Shoes (NAAGRE) of Semrauta, brassware of Maharajganj and earthen toys of Kakoran are living examples of craftsmanship for which Rae Bareilly was always famous. In modern times, however, Rae Bareli was transformed from the traditional agro economy, and cast onto the industrial map of India way back in the seventies Free India's first public sector unit, M/s INDIAN TELEPHONE INDUSTRIES LTD, set shop here. Many small scale units also sprang up, primarily as an ancillary to ITI Ltd. Other industrial houses also took the cue. Today, the Industrial GDP is growing @ 4% per annum, which compares favorably with the National average. The data collected about the major industrial area developed by UPSIDC in Rae Bareilly has been consolidated in tabular format and has been put in Annexure 1 of this report (See table 1.1). Data for the mini industrial area also developed and promoted by UPSIDC and the major industrial area developed and promoted by district industry has been consolidated and put in annexure 1 (See table 1.2 and table 1.3).

A Brief overview of Industries
Indian Telephone Industries The torchbearer of modern day industrialization of Rae Bareli, the local unit of M/s ITI Ltd., formerly known as INDIAN TELEPHONE INDUSTRIES Ltd. was established in 1972 under the dynamic leadership of the then Prime Minister Mrs. INDIRA GANDHI. Giving employment to about 6000 people, this unit manufactures state of the art electronic switching equipments, and has been
15 | P a g e

a major factor for INDIA's self reliance in the Telecom sector. Switching equipments based on the C-DoT as well as multinational technologies are manufactured here. (See Annexure 2, Fig 2.2) Feroze Gandhi Thermal Power Project (FGUTPP, Unchahar) This project was started on 27th June 1981. This unit is known for the highest Plant Load Factor in the whole of INDIA. The unit was handed over to NTPC in 1992. With a generating capacity of 840 Megawatt being upgraded to 1500 MW, the unit is managed by the NTPC and is role model for Thermal Power units in general. (See Annexure 2, Fig 2.3 and Fig 2.4) Nandganj Sirohi Sugar Mill, Dariyapur After realizing the problems of Sugarcane farmers, This Sugar Mill was established in Dariyapur, Rae Bareli in 1979. In 1998 the mill was expanded and from then the daily production went up to 1500 quintals. Average production per year is approximately 120,000 quintals. This sugar mill provides a good market to the local sugarcane growers, who get the true remuneration for their produce. The mill has been a catalyst of all-round growth of the local population, who get all sorts of direct and indirect employment from this mill. Birla Cement Factory The Cement factory was established by the BIRLAS in the Industrial Area at Amawan Road, Rae Bareli. The unit started functioning in 1998-99. Shree Bhawani Paper Mills Limited Shree Bhawani paper mills limited is situated in the Industrial area at Sultanpur Road in Rae Bareli. It was started in the year 1983. The Paper mill is producing approximately 45 to 50 Tons of paper daily. The raw material required for the production of paper is procured from the district itself, which benefits the rice mill owners and traders of the district.

Rajiv Gandhi Institute of Petroleum Technology |

Since 1995 the mill is using its Diesel Generator set instead of power supplied by UP State electricity Board and the production has improved. (See Annexure 2, Fig 2.5)

Concepta Cables Ltd. The factory was established in 1983 with a cost of Rs. 20 crores. The main product is PIJF Telecommunication Cable. The production capacity of the factory is 20.74 Lakhs Conductor Kilometers. At present only 60% of the installed capacity is being utilized. Main customers are Department of Telecom, Indian Railways, MTNL and Defense. Company has been certified for ISO 9001 and recommended for ISO 14001 recently.

Educational Institutions
The first high school was established by Rajshree Rampal Singh; Kurry Sudaoli named Hindu High School. This School was opened in 1918. Now days it is known as Mahatma Gandhi Inter College. There after Rae Bareilly looked back in the field of education. In 1960 Mr. Feroze Gandhi, the then Member of Parliament had initiated to establish first degree college in the district which is now known as Feroze Gandhi College. The college is affiliated with Kanpur University. By the time this report is written Rae Bareilly boasts of a huge number of sixteen colleges up to postgraduate level, thirteen graduate level colleges, more than six higher secondary schools and two intermediate colleges. Four colleges out of the sixteen Postgraduate level colleges as mentioned above are the National level colleges, with two of them being declared as the Institute of National Importance.

A Brief overview of Educational Institutions
National Institute of Pharmaceutical Education and Research National Institute of Pharmaceutical Education and Research (NIPER) is the first national level institute in pharmaceutical sciences with a proclaimed objective of becoming a centre of excellence for advanced studies and
17 | P a g e

research in pharmaceutical sciences. The Government of India has declared NIPER as an 'Institute of National Importance'. It is an autonomous body set up under the aegis of Department of Pharmaceuticals, Ministry of Chemicals and Fertilizers, Government of India. The Institute is conceived to provide leadership in pharmaceutical sciences and related areas not only within the country, but also to the countries in South East Asia, South Asia and Africa. NIPER is a member of Association of Indian Universities and Association of Commonwealth Universities. (See annexure 2, Fig 2.6) Rajiv Gandhi Institute of Petroleum Technology The Ministry of Petroleum & Natural Gas (MOP&NG), Government of India set up The Rajiv Gandhi Institute of Petroleum Technology (RGIPT) at Jais, Dist. Rae Bareli, Uttar Pradesh through an Act of Parliament (“Rajiv Gandhi Institute of Petroleum Technology Act 2007"). RGIPT has been accorded the eminence of being an “Institute of National Importance” along the lines of the Indian Institutes of Technology (IIT). The Institute is empowered to award degrees in its own right. RGIPT is co-promoted as an energy domain specific institute by six leading Oil Public Sector Units (ONGC, IOCL, OIL, GAIL, BPCL and HPCL) in association with the Oil Industry Development Board (OIDB). The Institute is associating with leading International Universities/Institutions specializing in the domain of Petroleum Technology. The prime objective of the Institute is to provide world class education, training, and research to roll out efficient human resources to meet the growing requirements of the Petroleum & Energy sector. The aspiration is to develop India as a global manpower hub for the entire Petroleum and Energy Sector. RGIPT has an ambitious plan—to offer a number of Bachelors Degree and Masters Degree programs, PG diploma courses and Doctoral programs in Petroleum Technology and Management in phases. From the academic year 2008-2009, RGIPT has been imparting the MBA program and two Technical programs. FDDI Footwear Design and Development Institute commonly known, as “FDDI” is the leading Institute in India for Infrastructure Development for the footwear industry and Human Resource Development. FDDI is a society registered under the societies Act, 1860, sponsored by the Ministry of Commerce, Govt. of India. FDDI is rated among the premier fashion and retail institutions in the world. It is widely recognized as a centre of excellence. The institute conducts wide range of long term and short term programs in the area of Retail Management, Fashion, Footwear Design, Technology, Management, Fashion Merchandising, Marketing, Creative Designing & CAD/CAM, and Leather Goods & Accessories Design etc. The long-term programmes are of
Rajiv Gandhi Institute of Petroleum Technology |

two to three years duration while short-term programmes are of one-year duration. All programmes offered by the institute meets the international standards. FDDI was set up by the Ministry of Commerce, Government of India with an objective to train the professional manpower for the industry. In just a span of two decades FDDI has evolved from being India's premier institute to a notable international training Institute. FDDI is among the first institute in the world to get prestigious ISO 9001 and ISO 14001 certification. (See annexure 2, Fig 2.7) National Institute of Fashion Technology It has emerged as the premier Institute of Design, Management and Technology, developing professionals for taking up leadership positions in fashion business in the emerging global scenario. NIFT has been granted statutory status under the act of Parliament of India in 2006, empowering the Institute to award degrees and other academic distinctions. The Institute is a pioneer in envisioning and evolving fashion business education in the country through a network of twelve professionally managed domestic centers at New Delhi, Bangalore, Chennai, Gandhinagar, Hyderabad, Kolkata, Mumbai, Rae Bareilly, Bhopal, Kannur, Patna and Shillong. NIFT has further spread its wings globally with the opening of an international centre at Mauritius. NIFT has set academic standards and excelled in thought leadership by providing a pool of creative genius and technically competent professionals. The Institute provides a common platform for fashion education, research and training. See Annexure 3 for the details of the courses and the number of seats offered by these colleges. A detailed list of colleges in and around Rae Bareilly has been put in Annexure 4 of this report.

Why Education over Industrialization in Rae Bareli
For any place to be well branded or developed its roots should be firmly grounded in its culture. And as for any culture to be great it should have a flourished education system in place which produces the members of the society who can help it grow and sustain.

19 | P a g e

In the context of Rae Bareli, this background which is required was not accomplished in the past decades. But in the past few years, a stream of actions has been taken by the Government of India to make this place educated and well established. So there is a line of premium institutes been opened up here which are from all the diverse fields like oil & gas, fashion technology, foot wear technology, pharmaceutical, etc. Any place to be branded as an industrial hub to bring in investors doesn’t require much to be developed in the place. The same can be true for a place to be an educational hub. And for this there a whole lot of place as an example like Pilani, Kota, Manipal, Vellore and Dheradhun. With so much investment poured in by the government here in Rae Bareli for developing so many Nationalized Institute, one can clearly point that Rae Bareli will be counted one among the many other places reputed as educational hub in the world. So branding of Rae Bareli as an educational hub is a possibility as we can seen from the next topic “Learning From Examples”.

LEARNING FROM EXAMPLES
While branding Rae Bareli, we can learn from other examples that already are a success. Two such examples that are closely related to branding of Rae Bareli as an educational hub are: 1. Pilani, Rajasthan 2. Kota, Rajasthan We will study both the examples one by one and see how they are related to Rae Bareli being projected as an educational hub.

Pilani, Rajasthan
Pilani is a small town situated in Shekhawati region of Rajasthan. The town is located on the fringes of the shifting sands of the Thar Desert. The town
Rajiv Gandhi Institute of Petroleum Technology |

does not boasts of any extra-ordinary feature or even any distinctive quality when compared to any other such town in the state. But how is it that such an ordinary town in a desert state is recognized worldwide? A town which has a nearest airport at a distance of 200 kms and does not even have a railway station (the nearest railway station is 16 kms far) of its own, has gained the attention of entire world. The reason is not difficult to understand. This small town houses some world class institutes like BITS, which is one of India’s finest technical school and Central Electronics Engineering Research Institute (CEERI), which is a pioneer Research Institute in the country and a constituent laboratory of Council of Scientific and Industrial Research (CSIR). Pilani also boasts a few good boarding schools like Birla Public School, Birla Senior Secondary School and Birla Balika Vidyapeeth making Pilani a prominent education center. This shows that even a few good institutes can bring reputation to a place.

Kota, Rajasthan
Kota is a city in the northern Indian state of Rajasthan. Though the city has a fine agriculture background due to good irrigation support through a canal but the city is popular for its distinctive style of painting and its vibrant education sector. In fact, the numerous coaching centres which prepare aspirants for India's elite engineering and medical colleges have given a totally new character and identity to the city. Even Kota’s official website boasts of the place as an “Education City”. It is an ideal example of branding a city on the education basis. The city houses 129 registered coaching institutes and is considered to be national capital for preparation of IIT exams. This image branding of the city as the “Education Capital” of the state has helped Kota a great deal in its own development, both social and economical. It is not only the population of coaching institutes in the city but also the number of colleges the city houses that completes the “The Education City” tag. The city has whopping 41 colleges making it one of the most dense education centre nationwide.

21 | P a g e

INFERENCE FROM THE EXAMPLES
It can easily be inferred from the above examples that a city can do well without industrial growth and can ride on educational backdrop for its development. We can better understand the concept if we consider education also as an industry, which actually is the case. Not only in India but worldwide, cities with nothing extra-ordinary to offer have made had their presence felt when they were projected as an educational hub. Rae Bareli can learn from these examples and do even better as the city already has good attention of central government and some premier institutes. Setting up more such institutes will get the attention of other government and private institutes. And with students coming in big numbers and from diverse backgrounds, the socio-economic development of the city will follow.

Rajiv Gandhi Institute of Petroleum Technology |

Strategy, Advantages and Analysis of the current developments
Advantages Rae Bareli enjoys
Rae Bareli currently enjoys quite a many advantages that favor its being projected as an educational hub. Rae Bareli has a location advantage of being attached to the 3 major cities of Uttar Pradesh, namely – Lucknow, Kanpur and Allahabad. So it won’t have to struggle hard to find good faculty as well as students. Also it is seen that big colleges and institutes prefer to set up their facilities outside the cities but close enough as this reduces the cost required to set up the infrastructure due to cheap land prices. Big colleges require big campuses to function. Rae Bareli can give them that cost advantage as there is lot of free land available and that too on very reasonable prices. Also Rae Bareli is not a very remote place after all and is placed in the heart of all the mentioned 3 cities. Closeness to cities like Lucknow, Kanpur and Allahabad also gives a substantial advantage to the institutes opening in Rae Bareli. No other place in the state enjoys such closeness to world renowned colleges like IIT Kanpur, IIM Lucknow, MLNR, Sanjay Gandhi PGI of Medical Sciences and HBTI Kanpur, to name a few. All the mentioned institutes are world class institutes respected in their area of function. New institutes being set up in Rae Bareli can enjoy support and cooperation from such institutes. Also such close density of institutes helps in sharing of knowledge through technical meets and guest lectures by experts. Such seamless flow of knowledge helps in the
23 | P a g e

development of an institute over other individually placed institutes in the country.

Analysis of the current situation and strategy

Currently Rae Bareli has all the ingredients to become the next educational hub in the country. The lineup of the institutes present here is attracting students from all over the country. Nowhere else in the country there exists such a diversity of institutes, pioneers in their own distinct fields. Colleges like NIFT, RGIPT, NIPER, FDDI and IGRUA are well established names in fashion technology, petroleum, pharmacy, footwear design and aviation respectively. Initiative has already been taken by these institutes. Further private and govt. colleges coming to Rae Bareli will carry the momentum. Since all these institutes are national level institutes with some being INIs, their tie ups with other national and international institutes will bring the much more interest in Rae Bareli. Branding a place is a slow and gradual concept but also it is a consistent effort. So no miracles are expected. The key word is here is patience with continuous effort. Developing a city to an educational hub takes time, sometimes years. But it all has started on a positive note and the positive growth has to be sustained. Continuous effort should be put by both the government and the institutes already set up there. All the national level colleges can plan a national level fest (both technical and cultural) together to get national coverage. Such meets and fests can catch the world’s eyes towards this small and emerging educational hub. This will not only attract other institutes to Rae Bareli but also catch the interests of the student nationwide. Also a common web portal or a web site can be designed by all the institutes in the Rae Bareli. This will provide all the information under one roof. And one will be able to find all the updates of the events in the institutes. This
Rajiv Gandhi Institute of Petroleum Technology |

will also allow the students of the different institutes to interact among themselves and will facilitate seamless flow of knowledge. Information about such websites can be easily advertised as links on other websites and hence will increase the awareness about Rae Bareli coming up as an educational hub sooner.

Conclusion
In branding Rae Bareli, there should be cooperation between the residents and municipal government, and move forward with common goals to initiate growth, development and success for the city. They should embrace all of their history – what they were in the past, are now, and will ultimately become. While they honour their past, they should still manage to merge it with future goals in order to adjust to globalization. Hence with the vision of making Rae Bareli an educational hub, we conclude that it can be done effectively within the coming few years. If the holistic view of the people in the country and the world is changed over it through the place branding strategy placed in this report. It doesn’t assure that it will always be a positive image which will be show, so it is also very important to
25 | P a g e

carefully execute the strategy. The city has to offer what it claims or it is doomed to fail. So we can conclude saying that nothing is success until it is executed and kept consistently through time and adapt the strategy based environmental condition prevalent in the years to come. But if the present conditions which are prevalent for the development of Rae Bareli, then the strategy which we have emphasised will be effective to Brand Rae Bareli as an Educational Hub in India.

Rajiv Gandhi Institute of Petroleum Technology |

Annexure 1
Tabular data on various industrial areas in and around Rae Bareilly:
Major Industrial Areas in Raebareli (Developed by UPSIDC) Name Industrial Area Site No.1 Industrial  Area Site  No. 2 Industrial Area Situation Sultanpur Road Amawan Road Jagdishpur (Singhpur Block) 985 925 56 Area (Acre) 140 Developed Area (Acre) 124.28 Develope d Plots 91 Allotted Plots 89 Land Rate 150/- per sqm 150/- per sqm 120/- per sqm

220

198

116

112

Table 1.1

Mini Industrial Areas in Raebareli (Developed by UPSIDC) Situation Tiloi Salon Bagaha(Salon) Lalganj Jais Chhatoh Singhpur Maharajganj Parsadepur Land Purchased 19.32 13.35 10 10.47 14.31 11.61 6.29 12.74 10.1 Total Plots 20 46 1 33 34 18 9 17 4 Allotted Plots 14 37 1 29 34 9 15 1 Land Rate (sqm) 60/30/30/30/30/60/60/60/30/-

27 | P a g e

Table 1.2

Industrial Areas in Raebareli (Developed by Distt. Industry Situation Bachhrawan Unchahar Dalmau Harchandpur Sataon Kheeron Shivgarh Area (Acre) 10.64 3.22 3.13 3.06 2.5 2.47 2.5 Developed Area (Acre) 10.64 3.22 3.13 3.06 2.5 2.47 2.5 Develope d Plots 30 24 25 15 14 13 16 Allotted Plots 30 23 12 13 14 10 -

Table 1.3

Rajiv Gandhi Institute of Petroleum Technology |

Annexure 2

Fig 2.1 (Logo for Kerala Tourism)

Fig 2.2 (Indian Telephone industries Limited)

29 | P a g e

Fig 2.3 (Feroze Gandhi thermal Power Project)

Fig 2.4(Feroze Gandhi thermal Power Project)

Fig 2.5(Bhawani paper mill)

Rajiv Gandhi Institute of Petroleum Technology |

Fig 2.6(NIPER)

Fig 2.7(FDDI)

Annexure 3
Name college
RGIPT

of Courses offered

No. of seats

NIFT FDDI

MBA(Petroleum & 36 Energy Management) B.Tech 72 M.Tech 30 B.Des. 30 PGDRM-FT 60 PGDRM 60 DFT 60 DLGAD 25
31 | P a g e

NIPER

DFMRM 60 Ph.D MBA(Pharmaceutic 60 al Management)

Annexure 4
List of Post Graduate Level Institutes 1. National Institute of Pharmaceutical Education and Research(NIPER) 2. Rajiv Gandhi Institute of Petroleum Technology 3. Indira Gandhi Govt. Girls Inter College 4. Bhim Rao Ambedkar Govt. degree College 5. Feroze Gandhi Institute of Engineering and Technology
6. Firoze Gandhi Polytechnic Rae Bareilly 7. National Institute of Fashion and Technology Rae Bareilly

8. Footwear Design & Development Institute 9. Feroz Gandhi Degree College (catering Arts , Science , Commerce etc. ) 10.Dayanand degree college 11.Indra gandhi Rajkiya mahila degree college, ratapur
12. Sanskrit Degree college Rae Bareilly

13.Kamla Nehru Post graduate College
Rajiv Gandhi Institute of Petroleum Technology |

14.Indian Training Institute 15.Indira Gandhi Rashtriya Udan Academy 16.Swami Satyamitranand Degree College List of Graduate Level Institutes 1. Beli Sanskrit Pathshala, Rae Bareilly 2. Sri Manav Jeevan Sudhar Brahamcharya Sanskrit Maha Vidayalaya, Dalmau Rae Bareilly 3. Sri Radha Krishna Sanskrit Maha Vidayalaya, Dalmau Rae Bareilly 4. Sri Vishwa Nath Singh Rae Bareilly Sanskrit Maha Vidayalaya, Arkha Rae Bareilly 5. Pandit Shiv dayal shukla Sanskrit Maha Vidayalaya, praiya namaksar, Rae Bareilly 6. Sri Radha Krishna Sanskrit Vidayalaya Bachharawan, Rae Bareilly 7. Sri Adrash shivbahadur Sanskrit Vidayalaya Ahorvabhawani, Rae Bareilly 8. Sri Ambikaji Sanskrit Pathshala, Murarmau, Rae Bareilly 9. Sri Gaurishanker, Sanskrit Vidayalaya Badagaon, Rae Bareilly 10.Sri Narayan Sanskrit Vidayalaya, Jhakrasi Nayan, Rae Bareilly 11.Sri Rampal Singh Yadunath Smark Sanskrit Vidayalaya Karhiya bazar, Rae Bareilly 12.Sri hanumat Sanskrit Vidayalaya Para Kala, Rae Bareilly 13.Sri Rameshver Jharkhand Sanskrit Vidayalaya Purae Chauhan rewali, Rae Bareilly

References
1. www.raebareli.in 2. www.rgipt.in 3. www.nift.ac.in/raebareli 4. www.kota.nic.in 5. www.bits-pilani.ac.in 6. www.fddiindia.com 7. www.niperraebareli.org 8. Destination Branding for Small Cities by Bill Baker

33 | P a g e

9. www.placebrand.eu/mediapool/85/857874/data/Zenker_2009_Flagship

_Abstract.pdf 10. http://brandcameo.org/papers_review.asp?sp_id=352 11. http://en.wikipedia.org/wiki/Place_branding 12. http://www.hec.ulg.ac.be/FR/recherche/activites/workingpapers/documents/WP_HECULG_20060811_Brandt_Pahud.pdf 13. http://travissheridan.blogspot.com/2009/07/authenticity-secret-ofplace-branding.html 14. http://www.brandingstrategyinsider.com/2008/04/place-branding.html 15. http://raebareli.nic.in/ 16. http://www.keralatourism.org/ 17. http://www.tourism.gov.in/+

Rajiv Gandhi Institute of Petroleum Technology |

Sign up to vote on this title
UsefulNot useful