Republic Day? Whose?

A brand, as they say, starts with a trademark. What do we need for a trademark, to start with? A name. A logo or a visual identity. Something which consistently belongs to that brand-to-be. Something that distinctively belongs to the brand-to-be. With its name, its physicality, its various visual elements and so on, a Brand is by definition, unique and different from any other in the category and/or across categories.From a marketing perspective therefore, our country faces some fundamental challenge to be a real solid brand.

Simply put, to start with itself, our country doesn't have 'a' name? Look at brands, in whatever language, across the world and cutting across all types of people, a brand has a/one name. Yes, there could be some derivatives. But those are then, 'derivatives'. Coca-Cola has a shorter form, which is derived from the longer name, 'Coke'. But that's it. Imagine, if Coca-Cola was also called Pepsi-Cola?! Similarly, except for variations/derivative of the same name, countries - if not all, definitely almost all - have one name. America in English, is called as 'umreeka' in Hindi; or China in English is called as 'cheen' in Hindi; but essentially these are all variations of each other and not different names.

There could possibly be some nicknames. But formally, companies, products, services, people and nations, have one single name. That is, in fact, the starting point of/for distinct brand identity...one of the key elements for building a strong brand to be then, able to derive benefits/advantages as a consequence of being a strong brand. One company, one name. One product, one name. One Nation, one name. Yes, a company, a product and a Nation, may hold different meaning to different people, but if - as we known in Marketing - a brand has to be a brand, the core-essence of the brand has to be the same to the brand's consumers and even to its prospective customers. But first, which brand are we talking about? Yeah, that's indeed the challenge, which is that brand, we are talking about?!

The challenge is that our country has different names! Actual official/formal names, viz., India as well as, Bharat! Then, even a third name! Not a nick name, not an informal name and not a linguistic twist of the two names. Not even a translation in another language; like 'Amitabh' in 'Amitabh Bachchan', an iconic brand, becoming 'Infinite Countenance'! But, a new and almost an official/formal third name, viz., Hindustan. In fact, this third semi-official name is officially used and has official derivatives/nick-names! So, one Nation/Brand and three distinctly different names! So, along with, 'Republic of India' and 'Bharat Ganrajya' - as two official names, which are there on our passports, as well - there's 'Hindustan' and its derivative 'Hind', used rather extensively, like in the slogan/call/greetings, 'Jai Hind'! Am not even counting various other historical and other names, like Aryavart, Sindhudesh, Jambudweep and so on!

Its purely a marketing & branding perspective. Not a reflection and/or manifestation of any political and/or religious alignment or affinity. In fact, the perplexity and/or complexity is evident as you read as to what India's first Prime Minister, Mr. Nehru, wrote in his celebrated book, 'The Discovery of India' and I quote, "Often, as I wandered from meeting to meeting, I spoke to my audience of this India of ours, of Hindustan and of Bharata....". Imagine a company and a product or service having two - in fact - three different/unrelated names! Linkedin to also have a registered name as, Networkout! Amitabh Bachchan to also have another official name as Dharmendra Bachchan!

So, Republic Day of 'a' country, alright. But, which country? India or Bharat or - even - Hindustan? There's 'a' national anthem. There's 'a' national flag. There's 'a' national animal. There's 'a' national map - perhaps the physical identity of the nation. But, what's 'a' name for this 'a' nation? Not a variant and or derivative. Not even different meanings of the same core subject or synonyms or names from the same concept/philosophy. But three completely different name! Three different names; or at least, two entirely different official names with entirely different origin/genesis! From Branding perspective, rather erroneous. The unique, distinct and differentiated identity of something, that doesn't have a unique & distinct brand name to begin with!