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Logo dynamics for investment branding: a visual–semiotic analysis of the reframing devices in the Make in India logo

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  • Amrita Joshi

    (Indian Institute of Management Indore)

Abstract

This study responds to a critical call for a blended policy-driven and communications-based approach to nation branding [Govers in Place Branding Public Dipl 9(2):71–75, 2013; Kelly in Place Branding Public Dipl 1–16, 2016]. This article examines how the Make in India (MII) campaign in its tone and urgency reflects strategic nation-branding communication aimed at ‘reframing’ India as a manufacturing destination. It examines the MII logo as a key visual signifier which enacts significant ‘reframing’ strategies for Brand India as it builds upon its emerging market status and the wider Indian institutional context. The analysis demonstrates how this re-alignment of perceptions is performed at the micro level by the verbo-visual logo, which in turn is enacted through strategy at the meso level and reflects perceptual shifts required by the nation brand at the macro level. The study uses visual semiotic analysis, recalls Barthes’ (in: Heath (ed) Image/music/text, Fontana, London, 1977[1964]) seminal work on text–image relations to introduce an extended application of the principles of ‘anchorage’ and ‘relay’, and draws upon ‘framing’ as a useful construct to discuss the semiotic import of visual devices and their differentiated role in investment branding initiatives. It acknowledges the reciprocity of investment promotion and nation branding strategies and seeks to provide an explicatory framework to academics and marketing practitioners.

Suggested Citation

  • Amrita Joshi, 2018. "Logo dynamics for investment branding: a visual–semiotic analysis of the reframing devices in the Make in India logo," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(3), pages 163-174, August.
    • Handle: RePEc:pal:pbapdi:v:14:y:2018:i:3:d:10.1057_s41254-017-0070-x
    DOI: 10.1057/s41254-017-0070-x
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    References listed on IDEAS

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    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Torfinn Harding & Beata S. Javorcik, 2011. "Roll Out the Red Carpet and They Will Come: Investment Promotion and FDI Inflows," Economic Journal, Royal Economic Society, vol. 121(557), pages 1445-1476, December.
    3. Loizos Heracleous, 2006. "A Tale of Three Discourses: The Dominant, the Strategic and the Marginalized," Journal of Management Studies, Wiley Blackwell, vol. 43(5), pages 1059-1087, July.
    4. Henrik Merkelsen & Rasmus Kjærgaard Rasmussen, 2016. "Nation branding as an emerging field – An institutionalist perspective," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(2), pages 99-109, August.
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