Nation branding: a study of India's brand equity and capabilities in comparison to two other South Asian countries

India is fast emerging as a global player be it economic growth, FDI inflows or in the tourism sector. In such a scenario India needs to strengthen its brand equity in the international arena. The purpose of this paper is to analyze the current status of India's nation brand equity and to estimate which of India's three main sectors that nation brands compete including tourism, FDI and export promotion, should be developed by comparing to two other major countries in South Asia which have strong nation brand equity. This has been done in order to generate recommendations for the country in developing a stronger nation branding strategy in the future.