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

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 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

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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 over-
communicated 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.

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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.

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

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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 Identity Package Design and

Implementation

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 re-
educating the public and realigning their perceptions with the reality that
exists within your city.

Advertising
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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.

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DECISION PROBLEM

To identify the distinctive features and unifying theme of Rae Bareli

and what should be done to promote it on that theme.

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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?

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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 Nehru-
Gandhi 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.

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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.

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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

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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.

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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

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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

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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.

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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

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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.

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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.

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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

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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

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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)

Area Developed Develope Allotted

Name Situation Land Rate
(Acre) Area (Acre) d Plots Plots

Industrial Area Sultanpur 150/- per

140 124.28 91 89
Site No.1 Road sqm

Industrial  Area 150/- per

Amawan Road 220 198 116 112
Site  No. 2 sqm
Jagdishpur
120/- per
Industrial Area (Singhpur 985 925 56 -
sqm
Block)

Table 1.1

Mini Industrial Areas in Raebareli (Developed by UPSIDC)

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

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 Table 1.2

Industrial Areas in Raebareli (Developed by Distt. Industry

Area Developed Develope Allotted

Situation
(Acre) Area (Acre) d Plots Plots

Bachhrawan 10.64 10.64 30 30

Unchahar 3.22 3.22 24 23
Dalmau 3.13 3.13 25 12
Harchandpur 3.06 3.06 15 13
Sataon 2.5 2.5 14 14
Kheeron 2.47 2.47 13 10
Shivgarh 2.5 2.5 16 -

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 of Courses No. of seats
college offered
MBA(Petroleum & 36
RGIPT Energy
Management)
B.Tech 72
M.Tech 30
NIFT B.Des. 30
PGDRM-FT 60
PGDRM 60
FDDI DFT 60
DLGAD 25

31 | P a g e
 DFMRM 60
NIPER 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

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 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/working-
papers/documents/WP_HECULG_20060811_Brandt_Pahud.pdf
13. http://travissheridan.blogspot.com/2009/07/authenticity-secret-of-
place-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 |