CONTENTS CONTENTSIX LIST OF FIGURES XII LIST OF TABLES XIII 1 INTRODUCTION 2 1.1 STATEMENT OF THE RESEARCH PROBLEM 2 1.2 SIGNIFICANCE OF THE STUDY 2 1.3 RESEARCH QUESTIONS 2 1.4 AIM 3 1.5 OBJECTIVES 3 1.6 ANALYTICAL FRAMEWORK 3 1.7 SITE IDENTIFICATION 3 1.8 PRELIMINARY DOCUMENTATION & ANALYSIS 3 1.9 CONDUCTING QUALITATIVE INTERVIEWS 4 1.10 DATA SOURCE & COLLECTION 4 1.10.1 Primary data 4 1.10.2 Secondary data 4 1.11 METHODOLOGY 5 1.12 INDICATORS IDENTIFIED FOR THE STUDY 7 1.12.1 ECONOMIC INDICATORS 7 1.12.2 ECOLOGY INDICATORS 7 1.12.3 SOCIAL WELL-BEING 7 1.13 SCHEME OF THE CHAPTERS 7 1.14 SCOPE & LIMITATION 8 2 PROFILE OF THE STUDY AREA 10 2.1 LOCATION 10 2.2 ALTITUDE 10 2.3 CLIMATE 10 2.4 TRIBE 10 2.5 OCCUPATION 10 2.6 DEMOGRAPHY 11 2.7 BRANDING 11 3 LITERATURE REVIEW 13 3.1 BRAND & BRANDING 13 3.2 PLACE BRANDING: REPRESENTING SENSE OF PLACE 13 3.3 BRANDING: THEORITICAL CONCEPTS 14 3.4 BENEFITS OF PLACE BRANDING 15 3.5 PITFALLS OF PLACE BRANDING 16 3.6 TOURISM & BRANDING 17 3.7 MY CITY-MY BRAND: ROLE OF COMMUNITY IN PLACE BRANDING 17 3.7.1 Community as a Target Group: 18 3.7.2 Residents as Integrated Part of a Place Brand: 18 3.7.3 Community as the Ambassadors for their Place Brand: 18 3.7.4 Residents as Citizens: 19 3.8 CASE STUDY 19 3.8.1 AMSTERDAM 19 3.8.2 BANARAS 20 3.8.3 AGRA 21 3.8.4 MAWLYNNONG 21 3.8.5 LEARNINGS FROM THE CASE STUDIES 22 3.9 CONCLUSION 23 4 TRANSFORMATION PROCESS & BRANDING OF MAWLYNNONG 25 4.1 INTRODUCTION 25 4.2 ROLE OF ADMINISTRATIVE STRUCTURE 25 4.3 THE BRANDING PROCESS 26 4.4 ROLE OF COMMUNITY 27 4.4.1 VILLAGE CHAMPIONS: CHANGE MAKERS 28 4.5 ROLE OF FUNDING AGENCIES/ACTORS 29 4.6 CONCLUSION 30 5 IMPACTS OF BRANDING ON THE ECONOMY, WELLBEING & ECOLOGY OF THE VILLAGE 33 5.1 INTRODUCTION 33 5.2 IMPACT ON THE ECONOMY 34 5.2.1 IMPACT ON THE HOUSEHOLD ECONOMY 34 5.2.2 IMPACT ON THE VILLAGE ECONOMY 36 5.3 IMPACT ON THE SOCIAL WELLBEING 37 5.3.1 EDUCATION 37 5.3.2 SOCAIL MOBILITY 39 5.3.3 HEALTHCARE 40 5.3.4 INFRASTRUCTURE 41 5.3.5 SOCAIL INTERACTIONS 41 5.3.6 LEVEL OF SATISFACTION 42 5.3.7 INFLUENCE OF DRUGS/ALCOHOLISM 42 5.4 IMPACT ON THE ECOLOGY 42 5.5 CONCLUSION 44 6 MAJOR FINDINGS AND RECOMMENDATIONS 47 6.1 INTRODUCTION 47 6.2 RISKS OF BRANDING 47 6.3 RECOMMENDATIONS 48 6.3.1 VILLAGE LEVEL PLANNING 48 6.3.2 SOCIAL WELL-BEING 49 6.3.3 ECONOMIC PROSPERITY 49 6.3.4 ECOLOGICAL IMPROVEMENTS 49 6.3.5 MINIMIZE PITFALLS 49 6.4 CONCLUSION 49 7 BIBLIOGRAPHY 51 8 ANNEXURE 55