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@article{189018,
        author = {Dr. Aruna S and Mrs. Shashikala RS},
        title = {Strategizing Positioning of a Nation Brand by enhancing leveragability quotient of ESG-Compliant companies},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {7635-7647},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189018},
        abstract = {The study will assess the impact of Environmental Social Governance (ESG) adoption on ESG-compliant companies, specifically their top-line performance, and how their year-on-year revenue growth contributes to building an impactful GDP for the nation. The objective is to prepare grounds for marketing action with an underlying economic motive of treading along the paths of development. Nation Branding, a constructive phenomenon, builds on an identity of a powerful brand image, which needs to be aptly positioned and well-marketed. The study proposes a Brand Positioning framework that emanates from a country’s core, i.e., its culture and heritage, crafting leverage through an ESG conduct indigenously.  Such historic regulations form the basis of legendary movements. This regulatory aspect, measurable economically, is then captured into a marketing phenomenon. Every nation represents a brand by itself, with every brand is associated a heritage of immense value, expressing significance. What succeeds this entire marketing exercise is either a reaction or a response. When the expected actualises, the effort is applauded. This preliminary exploration reunites the design strategy composed of a brand, an identity, a social benefit and its worldwide representation promising benefits to evolve into a radical positioning strategy. The study envisions India as a brand, poised on the brink of a developmental boom, yet facing challenges due to the limited preparedness of its key drivers.The aspirational account of the study may be farsighted but not a hoax; therefore, such attempts are a duty on us, as initiated discussions reverberate responsible actions.},
        keywords = {Nation Branding, ESG Compliance, Brand Positioning, Leveragability Quotient, Sustainable Development.},
        month = {December},
        }