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Kerala Tourism has now become one of the best-acknowledged super brands in the world. With some leading academicians approving with this fact through their best selling book on marketing, named, Marketing Management: A South Asian Perspective, this fame has been well-recorded as well. Kerala Tourism finds its place in the 13th edition of the book, compiled by Philip Cotler, Kevin Lane Keller, Abraham Koshy and Mithileswar Jha. This book is regarded as one of the best in the field, since it reflects the latest changes in marketing theory and practice.
The reference to Kerala Tourism occurs in the section in which the concept of 'brands' is discussed. It is to exemplify the effectiveness and relevance of branding that Kerala Tourism as a super brand under the registered name 'Kerala: God's Own Country', is being examined. The write-up, though short, is an enlightening one. The fact that Kerala Tourism is the first tourism board in India to register its brands and sub-brands is also mentioned in the book.
The book commends Kerala Tourism's protecting the brand equity through baselines. The writers also laud Kerala Tourism for demonstrating “the economic rationale of branding a service category like Tourism” and describe it as “one of the most recognized tourism brands in India.”
The 800-odd page book is an encyclopedia on marketing. Many concepts like marketing management, developing of marketing strategies and consumer markets are discussed in a relatively simple style. There are also case studies, with special reference to a variety of aspects, like the socio-economic characteristics of urban and rural consumers, demographies and socio-cultural nuances of South Asian countries.
