Branding Bangladesh: Ways

4. NATION
BRANDING
BRIEF INSIGHT
Prof. Mijanur Rahman
Vice-Chancellor
Jagannath University

5. Nation branding is a concept first
coined by Simon Anholt in 1996

8. WHY NATION BRANDING
• Countries, like corporations, have brands; reputations
that shape the decisions of foreign consumers and
investors
• These brands can be positive (“German
engineering”) or negative ….(?)
• Countries seeking to boost their exports, encourage
foreign investment, or attract tourists and talent need
to develop strong Nation Brands

12. The idea of nation branding is an extended form of
‘place branding’. Nation branding focuses on the
nation as a whole — its people, culture and heritage,
products and exports, investment, climate, tourism
and so on.

13. Countries, like corporations, have brands;
reputations that shape the decisions of
foreign consumers and investors
These brands can be positive (“German
engineering”) or negative ….(?)
Countries seeking to boost their exports,
encourage foreign investment, or attract
tourists and talent need to develop strong
Nation Brands

14. WHO ‘BRANDS’ A NATION
EXTERNAL
CONSUMERS
GOVERNMNET
TOURISTS
MASS MEDIA
BUSINESSESCITIZENS
The Nation Branding Front Line

15. Most of the countries worldwide is “campaigning”

16. BRAND BANGLADESH !
TOURSIM. INVESTMENT. PEOPLE. EXPORT. CULTURE

17. WORKING FOR THE PARENT BRAND
POPULATION
154.7 million
GDP
6.01 percent in 2013
SECTORS
Agriculture: 17.2%
Industry: 28.9%
Services: 53.9%

18. What ‘Brand
Finance’ says ?

20. Bangladesh is in the “Top Movers’ under the category of “People & Skills”
-Brand Finance 2013

21. Nation
Branding
Strategy
Culture
History,
Famous people
Important events,
Etc.
Nature
Location,
Climate,
Etce.
Unique Produce
Food,
Natural source,
Minerals,
etc.
Talent
Sakib Al Hasan
Dr. Md. Yunus
Fazley Abed Khan
etc

22. Instruments of NATION
BRANDING …
TO
MAGNET
IZE
COUNTRY
TO
MECHAN
IZE Their
WAY of
LIVING…
Magic Moves ►

24. TOURISM Branding
• Lonely Planet ranked Bangladesh as the best value
destination for the year 2011.
• Bangladesh offers ample opportunities to tourists for
angling, water skiing, river cruising, hiking, rowing,
yachting, sea bathing as well as bringing one in close
touch with pristine nature.

25. How it helps !!
Brings new
investors
which will
open new
doors of
trade
Attract
presence
of global
communi
ty
Promote
tourism

26. 26
Every brand is a promise to be
demonstrated
«let visitors experience this
promise!»
A soft factors world!

27. WOULD YOU
LET THIS MAN
BRAND THE
NATION?

28. Domestic
Companies
International
Companies
Business
Investors Visitors
Tourists
Business
Visitors
Potential
Residents
Present
Residents
Residents
starts with visiting..

29. Branding a Geographic Location
Region/
Country
Asia United States Japan Europe
Australia’s
Attributes
Big nature,
outdoors, city
life
Fun, diversity,
active,
adventure, live
it
Surprise,
undiscovered,
culture, lifestyle
Activity,
relaxation,
intriguing,
enriching,
diverse,
powerful,
memories
Campaign “Let the magic
begin”
“Holiday” “Country of
surprises”
“The sooner you
go the longer
the memories…”
Message Excitement,
shopping,
nightlife
Take a break
from work and
discover people
and islands
Fast-paced,
sophisticated,
cosmopolitan,
modern
Emotional,
appealing,
unique, travel
now

30. Instruments of NATION
BRANDING …
TO
MAGNET
IZE
COUNTRY
Nation
Food
Branding
is
becoming
more
important
Magic Moves ►

31. Instruments of NATION
BRANDING …
TO
MAGNET
IZE
COUNTRY
Promoting
Local
Famous
Goods
Magic Moves ►

32. and
National
WORK
commercial brands
TOGETHER…

33. National and commercial brands work together
Background
Commercial brands help define the nation brand and visa versa

34. In BANGLADESH we have…
PROMOTE These… !

36. EXPORT Branding
• FORBES says Bangladesh is among the
countries most supportive of the free market,
and certainly the most free-market, trade-
oriented country surveyed in South Asia.

37. People Branding
• FORBES says we
ranked11th happiest
country in The
World's Happiest
Countries
Index, 2012 having
made material
improvements in
education and health
care in recent years.

38. World’s no. 1 All rounder
Sakib-al-Hasan
FIND more ‘People’ to Brand
Bangladesh
or
BUILD !

39. «The brand of a country has a direct impact on the wealth of the
nation and its ability to compete and grow in
the global economy.»

40. It’s Your
BANGLADES
H
BRAND It …