Contemporary study on Nation Branding done as part of coursework for International Business Environment course

1. NATIONBRANDING

2. PREPARED FOR
Professor Syed Ferhat Anwar
Course Instructor: L301 INTERNATIONAL BUSINESS ENVIRONMENT
PREPARED BY
Group 9 BBA Batch 20 Section A
NafisaAfsanaTaskiaRH–37.Md. FahminRahman ZR–15
SaadAshraf ZR–40.AanishaMahmood RH-59. SajeedAlamZR-60
Institute of Business Administration, University of Dhaka . October 16, 2014

3. What is a
Nation Brand?

4. ‘Anation’s“brand”generallyreferstothecommonimages, perceptionsandassociationspeoplehavewiththatnation. Therefore,“nationbranding’isanimportanttoolusedbycountriestocreate,changeorpromoteadistinctself-imageandinternationalreputationthatservesthenation’sinterestsinapositiveandeffectiveway.’

5. INOTHERWORDS….

7. •Infrastructure
•Governance
•Nationalidentityandreputation
•Culture
•Tourism
•Talentattractionandmajorinternationalevents

8. •Productbrandingleadingtothedevelopmentofanationbrand
•Significanceofcompetitiveadvantageinnationbrandbuilding
•Globalizationandglobalbusinessstimulatingnationbrandbuilding

9. CONVERGINGON….

12. Why is Nation Branding important?

15. Designed in the
USA
Made in VIETNAM
Air Zoom Sole made in
CHINA
Sold at over 700stores in 6continents

19. •COST OF PRODUCTION
•FINANCIAL INCENTIVES (TAX BREAKS)
•BUSINESS ENVIRONMENT
•INVESTMENT CLIMATE
•POLITICAL & ECONOMIC STABILITY
•EDUCATION & SKILLS OF WORKFORCE
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21. From the Supply Side:

28. How is
Nation Branding assessed?

30. Anholt-GFK Nation Brands Index
NATION BRAND

31. METHODOLOGY
•Measures the and of a country’s
•Value judgments on only
•2013 Survey Methodology:
interviews
Of people from only
Sample age group: adults aged

32. Anholt-GFK Nation Brand Index: Overall Brand Ranking (top 10 of 50 nations)
2013NBI rank
Nation
2012NBI rank
1
United States
1
2
Germany
2
3
United Kingdom
3
4
France
4
5
Canada
5
6
Japan
6
7
Italy
7
8
Switzerland
8
9
Australia
9
10
Sweden
10
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20
Brazil
20
22
Russia
22
23
China
23
31
India
27

34. BrandFinance Nation Brand Impact TMFramework
SEGMENT
INTERNAL
EXTERNAL
Investment
Domestic Investment
Inward Investment
Tourism
Domestic Tourism
Foreign Tourism
Products& Services
DomesticBrands
ExportBrands
People & Skills
DomesticTalent
International Talent

35. METHODOLOGY
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37. 48% increase in Brand Value, US$ 304 Billion Brand Value
Hub for Islamic Banking
Growing demand for Palm oil
Firm National progress (GDP 2020 target to be reached in 2018)
46% increase in Brand Value,
US$ 45 Billion Brand Value
38% increase in Brand Value,
US$ 83 Billion Brand Value

38. Bloom Consulting

40. METHODOLOGY
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41. Ranking system for Trade (Investment)
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42. Country Brand Ranking Trade (Investment) Edition 2013

43. Ranking system for Tourism
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44. Country Brand Ranking Tourism Edition 2013

46. METHODOLOGY

48. FutureBrand 2012-13 Top Country Brands

49. BANGLADESH STANDINGS AND TAKEAWAYS
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50. Phases of Nation Branding

51. Identifying existing issues with the current brand
a.
Education
R & D
Automobiles
Financial institutes
Luxury items
Oil R&D

52. Identifying existing issues with the current brand
b.
MADE IN CHINA associated with poor quality
USSR disintegration in 1991; recessionin the late 90s
Drug trafficking
Apartheid, poverty,
corruption
NBI # 31
NBI # 25
NBI # 36
c.
Overpopulated, corrupt, prone to natural disasters
Post split from Malaysia in 1965, suffered identity crisis
Had to distinguish itself from China

53. Starting the process of brand delivery
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54. Starting the process of brand delivery
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55. Starting the process of brand delivery
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56. The tools used for Brand Propagation

57. The tools used for Brand Propagation
a. People

58. The tools used for Brand Propagation
a. People
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59. The tools used for Brand Propagation
a. People
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60. The tools used for Brand Propagation
b. Media

61. The tools used for Brand Propagation
c. International Relations
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62. The tools used for Brand Propagation
d. Military Statement
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63. The tools used for Brand Propagation
e. Ministries

64. The tools used for Brand Propagation
e. Ministries: Tourism/Culture
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65. The tools used for Brand Propagation
e. Ministries: Tourism/Culture
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66. The tools used for Brand Propagation
e. Ministries: Tourism/Culture
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67. The tools used for Brand Propagation
e. Ministries: Tourism/Culture
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68. The tools used for Brand Propagation
e. Ministries: Tourism/Culture
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69. The tools used for Brand Propagation
e. Ministries: Encouraging Immigration
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70. The tools used for Brand Propagation
e. Ministries: Promoting R&D
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71. •
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• The tools used for Brand Propagation
f. Education & Service Sector

72. •
• The tools used for Brand Propagation
f. Education & Service Sector

73. •
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• The tools used for Brand Propagation
g. Investment

74. The tools used for Brand Propagation
h. Private tools

75. The tools used for Brand Propagation
h. Private Sector

76. The tools used for Brand Propagation
i. Exports

77. The tools used for Brand Propagation
i. Exports

78. The tools used for Brand Propagation
i. Exports

79. The tools used for Brand Propagation
i. Exports

80. The tools used for Brand Propagation
j. Special events
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81. The tools used for Brand Propagation
j. Special events
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82. The tools used for Brand Propagation
j. Special events
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83. 1.THE DYNAMICS OF NATION BRANDING –
2.DEVELOPMENT OF A NATION BRAND –
3.DELIVERY OF A NATION BRAND –