A Case Study on Branding Bangladesh

pic DE luckMENT of MARKETING COURSE NAME crossing and bulls eye attention. An assignment on- state mark A Case bring on Branding Bangladesh. Submitted To Shaikh Rafiqul Islam Associate Professor, Department of Marketing. Submitted By Revolution eighth Semester, Session 2008-09. Date of Submission 10/12/2012. pic REVOLUTION tertiary Batch Session 2008-09 Serial Name of Students Roll No 01. Farjana Nur Purabi 091648 02. Anik Kumar Devnath 091654 03. tribal sheik Sazzadur Rahman 091664 04. Md. Ashiqur Rahman Rana Biswas 091695 05. Rumana Jahan 091743 06. Md. Masudur Rahman 091750 07. Md. Rabiul Islam 091758 08. Md. Mushfiqur Rahman 091759 09. Mohammad Ullah 07882876 December 10, 2012. Shaikh Rafiqul Islam. Associate Professor. Department of Marketing . Jagannath University. capital of Bangladesh-1100. devout Sir, Here is the assignment you allocated us to prep are on Branding Bangladesh. after researching and studying the current situation of the demesne based on unruffled data we invite been able to prepare the assignment. all of the major bakshishs and insights information associated with the given issue are admitd here. Besides, we consecrate attempted to include or so of our soulfulnessal assumption, practical experience and composition to contract the assignment more than fruitful. Thanking you for giving the break grasping such an interesting educative task. Hope to experience from you soon. Sincerely, Group - Revolution. 8th Semester. 3rd Batch. Session - 2008-2009 Title Page landed estate Branding A Case Study on Branding Bangladesh tourism Export Brands Culture and hereditary pattern picpic People Investment exotic and internal policies pic pic pic Country check offing is variant in bulls eyeing from a product. In modernizeing the strategy, it would involve many intricacies and great deal be a coarse drawn out process. Branding Bangladesh is all about positioning Bangladesh in the minds of masses. Branding Bangladesh is an important concept because it allow for jock the rural area to go out how publics perceive her across the provinces.Those community are consumers, potential tourists, and, close significantly potential investors. In the step-up process of Bangladesh they all are active actively. An effective estate cracking campaign accelerates the economic growth of Bangladesh and the citizens present dignified. It must be remembered that thither are around 195 areas in the cosmea all are aggressively competing for the attention of investors, tourists, and citizens. Therefore, a good-planned ground stigmatization campaign is crucial for the branding of Bangladesh. Table of Contents TOPIC paginate PART A (Introductory Part) Preamble 7 Objectives 7 Methodology 8 Limitations 8 PART B (Theoretical Framework/Literature go off) Literature Review 9 PART C Brand Dimensions of Bangladesh 10 Strategies for Branding Bangladesh 12 Country and Corporate Brands Co-positioning 16 Findings at a glance 16 PART D Recommendations 17 Conclusion 17 References 18 Creating a branding program for Bangladesh demands an integration policy that intimately countries do non possess. To boost our commercial success it is actually important to take performance regarding branding Bangladesh.Branding Bangladesh the government should always observe their global ascertain in countries they aim to target and the stakeholder should collaborate together and agree on a topic stratagem. If the stakeholders could unite as one, pin down the purpose and objectives, and touch the process, it would reflect the go away of one nation. Maintaining continuously the reputation in every sector (Tourism, exports, culture, people, brands and policy) is important to accelerate the task of branding. This assignment aims at elucidate the concepts of branding Bangladesh and argues that for a developing arena like Bangladesh, branding is a prerequisite for national cultivation. The specific objectives of this paper are Review the abstract and theoretical foundation of nation branding by galloping authors in the marketing field ? Examining and defining Branding Bangladesh and discussing its altercates. ? Attaining insights into branding Bangladesh ? Being well- cognise(prenominal) on the subject guinea pig for later investigation for branding Bangladesh. information COLLECTION Considering the objectives of the assignment, time, lawsuits of respondents, we collected both(prenominal) Primary and Secondary data to bugger off out the necessary information regarding the strategies of branding Bangladesh. The sources are mentioned here- PRIMARY information ? Taking personal interview of concerning people of tourism board ? Discussing with the concerning people of Brand Forum of Bangladesh.SECONDARY DATA ? Studying polar articles and advertisements published in daily newspapers ? Visiting different websites and journals. While preparing the assignment we faced close to problems that were unavoidable and these limitations are mentioned below ? This assignment was totally an unfamiliar type of assignment to us ? People of the authority were un leave behinding to provide climb information about our given topic ? The permitted survey time we excite got was very limited ? We did not get enough concern person to collect necessary information ? Our communication was confined only to the Dhaka city. Bangladesh has always held great send for.It enjoyed widespread international public reliever during the struggle of liberation, not only because its struggle was identifiable, precisely also due to the event that it aimed to establish a socio-economic equilibrium and an equitable society where each citizen would do the opportunity to flourish. Another interesting problem the nation faces is that when it is compared to other countries it is forever compared to nations with drug, mafia, and terrorist problems. While it is true that Bangladesh a huge population, with high unemployment rates, and increasing outlay inflation, often comparing it to failed or a semi-failed states does not do it justice. The rickety status continued till the ni sackies. Then even Transparency global ariseed ranking us as one of the most corrupt countries in the world. However, the nations stunt woman started improving post-2000 as did its performance indicators.The major indicators for socio-economic growth include improvement in health status, increasing literacy, progress in sexual activity balance, enhancement of employment opportunities, building transport and communications facilities, huge increases in media reach amongst rural and urban people, booming ITC businesses, a rise in remittance and agri heathenish, industrial, and ready-made garments (RMG) booms. In 2006, our global image increased exponentially with Prof. Yunus and Grameen desire winning the Nobel Peace Prize. That put Bangladesh in a unfalterin g position, globally and we cannot let that slip. Therefore, it has be start out imperative to develop a nation branding campaign to keep us in the global glower for the right reasons.While branding Bangladesh, the brand strategists must consider two mark basic objectives Firstly, it is crucial to instill pride in Bangladeshis and to persuade our people to be positive and feel dignified about themselves and for their country. The success of the nation branding program strongly depends on their active participation, ownership, and support. They should be towering of their country, culture, and heritage. Secondly, the government should come up with an aggressive but distinct nation branding campaign immediately, it is essential for our progress. Countries like India, Thailand, China, Malaysia, etc started similar branding journeys more than a decade ago and should not lag too out-of-the-way(prenominal) behind.We pick up a forceful branding campaign for our country so that we can emerge as an Asian Tiger by 2021 which will also mark the 50th year of our independence. Dr. Khalid Hasanis Managing Director, Nielsen Bangladesh and Treasurer AmCham Bangladesh. Acknowledgement AmCham Bangladesh. Brand Dimensions of Bangladesh Anholt is recognized for Anholt-GfK Nation Brand Index (NBI), and it is based on the same(p) six categories to measure the global perception of a country. The brand of a country is judged based of the six dimensions. In guinea pig of branding Bangladesh we strength focus on these dimensions and earn brand image for Bangladesh. Fig The half dozen Dimensions of a national branding Dimension 1 TourismTourism is one of the most visible aspects of a country brand because it receives considerable financial support from governments, and is thus the main marketing tool at the national level. It is a major economic driver through employment, international visitor expenditures, investments, and regional development. Bangladesh Tourism Board has ado pted different policies and strategies to promote and champion Bangladesh. It includes brand taglines like Beautiful Bangladesh. Dimension 2 Export brands There is a constant struggle to increase share of exports within the global market. In order to attain this purpose, the slip of exported products or services has to be well-made to that of competitors. Export brands represent an important mark for Bangladesh.An increase in exports can raise the self-esteem of a country, which in turn boosts self-confidence and except success. Ten eld ago, as a country Bangladesh was little known across the Globe. Today, most of the countries label as the country of high quality garments product and this is mainly due to the performance of our garments industry. Dimension 3 Investments All countries, be they developing or developed, are now striving for an investment-friendly image. Country brand, and everything that it stands for, has a lot to say when it comes to attracting foreign direct investments. In case of Bangladesh it is very good for us that a large number of investors are coming in different sectors.Dimension 4 extraneous and domestic policies. Nations are also judged in accordance with the foreign and domestic policies that their leaders initiate. Foreign and domestic policies must be coordinated so that they would invigorate the national brand. As a country we have to increase the ability to tack together the residents needs for health, education, human rights, political participation more efficaciously. Dimension 5 People It is worth mentioning that the branding of a country must start from inside because a countrys brand is most often promoted by its people. In 2006, our global image increased exponentially with Prof. Yunus and Grameen Bank winning the Nobel Peace Prize.That put Bangladesh in a strong position, globally and we cannot let that slip. Beside, Sakib-al-hasan, a Bangladeshi cricketer also increases the brand image of our country holding n umber one position in ICC Cricket ranking. join the mission of UN, Bangladesh Army has executed a new dimension for Bangladesh and it is obviously a good sign for our country Dimension 6 Culture and Heritage Last but not least, one should not overlook the cultural dimension of a country brand. Culture penetrates all areas of life, including all scientific endeavors. For this reason, culture has turned into the ultimate reference point, a conventionally sure solution to all problematic questions.Strategies for branding Bangladesh We should take on a more conscious effort in branding country because country images draw out identifications, affect evaluations and purchase decisions. Additionally, countries compete for tourists, foreign investments and capable people. Let us look at this figure- Setting objectives Branding Bangladesh we have to rope clear and classifiable objectives that will help us to accomplish the different task most effectively. Different objectives energy be ? To be a Middle Income Country (MIC) ? 30th largest economy ? Per capita us clam 6000 ? Economic goal Agro and labor intensive industry GDP growth to 10% Environmental protection Transportation and ship building hub. playing lift analysis Performing a SWOT analysis for nations is an root word that has been promoted by many others. In his book The Marketing of Nations, Philip Kotler (1997) confirmed the idea that each nation must assess its strengths, weaknesses, opportunities and threats (SWOT) periodically in its pentad areas of capability Government leadership Factor endowments Industrial organization companionable cohesion Culture, attitudes and nurtures. Based on the guidelines we might perform an effective SWOT analysis that will help to figure out our own most effectively and define the countrys objectives. S- Strength W- Weakness strength Growth economics, Lack of Coordination among different groups, Successfully meeting the millennium development goal. Lack of coordination betwixt corporate and country co branding, Insufficient budget. O- prospect T- Threat Positive sovereign credit achieved, Corruption, Making agreement with different countries. Political instability. Choosing a Specific direction for distinctive branding For distinctive branding we might choose a specific direction from industries, personalities, innate landmarks or historical events.This process will help create brand image more effectively. Expanding upon an Umbrella concept Expanding upon an umbrella concept will help to cover separate branding activities with consistency. Different branding activities will be coordinated through an umbrella concept. Consulting with opinion leaders to look at national strengths and weaknesses and compare those with the research we might do create this concept. Allocating suitable funds to finance each branding activities To create a successful brand image and create a greater clash regarding brand adequ ate fund is necessary and concerning people should handle the matter with kin interest Creating Export ControlCreating export take holds to ensure exported products are trustworthy and meeting the affirmed performance is necessary for branding Bangladesh. We have good will in foreign market in case of exporting garments products but sometimes it has been seen that due to some reasons our country is mark negatively and to avoid this we need to control export market. Maintaining balance between promise and performance We will have to be very overcareful to maintain balance between the promise and performance. Sometimes it has been seen that we cant afford quality service for the promising things e. g sometimes foreigners come to our country to enjoy heritage sides but due to transportation quickness and accommodation facility they dont get expected performance.This point is the main thing to create a positive brand image for Bangladesh. Performing Activities on a regular basis Cre ating positive brand image different campaigns are needed. But we have to keep in mind that these campaigns should be taken consistently and thinking the vision and broad run interest of the country. Creating strategy and Working out program to check the strategy tangible through improvement programs, campaigns are important to reward the past campaign. Making all the members interactive Ensuring the cooperation and involvement of representatives of government, business, the arts, education and significantly the media we can make a fruitful effect for Bangladesh.In recent years the growth of Media sectors has constantly drawn our attention and the media might play a crucial role to brand Bangladesh. It is necessary to mobilize all those operable forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of Bangladesh on the international markets, i. e. for creating the national branding strategy. Country and Corporate Brands Co-positioning The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market.Simultaneously, once corporate brands achieve cosmopolitan success, they contribute actively to developing new features of the country brand. A nations image can provide competitory advantage to its association/product/service brands. Until and unless Bangladesh has some international brands it will be very difficult to create good brand image for Bangladesh. Consider Finland, a country which was outside the global arena ten years ago, and therefore little known. Today, we label it as the country of high-tech mobile name technology, and this is mainly due to Nokias performance. In Bangladeshi context there are some brands (Square, Walton etc) so the overnment should coordinate to development of the compan y and in the mean time these companies should take initiatives for the country branding Besides that we might consider the task of Prothom Alo and Airtel Company, who jointly arrange the design of the largest Alpona at Manik Mia boulevard and thus made a new dimension for themselves as well as create a good image for Bangladesh in the world. Findings at a glance ? It is now more critical than ever to create a unique identity for destination because it is now more competitive for survival in the global market. ? Limited budget and little counseling control create obstacles on the way of creating good brand image for Bangladesh. Political pressures, External environment factors such as economic downturn, intrinsic disasters and pandemics can affect the process of branding Bangladesh. ? A major challenge for Bangladesh is that when the tourists visit the destination and found the reality does not match the project image from the pre-trip information gathered prior to trip, the gap wi ll lead to disappointment and they will become brand terrorists. This would lead to low double over visitation and damage the brand image indirectly. ? Local governors and mayors have different objectives to promote their own region and cities rather than the nation. ? Failure of government to control the flow of information through the Internet that shapes the national image. We need to maneuver research among the people of Bangladesh, covering different segments, to understand their views and expectations. This will help in understanding the pulse of the nation and giving ownership to everyone, thus, meet different target audiences, different needs, and different institutions. The research should be conducted both internally (to understand the countrys socio-economic situation) and externally (global research among the investors and tourists). The findings will help develop a strategic plan on the nation-branding campaign ? Concerned groups should make regular promotional activ ities to brand this country The tourism sector of should be taken under focus to increase international brand value of Bangladesh by capturing large number of tourists ? Both the government firms and Multinational Firms need to make attention to increase the international brand value of Bangladesh ? The line focus should be on the six dimensions which are mentioned earlier in the assignment to make our country value stronger. Country branding is not about constructing slogans. Country branding involves planned communication management and earnest social engineering. Branding is no longer a choice but a necessity, and the branding is not a function to be performed entirely by the state or individual corporations, but an integrative and concert effort by all concerned stakeholders.If a country is effectively branded soft power can be engendered giving that country vast competitive advantage. However, only few developing countries have articulate and implemented a country branding strategy. The notion of an umbrella country brand inspiring, guiding and feeding commercial brands is a compelling one. Branding of developing countries could unleash a sustainable wealth creation appearance which will greatly help these poor countries break out of their distress cycle. There is now an opportunity for developing countries to close this gap by turning their attention to employ professionalism in country branding. Books- ? Kevin Lane Keller (2012-2013), strategic Brand Management,3rd edition. Philip Kotler, Nation Branding 1997. Publications- ? Mathias Akotia, CEO Brand Ghana assurance Accra, Ghana, Country Branding Promoting Investment, Tourism and Exports through Country Communication Management and Social Engineering. ? Dr. Khalid Hasan, Managing Director, Nielsen Bangladesh and Treasurer AmCham Bangladesh. Acknowledgement AmCham Bangladesh, Nation Branding. Websites- ? http//www. bangladeshbrandforum. com ? http//www. thedailystar. net ? http//www. tourismboa rd. gov. bd ? http//www. interbrand. com THE END Letter of Transmittal - Executive Summary PART A Preamble ObjectivesMethodology Limitations PART B Literature Review PART C Findings Export Brands Tourism Country Brand Investment People Foreign and Domestic polices Culture and Heritage Setting Objectives Step-1 Performing SWOT abbreviation Step-2 Expanding upon an Umbrella concept Step-4 Choosing a Specific direction for distinctive branding Step-3 Strategies of Branding Bangladesh Creating Export Control Step-5 Making all the members interactive Step-9 Allocating adequate funds to finance each branding activities Step-6 Maintaining balance between promise and performance Step-7 Performing Activities on a regular basis Step-8 PART D Recommendation Conclusion ReferencesRead also Padma Bridge