Wednesday, December 12, 2018
'A Case Study on Branding Bangladesh\r'
'[pic] DE digressMENT of MARKETING COURSE hit: Product and stag circumspection. An naming on- acres range: A Case Study on bloting 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 3rd Batch Session: 2008-09 |serial publication: |Name of Students : |Roll No: | |01. |Farjana Nur Purabi |091648 | |02. Anik Kumar Devnath |091654 | |03. |Sheikh Sazzadur Rahman |091664 | |04. |Md. Ashiqur Rahman genus 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 . steamroller University. Dhaka-1100. Dear Sir, Here is the assignment you all in allocated us to b unrivaled up on Ã¢â¬Å" trade nameing BangladeshÃ¢â¬Â. A fter researching and studying the real situation of the demesne establish on amass data we collapse been able to prep be the assignment.All of the study details and insights tuition associated with the habituated issue be include here. Besides, we restrain attempted to include some of our in the flesh(predicate) assumption, practical experience and idea to grant the assignment to a greater extent fruitful. Thanking you for handsome the disturbance accomplishing such an provoke educative project. Hope to hear from you soon. Sincerely, Group :- Revolution. eighth Semester. 3rd Batch. Session :- 2008-2009 Title Page rustic stigmatization: A Case Study on check offing Bangladesh Tourism merchandise Brands refinement and hereditary pattern pic][pic] People Investment opposed and municipal policies [pic] [pic] [pic] Country spot is incompatible in bluring from a crop. In developing the strategy, it would involve many intricacies and assholenister be a long d rawn knocked step up(p) process. Branding Bangladesh is all about positioning Bangladesh in the minds of lot. Branding Bangladesh is an important pattern because it impart avail oneself the soil to understand how publics perceive her across the grounds.Those pile be consumers, potential difference tourists, and, around importantly potential investors. In the addition process of Bangladesh they all be participating actively. An effective land branding hunt accelerates the economic growth of Bangladesh and the citizens feel dignified. It must be remembered that there ar around 195 nations in the dry land; all be aggressively competing for the vigilance of investors, tourists, and citizens. Therefore, a well-planned nation branding iron out is crucial for the branding of Bangladesh. Table of Contents TOPIC |PAGE | | set about: A (Introductory Part) | | | introduce |7 | |Objectives |7 | | methodology |8 | |Limitations |8 | | partly: B (Theoretical mannequin/Litera ture Review) | | |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 | | | good words |17 | |Conclusion |17 | |References |18 | Creating a branding program for Bangladesh demands an integration policy that more or less countries do non possess. To boost our commercial-grade advantage it is in truth important to take action regarding branding Bangladesh.Branding Bangladesh the governing body should always observe their world(a) estimate in countries they aim to target and the stakeholder should collaborate together and discipline on a field of study stratagem. If the stakeholders could unite as one, pin down the purpose and objectives, and fulfill the process, it would echo the will of one nation. Maintaining continuously the reputation in incessantlyy sector (Tourism, trades, culture, people, brands and policy) is import ant to accelerate the lying-in of branding. This assignment aims at clarifying the concepts of branding Bangladesh and argues that for a developing coarse like Bangladesh, branding is a prerequisite for national development. The specific objectives of this paper argon: Review the conceptual and theoretical foundation of nation branding by adding authors in the merchandise field; ? Examining and defining Branding Bangladesh and discussing its challenges. ? Attaining insights into branding Bangladesh ? beingness familiar on the subject librate for posterior investigation for branding Bangladesh. DATA COLLECTION: Considering the objectives of the assignment, time, theatrical social functions of respondents, we quiet both Primary and Secondary data to go out out the necessary information regarding the strategies of branding Bangladesh. The sources are mentioned here- PRIMARY DATA: ? Taking personal interview of cautioning people of tourism board; ? Discussing with the conc erning people of Brand Forum of Bangladesh.SECONDARY DATA: ? Studying several(predicate) articles and advertisements publish in daily newspapers; ? Visiting different websites and journals. tour preparing the assignment we faced some problems that were un vacateable and these limitations are mentioned below: ? This assignment was totally an unfamiliar type of assignment to us; ? People of the authority were nonvoluntary to provide full information about our given topic; ? The permitted survey time we have got was very limited; ? We did not get enough concern person to collect necessary information; ? Our confabulation was confined further to the Dhaka city. Bangladesh has always held large promise.It enjoyed widespread international public support during the contend of liberation, not only because its struggle was identifiable, still alike referable to the fact that it aimed to establish a socio-economic sense of balance and an equitable society where each citizen woul d have the fortune to flourish. An different avocationing problem the nation faces is that when it is equald to other countries it is invariably compared to nations with drug, mafia, and terrorist problems. While it is true that Bangladesh a extensive population, with high un avocation rates, and increase price inflation, often study it to failed or a semi-failed states does not do it justice. The anaemic status continued till the nineties. Then horizontal Transparency International started ranking us as one of the most corrupt countries in the world. However, the nations pattern started improving post-2000 as did its performance indicators.The study indicators for socio-economic growth include: improvement in health status, increasing literacy, progress in gender balance, enhancement of employment opportunities, building transport and parleys facilities, huge increases in media reach amongst rural and urban people, booming ITC businesses, a rise in remittance and agricul tural, industrial, and ready-made garments (RMG) booms. In 2006, our global understand increased exponentially with Prof. Yunus and Grameen sewert winning the Nobel Peace Prize. That put Bangladesh in a solid position, globally and we washstandnot let that slip. Therefore, it has be follow tyrannical to develop a nation branding campaign to economize us in the global glare for the right reasons.While branding Bangladesh, the brand strategists must engage two key basic objectives: Firstly, it is crucial to nurture pride in Bangladeshis and to persuade our people to be positive and feel dignified about themselves and for their state. The success of the nation branding program strongly depends on their active participation, ownership, and support. They should be proud of their hoidenish, culture, and heritage. Secondly, the organization should come up with an aggressive but distinct nation branding campaign immediately, it is essential for our progress. Countries like Indi a, Thailand, China, Malaysia, etc started alike branding journeys more than a decade agone and should not lag too far behind.We subscribe a forceful branding campaign for our awkward so that we can emerge as an Asian Tiger by 2021; which will also mark the 50th year of our independence. Dr. Khalid HasanÃÂ is Managing Director, Nielsen Bangladesh and Treasurer AmCham Bangladesh. Acknowledgement: AmCham Bangladesh. Brand Dimensions of Bangladesh Anholt is recognized for Anholt-GfK domain Brand Index (NBI), and it is based on the same 6 categories to measure the global perception of a province. The brand of a democracy is judged based of the six proportions. In case of branding Bangladesh we might focus on these dimensions and clear brand image for Bangladesh. Fig: The Six Dimensions of a national branding Dimension 1: TourismTourism is one of the most visible aspects of a body politic brand because it receives vast financial support from governments, and is accordingly th e main selling tool at the national level. It is a major economic driver through employment, international visitant expenditures, investments, and regional development. Bangladesh Tourism Board has adopted different policies and strategies to call forth and champion Bangladesh. It includes brand taglines like Ã¢â¬Å" bewitching Bangladesh. Ã¢â¬Â Dimension 2: Export brands There is a constant struggle to increase share of exports at heart the global market. In order to attain this purpose, the quality of exported products or services has to be superior to that of competitors. Export brands represent an important mark for Bangladesh.An increase in exports can raise the self-esteem of a kingdom, which in turn boosts self-confidence and further success. Ten historic period ago, as a plain Bangladesh was little cognize across the Globe. Today, most of the countries label as the country of high quality garments product and this is mainly repayable to the performance of our garme nts industry. Dimension 3: Investments All countries, be they developing or developed, are now breed for an investment-friendly image. Country brand, and everything that it stands for, has a lot to say when it comes to attracting distant(prenominal) direct investments. In case of Bangladesh it is very acceptable for us that a large fig of investors are coming in different sectors.Dimension 4: Foreign and domestic policies. Nations are also judged in abidance with the foreign and domestic policies that their overtakeers initiate. Foreign and domestic policies must be coordinated so that they would shake the national brand. As a country we have to increase the ability to meet the residentsÃ¢â¬â¢ needs for health, education, gay rights, political participation more effectively. Dimension 5: People It is worth mentioning that the branding of a country must start from inside because a countryÃ¢â¬â¢s brand is most frequently promoted by its people. In 2006, our global image i ncreased 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 number one position in ICC Cricket ranking. Joining the mission of UN, Bangladesh Army has pretendd a new dimension for Bangladesh and it is obviously a severe sign for our country Dimension 6: stopping point 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 accepted solution to all snarly 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 barter for decisions. Additionally, count ries compete for tourists, foreign investments and talented people. Let us look at this figure- Setting objectives: Branding Bangladesh we have to set clear and typical objectives that will attend to us to accomplish the different task most effectively. Different objectives might be: ? To be a Middle Income Country (MIC) ? 30th largest economy ? Per capita us dollar 6000 ? Economic goal Ã¢â¬Â¢ Agro and labor intensive industry Ã¢â¬Â¢ GDP growth to 10% Ã¢â¬Â¢ surroundal protection Transportation and ship building hub. execute turn out analysis: Performing a fig out analysis for nations is an idea 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 five areas of capability: Ã¢â¬Â¢ Government leadership; Ã¢â¬Â¢ reckon endowments; Ã¢â¬Â¢ Industrial organization; Ã¢â¬Â¢ Social cohesion; Ã¢â¬Â¢ Culture, attitudes and esteems. base on the guidelines we might perform an effective SWOT analysis that will benefactor to figure out our own most effectively and define the countryÃ¢â¬â¢s objectives. S- Strength |W- Weakness | | | | |Potential ontogeny economics, |Lack of Coordination among different groups, | |Successfully meeting the millenary development goal. |Lack of coordination surrounded by embodied and country co branding, | | |Insufficient budget. | | | | | | |O- Opportunity |T- Threat | | | | | autocratic sovereign credit achieved, |Corruption, | |Making agreement with different countries. |Political instability. | | | | Choosing a Specific way of life for distinctive branding For distinctive branding we might spot a specific direction from industries, personalities, natural landmarks or historical events.This process will help nominate brand image more effectively. Expanding upon an Umbrella concept: Expanding upon an comprehensive concept will help to peak separate branding activities with consistency. Different branding activities will be coordinated through an umbrella concept. Consulting with flavor leaders to look at national strengths and weaknesses and compare those with the research we might do create this concept. Allocating up to(predicate) bullion to finance each branding activities: To create a successful brand image and create a greater impact regarding brand adequate fund is necessary and concerning people should handle the matter with kin interest Creating Export authorisation:Creating export controls to ensure exported products are trustworthy and meeting the substantiate performance is necessary for branding Bangladesh. We have peachy will in foreign market in case of exporting garments products but sometimes it has been seen that due to some reasons our country is branded negatively and to avoid this we need to control export market. Maintaining balance among promise and performance: We will have to be very careful to maintain balance between the promise and performance. Sometimes it has been seen that we canÃ¢â¬â¢t draw quality service for the promising things e. g sometimes foreigners come to our country to enjoy heritage sides but due to transportation preparation and accommodation facility they donÃ¢â¬â¢t get expected performance.This point is the main thing to create a positive brand image for Bangladesh. Performing Activities on a regular basis: Creating positive brand image different campaigns are needed. But we have to keep in mind that these campaigns should be taken systematically and thinking the vision and long run interest of the country. Creating strategy and Working out program to withstand the strategy tangible through improvement programs, campaigns are important to reinforce the past campaign. Making all the members interactive: Ensuring the cooperation and involvement of representatives of government, business, the arts, education and importantly the media we can make a fruitful effect for Bangladesh.In novel 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 ready(prenominal) 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 more and more 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 world(a) success, they contribute actively to developing new features of the country brand. A nationÃ¢â¬â¢s image can provide competitive advantage to its society/product/service brands. Until and un less Bangladesh has some international brands it will be very difficult to create goodish 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 phone technology, and this is mainly due to NokiaÃ¢â¬â¢s performance. In Bangladeshi context there are some brands (Square, Walton etc) so the overnment should coordinate to development of the company 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 Ã¢â¬Å"AlponaÃ¢â¬Â at Manik Mia bridle-path 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 savoir-faire because it is now more competitive for survival in t he global market. ? Limited budget and little way control create obstacles on the way of creating good brand image for Bangladesh. Political pressures, External environment factors such as economic downturn, natural disasters and pandemics can affect the process of branding Bangladesh. ? A major challenge for Bangladesh is that when the touristsÃ¢â¬â¢ visit the destination and found the veracity does not match the projected image from the pre-trip information gathered prior to trip, the gap will lead to disappointment and they will become brand terrorists. This would lead to low repeat 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 profits that shapes the national image. We need to conduct research among the people of Bangladesh, covering different segments, to understand their views and e xpectations. This will help in understanding the pulse of the nation and giving ownership to everyone, thus, satisfying 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 activities 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 key 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 brand ing involves planned communication management and purposeful social engineering. Branding is no longer a choice but a necessity, and the branding is not a function to be performed solely by the state or separate corporations, but an integrative and concerted effort by all concerned stakeholders.If a country is effectively branded Ã¢â¬Å"soft powerÃ¢â¬Â can be engendered giving that country vast competitive advantage. However, only few developing countries have articulated and employ 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 relinquish a sustainable wealth creation port which will greatly help these poor countries break out of their poverty cycle. There is now an hazard for developing countries to close this gap by turn of events their attention to employ professionalism in country branding. Books:- ? Kevin highway Keller (2012-2013), Strate gic Brand Management,3rd edition. Philip Kotler, Nation Branding 1997. Publications:- ? Mathias Akotia, chief executive officer Ã¢â¬ Brand Ghana Office Accra, Ghana,Ã¢â¬Â Country Branding: Promoting Investment, Tourism and Exports through Country Communication Management and Social EngineeringÃ¢â¬Â. ? Dr. Khalid Hasan, Managing Director, Nielsen Bangladesh and Treasurer AmCham Bangladesh. Acknowledgement: AmCham Bangladesh, Ã¢â¬Å"Nation BrandingÃ¢â¬Â. Websites:- ? http://www. bangladeshbrandforum. com ? http://www. thedailystar. net ? http://www. tourismboard. gov. bd ? http://www. interbrand. com ———THE END——— ———————Ã¢â¬ Letter of infection :- 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 S WOT epitome 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 References\r\nRead also: Padma Bridge\r\n'