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[pic] DIVISION of MARKETING STUDY COURSE NAME: Product and Brand Management. A great assignment on- Country Personalisation: A Case Examine on Marketing Bangladesh. Posted To: Shaikh Rafiqul Islam Associate Mentor, Department of promoting.

Submitted By simply: Revolution eighth Semester, Treatment: 2008-09. Time of Submission: 10/12/2012. [pic] REVOLUTION 3 rd Batch Treatment: 2008-09 |Serial: |Name of Students: |Roll No: | |01. |Farjana Nur Purabi |091648 | |02. Anik Kumar Devnath |091654 | |03. |Sheikh 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 12, 2012. Shaikh Rafiqul Islam. Associate Mentor. Department of Marketing. Jagannath School. Dhaka-1100. Special Sir, This can be a assignment you allocated all of us to prepare about “Branding Bangladesh. After exploring and studying the current circumstance of the region based on accumulated data we’ve been able to prepare the task.

All of the key points and insights info associated with the provided issue happen to be included in this article. Besides, we certainly have attempted to consist of some of the personal assumption, practical experience and idea to help make the assignment even more fruitful. Thanking you pertaining to giving the break completing such an interesting educative task. Hope to hear from you shortly. Sincerely, Group: – Wave. 8th Semester. 3rd Set. Session: – 2008-2009 Title Page Region Branding: A Case Study on Branding Bangladesh Tourism Export Brands Traditions and Historical past pic][pic] People Investment Foreign and home policies [pic] [pic] [pic] Country branding is different in branding from a product. In developing the strategy, it will involve various intricacies and is a long slow process. Marketing Bangladesh is about positioning Bangladesh in the minds of people. Branding Bangladesh is an important strategy because it can help the country to understand how banal perceive her across the nations around the world.

Those people will be consumers, potential tourists, and, most importantly potential investors. In the growth procedure for Bangladesh they are all participating positively. An effective land branding marketing campaign accelerates the economic growth of Bangladesh and the citizens experience dignified. It should be remembered that there are around 195 nations in the world, all are strongly competing to get the attention of investors, vacationers, and residents. Therefore , a well-planned country branding marketing campaign is crucial to get the branding of Bangladesh. Table of Contents MATTER |PAGE | |PART: A (Introductory Part) | | |Preamble |7 | |Objectives |7 | |Methodology |8 | |Limitations |8 | |PART: W (Theoretical Framework/Literature Review) | | |Literature Review |9 | |PART: C | | |Brand Dimensions of Bangladesh |10 | |Strategies for Marketing Bangladesh |12 | |Country and Corporate Brands Co-positioning |16 | |Findings at a glance |16 | |PART: D | | |Recommendations |17 | |Conclusion |17 | |References |18 | Creating a logos program pertaining to Bangladesh demands an the usage policy that a majority of countries do not need00. To boost our commercial success it is very important to take action regarding personalisation Bangladesh.

Marketing Bangladesh the us government should always notice their global image in countries that they aim to focus on and the stakeholder should work together together and agree on a national stratagem. If the stakeholders could bring together as one, pin down the purpose and objectives, and fulfill the process, it would indicate the will of just one nation. Maintaining continuously the reputation in each and every sector (Tourism, exports, culture, people, brands and policy) is important to accelerate the task of logos. This project aims at clarifying the ideas of marketing Bangladesh and argues that for a developing country like Bangladesh, branding is a prerequisite for national development. The particular objectives of the paper are: Review the conceptual and theoretical foundation of nation logos by leading authors inside the marketing discipline,? Examining and defining Branding Bangladesh and discussing their challenges.? Obtaining insights in branding Bangladesh? Being familiar on the subject subject for later exploration for branding Bangladesh. DATA COLLECTION: Thinking about the objectives from the assignment, time, types of respondents, we all collected the two Primary and Secondary info to find out the mandatory information about the strategies of logos Bangladesh. The sources happen to be mentioned here- PRIMARY INFO:? Taking personal interview of concerning persons of tourism board,? Speaking about with the concerning people of Brand Forum of Bangladesh.

EXTRA DATA:? Learning different content and advertisements published in daily papers,? Visiting distinct websites and journals. Although preparing the assignment we faced a lot of problems that had been unavoidable and these limits are stated below:? This kind of assignment was totally an unfamiliar type of project to us,? People of the specialist were not willing to provide total information about the given subject,? The allowed survey period we have got was very limited,? We did not get enough concern person to collect important information,? Our communication was confined only to the Dhaka city. Bangladesh has constantly held wonderful promise.

This enjoyed common international general public support through the war of liberation, not merely because their struggle was identifiable, nevertheless also because it was executed to establish a socio-economic equilibrium and an equitable society wherever each citizen would have a chance to flourish. One other interesting difficulty the nation faces is that if it is compared to various other countries it really is invariably compared to nations with drug, cricca, and terrorist problems. Although it is true that Bangladesh a big population, with high joblessness rates, and increasing selling price inflation, frequently comparing that to failed or a semi-failed states would not do it proper rights. The fragile status extended till the nineties. Then even Openness International started out ranking us as one of the the majority of corrupt countries in the world. However , the nation’s image started improving post-2000 because did their performance indications.

The major symptoms for socio-economic growth include: improvement in health status, increasing literacy, progress in gender stability, enhancement of employment opportunities, building transport and communications facilities, huge increases in multimedia reach among rural and urban persons, booming ITC businesses, an increase in remittance and gardening, industrial, and ready-made clothes (RMG) feus. In 2006, each of our global picture increased tremendously with Prof. Yunus and Grameen Traditional bank winning the Nobel Tranquility Prize. That put Bangladesh in a strong position, throughout the world and we are not able to let that slip. Therefore , it has become imperative to develop a nation logos campaign to stay in the global limelight for the right reasons.

Although branding Bangladesh, the brand strategists must consider two key basic goals: Firstly, it is essential to transfuse pride in Bangladeshis and persuade our people to be positive and feel dignified regarding themselves as well as for their country. The success of area branding program strongly is determined by their active participation, ownership, and support. They should be pleased with their country, culture, and heritage. Second of all, the government will need to come up with an aggressive but distinct land branding campaign immediately, it is crucial for each of our progress. Countries like India, Thailand, China, Malaysia, and so forth started comparable branding trips more than a decade in the past and should certainly not lag beyond the boundary behind.

We need a powerful branding campaign for each of our country to ensure that we can come out as an Asian Gambling by 2021, which will as well mark the 50th season of our independence. Dr . Khalid Hasanis Taking care of Director, Nielsen Bangladesh and Treasurer AmCham Bangladesh. Acceptance: AmCham Bangladesh. Brand Sizes of Bangladesh Anholt is recognized for Anholt-GfK Country Brand Index (NBI), and it is based on precisely the same six classes to gauge the global perception of a country. The brand of any country is judged structured of the six dimensions. In the event of branding Bangladesh we might concentrate on these sizes and make brand image for Bangladesh. Fig: The Six Proportions of a countrywide branding Aspect 1: Travel and leisure

Tourism is one of the most obvious aspects of a rustic brand because it receives substantial financial support from government authorities, and is therefore the main marketing tool at the nationwide level. It is just a major economical driver through employment, intercontinental visitor expenditures, investments, and regional development. Bangladesh Travel Board provides adopted diverse policies and strategies to promote and safe bet Bangladesh. It includes brand taglines like “Beautiful Bangladesh.  Dimension a couple of: Export brands There is a regular struggle to maximize share of exports within the global marketplace. In order to attain this purpose, the quality of exported products or services has to be superior to those of competitors. Foreign trade brands represent an important draw for Bangladesh.

An increase in exports can enhance the self-esteem of your country, which in turn boosts self-esteem and further achievement. Ten years before, as a region Bangladesh was little noted across the Globe. Today, most of the countries label since the country of high quality garments merchandise and this is mainly due to the performance of our clothing industry. Dimensions 3: Investments All countries, be that they developing or perhaps developed, are now striving for a great investment-friendly picture. Country brand, and everything that it stands for, has a lot to say when it comes to attracting international direct purchases. In case of Bangladesh it is very great for us which a large number of buyers are coming in different areas.

Dimension four: Foreign and domestic guidelines. Nations are judged according to the foreign and domestic policies that all their leaders start. Foreign and domestic policies must be coordinated so that they will invigorate the national manufacturer. As a nation we have to improve the ability to fulfill the residents’ demands for health, education, human rights, personal participation better. Dimension 5: People You probably know that the branding of a region must start from inside as a country’s brand is most frequently promoted by simply its people. In 2006, each of our global image increased tremendously with Prof. Yunus and Grameen Bank winning the Nobel Peace Prize.

That put Bangladesh in a solid position, globally and we are not able to let that slip. Beside, Sakib-al-hasan, a Bangladeshi cricketer also enhances the brand image of our country holding leading position in ICC Cricket ranking. Joining the objective of ALGUN, Bangladesh Military services has created a brand new dimension to get Bangladesh in fact it is obviously a fantastic sign intended for our nation Dimension 6th: Culture and Heritage Lastly, one should not really overlook the ethnical dimension of your country manufacturer. Culture penetrates all areas of life, including all medical endeavors. For that reason, culture offers turned into the greatest reference point, a conventionally approved solution to all problematic inquiries.

Strategies for branding Bangladesh We ought to take on a far more conscious effort in branding country because country pictures draw out aveu, affect reviews and purchase decisions. Additionally , countries compete intended for tourists, overseas investments and talented people. Let us look at this figure- Placing objectives: Branding Bangladesh we need to set crystal clear and distinctive objectives that will assist us to accomplish the different job most successfully. Different aims might be:? As a Middle Salary Country (MIC)? 30th largest economy? Every capita all of us dollar 6000? Economic aim ¢ Agro and labor intensive industry ¢ GDP expansion to 10% ¢ Environmental protection Transport and ship crafting hub. Carrying out SWOT analysis: Performing a SWOT research for international locations is a concept that has been offered by many others. In his publication The Promoting of Nations, Philip Kotler (1997) confirmed the idea that each region must assess its advantages, weaknesses, possibilities and threats (SWOT) periodically in its five areas of functionality: ¢ Govt leadership, ¢ Factor endowments, ¢ Commercial organization, ¢ Social cohesion, ¢ Lifestyle, attitudes and values. Based on the guidelines we may perform a powerful SWOT examination that will help to determine our own most effectively and define the country’s aims. S- Strength |W- Weak point | | | | |Potential Development economics, |Lack of Dexterity among different groups, | |Successfully getting together with the centuries development target. |Lack of coordination among corporate and country co branding, | | |Insufficient budget. | | | | | | |O- Opportunity |T- Threat | | | | |Positive sovereign credit achieved, |Corruption, | |Making agreement based on a countries. |Political instability. | | | | Deciding on a Specific path for unique branding Pertaining to distinctive personalisation we might pick a specific course from sectors, personalities, organic landmarks or historical incidents.

This process may help create company image better. Expanding after an Umbrella concept: Increasing upon a great umbrella principle will help to cover separate branding activities with consistency. Distinct branding actions will be matched through an umbrella concept. Consulting with opinion leaders to look at countrywide strengths and weaknesses and compare individuals with the research we would do make this concept. Allocating adequate cash to financing each personalisation activities: To make a successful company image and create a increased impact with regards to brand satisfactory fund is important and with regards to people will need to handle the matter with family member interest Creating Export Control:

Creating export controls to make sure exported products are dependable and meeting the affirmed performance is necessary for marketing Bangladesh. We have good can in overseas market in case of exporting clothes products although sometimes it has become seen that due to several reasons the country is branded negatively and to steer clear of this we must control export market. Maintaining balance among promise and gratification: We will have to be very careful to keep balance between promise and satisfaction. Sometimes it have been seen that we can’t manage quality assistance for the promising things e. g sometimes and also the come to our country to relish heritage sides but due to transportation center and hotel facility they will don’t get expected performance.

This time is the main factor to create a confident brand image for Bangladesh. Performing Activities on a regular basis: Creating positive manufacturer image diverse campaigns happen to be needed. Although we have to keep in mind that these advertisments should be considered consistently and thinking the vision and long run interest of the region. Creating technique and Doing exercises program to help make the strategy touchable through improvement programs, promotions are important to boost the past marketing campaign. Making all the members online: Ensuring the cooperation and involvement of representatives of presidency, business, the arts, education and importantly the media we could make a fruitful effect for Bangladesh.

In recent years the growth of Press sectors features constantly driven our interest and the media might play a crucial function to brand Bangladesh. You ought to mobilize all of the available pushes of political figures, business people, music artists, sportsmen and scientists to make a strategy for improving the image and reputation of Bangladesh on the foreign markets, i. e. for producing the countrywide branding strategy. Country and Corporate Brands Co-positioning The concept of countries as brands has been progressively recognized in the post-modern global world. A solid country company can provide corporate brands which has a unique set of values, which will supports their positioning for the international industry.

Simultaneously, when corporate brands achieve globally success, that they contribute positively to expanding new features in the country manufacturer. A nation’s image can offer competitive benefit to its company/product/service brands. Until and unless Bangladesh has some international brands it will be very difficult to develop good brand image to get Bangladesh. Consider Finland, a rustic which was beyond the global area ten years ago, and therefore tiny known. Today, we labeled it since the country of high-tech cellphone technology, which is mainly because of Nokia’s efficiency. In Bangladeshi context there are several brands (Square, Walton etc) so the overnment should put together to development of the company in addition to the imply time these businesses should take endeavours for the country branding Besides that we may consider the job of Prothom Alo and Airtel Organization, who jointly arrange the design of the largest “Alpona at Manik Mia Avenue and thus built a new aspect for themselves as well as create a very good image pertaining to Bangladesh in the world. Findings easily:? It is now even more critical than in the past to create a unique identity intended for destination because it is now more competitive intended for survival inside the global market.? Limited price range and tiny management control create obstacles on the way of creating good company image to get Bangladesh. Politics pressures, Exterior environment elements such as economic depression, natural catastrophes and pandemics can affect the branding Bangladesh.? A major concern for Bangladesh is that when the tourists’ go to the destination and located the reality does not match the projected graphic from the pre-trip information gathered prior to trip, the difference will lead to disappointment and they’ll become manufacturer terrorists. This may lead to low repeat visitation and damage the brand graphic indirectly.? Regional governors and mayors will vary objectives in promoting their own place and cities rather than the land.? Failure of presidency to control the flow info through the Internet that forms the nationwide image. We have to conduct research among the people of Bangladesh, covering diverse segments, to understand their sights and anticipations. This will help understand the heartbeat of the region and supplying ownership to everyone, as a result, satisfying distinct target people, different needs, and different organizations. The research ought to be conducted equally internally (to understand the country’s socio-economic situation) and externally (global study among the buyers and tourists). The studies will help produce a strategic anticipate the nation-branding campaign,? Concerned groups ought to make standard promotional actions to company this country, The tourism sector of should be taken underneath focus to boost international brand value of Bangladesh by capturing many tourists,? Both the government businesses and Multinational Firms ought to make awareness of increase the intercontinental brand benefit of Bangladesh,? The key emphasis should be on the six measurements which are pointed out earlier inside the assignment for making our country value stronger. Country logos is not really about constructing slogans. Nation branding consists of planned connection management and purposeful sociable engineering. Personalisation is no longer an option but essential, and the logos is not a function to get performed entirely by the state or individual corporations, but the integrative and concerted effort by all concerned stakeholders.

If a country is effectively branded “soft power may be engendered providing that region vast competitive advantage. However , only couple of developing countries have articulated and applied a country personalisation strategy. The notion of an umbrella country brand inspiring, helping and feeding commercial brands is a convincing one. Branding of developing countries can unleash a sustainable riches creation behavior which will tremendously help these types of poor countries break out of all their poverty circuit. There is now a chance for developing countries to close this difference by turning their awareness of employ professionalism and reliability in nation branding. Catalogs: -? Kevin Lane Keller (2012-2013), Strategic Brand Managing, 3rd model. Philip Kotler, Nation Marketing 1997. Magazines: -? Mathias Akotia, CEO ” Manufacturer Ghana Office Accra, Ghana,  Region Branding: Promoting Investment, Travel and leisure and Exports through Nation Communication Management and Cultural Engineering.? Dr . Khalid Hasan, Managing Representative, Nielsen Bangladesh and Treasurer AmCham Bangladesh. Acknowledgement: AmCham Bangladesh, “Nation Branding. Websites: -? http://www. bangladeshbrandforum. com? http://www. thedailystar. net? http://www. tourismboard. gov. bd? http://www. interbrand. com , , , THE END, , , , , , , , , , , Notice of Transmittal: – Executive Summary COMPONENT: A Preamble Objectives

Technique Limitations PORTION: B Literature Review COMPONENT: C Results Export Brands Tourism Region Brand Expense People Overseas and Domestic polices Lifestyle and History Setting Targets Step-1 Executing SWOT Examination Step-2 Broadening upon a great Umbrella principle Step-4 Choosing a Specific path for unique branding Step-3 Strategies of Branding Bangladesh Creating Export Control Step-5 Producing all the people interactive Step-9 Allocating enough funds to finance every branding actions Step-6 Retaining balance among promise and satisfaction Step-7 Doing Activities regularly Step-8 PART: D Suggestion Conclusion Recommendations

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