Bangladesh has positioned herself as a one of the promissory developing country in world. It enjoyed widespread international public support during the war of liberation, not only because its struggle identifiable, but also due to the fact that it aimed to establish a socio-economic equilibrium and an equitable society where each citizen would have the opportunity to flourish. But the Post-1971 eras has not been so easy, despite numerous achievements, the country has been negatively labeled by a group of people with their own motivations. They ignore the commitment and the resilience of Bangladeshis who are often faced with political and climatic trauma. Now Bangladesh has made lots of socio-economic growth include: improvement in health status, increasing literacy, progress in gender 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 agricultural, industrial, and ready-made garments (RMG) booms. 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. Therefore, it has become imperative to develop a nation branding campaign to keep us in the global limelight for the right reasons. Currently, the government and brand strategists are working towards developing a nation branding campaign, which should help improve its image to the rest of the world Objectives
We have made this assignment with a view –
1. To establish Bangladesh as a brand in the world’s competitive market. 2. To identify common facilities provided by Bangladesh like other countries. 3. To know deeply about the resources and competitive edge of Bangladesh in South Asia. 4. To find out the ways to brand Bangladesh through integrated marketing programs.
The secondary data have been collected through different text books, government websites, and others websites related to report topic.
While doing assignment, we faced some obstacles. These are given below:- * To brand a country requires much time and effort. But the time provided to us is not enough to accomplish the goal. * As per government rule and regulation, much information was not disclosed by government website. * For collecting data, we can not focus every sector of Bangladesh. This has certainly affected the quality of the report.
Branding has become so strong that today hardly anything goes unbranded. Consumers view a brand as an important part of a product, and branding can add value to a product. Perhaps the most distinctive skill of professional marketers is their ability to build and manage brands. According to the American Marketing Association, “a brand is a name, term, sign, symbol, or design, or combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” Ultimately, a brand is something that resides in the minds of consumers. Now the question is “how do we brand a product?” To brand a product it is necessary to teach consumers “who” the product is – by giving it a name and using other brand elements to help identify it – as well as what the product does and why consumers should care. Here, we focus on the place marketing. Cities, states, regions and countries are now actively promoted through advertising, direct mail and other communication tools. These campaigns aim to create awareness and a favorable image of a location. In this context, we concentrate on branding our country namely Bangladesh.
2.2 Strategic brand management process
Strategic brand management involves the design and implementation of marketing programs and objectives to build...