Nation Branding: Branding Bangladesh to Turkey

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Brand Management
Term Paper

Nation Branding: Branding Bangladesh to Turkey “Bangladesh: Invitation to Properity.” Prepared for: Prof. Dr. Syed Ferhat Anwar

Prepared by: Nusrat Tamanna Prianka: RQ 17 M. Faiyak Zaman Rishad: ZR 19 Asif Iqbal Arnob: ZR 29 Md. Sami Ullah Khan: ZR 32 Mujahidun Nabi: ZR 35

BBA 16th Batch

Institute of Business Administration, University of Dhaka
15 June 2011

Table of Contents
1.0 Introduction to Nation Branding ....................................................................................................... 1 1.1 Methodology of Research Conducted .......................................................................................... 1 2.0 Nation Branding: The Concept .......................................................................................................... 2 3.0 Bangladesh: The Nation Brand.......................................................................................................... 3 4.0 Our Chosen Country: Turkey ............................................................................................................. 4 4.1 Introduction to our target country: Turkey .................................................................................. 4 4.2 Bangladesh-Turkey Bilateral Relations: Current Scenario ............................................................ 4 4.2 Why Turkey: .................................................................................................................................. 5 4.2.1 Investment and Immigration: ................................................................................................ 5 4.2.2 Export ..................................................................................................................................... 6 4.2.3 People .................................................................................................................................... 7 4.2.4 Culture and Heritage: ............................................................................................................. 7 4.2.5 Governance: ........................................................................................................................... 7 4.2.6 Tourism .................................................................................................................................. 7 5.0 Developing the Bangladesh Brand .................................................................................................... 8 5.1 Target Audience ............................................................................................................................ 8 5.2 Positioning..................................................................................................................................... 9 5.3 Logo and Tagline ........................................................................................................................... 9 5.4 Campaign name .......................................................................................................................... 10 6.0 Recommended Strategy.................................................................................................................. 10 6.1 Strategy 1: Attracting cost-conscious Turkish Investors to Bangladesh to invest in Textile Industries .......................................................................................................................................... 10 6.2 Strategy 2: Attracting steel producer Turkey to invest in Bangladeshi shipbuilding Industry.... 11 6.3 Strategy 3: Exporting jute in Turkey for its Carpet Industry ....................................................... 12 7.0 Communicating the Brand to the Target Audience ........................................................................ 12 7.1 Home Country Branding inside Bangladesh ............................................................................... 12 7.2...
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