Branding Bangladesh

Abstract

Recently we listen to some buzz words like nation branding, country branding, or branding Bangladesh. It is not as new concept as it is pronounced in our homeland. Many countries have successfully implemented this thought by this time and they have reached at peak to some extent.

There is a misconception among most of the people that it is required to develop tourism sector of any country. This is partially correct because international tourists consider the name and fame, or image of the particular country very sincerely. For example, Nepal, Malaysia, Singapore, Thailand, or even India has taken this opportunity with a great care.

Actually only increasing the number of some new tourists is not the outcome of branding a nation. It affects very widely and of course positively. For instance, before investment decision, an investor critically evaluates the country image at first. To recruit foreign employees the employers also consider this factor. Even the bilateral or multilateral political relations among nations depend on the ‘brand image’ of the counterpart(s).

Regrettably, we have been thoroughly failed, by last 39 years, to uphold the image of our realm. The world knows us as the nation of ‘beggar’ or ‘top most corrupt’ country. It doesn’t sound good to the potential investors or visitors. In political negotiation, we have already failed to strengthen relationships with superpowers or neighboring countries. So, it’s high time to rethink about increasing the country image of Bangladesh.

Only government is not liable, or even capable enough, to enhance our national image. We have to contribute according to our position and ability. Indian citizens have greater role, as far as I know, to convince foreign tourists to visit India than the empowered governments. At first we should try to make aware all level of people about the responsibilities to uphold our brand image. Media can play the most significant role in this respect. If we can, it will bring not only name and fame but also huge foreign currency.

Keywords: Branding, Bangladesh, Country branding, City branding