Nation Branding: Scope and Challenges of Branding Bangladesh
Author(s)
Md. Kashedul Wahab Tuhin, Shobod Deba NathAbstract:
A nation can also be branded like products and services. In this competitive world, the concept nation or country branding is being widely used by the countries as every country want to maintain good image and reputation to attract customers, investors and donors. The aim of this paper is to explore nation branding strategic aspects of Bangladesh that the policymakers should consider in branding Bangladesh. Through secondary data strategic guidelines are identified for country branding and depth interview were conducted to determine the specific aspect of branding Bangladesh. The study finds that poor country image, integration of its core value and stakeholders are the major challenges for Bangladesh in nation branding process. However, it has some unique entities like world’s largest sea beach and mangrove forest, archaeological symbol, rich culture and heritage. Besides, Bangladesh has stirred opportunities for foreign investors and donors as it has been consistent in economic growth, providing infrastructure and facilities. Government, therefore, should take proper nation branding strategies highlight its uniqueness and build a competitive among the world community.
Keywords: Brand, branding, strategy, Nation Branding.