A nation brand is the total sum of all perceptions of a nation in the
mind of international stakeholders which may contain some of the
following elements: people, place, culture, language, history, food, fashion, famous faces (celebrities), global brands, etc. The way for a nation to gain a better reputation is to communicate to the international audience that how good you are, is called nation branding. nation branding focuses on the nation as a whole its people, culture and heritage, investment and immigration, governance, exports and tourism. Nation Branding Many countries are coming up with crispy, smart, and intelligent slogans and symbols to re-brand their countries, fitting the current business need, some of the popular slogans are: "Malaysia: Truly Asia," "Dubai: The Jewel in the Desert," "Uniquely Singapore," "Incredible India," "Amazing Thailand," "Sri Lanka: The Pearl of the Indian Ocean. Let us look at a few examples of nation branding around the world: In 2008, Chief Advisor Fakhruddin Ahmed launched the first country branding for Bangladesh. The logo of the branding includes a rising sun above waves of seawater with the slogan Beautiful Bangladesh beneath.
Our country has been brand-named "BEAUTIFUL BANGLADESH" to establish and enhance a positive IMAGE of our nation in the world community, and attract foreign tourists to visit its Panoramic Landscapes, Seascapes and Breathtaking Beauties of the Nature. A Rising Sun over a Blue Sea has formed the Countrys LOGO, symbolizing the emergence of an independent Bangladesh with new promises and potentials. PURPOSE As proud citizens of the nation we hope that this country branding shall attract tourists and foreign investment for our country, and show the outer world our potentialities in various sectors and services. We also believe that the branding would bring all things together for Bangladeshs history, culture, tradition, various festivals and all achievements of the country Nation Branding Nation branding is a field of theory and practice which aims to measure, build and manage the image and reputation of countries. In our region most of the countries try to brand their nation. Incredible India and Malaysia Truly Asia are the brand name of India and Malaysia respectively. The same has been true for Bangladesh, when over the years we have been trying to portray our uniqueness through two geographical locations, the Coxs Bazar sea beach and the Sundarbans, both focusing on tourism. The official brand-name of Bangladesh is Beautiful Bangladesh. Countrys good image is important to attract the tourist. To build the good image the country should focus on some variables. These are infrastructure, education, communication, transportation, economy, legal system etc. There are some criteria to measure the countrys image Which are 1. People: Measures the population's reputation for competence, education, openness and friendliness and other qualities, as well as perceived levels of potential hostility and discrimination. 2. Governance: Measures public opinion regarding the level of national government competency and fairness and describes individuals' beliefs about each country's government, as well as its perceived commitment to global issues such as democracy, justice, poverty and the environment. 3. Exports: Determines the public's image of products and services from each country and the extent to which consumers proactively seek or avoid products from each country-of-origin. 4. Tourism: Captures the level of interest in visiting a country and the draw of natural and man-made tourist attractions. 5. Culture & Heritage: Reveals global perceptions of each nation's heritage and appreciation for its contemporary culture, including film, music, art, sport and literature. 6. Investment & Immigration: Determines the power to attract people to live, work or study in each country and reveals how people perceive a country's economic and social situation. Some countries are actively promoting their branding programs. South Africa, in realizing a gap between the international perception and the reality of the country launched the Brand South Africa project in August 2000 In New Delhi, over 100 people work full time on Brand India as India Brand Equity Foundation Malaysia, Egypt, Costa Rica, New Zealand and many more countries have active nation branding programs Examples of Active Country Branding Programs: Bangladesh: Beautiful Bangladesh South Africa Alive with possibility Spain San Siro India Incredible India Thailand Amazing Thailand Malaysia Truly Asia Costa Rica Peaceful Destination Iceland Iceland naturally Egypt Destination Egypt Bolivia The authentic still exists Estonia Positively Transforming
In conclusion it is clear that nation branding is an away to present a country in competitive world market. More or less every country of the world is trying to develop their brand image. At this moment Bangladesh Government should take alternative promotion strategy along with private sector to attract the tourist.