Samina Gull

BS economics – 06
Session 2012-2016
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NATIONAL BRANDING

Bhutan
Happiness is a place

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Brand
 A  brand is a name, term, design, symbol or other feature
that distinguishes one seller's product from those of
others. Brands are used in business, marketing, and
advertising.

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National branding

 “Concerned with a country’s whole image on the

international stage, covering political, economic
and cultural dimensions”
 national branding goes beyond the narrower
purpose of country-of-origin or place brands to
promote specific economic interests

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Bhutan

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History

 The  Kingdom of Bhutan, is a landlocked

country in South Asia at the eastern end of
the Himalayas. It is bordered to the north
by China and to the south, east and west by India.
To the west, it is separated from Nepal by
the Indian state of Sikkim, while farther south it is
separated from Bangladesh by the Indian states of
Assam and West Bengal. Bhutan's capital and
largest city is Thimphu.

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General information

 Capital : thimpu is the capital of bhutan

 Currency : Bhutanese ngultrum is the currency of
Bhutan
 Population: population of bhutan is 0.8 million
in 2014
 Language : Dzongkha, the national language of
bhutan
 Area: 38394 km2 according to the United
Nations Statistics Division in 2015

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Festivals of Bhutan

 Tshechu
 Jomolhari mountain festival
 Monggar Tshechu
 Nimalung Festival
 Paro Tshechu
 Pema Gatshel Tshechu
 Punakha Tshechu and Drubchen

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Culture

 More than 80 percent of the people are Buddhist.

The influence of Buddhism is very visible in
everyday life of the Bhutanese people. The
country boasts of thousands of monasteries and
the landscape is dotted with stupas, prayer wheels,
prayer flags and many other insignias celebrating
the Buddhist religion.

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5 Top Bhutan Attractions for Tourists

  Tiger’s Nest Monastery

 Punakha Dzong
 Zuri Dzong Hike

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 Uma Paro Hotel
 Gangtey Valley in winter

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National flowers of Bhutan

Blue poppy:
The Himalayan blue poppy is the national
flower of Bhutan. In Bhutan, it grows to a height
of 1 meter on the rocky mountain terrain.

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Food
The most distinctive characteristic of Bhutanese
cuisine is its spiciness. Chillis are an essential part of
nearly every dish and are considered so important that
most Bhutanese people would not enjoy a meal that
was not spicy.

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Strategies for national branding of
Bhutan
 Evaluation public opinion as a market research
 Training: How to Get a Better Pearl
 Identifying the “Core Idea”: Essential Elements
 “Living the Brand”: Communication as
Implementation

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Conclusion

 At the end we conclude that Bhutan is the

happiest place in the world they use “happiness is
place” as their nation brand and they see
Collective happiness as a societal goal can be
witnessed in Bhutan the one and the only country
that propagates the philosophical approach to
Gross National Happiness (GNH), in which the
collective happiness of its citizens lies as a
priority over other development objectives.

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