An Analytical Study on the Branding Image of Bangladesh in the International Market

Prepared for: Dr. Abu Yousuf Md. Abdullah Professor Course: International Business Environment

Prepared by: Asif Iqbal Section: A Roll: 35 BBA 19th Batch

Institute of Business Administration, University of Dhaka September 23, 2013

Bangladesh in the international market: A look into the past

Bangladesh has started the process of integrating with the global economy since the middle of 1980s. Prior to that period, the economy of Bangladesh was highly protected and inward looking which did not recognize that trade could serve as an engine of growth. The brand image of our country was not enriched and was almost an afterthought. Bangladesh is yet to get a respectable position in the international market as far as our branding images go. Our image in the international market has remained poor for many reasons. The political instability, bureaucracy, the poor safety state of the RMG sector. The list goes on and on. These are enough for shaping negative mindset that can destroy our country's image.

What has been done so far: current situation

The current governments digital Bangladesh and Time for Change have encouraged the private sector to lead the yearning for branding Bangladesh. There are a number of initiatives taken by private sector groups for this purpose. Unfortunately, at the level of politics, the environment necessary for branding Bangladesh is deteriorating. The calls that had inspired millions of new generation of voters for digital Bangladesh and Time for Change are turning out to be weak slogans and politics is becoming more partisan and conflict ridden. Hence despite the country being ready for branding, politics is not. At the government level, there is no serious move for branding. There is an acceptance for image building at government circles that can be loosely interpreted as branding that the private sector is trying to achieve but even in image building, the government is talking more and doing less. In such talks and weak efforts at image building, clichs have dominated the thinking of the government and still does to create a positive image of Bangladesh internationally without much success. The clichs that have dominated the psyche of all governments, including the present one, have been Bangladeshs beauty; its longest natural beach in the world; its glorious war of liberation; and its sacrifices for language; etc. While these factors are useful for domestic consumption; these have little saleable value internationally. For instance, the
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love of our poets in the countrys beauty notwithstanding, such beauty is average in comparison to natural sites in other countries. Our longest beach may be a geographical fact but shorter beaches round the world attract much more tourists. Our contribution for language has won UNESCO recognition but again does not many takers abroad.

What can we do?

Our branding or image building has failed so far for many reasons; as those cited. However, it has also failed because the country has not spent the resources needed for such a national effort. In fact, the governments have so far undertaken propaganda oriented efforts that they have chosen to call image building, spending pittance for such silly efforts. The Ministry of Foreign Affairs has an apology of a wing called the External Publicity Division that has been given in the most non-professional and ad hoc manner, the task for image building. In next door India, it has under the External Affairs Ministry, establishments like the Indian Council for Cultural Relations and the External Publicity Division for official image building of India. These establishments have authority and resources to undertake the image building of India whose budget is perhaps more than what we spend for our Foreign Ministry. Thus although everybody today acknowledges that branding and image building should be one of the major objectives of the Government, the ground reality for undertaking such an effort is not there. It is time that the civil society actively takes up the case to put pressure upon the political leaders to take a bipartisan approach to this important national task. The objective should be to give the role of branding or image building, as in India, to the Ministry of Foreign Affairs and provide it with the appropriate resources to lead Bangladeshs image building and coordinate the initiatives being undertaken at the private level. On the important issue of branding, the country must first decide on a bipartisan approach that is absolutely crucial. It must then choose a Ministry of the Government and give it the responsibility for branding Bangladesh and give it the power, authority and resources. That Ministry should logically be the Foreign Ministry that would have nearly 50 of its Embassies located on foreign soil for image building. Once these crucial

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issues are resolved, the Ministry must take professional assistance of the highest standard, preferably from professional establishments abroad, for the purpose. Thereafter, its history and civilization; its glorious war of liberation; its rich cultural diversity; music, song and dances; its cuisine; its economic successes; should be woven into a theme. That would be the branding part. Then would come the all-important image building part. The Government must have a plan and a strategy for sustained efforts over a long period of time. While this is being undertaken, the branding and image building exercises must be considered as important a job of the government and the nation as defending the countrys sovereignty. Only then can we put behind us the ghost that Dr. Kissinger and the international media criminally tagged to us that we did not largely deserve, never to haunt us anymore.

Bangladesh: A positive story

Bangladesh certainly has a very positive story to tell. Through steady economic growth and innovative development programs, Bangladesh has sharply reduced poverty rates while making impressive progress in a range of educational and health indicators. By improving productivity in agriculture, the country has achieved near self-sufficiency in rice production. The power of micro-credit has transformed the lives of millions. And Bangladesh has developed a world-class ready-made garment industry that demonstrates Bangladesh is a player to be reckoned with in the global marketplace. Despite all this, the images of Bangladesh that appear on CNN or BBC are all too often images of natural disasters, poverty and suffering.

Promoting Bangladeshi culture and education abroad

Educational exchanges and academic programs are an important way to promote Brand Bangladesh. The conferences on Bangladesh hosted by Harvard University in 2008 and 2009 attracted high-caliber academic, government, and business minds to discuss key issues facing Bangladesh. Linkages between people who think big thoughts in the countries abroad and Bangladesh can help define and promote Brand Bangladesh. And linkages between young people, particularly students, create ties and a positive image that last a lifetime.
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But there are similar Bangladesh diaspora communities in other countries, Britain and Australia, for example. There are efforts ongoing to leverage the diaspora in Britain. Bangladesh needs to be strategic in developing its brand. It should consider linking up its diaspora outreach programs to create a truly global Brand Bangladesh.

Role of the business community

The business community has the capacity to make or break for the branding image of the country. By developing a Brand Bangladesh, we can increase and diversify Bangladesh exports. And by sharing the story of Bangladeshs economic progress and successful business ventures, we can help to attract greater investment. The business community play a critical role in shaping Bangladeshs image abroad by virtue of business relations with other countries and other companies.

Negative aspects: Opposite side of the coin

The opposite of the virtuous circle, however, is the vicious cycle. Companies who have bad experiences in Bangladesh, particularly foreign companies, will tear down the brand image of Bangladesh far more quickly that it can be built up. It does not take long for a single bad experience to make the rounds of the global business community and discourage trade and investment. When companies or their representatives are frustrated by bureaucracy, inconsistent rules or unequal treatment, they will signal that Bangladesh is not a good place to do business - and they will do irreparable harm to Brand Bangladesh. Therefore it is not simply a question of creating a Brand Bangladesh that sells goods and services and attracts investment. An integral part of Brand Bangladesh is a healthy business climate here. Bangladesh must strive without ceasing to reduce bureaucratic barriers to business and to ensure clear and consistent rules for investors.

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Conclusion
The task is a humungous one and the nature of Bangladeshs conflict ridden politics does not cause much hope in most minds that the country will come together for branding and then image building. In absence of such much needed efforts at national level, the country can only depend on the private sector efforts. The government can supplement these efforts by encouraging them, and importantly, keep politics out of it. The Government could do something else too. It could take the propaganda out of publicity that hampers both branding and image building exercises. The opposition could supplement these approaches to branding and image building by refraining from what the AL did when it was in the opposition; by not washing the countrys dirty linen in public and that too abroad.

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References
1. dhaka.usembassy.gov 2. ambassadorseraj.blogspot.com 3. www.viewsontourism.info 4. www.thefinancialexpress-bd.com 5. www.bangladeshbrandforum.com

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