Suchergebnisse

Recently a word 'Nation Branding' or 'Branding Bangladesh' is practiced a lot. 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. There is a misconception among most of the people that it is required to develop tourism sector of any country in case of nation branding. But nation branding focuses on the nation as a whole – its people, culture and heritage, investment and immigration, governance, exports and tourism. The objective of this paper is to clarify this misconception about nation branding, help our citizens to know about the branding Bangladesh and reveal the possibilities of branding Bangladesh. Process of nation branding –Nation Brand Index and Country Brand Index are discussed in this paper. This research is based on secondary sources and the researcher comes up with the Nation Branding Hexagon for Bangladesh. Hopefully this paper will be helpful for awaking our consumers and making responsible to come forward for unbeaten nation branding for Bangladesh.

The process of globalisation has made the concept of nation brand an important one in the current context. This ensures that there is intense competition among countries for attention, respect and trust in order to achieve their policy goals and objectives. One of the means to try and market a country in the international competition is via the use of nation branding [Marsh & Fawcett, 2011: 517; Fan, 2008; Stock, 2009; Szondi, 2010]. The concept of nation branding has become popular, but some have argued how can a nation be marketed like some kind of product [O'Shaughnessy & O'Shaughnessy, 2000; Seib (a), 2009]? A combination of the increasing competition between different countries and advances in new communication technologies is ensuring a much more interactive communication between governments and foreign publics [Wang, 2005; L'Etang, 2009; Szondi, 2010]. As pointed out by Ying Fan, nation brand and nation branding are two different things. A nation may already have a brand, regardless whether branding is taking place or not [Fan, 2006]. This is formed by the nature of information generated about that nation, the stereotypes and opinions held by publics. Branding may take place to try and reform, repair, enhance or remake the existing image in order for the country in question to be viewed as being more attractive and competitive. Nation branding can be seen as a form of cure or panacea for something that is 'wrong' with a country's image [Fan, 2006]. However, nation branding is not something that is easily undertaken. It needs to take the sum of all of a country's parts into account and get them aligned to a simple and appealing message that resonates with the target audience. Since the mid-2000s, Russia has joined the list of countries that seek to use nation branding to fulfil politically determined and directed national ambitions [Simons, 2011]. How does Russia use nation branding, and what ends is this intended to serve? What are the tangible resources that are exploited to brand the country? Before embarking on answering this question, stock needs to be taken of the current debate on nation branding. This is an increasingly common term and practice, but is not necessarily commonly understood. The foundations of the concept and practice of nation branding are discussed. Soft power forms the subject of the next section. Issues of a definition and the significance of soft power are outlined. This is then connected to the 2013 Concept of Foreign Policy of the Russian Federation. The ambitions and goals of the document are connected with the practice of nation branding and the desire for accumulating soft power. Different attempts at nation branding by the Russian Federation are detailed, and how these are connected with the understanding of soft power (and what purpose this serves).

Unter Koreakennern ist die Erkenntnis weit verbreitet, dass der koreanische Nationalismus das größte Problem sein kann, wenn Ausländer sich bemühen, die Wesensart der Koreaner zu verstehen. Es gibt eindeutig einen Nationalismus koreanischer Prägung, der lange Zeit sehr präsent war. Deutlich wird dies beispielsweise, wenn man sich eine Szene aus der Asienkrise Ende der 1990er Jahre vor Augen führt. (KAS-Auslandsinformationen / SWP)

"Unter Koreakennern ist die Erkenntnis weit verbreitet, dass der koreanische Nationalismus das größte Problem sein kann, wenn Ausländer sich bemühen, die Wesensart der Koreaner zu verstehen. Es gibt eindeutig einen Nationalismus koreanischer Prägung, der lange Zeit sehr präsent war. Deutlich wird dies beispielsweise, wenn man sich eine Szene aus der Asienkrise Ende der 1990er Jahre vor Augen führt." (Autorenreferat)

Globalisation has stimulated an intense competition among countries, in which the issue of nation brand is a central consideration. Since the mid-2000s, Russia has joined a list of countries that seek to use nation branding to fulfil politically determined and directed national ambitions. In taking stock of the current debate on this issue, the author addresses how Russia uses nation branding, what ends this is intended to serve, and what tangible resources are exploited to brand the country. In this context soft power is also considered. In conclusion it is stressed that Russia`s nation branding requires a bottom-up approach to succeed, as ordinary citizens convey as much, if not more, about a country than hosted international events.