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).
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.
Nation branding has invaded almost all aspects of human life, not only for product or corporate, but also increasingly for places. Currently more cities, regions and states have increasingly cooperated with PR firms or branding consultants to achieve their target to build positive image and deliver their message to intended audience, including general public. Indonesia has been in attempt to formulate the best nation brand that can represent what both Indonesian citizens and government desire to have. Tourism is on the first step to account as it clearly shows the greatest potential to improve the positive image of Indonesia's country of origin. Looking at 'wonderful Indonesia' as the country's nation branding, this paper seeks to scrutinize the issue from the perspective of public diplomacy. Its origins, dynamics, and attempts in improving Indonesia's branding internationally has proved Indonesia's intention in exploring its positive attributes – tradition, culture, breathtaking nature amidst various on-going problems domestically.
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
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
Branding has become an important issue within higher education. The use of core value statements and visions are expressions of this. To be a successful brand, organisations must also make sure they are different from others. However, in both the scholarly discourse and in political rhetoric, the Nordic model highlights equal access to education and opportunities for all. Values such as egalitarianism and diversity may be difficult to fit into a frame of reference where excellence is at the centre. Historically higher education has also been an important part of nation branding initiatives. This paper asks how different branding perspectives (corporate branding and nation branding) are matched and harmonised with respect to higher education in two Nordic countries. The study shows that there is a lack of harmonisation between nation branding and corporate branding, and that the discourse on excellence is not conducive to differentiation at the organisational level. ; publishedVersion
Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.
Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.
Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.
Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.
Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes. DOI: http://dx.doi.org/10.5755/j01.ppaa.12.3.4252 ; Kiekviena šalis siekia sukurti unikalų nacionalinį ženklą, rodantį jos identitetą ir įvaizdį, padedantį kitoms pasaulio šalims atkoduoti jos stiprybes ekonominiu, kultūriniu, politiniu ir kt. požiūriais. Šalies ženklodara yra vienas iš įvaizdžio formavimo ir vystymo procesų, o įvaizdžio tikslas – stimuliuoti eksportą, pritraukti turizmo srautus, investicijas ir sukurti teigiamą šalies suvokimą tarptautiniu lygmeniu. Šalies ženklodara svarbi ne tik šalies ženklui populiarinti išorėje, bet ir šalies gyventojų nuostatoms valstybės atžvilgiu formuoti, taip pat jos vidiniam įvaizdžiui ir jos reputacijai atskleisti. Kitaip tariant, šalies ženklodaros efektas yra dvilypis. Įvairių sričių mokslininkams ir praktikams labiau domintis šalies ženklodara, sąlygojami tarpdisciplininiai tyrimai, kurių rezultatai leidžia geriau suprasti šį fenomeną. ...
Over the past decade there has been a growing awareness of the significant impact that hosting mega sport eventscan have on a nation?s brand.This paper discusses the context of nationbranding as a tourism legacy and the role of mega sport events in generating a tourism and nation-branding legacy in relation to the 2010 FIFA World Cup held in South Africa. A nation brand is not owned or controlled by a single organisation, but rather jointly developed and delivered by a network of public and private sector organisations. A number of event and brand stakeholders play a role in co-creating the imagery portrayed during a mega sport event. The examination of stakeholder perceptions was therefore identified as an important research area. This paper discusses the findings from in-depth interviews conducted with 2010 event and destination stakeholders from national and regional South African Government departments that detail their perceptions, experiences and reflections of the tourism and branding legacies for the host nation. Stakeholders specialising in event management, tourism, operations and communications reflect on the branding and exposure for the nation achieved as a result of the event and the degree to which this was coordinated and co-created between various stakeholders. Insights are also given as to the degree to which the branding gains achieved during the event have been leveraged post 2010. The paper concludes with an assessment of the degree to which the branding opportunity translated into a tourism legacy for the nation. ; National Research Foundation (NRF)
This paper presents the topic of nation branding, which is considered as a complementary factor of the traditional economic policy implemented in a given country. The concept of branding aims at creating a strong national brand for improving the brands of national products, as well as the image of the country which influences the attraction of foreign direct investments and increase the export. The example of Estonia attempts to prove that the actions for national brand changed positively the image in this country, as well as the competitiveness of the economy. For this purpose the author used the ranking of national brand and international competitiveness. The author also set as a goal to recognize if the concept of nation branding can be useful for the other countries of Central and Eastern Europe, especially Poland. The conclusion of this paper is that nation branding is an economic challenge for these countries and should be implemented as soon as possible in their strategies of country's development.
