contemporary study on nation branding
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NATION BRANDING
PREPARED FOR
Professor Syed Ferhat AnwarCourse Instructor: L301 INTERNATIONAL BUSINESS ENVIRONMENT
PREPARED BY
Group 9 BBA Batch 20 Section ANafisa Afsana Taskia RH–37 . Md. Fahmin Rahman ZR–15
Saad Ashraf ZR–40 . Aanisha Mahmood RH-59 . Sajeed Alam ZR-60
Institute of Business Administration, University of Dhaka . October 16, 2014
What is a
Nation Brand?
‘A nation’s “brand” generally refers to the common images,
perceptions and associations people have with that nation.
Therefore, “nation branding’ is an important tool used by
countries to create, change or promote a distinct self-image
and international reputation that serves the nation’s interests
in a positive and effective way.’
IN OTHER WORDS….
• Infrastructure
• Governance
• National identity and reputation
• Culture
• Tourism
• Talent attraction and major international events
• Product branding leading to the development of a nation
brand
• Significance of competitive advantage in nation brand
building
• Globalization and global business stimulating nation brand
building
CONVERGING ON….
Why is Nation Branding important?
Designed in the
USAMade in
VIETNAM
Air Zoom Sole made in
CHINA
Sold at over 700 stores in 6continents
• COST OF PRODUCTION
• FINANCIAL INCENTIVES (TAX
BREAKS)
• BUSINESS ENVIRONMENT
• INVESTMENT CLIMATE
• POLITICAL & ECONOMIC
STABILITY
• EDUCATION & SKILLS OF
WORKFORCE
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From the Supply Side:
How isNation Branding
assessed?
Anholt-GFK Nation Brands Index
NATION BRAND
METHODOLOGY
• Measures the and of a country’s
• Value judgments on only
• 2013 Survey Methodology:
interviews
Of people from only
Sample age group: adults aged
Anholt-GFK Nation Brand Index: Overall Brand Ranking (top 10 of 50 nations)
2013
NBI rank
Nation 2012
NBI rank
1 United States 1
2 Germany 2
3 United Kingdom 3
4 France 4
5 Canada 5
6 Japan 6
7 Italy 7
8 Switzerland 8
9 Australia 9
10 Sweden 10
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20 Brazil 20
22 Russia 22
23 China 23
31 India 27
BrandFinance Nation Brand Impact TM Framework
SEGMENT INTERNAL EXTERNAL
Investment Domestic Investment Inward Investment
Tourism Domestic Tourism Foreign Tourism
Products & Services Domestic Brands Export Brands
People & Skills Domestic Talent International Talent
METHODOLOGY
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48% increase in Brand Value, US$ 304 Billion Brand Value
Hub for Islamic Banking
Growing demand for Palm oil
Firm National progress (GDP 2020 target to be reached in 2018)
46% increase in Brand Value,
US$ 45 Billion Brand Value
38% increase in Brand Value,
US$ 83 Billion Brand Value
Bloom Consulting
METHODOLOGY
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Ranking system for Trade (Investment)
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Country Brand Ranking Trade (Investment) Edition 2013
Ranking system for Tourism
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Country Brand Ranking Tourism Edition 2013
METHODOLOGY
FutureBrand 2012-13 Top Country Brands
BANGLADESH STANDINGS AND TAKEAWAYS
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Phases of Nation Branding
Identifying existing issues with the current brand
a.
Education
R & D
AutomobilesFinancial institutes
Luxury items
Oil R&D
Identifying existing issues with the current brand
b.
MADE IN CHINA associated with poor
quality
USSR disintegration
in 1991; recession in
the late 90s
Drug trafficking
Apartheid, poverty,
corruption
NBI # 31
NBI # 25 NBI # 36
c.
Overpopulated,
corrupt, prone to
natural disasters
Post split from Malaysia
in 1965, suffered
identity crisis
Had to distinguish itself
from China
Starting the process of brand delivery
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Starting the process of brand delivery
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Starting the process of brand delivery
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The tools used for Brand Propagation
The tools used for Brand Propagation
a. People
The tools used for Brand Propagation
a. People
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The tools used for Brand Propagation
a. People
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The tools used for Brand Propagation
b. Media
The tools used for Brand Propagation
c. International Relations
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The tools used for Brand Propagation
d. Military Statement
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The tools used for Brand Propagation
e. Ministries
The tools used for Brand Propagation
e. Ministries: Tourism/Culture
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The tools used for Brand Propagation
e. Ministries: Tourism/Culture
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The tools used for Brand Propagation
e. Ministries: Tourism/Culture
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The tools used for Brand Propagation
e. Ministries: Tourism/Culture
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The tools used for Brand Propagation
e. Ministries: Tourism/Culture
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The tools used for Brand Propagation
e. Ministries: Encouraging Immigration
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The tools used for Brand Propagation
e. Ministries: Promoting R&D
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The tools used for Brand Propagation
f. Education & Service Sector
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The tools used for Brand Propagation
f. Education & Service Sector
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The tools used for Brand Propagation
g. Investment
The tools used for Brand Propagation
h. Private tools
The tools used for Brand Propagation
h. Private Sector
The tools used for Brand Propagation
i. Exports
The tools used for Brand Propagation
i. Exports
The tools used for Brand Propagation
i. Exports
The tools used for Brand Propagation
i. Exports
The tools used for Brand Propagation
j. Special events
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The tools used for Brand Propagation
j. Special events
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The tools used for Brand Propagation
j. Special events
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1. THE DYNAMICS OF NATION BRANDING –
2. DEVELOPMENT OF A NATION BRAND –
3. DELIVERY OF A NATION BRAND –
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