Download - Contemporary study on Nation Branding
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NATION BRANDING
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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
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What is a
Nation Brand?
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‘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.’
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IN OTHER WORDS….
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• Infrastructure
• Governance
• National identity and reputation
• Culture
• Tourism
• Talent attraction and major international events
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• 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
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CONVERGING ON….
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Why is Nation Branding important?
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Designed in the
USAMade in
VIETNAM
Air Zoom Sole made in
CHINA
Sold at over 700 stores in 6continents
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• 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:
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How isNation Branding
assessed?
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Anholt-GFK Nation Brands Index
NATION BRAND
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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
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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
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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
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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
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Bloom Consulting
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METHODOLOGY
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Ranking system for Trade (Investment)
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Country Brand Ranking Trade (Investment) Edition 2013
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Ranking system for Tourism
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Country Brand Ranking Tourism Edition 2013
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METHODOLOGY
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FutureBrand 2012-13 Top Country Brands
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BANGLADESH STANDINGS AND TAKEAWAYS
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Phases of Nation Branding
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Identifying existing issues with the current brand
a.
Education
R & D
AutomobilesFinancial institutes
Luxury items
Oil R&D
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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
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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
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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
a. People
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The tools used for Brand Propagation
b. Media
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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
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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: 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
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The tools used for Brand Propagation
h. Private tools
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The tools used for Brand Propagation
h. Private Sector
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The tools used for Brand Propagation
i. Exports
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The tools used for Brand Propagation
i. Exports
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The tools used for Brand Propagation
i. Exports
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The tools used for Brand Propagation
i. Exports
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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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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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