Since its inception, Bangladesh has faced numerous obstacles to progress. Despite several hindrances and setbacks, the country has continued its legacy for freedom, democracy, international peace as well as showing good progress in education, economy and Technology. Embracing the strong root with nature, the thousand years old Bengali way of life, culture, traditions and food the present is trying to connect the glorious past with the promising future. By revitalizing the once rich but almost forgotten heritage, culture and literature with the passion, compassion, love, patriotism, vision and a whole spectrum of magic of youth it is possible to metamorphose a great nation from a global perception of an “average nation”.
In the recent past, Bangladesh has suffered from a loss of positive image globally due to several incidents that blurred the achievements and created a mixed overall perception of the nation that is not going to help the county’s future as well as have strong impact on the present. It is necessary to lift that image and create a unified local and global brand: The Brand Bangladesh.
My intention of helping create a visual image for the brand including identity was to create unification of all assets of Brand Bangladesh, including land, heritage, culture, economy as well as the newly developed “Made In Bangladesh” tag to strengthen the core values of the brand which will in turn contribute towards a more positive perception of the nation globally.
The project aims to help the stakeholders and everyone related to Brand Bangladesh to understand the true potential of the nation and form a strong brand by helping envision the identity of the nation.
The project is set to publish on 26 March, the Independence Day of Bangladesh.
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.
Wahida Shahan Tinne, Senior Lecturer, Faculty of Business, ASA University Bangladesh