Case Study
BRANDING BANGLADESH THROUGH KAZI NAZRUL ISLAM
Pathfinder
The case can be used or published for any academic purpose.
Case Study
BRANDING BANGLADESH THROUGH KAZI NAZRUL ISLAM
The world is going through a turbulent environment in this era of intense globalization with awful amount of competition for businesses, and of fierce struggle for nations in gaining attention for trade, tourism, investment and other issues. Nation branding can extend a significant helping hand in this regard, especially for disadvantageous country like Bangladesh. Bangladesh, regrettably, faces a reputation challenge which is popularly known as its “image problem”. This challenge of the image problem is of two folds. One is some unfavorable realities which are to rectify over time while the other requires devising an effective communication strategy which will adequately transmit the primary strength of the country to the world at large.
Country branding refers to the earning of image and reputation for a country by utilizing its inner talents and opportunities which are original and inspiring to the outer world. It is closely related to its identity, requires a lot of ‘soul-searches’ and ultimately coming up with some associations that is believed internally and appealing externally. The sources for building a country brand can be some industries, personalities, natural landmarks and historical events that could provide a basis for strong branding and story telling. Along the perspective, a research is undertaken by a group of a business school graduate aiming to study the possibility of Kazi Nazrul Islam, the national poet of Bangladesh, in enhancing the image of the country globally as a personality brand. Nazrul being one of the top personalities in the national history of Bangladesh (Azrof, 1994), the main sculptor of our national literature and culture (Hussain, 2006), a most gifted genius working in almost all the known genres of literature (Huda, 2001) and one of the most remarkable poets of all time (Langley, 2007) but yet a wide and deep evaluation of him is awaited to be realized (Azrof, 1994) offers an immense source of pride and accomplishment for Bangladesh.
The research being the first of its kind in the country in this topic, primarily focuses the unique characteristics of Nazrul, which if duly promoted can enhance the image of Bangladesh. In its process, a qualitative research and an extensive literature survey was conducted to explore the issues involved in a fine-tuned manner. After that, for quantitative analysis, a sample of 300 resident Bangladeshis, who know and practice about Nazrul, are being selected for questionnaire survey.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
The image of Canada is not as favorable internationally as it should be. Therefore, developing an appealing brand identity has become an important part of attracting international investment to Canada, since its image is more prone to misconception while US has a strong brand image that does not require much active promotion internationally. Thus, Canada needs the help of a branding strategy to improve on a broader scale internationally.
Brand identity is about story telling. Using the latest content that has been published, compromising the five best images that reflect the profile of the brand, a consumer-photo-storyboard can be developed to: Describe the profile of the brand; Identify the main communication and publicity themes; and Critically assess the integrated modes of communication with consumers, including limitations and negative content.
Forman, J., & Argenti, P. A. (2005). How Corporate Communication Influences Strategy Implementation, Reputation and the Corporate Brand: An Exploratory Qualitative Study. Corporate Reputation Review, 8(3), 245-264.
We propose a branding strategy which takes into account the brands capabilities and competencies, strategies of competition brands and the outlook of consumers experience in their respective societies. As an international brand there is the challenge of staying connected with local customers. We will overcome this by adapting marketing strategy to local needs using a variance of standardized marketing mix and an adapted marketing mix.
The first decade of the 21st century has seen globalization and identity emerge as the most critical challenge to society. Globalization has seduced consumer appetites. This has led for those consumer identities to be exposed to global advertising focused on the designer car, the latest clothing or the newest piece of architecture.
The financial ramifications for the accidental cultural oversight may cost the company severely. In order to bounce back and win their loyal customers back, Footwear Bangladesh needs to strike back quickly and effectively. In addition, they will need to continue to promote their good name so as to not fall under any further scrutiny. This will involve planning and awareness of what is important to retaining their client base, including cultural sensitivities.
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
Through empirical research four main approaches to art were distinguished: brand is seen as product, organization, person and symbol. Company which is well run fulfill are requirements. It has been discovered that purchaisers of luxury goods make their choises partly because of visual identity reasons and parly because of marketing desire created for products. The companies who decided to bring art and commercial production together showed to generate benefits of desire and higher appreciaton of purchasers. "The goal is to generate brand equity through managing a brand identity that is consistent and timeless." (Aaker, 1996). Succes of both companies is based on good quality, innovative products, well run visual brand identification and appreciation for their heritage. Is there connection between luxury fashion, branding and timeless design? Definitely. Branding described in this dissertation showed the procces of creating luxury. From the definitions one can conclude that brands who sell luxury goods sell also timeless goods. It occur not only from the quality of items but even more from what purchasers acquires buying company. It would be also interesting to look closer into diffrent types of luxury brands and discuss closer reationship between branding and creating timeless brand. Unfortunately, the limitations of this essay allowed to study only the most
1. Journal Article - Reference - Diamond, N., Sherry Jr, J. F., Muñiz Jr, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the brand gestalt: Closing the loop on sociocultural branding research. Journal of Marketing, 73(3), 118-134.
The History and Culture of Bangladesh Bangladesh came to existence in 1971 when Bengali East Pakistan seceded from its union with West Pakistan. It is located in southern Asia bordering the Bay of Bengal, between Burma and India. Bangladesh and West Bengal form a region which is called Bengal; and Bangladesh is sometimes referred to as East Bengal. It has a population of around 138,448,210 people. (CIA World fact book)The nation’s rapid growth has led to serious overcrowding.
With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
Companies have to distinguish themselves in different ways if they are to have a good reputation and this can be done through their communication strategies. In a time of crisis the company’s reputation is threatened and the communication strategies used will save or hurt the firm’s reputation. Before creating communication strategies, companies ought to identify their stakeholders. Appendix 3 illustrates the different stakeholders of a company.
The fast food industry’s giant- McDonald’s has become the best-know fast food brand in the world. It employs advertising, sale promotion, public relations and sport sponsorship to promote McDonald’s as a global image (Vignali, 2001). In communication context, the maxim “brand globally, advertise locally” (Sandler & Shani, 1993) is McDonald’s promotio...
Product is the core of marketing, which including tangible goods like food or drinks or intangible services, as it is the major way to embody customers requirements; and, branding is directly associated with it. In fact, branding is all about decisio ns of products, like brand names or trademarks. Stork (2007) asserted that a brand is a unique business identity which represents the personality, quality or origin of products. And, such a product which added value by branding would appear in every activity of marketing, namely, branding is actually react on the whole marketing system directly and indirectly.