Contemporary study on Nation Branding
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Contemporary study on Nation Branding done as part of coursework for International Business Environment course
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Contemporary study on Nation Branding
- 2. PREPARED FOR Professor Syed Ferhat Anwar Course Instructor: L301 INTERNATIONAL BUSINESS ENVIRONMENT PREPARED BY Group 9 BBA Batch 20 Section A NafisaAfsanaTaskiaRH–37.Md. FahminRahman ZR–15 SaadAshraf ZR–40.AanishaMahmood RH-59. SajeedAlamZR-60 Institute of Business Administration, University of Dhaka . October 16, 2014
- 3. What is a Nation Brand?
- 7. •Infrastructure •Governance •Nationalidentityandreputation •Culture •Tourism •Talentattractionandmajorinternationalevents
- 12. Why is Nation Branding important?
- 15. Designed in the USA Made in VIETNAM Air Zoom Sole made in CHINA Sold at over 700stores in 6continents
- 19. •COST OF PRODUCTION •FINANCIAL INCENTIVES (TAX BREAKS) •BUSINESS ENVIRONMENT •INVESTMENT CLIMATE •POLITICAL & ECONOMIC STABILITY •EDUCATION & SKILLS OF WORKFORCE • • • • • • •
- 21. From the Supply Side:
- 28. How is Nation Branding assessed?
- 30. Anholt-GFK Nation Brands Index NATION BRAND
- 31. 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
- 32. Anholt-GFK Nation Brand Index: Overall Brand Ranking (top 10 of 50 nations) 2013NBI rank Nation 2012NBI 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 --- --- --- 20 Brazil 20 22 Russia 22 23 China 23 31 India 27
- 34. BrandFinance Nation Brand Impact TMFramework SEGMENT INTERNAL EXTERNAL Investment Domestic Investment Inward Investment Tourism Domestic Tourism Foreign Tourism Products& Services DomesticBrands ExportBrands People & Skills DomesticTalent International Talent
- 35. METHODOLOGY • • • • • • •
- 37. 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
- 38. Bloom Consulting
- 40. METHODOLOGY • • • • • •
- 41. Ranking system for Trade (Investment) • • • •
- 42. Country Brand Ranking Trade (Investment) Edition 2013
- 43. Ranking system for Tourism • • • •
- 44. Country Brand Ranking Tourism Edition 2013
- 46. METHODOLOGY
- 48. FutureBrand 2012-13 Top Country Brands
- 49. BANGLADESH STANDINGS AND TAKEAWAYS • • • • • •
- 50. Phases of Nation Branding
- 51. Identifying existing issues with the current brand a. Education R & D Automobiles Financial institutes Luxury items Oil R&D
- 52. Identifying existing issues with the current brand b. MADE IN CHINA associated with poor quality USSR disintegration in 1991; recessionin 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
- 53. Starting the process of brand delivery • • • • • • •
- 54. Starting the process of brand delivery • • • • •
- 55. Starting the process of brand delivery • • • • • •
- 56. The tools used for Brand Propagation
- 57. The tools used for Brand Propagation a. People
- 58. The tools used for Brand Propagation a. People • • •
- 59. The tools used for Brand Propagation a. People • • • •
- 60. The tools used for Brand Propagation b. Media
- 61. The tools used for Brand Propagation c. International Relations • • • • • • • •
- 62. The tools used for Brand Propagation d. Military Statement • •
- 63. The tools used for Brand Propagation e. Ministries
- 64. The tools used for Brand Propagation e. Ministries: Tourism/Culture • • •
- 65. The tools used for Brand Propagation e. Ministries: Tourism/Culture • • • • • •
- 66. The tools used for Brand Propagation e. Ministries: Tourism/Culture • •
- 67. The tools used for Brand Propagation e. Ministries: Tourism/Culture • •
- 68. The tools used for Brand Propagation e. Ministries: Tourism/Culture • • • •
- 69. The tools used for Brand Propagation e. Ministries: Encouraging Immigration • • • •
- 70. The tools used for Brand Propagation e. Ministries: Promoting R&D • • • • •
- 71. • • • The tools used for Brand Propagation f. Education & Service Sector
- 72. • • The tools used for Brand Propagation f. Education & Service Sector
- 73. • • • • The tools used for Brand Propagation g. Investment
- 74. The tools used for Brand Propagation h. Private tools
- 75. The tools used for Brand Propagation h. Private Sector
- 76. The tools used for Brand Propagation i. Exports
- 77. The tools used for Brand Propagation i. Exports
- 78. The tools used for Brand Propagation i. Exports
- 79. The tools used for Brand Propagation i. Exports
- 80. The tools used for Brand Propagation j. Special events • • • • • • •
- 81. The tools used for Brand Propagation j. Special events • • •
- 82. The tools used for Brand Propagation j. Special events • • •
- 83. 1.THE DYNAMICS OF NATION BRANDING – 2.DEVELOPMENT OF A NATION BRAND – 3.DELIVERY OF A NATION BRAND –