Branding Bangladesh

BRANDING BANGLADESH THROUGH

POHELA BOISHAKH, THE UNIQUE NEW YEAR FESTIVAL

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Submitted to

Professor Syed Ferhat Anwar, PhD

Course Instructor

Market Research (M601)

Submitted by

The Flag bearers

Tarek Ahmed [Roll 72]

Mohammad Minul Islam [Roll 77]

July 9, 2008

I n s t i t u t e o f B u s i n e s s A d m i n i s t r a t i o n

U n i v e r s i t y o f D h a k a

15TH JULY, 2008

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Executive Summary

We were assigned with the responsibility to find out the most unique characteristic, feature or

attribute of Bangladesh and using the tools and techniques of Market research and our newly

learned theoretical knowledge of this course, evaluate the possibility or potency of that as a tool

for Branding Bangladesh. After giving much thought to it, we in fact listed a good number of

topics. After long contemplation and analysis we choose as Pohela Boishakh as the subject

matter for Branding Bangladesh. From secondary study, we found that Pohela Boishakh is one

of biggest Asian festival celebrated outside Asia and other encouraging facts of Pohela

Boishakh. Accordingly we tried to evaluate if Bangladesh can be branded through the juvenile

celebration of Pohela Boishakh. While moving further with our study we conducted qualitative

survey, as a part of which we talked with renowned professor Dr. Anisuzzaman, cultural

activist Nasiruddin Yousuf Bacchu, Professor Dr. Azfar Hossain, Journalist Globe Trotter

Dipankar Goutam and others. From all these qualitative survey, we marked out more features

of Pohela Boishakh and other dimension of nation branding. Shariful Islam, editor of

Bangladesh Brand Forum suggested that the countrymen should believe first in the brand only

then it can gain its place among others.

According to the information & suggestions, we set out to do the quantitative research to find

out the answer of our big research question. Initially we planned for a sample of 100 people that

consist of 40 locals, 30 NRBs and 30 Foreigners. During sampling we find it is very hard to reach

foreigners and so did not consider them. We used internet to reach foreigner but the result was

not satisfactory, but we found NRBs. At the end our sample was consisting of locals and NRBs.

After data collection, we analyzed the data by factor analysis, anova testing, independent

sample t-test to find out whether the Bangladesh can be branded through Pohela Boishakh. We

found that it is not possible to brand Bangladesh through Pohela Boishakh only. Though people

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agree to the exclusiveness, tourism attractiveness and reflection of culture in Pohela Boishakh,

but the level of agreement is not high enough. Still our study finds out some facts that the

Procession of Pohela Boishakh, the cultural event, food are very attractive to common people.

Another thing we found that most people participate in Pohela Boishakh be it NRB or local.

And independent sample t test show there is difference in level of agreement for NRB and

locals and for Male and Female over the features of Pohela Boishakh.

In the end, we like to highlight that nation branding is very important to attract tourist and

more importantly investments in the country. And we also believe a blend of features that

reflect the true color of the nation should be used for branding. The branding campaign should

first target locals. So, countrymen should be made to believe in the branding factor first and

then the world may follow.

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Acknowledgement

Research work involves the hard work which relates connectivity with extensive study,

consulting expertise, conducting surveying and analyzing the voluminous data. We, the

researcher of this research work, are blessed that we have done our research work on such a

topic which motivated and encouraged us in every moments while going through the grueling

work of research.

And that’s why, heartfelt thanks goes to the honorable course instructor, Dr. Syed Ferhat

Anwar. Thanks not only for the reason that he allowed us to proceed with the research, but also

for his directional insight which showed us the ways. Whenever we approached him with the

problems, he was ready to show the right direction. In a nutshell, it would not be possible to

conduct it without him.

There are some other personalities, who have the impact and contribution on that pro1ect in

many ways. Some notable and mentionable names are Mr. Shariful slam, CEO of Bangladesh

Brand Forum, who provided us the knowledge on branding from his practical and field based

branding experience. Among others, there are Mr. Asad Ahmed, Program Director, Bangla

Academy in helping us to make contacts with the people of different arena. The persons

interviewed were generous to make time from their busy schedule to be act as key informant in

the qualitative works.

Finally, we would like to thank all the respondents who have taken the time and effort to

answer the questionnaires, making it possible for us to carry out this research.

Table of Contents

1. INTRODUCTION ................................................................................................................... 1

1.1. Background of the study ................................................................................................ 1

1.2. Objective of the report .................................................................................................... 1

1.3. Symptoms ......................................................................................................................... 2

1.4. Problem............................................................................................................................. 2

1.5. Pohela Boishakh .............................................................................................................. 3

1.6. Summary of Initial Qualitative Research ..................................................................... 3

1.7. Summary of Initial Secondary Research ...................................................................... 5

1.8. Terms of reference ........................................................................................................... 5

1.9. Outline of the report ....................................................................................................... 6

1.10. Sources of information ............................................................................................... 6

1.11. Big Research Question/problem statement ............................................................ 6

1.12. Origin of the Report .................................................................................................... 7

2. Objective of the report ............................................................................................................ 8

2.1. Broad Objective ............................................................................................................... 8

2.2. Specific Objective ............................................................................................................ 8

2.3. Scope ................................................................................................................................. 8

2.4. Hypothesis ....................................................................................................................... 9

3. RESEARCH METHODOLOGY .......................................................................................... 14

3.1. Phase one: Exploratory Research ................................................................................ 14

3.1.1. Secondary Literature Survey ............................................................................... 14

3.1.2. Primary Qualitative Research ............................................................................. 14

3.2. Phase two: Quantitative Research .............................................................................. 19

3.2.1. Online questionnaire survey ............................................................................... 19

3.2.2. Personal Questionnaire survey ........................................................................... 20

3.3. Sampling plan ................................................................................................................ 20

3.3.1. Sampling Frame .................................................................................................... 20

3.3.2. Sample Type .......................................................................................................... 21

3.3.3. Sample Size ............................................................................................................ 21

3.4. Research Organization ................................................................................................. 21

4. Analysis .................................................................................................................................. 24

4.1. Image Bangladesh ......................................................................................................... 24

4.2. Breadth of Pohela Boishakh celebration .................................................................... 24

4.3. Social Features ............................................................................................................... 25

4.4. Pohela Boishakh and Economy ................................................................................... 27

4.5. Features of Global Attraction and Pohela Boishakh ................................................ 29

5. Outcome ................................................................................................................................. 30

6. Limitations ............................................................................................................................. 33

7. RECOMMENDATION ......................................................................................................... 34

8. References .............................................................................................................................. 38

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1. INTRODUCTION

1.1. Background of the study

Bangladesh is a country bestowed with the gifts of nature. It has nurtured some of the most

ancient civilizations of this continent. But, yet the Country in present day’s context has not been

able to grow and capitalize to its full potential. The young country came into existence after a

blood-spattered liberation war in 1971. But, the pace of growth and development has been

impeded by many factors. Experts say Bangladesh has the potential to achieve higher growth and

to become a promising economy of the world. The sluggish pace has been attributed to many

diverse factors, but recently theorists have put the negative country image of Bangladesh as a

principal driving factor behind it. This negative perception of Bangladesh as a country, or the

negative country image of Bangladesh has been put forward by many local and national think-

tanks and country branding has been termed as the way out of the problem.

“The concept of “branding” may be effectively utilized to address both the reality and perception

challenges which Bangladesh is currently confronting.” [2]

In the modern days the world is constantly becoming a smaller place. For every country to grow

and prosper to its full potential, it needs support and contribution from other countries around

the globe. How the country and its countrymen are perceived, valued and appraised to the outer

world, is controlled by how the country is perceived and valued by its countrymen. In that case

countrymen as well as thee world citizen has to know of the uniqueness of the country. That

brings forward the concept of Country Branding.

1.2. Objective of the report

“An image of a place is defined as ‘the sum of all those emotional and aesthetic qualities such as

experience, beliefs, ideas, recollections and impressions that a person has of a place”. In this

definition, it is evident that individuals form an image based on their personal frame of

reference.” [9]

“A country image is defined ‘as the total of all descriptive, inferential and informational beliefs

one has about a particular country.”[8]

Country Branding is a relatively new concept. Country branding is nothing but what countrymen

believe and perceive about the image of country and express and exhibit to others.

“Having a powerful brand is as much an invitation for consumers to complain, as it is their

guarantee of quality; as much a requirement for companies to behave correctly, as it is a license

for them to make more money; as much a commitment to continuous innovation, as an

opportunity to enjoy customer loyalty. It is, in short, as much a responsibility as a privilege.

Having a brand means living in the limelight, with all the benefits and obligations that this

confers. These implicit negotiations are a kind of natural law, and bring benefits to both sides;

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they mean that brands tend, ultimately, to be a benevolent force in society. It is within the power

and the nature of brands to bring transparency, honesty and fairness to all transactions.” [3]

Brand promises something unique and also delivers it accordingly. As, stated by Anholt (2006) in

the paragraph above a brand is a liability as well as a privilege. Country branding is being followed

by many countries around the globe. We often hear countries being called in a positive attribute

or a promise such as,” Malaysia: Truly Asia," "Dubai: The Jewel in the Desert," "China: The Factory

of the World," "Sri Lanka: The Pearl of the Indian Ocean etc.

The objective of this report is thereby nothing but to identify the most unique, distinctive

characteristic factor, attribute of Bangladesh and judge the acceptability or viability of that topic

as a tool for Branding Bangladesh.

1.3. Symptoms

Bangladesh has been known to the outer world as a country torn by intense corruption, poverty,

and unstable democracy, frequent natural disasters like flood and cyclone and overburdening

population. All these factors contribute to the negative country image Bangladesh. As a

consequence Bangladesh is lagging behind in the fiercely competitive global arena.

“A positive and strong nation brand provides a crucial competitive advantage. It is therefore very

important for countries to understand how they are seen by publics around the world across key

dimensions.” [1]

1.4. Problem

The fact that Bangladesh has is considered by the world citizen as just another third world

country has multifaceted effect. It not only de-motivates us as a nation but also obstructs in the

way of international relationships and trade-commerce.

“In a world of over six billion people living in nearly 191 independent states (and in many other

still fighting for their sovereignty) the challenge of building a nation’s wealth has become a

critical business arena. Approximately 80 per cent of the world’s population lives in the third

world, most of them in poverty. Problems such as low living standards, population growth, job

shortage and poor infrastructure are plaguing nations worldwide.” [5]

“Principles of branding apply in equal measure to countries as they do to corporations. But

methods are different. Countries will compete daily with neighbors or block regions for tourism,

inward investment and export sales. There’s only so much business that can go around. Those

countries that start with an unknown or poor reputation will be limited or marginalized. They

cannot easily boost their commercial success. Consequently, they will often languish at the

bottom of the ladder of influence. No voice or even worse, they are the butt of jokers at every

regional summit.” [4]

The inferior feeling of being the citizen of such a country creates aggravation and dissatisfaction

among the citizens of the country. For a country like Bangladesh which may leverage its

population, is rather being known for it’s over burdening population. In stead of creating an

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example of disaster management, we are being known for our vulnerability to natural disaster.

Instead of being known for our rich and ancient culture and literature, we are being more prone

to foreign culture. In stead of promoting our own environmentally sustainable products, we are

destroying our environment by creating newer threat to environment. Instead of our glorious

achievement as a state and enlightening history of our undaunted attitude proven through our

blood spattered liberation war and language movement or even our cultural national celebration

of New Year, we are being forgetful to all these accomplishments and are more interested to

other occasions which are not genuinely ours.

“A country’s brand must be used as the anchor upon which to build loyalty with its people — for

we cannot assume that country loyalty is a given today. Loyalty is also essential if there is going to

be realization of the country’s brand because, like it or not, each of the country’s citizens

becomes the living embodiment of the brand. Their actions and behavior abroad will also have an

impact on the country’s brand. [7]

The most basic and core problems faced by Bangladesh are not exclusive to ours only. These are

common to many other countries. Yet many of them are leaping forward in many aspects. And

these feeling, that we are like everybody else and we are nothing exceptional as a country is

discouraging us to use our own resources to the full properly, rather than using others resources

and sharing experience and enjoying the benefit of being acknowledged as a country of high

potential.

1.5. Pohela Boishakh

Bengali New Year or Pohela Boishakh is the first day of the Bengali calendar, celebrated in both

Bangladesh and West Bengal, and in Bengali communities in Assam and Tripura. It falls on April

14 or April 15 of the Gregorian calendar depending on the use of the new amended or the old

Bengali calendar respectively.

1.6. Summary of Initial Qualitative Research

Pohela Boishakh, Bengali New Year's Day, is now celebrated at the national level. The day is

celebrated with much pomp and funfair. The Day (mid-April) is a public holiday. Traditionally,

businesses start this day with a new ledger, clearing out the old. Pohela Boishakh connects all

ethnic Bengalis irrespective of religious and regional differences.

The most colorful New Year’s Day festival takes place in Dhaka. The Bengali New Year begins at

dawn. Most colorful daylong gatherings along with arrangement of cultural program and

traditional Panta at Ramna Park, Dhaka are a special feature of Pohela Boishakh. Large numbers

of people gather early in the morning under the banyan tree at Ramna Park where Chhayanat

artistes open the day with Tagore's famous song, Eso he Baishakh eso eso (Come O Boishakh,

come), welcoming Boishakh. A similar ceremony welcoming the New Year is also held at the

Institute of Fine Arts, University of Dhaka. Students and teachers of the institute take out a

colorful procession and parade round the campus. Social and cultural organizations celebrate the

day with cultural programmes. Newspapers bring out special supplements. There are also special

programmes on radio and television, and the day is marked with singing, processions, and fairs.

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Fairs and festivals are held all over the country, where singers sing traditional songs welcoming

the New Year. Tournaments, boat races etc. are held in cities and villages amidst great jubilation.

Food vendors sell traditional foods and artisans sell traditional handicrafts.

Observance of Pohela Boishakh has become popular in other cities and villages. Early in the

morning people gather under a big tree or on the bank of a lake to witness the sunrise. Artistes

present songs to welcome the New Year. People from all walks of life wear traditional Bengali

dresses: young women wear white sarees with red borders and adorn themselves with bangles,

flowers, and tips. Men wear white pyjamas or dhoti and kurta. Many townspeople start the day

with the traditional breakfast of panta bhat (cooked rice soaked with water), green chillies, onion,

and fried hilsa fish.

Halkhata is also a New Year festival. On this day traders close old accounts and open new ones.

On the occasion they invite their clients and give them sweets. Their clients are supposed to clear

all old debts. This is a practice common in both urban and rural areas.

The historical importance of Pohela Boishakh in the Bangladesh context may be dated from the

observance of the day by Chhayanat in 1965. In an attempt to suppress Bengali culture, the

Pakistan Government had banned tagore songs. Protesting this move, Chhayanat opened their

Pohela Boishakh celebrations at Ramna Park with Tagore's song welcoming the month. The day

continued to be celebrated in East Pakistan as a symbol of Bengali culture. After 1972 it became a

national festival, a symbol of the Bangladesh nationalist movement and an integral part of the

people's cultural heritage.

The Bengali Calendar is based on ancient sub-continental calendars which was codified and

standardized by the Mughal Emperor Akbar about 6 centuries ago. The start date of the Bengali

calendar was made to coincide with the start date of the Islamic calendar (i.e. the date of Prophet

Muhammad's (pbuh) Hejira). The calendar is a solar one which is composed of six seasons that

revolve around the region's agricultural cycle.

1.7. Summary of Initial Secondary Research

After data collection and analysis through specialized analytical tools we found that it is not

possible to brand Bangladesh through Pohela Boishakh only. Though people agree to the

exclusiveness, tourism attractiveness and reflection of culture in Pohela Boishakh, but the level of

agreement is not high enough. Still our study found out some facts that the Procession of Pohela

Boishakh, the cultural event, food are very attractive to common people. Another thing we found

that most people participate in Pohela Boishakh be it NRB or local. And some test show

significant difference in level of agreement for NRB and locals and for Male and Female over the

features of Pohela Boishakh.

1.8. Terms of reference

The report deals with the Branding Bangladesh in present day’s context. Branding means

identifying and promoting a unique and distinctive topic and promoting or upholding it to

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differentiate the bearers from the crowd. The main will be to brand Bangladesh as a country of

unique positive features to the outside world, to get rid of the country image of Bangladesh.

1.9. Outline of the report

The report started by selecting Pohela Boishakh as a tool for Branding Bangladesh. Sufficient

secondary research put forward the potency of this topic. The report starts by outlining the

symptoms exhibited and the problems created from this poor country image of Bangladesh. It

also outlines the national cultural and social background of Pohela Boishakh. It then outlines the

broad and specific objectives of this report and also acknowledges the scope of the research. The

report then mentions the methodology adopted in the qualitative survey and derives hypothesis

for statistical testing. Then comes the core part where the hypothesis is tested and checked

using tools of statistics. Later in the concluding part the report the findings are critically analyzed

and conclusions drawn on the basis of that.

1.10. Sources of information

In the course of research we talked with a number of people we talked with a number of people

to perform our qualitative survey namely, renowned Professor Emeritus Dr. Anisuzzaman;

cultural activist & freedom-fighter Nasiruddin Yousuf Bacchu; Writer, cultural researcher, critic

Professor Dr. Azfar Hossain; Journalist, Globe Trotter Dipankar Goutam and others. From all these

qualitative survey, we marked out more features of Pohela Boishakh and other dimension of

nation branding. Shariful Islam, editor of Bangladesh Brand Forum suggested that the

countrymen should believe first in the brand only then it can gain its place among others.

According to the information & suggestions, we set out to do the quantitative research to find

out the answer of our big research question. Initially we planned for a sample of 100 people that

consist of 40 locals, 30 NRB’s and 30 Foreigners. During sampling we find it is very hard to reach

foreigners and so did not consider them. We used internet to reach foreigner but the result was

not satisfactory, but we found NRB’s. At the end our sample was consisting of locals and NRB’s.

1.11. Big Research Question/problem statement

Can the country image of Bangladesh be uplifted and strengthened, using the unique features of

Bengali New Year, Pohela Boishakh celebration?

1.12. Origin of the Report

This research report has been conducted as partial course requirement for our course titled

Market Research (M601), instructed by Professor Dr. Syed Ferhat Anwar.

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2. Objective of the report

2.1. Broad Objective

To brand Bangladesh, as a country of unique positive features to the outside world

2.2. Specific Objective

� What are the unique features of Pohela Boishakh as a festival?

� What are the unique features of Pohela Boishakh compared to other festivals of

Bangladesh?

� What are the unique features of Pohela Boishakh compared to other New Year

Celebration Festival globally?

� What is the present level and status of celebration of Pohela Boishakh as a festival

inside Bangladesh?

� What is the present level and status of celebration of Pohela Boishakh as a festival

outside Bangladesh?

� What is the present level of involvement of different bodies with the Pohela Boishakh

Celebration?

� What is the level of involvement and relevance of the Pohela Boishakh celebration,

outside Bangladesh with the culture and heritage of Bangladesh?

� What are the aspects and features of Pohela Boishakh that will be perceived as

attractive and unique to the world citizen?

� What are the unique cultural values and features portrayed by the Pohela Boishakh?

� What are the unique commercial features involved with the Pohela Boishakh?

� What are the unique social values and features portrayed by the Pohela Boishakh?

� What features of Pohela Boishakh makes it exclusive to Bangladesh only?

� What are the aspects of Pohela Boishakh that qualifies it as a global festival?

� How can Bangladesh be branded as a country using the unique features of Pohela

Boishakh?

2.3. Scope

The researchers were able to reach a good sample of people living in the capital city Bangladesh.

However, we were also able to get the evaluation of expatriates and NRB’s.

• People living in Bangladesh

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• Resident Bangladeshi

• Foreigners

• People living outside Bangladesh

• Non Resident Bangladeshi (NRB’s)

• Foreigners

A 10-point scale was used for the subjective assessment of validity, accessibility, and reliability of

various sources of

Table 1 Source and scope of Information

Type of Information

Source of Information

People living in Bangladesh People living outside Bangladesh

Local Foreigners NRB Foreigners

What is Pohela Boishakh

R=10

V=7

A=10

R=7

V=6

A=6

R=8

V=7

A=7

R=3

V=3

A=3

Pohela Boishakh celebration at

the local level

R=10

V=6

A=10

R=7

V=7

A=6

R=8

V=8

A=7

R=3

V=6

A=3

Pohela Boishakh celebration at

the international level

R=10

V=5

A=10

R=7

V=4

A=6

R=8

V=7

A=7

R=3

V=3

A=3

Comparison with other local

festivals

R=10

V=8

A=10

R=7

V=4

A=6

R=8

V=6

A=7

R=3

V=2

A=3

Comparison with other

international festivals

R=10

V=3

A=10

R=7

V=6

A=6

R=8

V=7

A=7

R=3

V=6

A=3

Comparison with other new

year festivals

R=10

V=3

R=7

V=8

R=8

V=6

R=3

V=3

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A=10 A=6 A=7 A=3

Key factors of success behind

other new year festivals

R=10

V=3

A=10

R=7

V=7

A=6

R=8

V=8

A=7

R=3

V=7

A=3

Parameters of a successful

festival

R=8

V=6

A=10

R=7

V=7

A=6

R=8

V=8

A=7

R=3

V=8

A=3

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2.4. Hypothesis

1. There is no significance difference between the resident Bangladeshi and NRB concerning

that Pohela Boishakh is the most widely observed non-religious festival of Bangladesh

Type: Relational

IV: Country of Residency

DV: Level of agreement on the topic that Pohela Boishakh is the most widely observed non-religious

festival of Bangladesh

Case1: Resident Bangladeshi

Case2: NRB


that Pohela Boishakh can improve the country image of Bangladesh

Type: Relational


DV: Level of agreement on the topic that Pohela Boishakh can improve the country image of

Bangladesh


Case2: NRB


that Pohela Boishakh is an event exclusive to Bangladesh

Type: Relational

DV: Level of agreement on the exclusiveness of Pohela Boishakh



Case2: NRB

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that Pohela Boishakh upholds the culture and heritage of Bangladesh

Type: Relational

DV: Level of agreement on the reflection of Bangladeshi culture in Pohela Boishakh celebration



Case2: NRB


that Colorful Procession can be a feature of global attractiveness

Type: Relational

DV: Level of agreement on global attractiveness of Colorful Procession of Pohela Boishakh



Case2: NRB


that Versatile Fair and celebration element can be a feature of global attractiveness

Type: Relational


DV: Level of agreement on global attractiveness of Versatile Fair and celebration element of Pohela

Boishakh


Case2: NRB


that Exotic Food can be a feature of global attractiveness.

Type: Relational

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DV: Level of agreement on global attractiveness of Exotic Food of Pohela Boishakh


Case2: NRB


that cultural event can be a feature of global attractiveness

Type: Relational


DV: Level of agreement on global attractiveness of cultural event of Pohela Boishakh


Case2: NRB


that Friendly and hospitable People of Bangladesh can be a feature of global attractiveness

Type: Relational


DV: Level of agreement on global attractiveness of Friendly and hospitable People of Bangladesh


Case2: NRB

10. There is no significance difference between genders concerning that Most of the people

wear identical dresses on Pohela Boishakh

Type: Relational

IV: Gender

DV: Level of agreement that people wear similar dress on Pohela Boishakh

Case1: Male

Case2: Female

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11. There is no significance difference between genders concerning that Colorful Procession

and fairs in this day are inseparable to the theme of Pohela Boishakh

Type: Relational

IV: Gender

DV: Level of agreement that Colorful Procession and fairs in this day are inseparable to the theme of

Pohela Boishakh

Case1: Male

Case2: Female

12. There is no significance difference between the genders concerning that Pohela Boishakh

upholds the culture and heritage of Bangladesh

Type: Relational

IV: Level of Education

DV: Level of agreement that Pohela Boishakh reflects the culture and heritage of Bangladesh

Case1: Male

Case2: Female

13. There is no significant difference in the response on the issues that Versatile Fair and

celebration can an element of Global attractiveness for difference in education

Type: Relational


DV: Level of agreement that Pohela Boishakh reflects the culture and heritage of Bangladesh

Case1: Post graduate

Case2: Graduate

Case3: College education

14. There is no significant difference in the response on the issues that Pohela Boishakh can

promote the tourism industry of Bangladesh for difference in education

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Type: Relational


DV: Level of agreement on issue that Pohela Boishakh can promote the tourism industry of

Bangladesh


Case2: Graduate


15. There is no significant difference in the response on the issues that Most of the people

wear identical dresses on Pohela Boishakh for difference in education

Type: Relational


DV: Level of agreement on the issue that Most of the people wear identical dresses on Pohela

Boishakh


Case2: Graduate


16. There is no significant difference in the response on the issues that Accommodation and

transportation Facility of Bangladesh can be a factor of global attractiveness for difference in

education

Type: Relational


DV: Level of agreement on the issue that Accommodation and transportation Facility of Bangladesh

can be a factor of global attractiveness


Case2: Graduate


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3. RESEARCH METHODOLOGY

Besides the use of secondary data and literature, a host of several different tools were deployed to

extract authentic information, from different standpoints. Because, only such a multidimensional

approach on the problem helped the researchers to explore the uniqueness of “Bangali New Year

Festival” and the potency of branding Bangladesh through it.

3.1. Phase one: Exploratory Research

3.1.1. Secondary Literature Survey

Extensive in Internet survey and research was carried out to identify the features of Pohela Boishakh

and to compare it with the features of the other festivals.

The sources of data from the secondary research can be summarizes as follows:

• Internet survey

• Journals and articles of newspaper research and study

• Research based on books of related topics

3.1.2. Primary Qualitative Research

Source 1: Professor Emeritus Anisuzzaman, Professor of Bengali, University of Dhaka

Qualitative technique: Depth interview

Key findings:

� Many calendars were in existent in Bangladesh in ancient times.

� Hizri year was used in revenue collection.

� Bengali year was initiated by Mughal Emperor to facilitate revenue collection.

� It was observed by businessmen and vendors with great splendor.

� Some say the idea of celebration initially took off to have a New Year celebration of our

own, separating us from the Christian New Year.

� In Pakistan period, in 1965, Chayanat initiated the Ramna botomul Program.

� The adoption of special dress can not be connected to any specific time.

� Pohela Boishakh can uphold Bengali culture and heritage, through observance by NRB’s in

foreign countries

� Pohela Boishakh celebration has not been able to spur much interest among foreigners.

� Pohela Boishakh has always been challenged by Islamic religious leaders.

15 | P a g e

� Pohela Boishakh is not likely to become a Global celebration festival.

� The unique features are disciplined cultural activities and well synchronized celebration

program.

Source 2: Nasiruddin Mohammad Yousuf, Literary Worker, Critic, Freedom-fighter, leading figure in

cultural activities and festival celebration


Key findings:

� In 1989, Institute of Fine Arts first started to observe the colorful rally.

� Pohela Boishakh is an expression of the rebellious nature of the people of Bangladesh.

� Pohela Boishakh exercises a system of oppression in the system of control, on the poor

working people by the rich, landlord in ancient times.

� However it also concludes and acknowledges the economic cycle.

� The history and culture of Pohela Boishakh celebration can only be related to the poor,

working people and the farmers of Bangladesh not the average ordinary middle class

people of Bangladesh.

� Rather it is an expression of secularism of Bengali middle class people.

� Pohela Boishakh integrates elements from all classes and religions of people.

� Wahidul Huq and Sajeda Khan were the main initiators of the Chayanot program.

� As the day is based on calendar, the day is not observed in the same day by Bangladesh

and in India.

� Rafiqun Nabi, Shahadat Chowdhury and Nasiruddin Yousuf, himself were among the very

few to be involved with the idea of the rally “Mongol Shovajatra” observed by Institute of

Fine Arts.

� Pohela Boishakh creates an opportunity of celebration for average middle income, middle-

class people, which is not bound by any religious boundary and not any financial pre-

requirement

� Pohela Boishakh reminds us of our own culture and heritage.

� Transportation and accommodation facility, among other factors stand in the way of

observing Pohela Boishakh as a global festival attracting a large number of tourists.

� Pohela Boishakh teaches us relationship creation and friendliness, beyond all boundaries.

� The warm weather of April may encourage no of foreigners to the Pohela Boishakh festival.

16 | P a g e

Source 3: Professor Azfar Hossain, Professsor of English, NSU, Critic, Writer, researcher on Bengali

culture


Key findings:

� A branding factor should not necessarily be based on any cultural festival.

� Bangladesh alone is not responsible for its negative image. All the countries of east have

been deemed inferior by the western countries since long.

� Pohela Boishakh celebration represents a typical, stereotypical image of Bangladesh which

is incorrect and incomplete.

� Pohela Boishakh celebration as a branding tool will bring nothing good but only

commercialize the culture of our country.

� We need to rethink our way of our Pohela Boishakh celebration.

� Pohela Boishakh celebration does not cover the culture of most of the people of our

country.

� One of the early events of Pohela Boishakh was by farmers through showing its respect to

the their land.

Source 4: Dipankar Goutam, Journalist (Daily Sangbad), Globe Trotter, Writer, Researcher of Bengali

Culture


Key findings:

� Rural people wash and clean their houses on the eve of Bengali New Year.

� Halkhata also exercises a system of oppression on the poor farmers.

� Pohela Boishakh should be celebrated in the way it used to be celebrated by common

people in earlier days.

� The rituals and celebrations of Pohela Boishakh in even couple decades ago, which is

almost extinct now a days, should be adopted and revitalized to keep integrity with the

real and genuine theme of Pohela Boishakh Celebration.

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� More research works and discussions should be organized to keep in accord with the real

theme of Pohela Boishakh.

Source 5: Shariful Islam, Editor, Bangladesh Brand Forum


Key findings:

� There are certain unique features to every festival, let alone New Year festival.

� As our way of celebration reflects our unique culture, it is ours only.

� In any case the branding factor needs to be refreshed intermittently to keep it interesting.

� Financial control system and activities like Halkhata, is not likely to create much interest in

the mind of the world citizen, as it is not in the core of Pohela Boishakh.

� A few days longer tour, which will cover a good part of the country, over various

transportation vehicle and visiting the core elements and rituals of Pohela Boishakh in rural

areas as well as rural elements may create interest in the mind of the people.

� The sense of simplicity and relief in the forms of celebration will keep Pohela Boishakh

interesting and exclusive to the local people.

� Country branding is not one element only. Various elements make up the branding

elements of a country. So, focusing on Pohela Boishakh alone is not sufficient to

successfully brand Bangladesh.

� Government and private level investments are necessary to leverage the branding

elements. The support of the outside world, e.g. foreign tourists will ensure the

sustainability of the system.

� It helps us to rediscover family and other human relationships which make us human, amid

all the din and bustle of the city life. The strongest emotion of human touch is the base

stone of Pohela Boishakh celebration.

� The fact that celebration is connected with a natural even, i.e. sunrise not the clock which

regulates our regular life is a unique feature of the celebration.

� We need to make sure that we can “deliver” the “unique promise”. We need to make sure

that the branding factor is in fact unique to us and it is in a presentable and deliverable

way.

� We need to plan ahead, think from the world-citizen point of view and think strategically

to provide more support and diversified element to the celebration to keep it fresh, unique

and enjoyable.

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Apart from this the following persons were also approached, but as they were out of the country

they could not be contacted

� Rafiqun Nobi(Ronbi), Eminent Artist, Literary worker

� Dr. Muntasir Mamun, Professor of Bengali, University of Dhaka

� Shamsuzzaman Khan, Writer, Researcher.

The in depth interviews were carried out with an aim to extract the following informations:

� Historical background of Pohela Boishakh

� Pohela Boishakh celebration inside Bangladesh

� Pohela Boishakh celebration outside Bangladesh

� Involvement of different bodies with the Pohela Boishakh Celebration

� Similarity of Pohela Boishakh celebration, outside Bangladesh with the Pohela Boishakh

inside Bangladesh

� What are the social contributions of Pohela Boishakh?

� What are the cultural contributions of Pohela Boishakh?

� How can Pohela Boishakh contribute in expansion of Tourism Industry of Bangladesh?

� What are the unique features of Pohela Boishakh?

� What are the features of Pohela Boishakh that will be perceived as attractive and unique to

the world citizen?

� What are the aspects of Pohela Boishakh that may qualify it as a global festival?

� What features of Pohela Boishakh makes it exclusive to Bangladesh only?

� How Pohela Boishakh may evolve in future?

3.2. Phase two: Quantitative Research

Based upon hypotheses developed from qualitative research conducted, quantitative research was

conducted. A questionnaire was be developed from hypotheses. Questionnaire Survey of both local

Bangladeshi nationals and NRB’s were conducted. To cover the NRB’s, Email Questionnaire survey

method was applied. Good number of Responses was received.

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Table 2: Basic information of the respondents

Basis/Class Total

Residence Local (147) NRB (31) Missing (0) (178)

Sex Male (106) Female (25) Missing (47) (178)

Source of

Respondents

Personal

Survey(130)

Internet Survey

(185) -- (315)

Source of Accepted

Respondents

Personal Survey

(90)

Internet Survey

(88) -- (178)

3.2.1. Online questionnaire survey

To avail the response of the foreigners a free online survey website (www.esurveyspro.com) was

used. It allows the user to collect the response of the respondents free of cost.

Table 3: Details of online questionnaire survey

website address www.esurveyspro.com

username [email protected]

password syedfanwar

No of respondents started 185

No of respondents finished 88

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3.2.2. Personal Questionnaire survey

To perform questionnaire survey among the local Bangladeshi people, the services of a person was

hired. He along with his friends performed completed the personal questionnaire survey.

Table 4: Details of personal questionnaire survey

Credentials of hired person

Mr. Wahid

(Student, 3rd

Year, Marketing, Business Faculty,

University of Dhaka, Cell No: 01914200928) & 6 of his

friends

No. of questionnaire filled (130)

No. of questionnaire

Accepted (90)

3.3. Sampling plan

The sampling plan of the research is described in the following sections.

3.3.1. Sampling Frame

Table 5 Sampling frame

Strata Sampling Frame

People living inside

Bangladesh

Resident

Bangladeshi

People in the Dhaka University area and selected

residential areas.

People living outside

Bangladesh

Non Resident

Bangladeshi

(NRB)

People of Bangladeshi origin living in any part of the

world, based on the availability of contact e mail

address.

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3.3.2. Sample Type

Table 6 :Sample type

Strata Data Collection

Method Sample Type

People living

inside

Bangladesh

Resident Bangladeshi Questionnaire

Survey

Non-probability Sampling

(Convenience Sampling)

People living

outside

Bangladesh

Non Resident

Bangladeshi

Questionnaire

Survey

Non-probability Sampling

(Snowball Sampling)

3.3.3. Sample Size

The total sample size was calculated on the basis of time and budget. The sample size was finally

determined on the basis of response and convenience.

Table 7: Sample size

Strata Data Collection

Method

No of respondents

(100)

People living inside

Bangladesh Resident Bangladeshi Questionnaire Survey 147

People living outside

Bangladesh

Non Resident

Bangladeshi Questionnaire Survey 31

3.4. Research Organization

Table 8 Research task responsibility

RESEARCH TASK GROUP MEMBER(s)

Selection of topics Tarek, Minul

Proposal writing Tarek, Minul

Further Secondary Literature Study Tarek, Minul

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Hypotheses Development Tarek, Minul

Depth Interview-I Tarek, Minul

Depth Interview-II Tarek, Minul

Depth Interview-III Tarek, Minul

Depth Interview-IV Tarek, Minul

Depth Interview-V Tarek, Minul

Hypothesis re-evaluation Tarek, Minul

Questionnaire survey, Personal Hired Person

Questionnaire survey, Online Tarek

Data entry Tarek

Analysis Minul

Draft report writing Tarek, Minul

Presentation Tarek, Minul

Final Report Writing Tarek, Minul

Table 9 Field Plan & Costing

RESEARCH TASK DAYS COST (BDT)

Selection of topics 14 -

Proposal writing 7 0

Further Secondary Literature Study 7 -

Hypotheses Development 14 0

Depth Interview-I 1 150

Depth Interview-II 1 150

Depth Interview-III 1 150

Depth Interview-IV 1 200

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Depth Interview-V 1 150

Hypothesis re-evaluation 3 1950

Questionnaire survey, Personal 8 3000

Questionnaire survey, Online 15 -

Data entry 5 -

Analysis 5 -

Draft report writing 5 250

Total cost 6000

24 | P a g e

4. Analysis

4.1. Image Bangladesh

According to Prof. Azfar Hossain, Bangladesh alone is not responsible for its negative image,

although he like other also believe that Bangladesh is in imager crisis. He believe Pohela Boishakh

portray a typical image of Bangladesh that cannot help to brand Bangladesh

Finding of survey is listed below

Statement 1: Bangladesh is projected negatively to the outer world.

Findings: The mean is 4.78 with std. Deviation of 1.9. Such deviation is just within

acceptable range and negative kurtosis indicates a flat distribution. The mean

indicate that the sample, on average was between “uncertain” and “somewhat

agree”, but the flat distribution indicates, response was diversified over the scale

and so no conclusion can be reached. For detail see appendix A-1

Statement 2: Pohela Boishakh can improve the image of Bangladesh

Findings: The mean is 5.6 with acceptable standard deviation of 1.7 and positive kurtosis

indicates the distribution is peaked while negative skewness indicates the

clustering of scores towards right. So it can be concluded, the sample showed

some level of agreement with the statement. For detail see appendix A-1

No significant difference in response of the NRBs and locals over the issues is

found that means people living in Bangladesh or outside Bangladesh believe

Pohela Boishakh can improve the country image of Bangladesh. For detail see

appendix A-4

Discussion

Though prof. Azfar does not support idea that Pohela Boishakh can be the brand

of Bangladesh, But the support from locals and NRBs indicate though in the level

of agreement was very low but it can be enhanced through campaign.

4.2. Breadth of Pohela Boishakh celebration

Though interview, we come across some out of the box and totally opposing view. Like where

someone believe Pohela Boishakh can uphold Bengali culture and heritage, through observance by

NRB’s in foreign countries, other thinks Pohela Boishakh celebration does not cover the culture of

25 | P a g e

most of the people of our country. New point of view like the sense of simplicity and relief be should

be reflected in the celebration can make the event excusive for common people

Statement 1: Pohela Boishakh is the most widely celebrated non-religious festival


indicates the distribution has peaked while negative skewness indicates the

clustering of scores towards right. So it can be concluded, the sample agree to the

statement. For detail see appendix A-1

No significant difference in response of the NRBs and locals is found which means

Bangladeshi everywhere believe Pohela Boishakh is the most widely celebrated

non-religious festival. For detail see appendix A-4

Statement 2: Pohela Boishakh is an exclusive event of Bangladesh

Findings: The mean is 5.2 with acceptable standard deviation of 1.8 and small negative

kurtosis indicates the distribution somewhat flat. So it can be concluded

cautiously, the sample showed some level of agreement with the statement. For

detail see appendix A-1

Statement 3: Colorful Procession and fairs in this day are inseparable to the theme of Pohela

Boishakh




agreement with the statement. For detail see appendix A-1

There is no significance difference between genders concerning that Colorful

Procession and fairs in this day are inseparable to the theme of Pohela Boishakh.

For detail see appendix A-4

Discussion Pohela Boishakh is the most widely celebrated event and enthusiasm of people to

participate in the event makes it exclusive. All these indicate for locals

participating in the event are a must. Procession on the festive day is like the extra

thing for them

4.3. Social Features

Nasiruddin Mohammad Yousuf believes, Pohela Boishakh is an expression of the rebellious nature of

the people of Bangladesh, it teaches us relationship creation and friendliness, beyond all boundaries.

26 | P a g e

Statement 1: People wear identical dress reflecting the spirit of the day



clustering of scores towards right. So it can be concluded, the people wear similar

dress on the day. For detail see appendix A-1

There is no significance difference between genders concerning that Most of the

people wear identical dresses on Pohela Boishakh. Not only female, as perceived

by the society wear identical dress (SADHA SARI, LAL PAR) but also males wear

identical dress (PANJABI and FOTUWA) on the day.


Discussion: It can be concluded despite gender, all the Bangladeshi wear identical dress on

the day of celebration which help to create a strong bond and an identity that can

be projected to the world with success.

Statement 2: People prepeare special dish at home on the day




some level of agreement with the statement.. For detail see appendix A-1

Statement 3: Pohela Boishakh upholds the culture and heritage of Bangladesh




agreement with the statement. For detail see appendix A-1

No significant difference is found between NRBs and Locals over the issues that

Pohela Boishakh upholds the culture and heritage of Bangladesh.


There is significance difference between the genders concerning that Pohela

Boishakh upholds the culture and heritage of Bangladesh. Female show higher

level of agreement to the statement. For detail see appendix A-4

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Discussion Though there is no difference in level of agreement for NRBs and Locals, but the

difference for gender indicates that male Bangladeshis do not stick to culture and

heritage while participating in Pohela Boishakh while Female do. Another

explanation could be that male is more defensive about the culture and heritage

while the female are not.

How ever the difference in response for gender difference should be analyzed

through further study.

4.4. Pohela Boishakh and Economy

Financial control system and activities like Halkhata, is not likely to create much interest in the mind

of the world citizen

Statement 1: HALKHATHA exercises a unique control system on economic activity

Findings:

The mean is 5 with acceptable standard deviation of 1.4 and small positive kurtosis

indicates the distribution is moderately peaked while negative skewness indicates

the clustering of scores towards right. So it can be concluded, the sample some

what agree with the statement For detail see appendix A-1

Statement 2: Pohela Boishakh is celebrated by many businessmen all around the country

Findings: The mean is 5.1 with acceptable standard deviation of 1.5 and small positive

kurtosis indicates the distribution is moderately peaked while negative skewness

indicates the clustering of scores towards right. So it can be concluded, the sample

some what agree with the statement For detail see appendix A-1

Statement 3: Pohela Boishakh promotes Bengali music and literature

Findings: The mean is 5.7 with acceptable standard deviation of 1.2 and l positive kurtosis


clustering of scores towards right. So it can be concluded, the sample show

agreement with the statement

Statement 4: Pohela Boishakh promotes the food and apparel industry of Bangladesh

Findings: The mean is 5.2 with acceptable standard deviation of 1.4 and l small positive

kurtosis indicates the distribution is peaked while negative skewness indicates the

clustering of scores towards right. So it can be concluded, the sample some what

agree with the statement For detail see appendix A-1

Statement 5: Pohela Boishakh promotes the local cottage and handicrafts industry

28 | P a g e




agreement with the statement For detail see appendix A-1

Statement 6: Pohela Boishakh can promote the tourism industry of Bangladesh




agreement with the statement For detail see appendix A-1

Statement 7: Pohela Boishakh can assist the growth of export oriented industries of Bangladesh

Findings: The mean is 4.9 with acceptable standard deviation of 1.6 but negative kurtosis

indicates flat distribution. Skewness indicates the clustering of scores towards

right. So it can be concluded, the sample show some what agreement with the

statement For detail see appendix A-1

Discussion Halkhat is a mere showcase event at present, yet the business community

celerbrate the day. And study reveal that Pohela Boishakh can be help the growth

of food industy, apprealand cottage indutry

4.5. Features of Global Attraction and Pohela Boishakh

While someone thinks Pohela Boishakh celebration as a branding tool will bring nothing good but

only commercialize the culture of our country. There is view that Pohela Boishakh celebration has

not been able to spur much interest among foreigners

Still The warm weather of April may encourage no of foreigners to the Pohela Boishakh festival.

Transportation and accommodation facility, among other factors stand in the way of observing

Pohela Boishakh as a global festival attracting a large number of tourists. Pohela Boishakh is not

likely to become a Global celebration festival.

Statement 1: Versatile Fair and celebration can be feature of global attraction.

Findings: The mean is 3.7. Standard deviation of 2.3 and negative kurtosis indicate, the

response spread over the range and flat. So no conclusion can be drawn about

the sample. For detail see appendix A-1

Though the result is not conclusive but further analysis show that there is

difference in level of disagreement between the NRBs and Local Bangladeshi.

29 | P a g e

NRBs are more opposing to the statement than Locals.


Statement 2: Exotic Food can be feature of global attraction.








Statement 3: Cultural events can be feature of global attraction.








Statement 4: Accommodation and transportation Facility can be feature of global attraction.








There is significant difference in the response on the issues that accommodation

and transportation Facility of Bangladesh can be a factor of global attractiveness

for difference in education.

Post graduates show more disagreement than graduates over the statement


Statement 5: Friendly and hospitable People can be feature of global attraction.

30 | P a g e



the sample For detail see appendix A-1





Statement 7: Historical Background can be feature of global attraction.








Discussion In some cases, no conclusion can be drawn hence it is not possible to indicate

contribution of each statement to the final decision but interference like the need

of transportation and accommodation facility is felt by all.

5. Outcome

The objective of our study was to determine can the country image of Bangladesh be uplifted and

strengthens, using the unique features of Pohela Boishakh celebration.

To reach the conclusion, we try to find out answer of the following questions

Is pohela boishakh an event exclusive to Bangladesh?

Do people participate in Pohela Boishakh?

31 | P a g e

Does Pohela Boishakh reflect the culture and heritage of Bangladesh?

Can the celebration of Pohela Boishakh attract Tourism?

The figure shows the overall response from the sample.

The figure shows the response from the resident bangladeshi and NRBs

Significant difference is observed in terms of their percetion of exclusivenss of Pohela Boishakh .

We observe, the level of agreement of exclusiveness of bangladesh is very low. Though, on other

criteria the level of agreement is higher but not near maximum.

So, we conclude, Pohela Boishakh can not alone uphold the image of bangladesh.

But in conjunction with other features, can help to build a better image of bangladesh.In such

senario the which aspects of Pohela Boishak can be most effective is shown below.

Figure 1: Response on branding criteria from Sample

Figure 2: Response on branding criteria from Sample for different starta

32 | P a g e

Procession, Special dish at home, wearing identical dress are the strong features of Pohela Boishak.

Figure 3: Features of Pohela Boishakh

33 | P a g e

6. Limitations

The area of the research was very extensive. It was not possible to carry out the project without

accepting some boundaries and abiding by some limitations. These are the limitations which acted

as constraints to our research and needs to be mentioned here:

� At first we planned to survey foreigners and expatriates. But later we found out that

rational sample size from these two sampling frame would be hard to achieve given

our time and budget limitations. So, finally we excluded foreigners and expatriates

from the survey.

� As decided earlier, we adopted convenience sampling, which have reduced the

acceptability of the research to a great extent?

� We couldn’t conduct chi-square test, as the expected frequency in cells was below 5.

� We were unable to finish the project within the budget, as targeted in the proposal.

� Local people were not very much interested and serious about the questionnaire

survey. In some instances they were not at all inquisitive, rather casual which might

have affected the result.

� In the internet survey, in some cases some respondent might have participated more

than once, while half of the respondents left without completing the site without

completing the survey.

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7. RECOMMENDATION

Every nation has its own unique strengths and weaknesses, but this is especially evident when a

country's image and reputation are that of war ravaged, famine and poverty stricken, or otherwise

corrupt and chaotic. Even if these factors are no longer actively at play, the stigma associated with

the country obviously affects tourism, foreign aid, and investment—such as is the case of Croatia

and the former Yugoslavia countries now a decade past their civil war. [16]

Bangladesh has had little revelation as a country with vast potential as an investment or tourist

destination or even as a country as a whole. Following the natural disasters and internal political

problems subsequent to the liberation of Bangladesh, the country had been described as a

“bottomless basket” by the international community. Despite remarkable achievements in

remittances, women empowerment, population control, innovation of micro-credit, disaster

management, new booming industries and many more, the world hardly ever considers Bangladesh

as a country with high potential. Hence, it is time that Bangladesh is presented worth its true

potential. Hence, the branding of Bangladesh to the foreign countries is essential for developing it

further through trade, tourism, investment and international cooperation.

“The important thing to realize about branding a country is that it must be an amplification of what

it is already there and not a fabrication. A country or region’s positioning can never by an artificial

creation, imposed from the outside. Taking a proactive approach to repositioning a country does not

therefore mean whitewashing the canvas, painting the desired picture of it and expecting that

picture to sell. The country’s brand should be rooted in reality and in fundamental truths about the

destination, and it needs to connect people. Individuals’ very clear sense of place and its values, in

almost a spiritual and certainly an emotional sense would indicate that, if the right nerve was

touched, the connection could be very powerful indeed.” [7]

Fortunately enough, for the researchers, we and our fellow groups were not short of ideas or topics

for country branding. We along with the other groups working on the same theme came up with a

number of topics to brand Bangladesh. And all the topics we came up with were existent to

Bangladesh to some extent. As advocated in the above passage we did not have to come up with

topics, based on falsification rather in almost all the cases the topics were really potential and highly

prospective. A country identity is linked with its idea of patriotism, loyalty and belongingness. If

people does not believe about the branding factor then, it cannot exhibit or present its unique

feature to others.

35 | P a g e

Countries with natural beauties, archeological sites or a strong culture and history will attract natural

tourists, those drawn to existing features of the place. If too few natural attractions exist, the

country needs to undertake investment marketing to build attractions or to promote events that will

attract tourists. Money also has to be spent to build an adequate infrastructure, safety and services.”

[6]

Some country which has no unique attributes, characteristics or features, through their investment,

promotion and other efforts have created a distinct place in the global arena. While Bangladesh,

rightfully stated “Bangladesh Paradigm” has not at all been able to join race. While support and

coordination from the government level is necessary, it cannot be attributed as the sole factor

responsible for this failure.

“Building citizen loyalty can be seen as a migration of hearts and minds where the aim is to move

citizens who are ‘uninformed sceptics’ to become ‘informed believers’. Just as it is possible to find

‘skeptics’ and ‘believers’ in an organisation, so is also possible to find these segments within a

country’s population. Skeptics are those who are becoming disillusioned with the country’s

institutions, policies, culture and activities. If left alone, skeptics with their absence of pride in and

commitment to the country and their active doubting of its potential will damage and undermine

the country’s brand, and they might even migrate to greener pastures. In order to stem the ‘brain

drain’ and also to encourage these individuals to contribute to nation building efforts, they need to

be converted to ‘believers’ through country branding. How can this be achieved? A promotional

campaign targeting the citizens may be implemented, but the most important thing is for the

branding program to have credibility. For this it may have to be supported by real physical

infrastructure changes, promotion of strategic industries through tax incentives, attraction of

venture capital, encouragement of creativity, and getting citizens who have an international profile

and opinion formers to be brand ambassadors. [7]

Some of the worst effects of poor country image go unnoticed in most of the cases. For instance,

most of the brightest children of the nation always show eagerness to leave the country. Given an

opportunity most people would likely to leave the country in search of a utopia. They do not have

any attachment or belongingness to the country. The country is not getting their services. The

countries which have better country image are their country of destination. Before the country

thinks about attracting resources from outside, it has to make sure that its own resourced do not

change hand or remain unused. In this objective, the country can undertake many programs such as

infrastructure buildup, promoting local industry, encouraging its citizen living in other countries to

come back home and assign its famous internationally renowned personals the responsibility of

brand ambassador of the country itself.

36 | P a g e

In principle, it is a country’s citizens who stand to gain the most from a successful nation branding

campaign. Just as corporate branding campaigns can raise the morale, team spirit, and sense of

purpose of a company’s employees, national branding campaigns can provide a country with a

common sense of purpose and national pride – not to mention a higher standard of living. [15]

Finally, much of what is known about a country is through word of mouth — increasing the number

of informed country believers is similar to creating a pool of brand ambassadors who will promote

the country to whoever they meet, wherever they are. Migrating citizen loyalties is a challenge that

countries should undertake — people have a finite amount of loyalty to give out, and their family

and friends take first cut. Where does the nation fit in?” [7]

“Entirely new countries like Pakistan and Bangladesh emerged from what had been the British Indian

Empire. Bangladesh has had three names in just over half a century; first it was part of India as East

Bengal, then it became East Pakistan and then Bangladesh. How about that for rebranding the

nation?”[11]

Professor David Gertner of the Lubin School of Business at Pace University in New York City explains,

“Products can be discontinued, modified, withdrawn from the market, re-launched and re-

positioned or replaced by improved products. Places do not have most of these choices. Their image

problems may be founded in structural problems that take years to fix.”[15]

Bangladesh is already starting to be acknowledged for its potentiality and resilience. The inclusion of

Bangladesh in Frontier Five (J.P.Morgan) and Next -11 (Goldman Sachs) acknowledges Bangladesh.

But, Bangladesh already has earned a bad reputation, so what we need is re-branding not branding.

And it is tougher, because the world won’t give us a chance for the third time. And for that we have

to start from scratch, the people. The people must be made to believe in their country, our country,

because that means believing in them. And when they believe in themselves, each of them will

become the Brand ambassador of the country. And then we can exhibit the true color, and

expression of the nation.

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8. References

1. Anholt, Simon. (2007). “The Anholt Nation Brands Index, Q1 2007”

2. Bhattacharya, D. (2007). “In Search of Another Brand for Bangladesh.” Centre for Policy

Dialogue (CPD), www.cpd.com.

3. Anholt, Simon. (September 2002). “Nation Branding: A continuing theme”, Henry

Stewart publications, Brand management vol. 10, no. 1,

4. Interbrand. (2006) “Branding A Country”, www.interbrand.com

5. Kotler, P., Jatusripitak, S. and Maesincee, S. (1997) “The Marketing of Nations”, Simon &

Schuster Trade, New York.

6. Kotler, Philip & David Gertner (2002). “Country as brand, product, and beyond: A place

marketing and brand management perspective”. Henry Stewart publications, Brand

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