BD diaspora can build its positive brand image: Moriarty

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FE Report
US Ambassador James F Moriarty Wednesday said expatriate Bangladeshis and the business community together can establish a positive brand image of the country, often portrayed negatively in the international media.
"I firmly believe the Bangladesh diaspora in the United States is an underutilised resource that can play a special role in developing and promoting the Bangladesh brand," he said.
He said the country can use members of its community abroad to serve as 'brand ambassadors" and also expand people-to-people ties.
"Nothing sells a product better than a personal connection or a testimonial from a trusted friend," he told a seminar on branding, organised by American Chamber of Commerce (AmCham) at a city hotel.
An estimated 80 million Bangladeshis are living abroad and of them more than half are long-term diaspora. Some two million expatriate Bangladeshis live in the US while another half a million in the United Kingdom.
Linkages between people who think big thoughts in the United States and Bangladesh can help define and promote Brand Bangladesh, he said.
"And linkages between young people, particularly students, create ties - and a positive image - that last a lifetime," the envoy said.
Already, the US envoy said, attempts have been made to leverage its diaspora in the UK funded by the Department for International Development.
He also said like diaspora, businesses can "make or break" the brand identity of Bangladesh.
"That will promote the country's image, strengthen businesses and investment and improve relations," Mr Moriarty said.
He said higher economic growth, robust exports, poverty reduction and near self-sufficiency in rice production are the positive sides of the country, which need to be highlighted.
"You've positive stories to tell: economic growth, near self-sufficiency in rice production. Bangladesh attained five to six per cent growth for two decades," he told the business audience.
Mr Moriarty said the country has sharply reduced poverty, microfinance transformed the lives of millions of people and the world-class apparel exports to be reckoned with world markets.
But he warned if foreign companies operating in Bangladesh get bad experience, it would tear down "brand Bangladesh" efforts.
"They (foreign companies) will send a signal to the outside world that Bangladesh is not a good place to do business," Mr Moriarty said.
Chaired by AmCham President Aftabul Islam, the seminar was also addressed by actor Aly Zaker, professor of Dhaka University's Institute of Business Administration Syed Farhat Anwar and managing director of Nielson Bangladesh Khalid Hasan.
"We must link the Bengal Tigers with the 5-year branding strategy so that they can emerge as the real Asian tigers," Mr Hasan said.