Correct approach key to branding Bangladesh
Friday, 5 December 2008
Mohammad Shahidul Islam
Self-identification in culture and heritage can be a great theme to pride ourselves on as Bangladeshis. For eras, we have been honoured for inheriting more than two thousand-year old civilization. The glorious background we belong to can easily put the whole nation into an image. The tourism is also not a new phenomenon in Bangladesh. So great were the attractions of Bangladesh that to quote a French traveller François Bernier 'it has a hundred gates open for entrance but not one for departure.' The mystic melody of our natural beauties lies in this single expression.
Since tourism captures the entire image of culture, heritage, history and natural beauty, it can rise up through a country's identification process. Branding is a consequence of this process. Conversely, destination branding is a very basic part of the whole marketing strategy of tourism business.
Branding a destination is an element of promoting tourism image which can be defined as just a set of associations that are linked to a particular country. Branding through tourism signifies the values of a country. It tells about the quality of the services and beauties that are offered by the country to its consumers. It tells how a country differs from other countries as its competitors. Hence building a good country brand image means achieving success in the tourism business.
A "brand image" is important for every tourist destination. If developed with awareness the brand serves to distinguish a destination from competing destinations. However some destinations do not have a brand strategy, and are supported by inconsistent advertising campaigns, creating a confused image to prospective customers. Image must be controlled by a clear projection of brand identity. Bangladesh needs this clear projection of self-identification right away.
When consumers decide on a destination for a holiday or a business conference, several "brands" compete for their attention. A strong brand is differentiated from others, has several strong advantages when compared to others, and has an attractive appeal to consumers. In tourism, while factors such as cost of travel, convenience, and quality of facilities are important, the strongest motivator is "image". Image puts a destination on the consumer's "shopping list" and creates an emotional appeal, which enhances that destination's chances of being chosen over others.
Recently a survey commissioned by the Malaysian Tourism Promotion Board reports: Singapore is seen, by a broad selection of travellers and tourist agents from the US, Japan, India, Germany, Australia, UK and Sweden as "clean, modern and safe". China's dominant image and attraction is "culture". Malaysia is seen as "multicultural with many beaches". Thailand has a brand image of "exotic, fun, and friendly people".
So, what's about Bangladesh? It will be really possible to heighten our image through collective contributions from our own national duties and responsibilities. Of course, image projection needs a continuous process. It will not take birth overnight; rather a vigilant gradual grooming of Bangladesh will be correlating to create a brand destination. Formal advertising and promotion of a country as a tourist destination in other nations may also have a great effect. If that image is unfocused or not clear, the destination will have difficulty competing with images created by competing countries. Advertising, PR and promotion must complement informal information obtained through word of mouth and personal recommendations, by either building upon the latter or correcting negative perceptions that may be incorrect.
Developing a strong image for Bangladesh as destination requires a carefully planned brand strategy based on:
· A well defined and unique brand personality
· Selection of the correct positioning strategies
· 'Themed' product development
· Consistent and appropriate advertising and promotion
· Careful brand guardianship
All the above must be built on a thorough understanding of consumer needs. Above all, the success of brand image development will depend on how the perceptions of consumers can be encouraged to believe that one destination is different and better than its competitors. This encourages consumer acquisition and retention, including extending the length of stay.
Normally all the branding campaigns will be decided by the advertising and management departments with a bit of top level management involvement. We should use the budget that has to be allocated to the branding campaigns in a very intelligent manner.
It will not be wise to start with a huge budget campaigns unless the country image is already a big brand. We have to spend amount sparingly in all the available advertising mediums and analyze the results from all the different mediums carefully. We need a deep marketing mix analysis. This will show us what advertising mediums are giving us a better brand image. Then we have to try to spend more amount on those mediums and try to analyze the possible steps we can take to better the brand visibility from the weaker mediums.
Destination branding process is a continuous work. It should go on until the country image takes a lasting shape in the industry. Otherwise there is a great chance of another country taking over the market share. If we follow these basic steps, it is definite that the brand image of Bangladesh will be quite healthy and in turn it would bring in the required Gross Democratic Product (GDP) growth.
The writer is a tourism worker. He can be reached at Email: mohd-s-islam@myway.com
Self-identification in culture and heritage can be a great theme to pride ourselves on as Bangladeshis. For eras, we have been honoured for inheriting more than two thousand-year old civilization. The glorious background we belong to can easily put the whole nation into an image. The tourism is also not a new phenomenon in Bangladesh. So great were the attractions of Bangladesh that to quote a French traveller François Bernier 'it has a hundred gates open for entrance but not one for departure.' The mystic melody of our natural beauties lies in this single expression.
Since tourism captures the entire image of culture, heritage, history and natural beauty, it can rise up through a country's identification process. Branding is a consequence of this process. Conversely, destination branding is a very basic part of the whole marketing strategy of tourism business.
Branding a destination is an element of promoting tourism image which can be defined as just a set of associations that are linked to a particular country. Branding through tourism signifies the values of a country. It tells about the quality of the services and beauties that are offered by the country to its consumers. It tells how a country differs from other countries as its competitors. Hence building a good country brand image means achieving success in the tourism business.
A "brand image" is important for every tourist destination. If developed with awareness the brand serves to distinguish a destination from competing destinations. However some destinations do not have a brand strategy, and are supported by inconsistent advertising campaigns, creating a confused image to prospective customers. Image must be controlled by a clear projection of brand identity. Bangladesh needs this clear projection of self-identification right away.
When consumers decide on a destination for a holiday or a business conference, several "brands" compete for their attention. A strong brand is differentiated from others, has several strong advantages when compared to others, and has an attractive appeal to consumers. In tourism, while factors such as cost of travel, convenience, and quality of facilities are important, the strongest motivator is "image". Image puts a destination on the consumer's "shopping list" and creates an emotional appeal, which enhances that destination's chances of being chosen over others.
Recently a survey commissioned by the Malaysian Tourism Promotion Board reports: Singapore is seen, by a broad selection of travellers and tourist agents from the US, Japan, India, Germany, Australia, UK and Sweden as "clean, modern and safe". China's dominant image and attraction is "culture". Malaysia is seen as "multicultural with many beaches". Thailand has a brand image of "exotic, fun, and friendly people".
So, what's about Bangladesh? It will be really possible to heighten our image through collective contributions from our own national duties and responsibilities. Of course, image projection needs a continuous process. It will not take birth overnight; rather a vigilant gradual grooming of Bangladesh will be correlating to create a brand destination. Formal advertising and promotion of a country as a tourist destination in other nations may also have a great effect. If that image is unfocused or not clear, the destination will have difficulty competing with images created by competing countries. Advertising, PR and promotion must complement informal information obtained through word of mouth and personal recommendations, by either building upon the latter or correcting negative perceptions that may be incorrect.
Developing a strong image for Bangladesh as destination requires a carefully planned brand strategy based on:
· A well defined and unique brand personality
· Selection of the correct positioning strategies
· 'Themed' product development
· Consistent and appropriate advertising and promotion
· Careful brand guardianship
All the above must be built on a thorough understanding of consumer needs. Above all, the success of brand image development will depend on how the perceptions of consumers can be encouraged to believe that one destination is different and better than its competitors. This encourages consumer acquisition and retention, including extending the length of stay.
Normally all the branding campaigns will be decided by the advertising and management departments with a bit of top level management involvement. We should use the budget that has to be allocated to the branding campaigns in a very intelligent manner.
It will not be wise to start with a huge budget campaigns unless the country image is already a big brand. We have to spend amount sparingly in all the available advertising mediums and analyze the results from all the different mediums carefully. We need a deep marketing mix analysis. This will show us what advertising mediums are giving us a better brand image. Then we have to try to spend more amount on those mediums and try to analyze the possible steps we can take to better the brand visibility from the weaker mediums.
Destination branding process is a continuous work. It should go on until the country image takes a lasting shape in the industry. Otherwise there is a great chance of another country taking over the market share. If we follow these basic steps, it is definite that the brand image of Bangladesh will be quite healthy and in turn it would bring in the required Gross Democratic Product (GDP) growth.
The writer is a tourism worker. He can be reached at Email: mohd-s-islam@myway.com