A nation brand is the total sum of all perceptions of a nation in the

mind of international stakeholders which may contain some of the

following elements: people, place, culture, language, history, food,
fashion, famous faces (celebrities), global brands, etc. The way for a
nation to gain a better reputation is to communicate to the
international audience that how good you are, is called nation
branding. nation branding focuses on the nation as a whole its
people, culture and heritage, investment and immigration, governance,
exports and tourism.
Nation Branding
Many countries are coming up with crispy, smart, and intelligent
slogans and symbols to re-brand their countries, fitting the current
business need, some of the popular slogans are: "Malaysia: Truly Asia,"
"Dubai: The Jewel in the Desert," "Uniquely Singapore," "Incredible
India," "Amazing Thailand," "Sri Lanka: The Pearl of the Indian Ocean.
Let us look at a few examples of nation branding around the world:
In 2008, Chief Advisor Fakhruddin Ahmed launched the first country
branding for Bangladesh. The logo of the branding includes a rising sun
above waves of seawater with the slogan Beautiful Bangladesh
beneath.

Our country has been brand-named "BEAUTIFUL BANGLADESH" to
establish and enhance a positive IMAGE of our nation in the world
community, and attract foreign tourists to visit its Panoramic
Landscapes, Seascapes and Breathtaking Beauties of the Nature. A
Rising Sun over a Blue Sea has formed the Countrys LOGO,
symbolizing the emergence of an independent Bangladesh with new
promises and potentials.
PURPOSE
As proud citizens of the nation we hope that this country branding shall
attract tourists and foreign investment for our country, and show the
outer world our potentialities in various sectors and services. We also
believe that the branding would bring all things together for
Bangladeshs history, culture, tradition, various festivals and all
achievements of the country
Nation Branding
Nation branding is a field of theory and practice which aims to measure,
build and manage the image and reputation of countries. In our region
most of the countries try to brand their nation. Incredible India and
Malaysia Truly Asia are the brand name of India and Malaysia
respectively. The same has been true for Bangladesh, when over the
years we have been trying to portray our uniqueness through two
geographical locations, the Coxs Bazar sea beach and the Sundarbans,
both focusing on tourism. The official brand-name of Bangladesh is
Beautiful Bangladesh. Countrys good image is important to attract the
tourist. To build the good image the country should focus on some
variables. These are infrastructure, education, communication,
transportation, economy, legal system etc.
There are some criteria to measure the countrys image
Which are 1. People: Measures the population's reputation for
competence, education, openness and friendliness and other qualities,
as well as perceived levels of potential hostility and discrimination. 2.
Governance: Measures public opinion regarding the level of national
government competency and fairness and describes individuals' beliefs
about each country's government, as well as its perceived commitment
to global issues such as democracy, justice, poverty and the
environment. 3. Exports: Determines the public's image of products
and services from each country and the extent to which consumers
proactively seek or avoid products from each country-of-origin. 4.
Tourism: Captures the level of interest in visiting a country and the
draw of natural and man-made tourist attractions. 5. Culture &
Heritage: Reveals global perceptions of each nation's heritage and
appreciation for its contemporary culture, including film, music, art,
sport and literature. 6. Investment & Immigration: Determines the
power to attract people to live, work or study in each country and
reveals how people perceive a country's economic and social situation.
Some countries are actively promoting their branding programs.
South Africa, in realizing a gap between the international
perception and the reality of the country launched the Brand
South Africa project in August 2000
In New Delhi, over 100 people work full time on Brand India as
India Brand Equity Foundation
Malaysia, Egypt, Costa Rica, New Zealand and many more
countries have active nation branding programs
Examples of Active Country Branding Programs:
Bangladesh: Beautiful Bangladesh
South Africa Alive with possibility
Spain San Siro
India Incredible India
Thailand Amazing Thailand
Malaysia Truly Asia
Costa Rica Peaceful Destination
Iceland Iceland naturally
Egypt Destination Egypt
Bolivia The authentic still exists
Estonia Positively Transforming

In conclusion it is clear that nation branding is an away to present a
country in competitive world market. More or less every country of
the world is trying to develop their brand image. At this moment
Bangladesh Government should take alternative promotion strategy
along with private sector to attract the tourist.