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Bangladesh branding

Every nation is a brand. It has an image in the minds of people living elsewhere, at least to people who are aware of its existence. Some countries are known for good things, some for bad, and some are unknown. This last group is probably the most fortunate, because little-known countries have the greatest opportunity to establish a brand from scratch,
writes Mohammad Shahidul Islam


WHAT a country has to offer to backpackers is its overall image, or brand. Bangladesh will, one day, be chosen by the people across the world for jobs, tourism, sports and its products. ‘In Bangladesh’, and ‘from Bangladesh’ would be popular all around.
   A modern, secure, and efficient Bangladesh is what we want. Bangladesh can emerge as an attractive tourist destination. Its own features will provide a context that encourages tourists to discover first-hand something interesting.
   Heading to a vacation destination, a tourist would prefer a place that looks like paradise in the brochures or on the net. But on arrival what he or she would least expect is a long line at immigration at an airport that is not clean. Not so good a taxi service would act as a disincentive, too. Tourists are unlikely to return to that country.
   Tourism branding and promotion have to take into consideration the context for tourism, the state of the country itself. Tourism can be developed by branding and promotion.
   All the countries of the world are trying to have similar or comparable infrastructure and quality of life. National objectives to promote trade, investment and tourism are best achieved through differentiation. A country needs to take a critical look at itself and ask: ‘Why should companies invest there or tourists visit it, rather than go to other countries for investment and tourism?’
   This critical analysis would help a country recognise what needs to be done to make it more attractive. Does it have the services in place that the businesses and tourists need?
   This analysis is the starting point for the process of branding a country. A brand must be credible and dependable. A good brand will project a nation’s strengths without ignoring its weaknesses. A nation’s brand is not static, it evolves with the country. Many things needing improvement in a country does not mean it has to delay branding, which would improve with the country itself.
   The purpose of branding is to position a country in the best way possible in the global system, with its strengths and weaknesses.
   Branding has a deeper purpose than to simply coming up with a cute logo and tagline. It positions a nation so that it can achieve the maximum success globally by garnering international recognition and clout that help business relations and development of a healthy tourism industry. This brings benefit to its people.
   In the world of business, corporate branding rather than product or service branding is relevant. General Electric, for example, makes everything from jet engines and locomotives to refrigerators and irons. It also provides financial services. Each of these products and services has its own brand, which is promoted separately. But they are supported by the corporate brand, the GE logo.
   Successful corporations manage their brands carefully because their products and services can either benefit from a good corporate brand or be damaged by its misuse. These corporations invest heavily to promote their corporate brands because it is an efficient way to promote all their products and services.
   Branding employs proven methods and techniques, including research. Branding a country is more complex. ‘Nation branding’ is a specialised field because of the complex elements that make up a nation. The diverse objectives of a government need to be understood deeply and fully for the branding to be successful.
   Branding process should be undertaken before money is spent on image formation and messaging. However, most countries do it the other way round: they allocate budgets for advertising, websites, public relations, etc, without having a brand to communicate.
   Every nation is a brand. It has an image in the minds of people living elsewhere, at least to people who are aware of its existence. Some countries are known for good things, some for bad, and some are unknown. This last group is probably the most fortunate, because little-known countries have the greatest opportunity to establish a brand from scratch.
   But most countries have had their brands made for them. Their history, or current events, as described by historians and mass media have shaped their image, good or bad. Cuba is identified with Fidel Castro. Meet a Cuban, and we will know it has wonderful people and many good points.
   But even a ‘nice’ image, such as Switzerland being known as a land of cuckoo clocks and chocolates, can be a problem for a country. For one, cuckoo clocks and chocolates have little to do with the success of an economy that boasts half of Europe’s top ten companies, in everything from financial services to pharmaceuticals and food processing. And the Swiss certainly want to be known for their real value and real contribution to the world.
   No one in the world will create a good brand for Bangladesh. Why should they? The media is interested in ‘bad news’ such as poverty, floods, cyclones and the like. Who is there to make an attractive image for Bangladesh?
   Bangladesh must take care of its own brand. This means that it must invest in its brand. It must manage and promote its brand. This is a task that must be taken by the government. The government has to take initiative to identify the full agenda of the country and mobilise the power and resources to lead the nation to make a brand. It needs to project exclusive items for which the world will clamour.
   For this, the government needs to involve the key stakeholders. Participation in the branding process would encourage the stakeholders to promote the brand. The government, with a positive initiative, can get the willing support of other stakeholders. Every citizen and organisation in a country would like to share a positive image of the country.
   A successful brand will represent the diverse positive elements that make a nation. A good brand will take into account the inherent complexities and, at the same time, it will differentiate the nation from the others, putting it in the best light possible, without exaggeration or
   distortion.
   A tourism brand can be successfully extended to serve a nation as a whole. A case in point is Spain’s famous tagline by Joan Miro: ‘Everything under the Sun.’ Although essentially a brand, adopted to promote tourism, it also serves to make Spain seem a modern, warm and inviting country, for businesses as well as tourists.
   Bangladesh branding process can be initiated through tourism branding. It is difficult for a nation to see itself clearly. Therefore, it is desirable for Bangladesh to seek a branding partner to conduct the research and analysis, to develop a creative brief and to propose images and messages. Every nation owns its own brand, and must make all the critical decisions regarding its formation and management, but in the complex world we live in today, the advice of experts is essential for success.
   The brand must be adopted internally first and then throughout the nation before it can be effectively promoted internationally.
   Through Bangladesh branding, tourism will find a position it deserves. Its eternal reputation as a land of rivers, birds, flowers, fruits and greeneries cannot be missed. Sundarban and Cox’s Bazar can promote a beautiful Bangladesh.
   Mohammad Shahidul Islam is a freelance travel writer and faculty member of the National Hotel and Tourism Training Institute, Dhaka. mohd-s-islam@myway.com


The world after Bush: globalisers,
neo-cons, or…?

The true Bush administration legacy may be to leave us in a world that is at once far more open to change and also far more dangerous. Such prospects should hardly discourage the long-awaited celebration in January, writes Mark Engler


PICTURE January 20, 2009, the day George W Bush has to vacate the Oval Office.
   It’s easy enough to imagine a party marking this fine occasion, with anti-war protestors, civil libertarians, community leaders, environmentalists, health-care advocates, and trade unionists clinking glasses to toast the end of an unfortunate era. Even Americans not normally inclined to political life might be tempted to join the festivities, bringing their own bottles of bubbly to the party. Given that presidential job approval ratings have rarely broken 40 per cent for two years and now remain obdurately around or below 30 per cent – historic lows – it would not be surprising if this were a sizeable celebration.
   More surprising, however, might be the number of people in the crowd drinking finer brands of champagne. Amid the populist gala, one might well spot figures of high standing in the corporate world, individuals who once would have looked forward to the reign of an MBA president but now believe that neo-con bravado is no way to run an empire.
   One of the more curious aspects of the Bush years is that the self-proclaimed ‘uniter’ polarised not only American society, but also its business and political elites. These are the types who gather at the annual, ultra-exclusive World Economic Forum in Davos, Switzerland and have their assistants trade business cards for them. Yet, despite their sometime chumminess, these powerful few are now in disagreement over how American power should be shaped in the post-Bush era and increasing numbers of them are jumping ship when it comes to the course the Republicans have chosen to advance these last years. They are now engaged in a debate about how to rule the world.
   Don’t think of this as some conspiratorial plot, but as a perfectly commonsensical debate over what policies are in the best interests of those who hire phalanxes of Washington lobbyists and fill the coffers of presidential and congressional campaigns. Many business leaders have fond memories of the ‘free trade’ years of the Clinton administration, when CEO salaries soared and the global influence of multi-national corporations surged. Rejecting neo-conservative unilateralism, they want to see a renewed focus on American ‘soft power’ and its instruments of economic control, such as the World Bank, International Monetary Fund, and World Trade Organisation – the multilateral institutions that formed what was known in international policy circles as ‘the Washington Consensus’. These corporate globalists are making a bid to control the direction of economic policy under a new Democratic administration.
   There is little question that the majority of people on the planet – those who suffered under both the corporate globalisation of the Clinton years and the imperial globalisation of George W Bush – deserve something better. However, it is far from certain that social justice advocates who want to encourage a more democratic approach to world affairs and global economic well-being will be able to sway a new administration. On the other hand, the damage inflicted by eight years of neo-con rule and the challenges of an increasingly daunting geopolitical scene present a conundrum to the corporate globalisers: Is it even possible to go back to the way things were?
   
   The revolt of the corporatists
   Throughout their time in office, despite fulsome evidence of failure, George Bush and Dick Cheney have maintained a blithe self-confidence about their ability to successfully promote the interests of the United States, or at least those of their high-rolling ‘Pioneer’-class donors. Every so often, though, the public receives notice that loyalists are indeed scurrying to abandon the administration’s sinking ship of state. In October 2007, for instance, in a front-page story entitled ‘GOP Is Losing Grip On Core Business Vote’, the Wall Street Journal reported that the party could be facing a brand crisis as ‘[s]ome business leaders are drifting away from the party because of the war in Iraq, the growing federal debt and a conservative social agenda they don’t share’.
   When it comes to corporate responses to the president’s Global War on Terror, we mostly hear about the likes of Halliburton and Blackwater – companies directly implicated in the invasion and occupation of Iraq, and with the mentality of looters. Such firms have done their best to score quick profits from the military machine. However, there was always a faction of realist, business-oriented Republicans who opposed the invasion from the start, in part because they believed it would negatively impact the US economy. As the administration adventure in Iraq has descended into the morass, the ranks of corporate complainers have only grown.
   The ‘free trade’ elite have become particularly upset about the administration’s focus on go-it-alone nationalism and its disregard for multi-lateral means of securing influence. This belligerent approach to foreign affairs, they believe, has thwarted the advance of corporate globalisation. In an April 2006 column in the Washington Post, globalist cheerleader Sebastian Mallaby laid blame for ‘why globalisation has stalled’ at the feet of the Bush administration. The White House, Mallaby charged, was unwilling to invest any political capital in the IMF, the World Bank, or the WTO. He wrote:
   ‘Fifteen years ago, there were hopes that the end of Cold War splits would allow international institutions to acquire a new cohesion. But the great powers of today are simply not interested in creating a resilient multilateral system.... The United States remains the only plausible quarterback for the multilateral system. But the Bush administration has alienated too many players to lead the team effectively. Its strident foreign policy started out as an understandable response to the fecklessness of other powers. But unilateralism has tragically backfired, destroying whatever slim chance there might have been of a workable multilateral alternative.’
   Frustrated by Bush’s failures, many in the business elite want to return to the softer empire of corporate globalisation and, increasingly, they are looking to the Democrats to navigate this return. As a measure of this – the capitalist equivalent of voting with their feet – political analyst Kevin Phillips notes in his new book, ‘Bad Money’, that, in 2007, ‘[h]edge fund employees’ contributions to the Senate Democratic Campaign Committee outnumbered those to its Republican rival by roughly nine to one’.
   This quiet revolt of the corporatists is already causing interesting reverberations on the campaign trail. The base of the Democratic Party has clearly rejected the ‘free trade’ version of trickle-down economics, which has done far more to help those hedge-fund managers and private-jet-hopping executives than anyone further down the economic ladder. As a result, both Barack Obama and Hillary Clinton are running as opponents of the North American Free Trade Agreement and of a newer bilateral trade deal with Colombia, a country in which organising a union or vocally advocating for human rights can easily cost you your life. The tenor of the current campaign represents a significant shift from the 1990s, when top Democrats were constantly trying to establish their corporate bona fides and ‘triangulate’ their way into conservative economic policy.
   Still, both candidates are surrounded by business-friendly advisers whose views fit nicely within an older, pre-Bush administration paradigm of corporate globalisation. The tension between the anti-NAFTA activists at the base of the Party and those in the campaign war rooms has resulted in some embarrassing gaffes during the primary contest.
   For Hillary Clinton, the most notable involved one of her chief strategists, Mark Penn, is a man with a long, nefarious record of defending corporate abuses as a Washington lobbyist. As it turned out, Penn’s consulting firm received $300,000 in 2007 to support the ‘free trade’ agreement with Colombia. Even as Clinton was proclaiming her heartfelt opposition to the deal and highlighting the ‘history of suppression and targeted killings of labour organisers’ in that country, a key player in her campaign was charting strategy with Colombian government officials in order to get the pact passed.
   The Obama campaign found itself in similar discomfort in February. While the candidate was running in the Ohio primary as an opponent of NAFTA, calling that trade deal a ‘mistake’ that has harmed working people, his senior economic policy adviser, University of Chicago professor Austan Goolsbee, was meeting with Canadian government officials to explain, as a memo by the Canadians reported, that Obama’s charges were merely ‘political positioning’. Goolsbee quickly claimed that his position had been mischaracterised, but the incident naturally raised questions. Why, for example, had Goolsbee, senior economist to the Democratic Leadership Council, the leading organisation on the corporate-friendly rightwing of the party, and a person praised as ‘a valuable source of free-trade advice over almost a decade’, been positioned to mould Obama’s economic stances in the first place?
   If pressure from the base of the party lets up after the elections, it would hardly be surprising to see a victorious candidate revert to Bill Clinton’s corporate model for how to rule the world. However, a return to a pre-Bush-style of international politics may be easier dreamed than done.
   
   The neo-con paradox
   To the chagrin of the ‘free trade’ elite, the market fundamentalist ideas that have dominated international development thinking for at least the last 25 years are now under attack globally. This is largely because the economic prescriptions of deregulation, privatisation, open markets, and cuts to social services so often made (and enforced) by the International Monetary Fund and World Bank have proven catastrophic.
   In 2003, the United Nations’ Human Development Report explained that 54 already poor countries had actually grown even poorer during the ‘free trade’ era of the 1990s. The British Guardian summarised well the essence of this report:
   ‘Taking issue with those who have argued that the “tough love” policies of the past two decades have spawned the growth of a new global middle class, the report says the world became ever more divided between the super-rich and the desperately poor. The richest 1% of the world’s population (around 60 million) now receives as much income as the poorest 57%, while the income of the richest 25 million Americans is the equivalent of that of almost 2 billion of the world’s poorest people.’
   Such findings led UNDP administrator Mark Malloch Brown, in a remarkably blunt statement, to call for a ‘guerrilla assault on the Washington Consensus’.
   In fact, in 2008, such an assault is already well under way – and Washington is in a far weaker position economically to deal with it. The countries burned by the Asian financial crisis of 1997-98, for instance, are now building up huge currency reserves so they never again have to come begging to the International Monetary Fund (and so suffer diktats from Washington) in times of crisis. Moreover, virtually the whole of Latin America is in revolt. Over 500 million people reside in that region, and over two-thirds of them now live under governments elected since 2000 on mandates to split with ‘free trade’ economics, declare independence from Washington, and pursue policies that actually benefit the poor.
   In late April, economist Mark Weisbrot noted that, with so many countries breaking free of its grasp, the IMF, which once dictated economic policy to strapped governments around the world, is now but a shadow of its former self. In the past four years, its loan portfolio has plummeted from $105 billion to less than $10 billion, the bulk of which now goes to just two countries, Turkey and Pakistan. This leaves the US Treasury, which used the body to control foreign economies, with far less power than in past decades. ‘The IMF’s loss of influence,’ Weisbrot writes, ‘is probably the most important change in the international financial system in more than half a century.’
   It is a historic irony that Bush administration neo-cons, smitten with US military power, itching to launch their wars in Central Asia and the Middle East, and eschewing multi-national institutions, actually helped to foster a global situation in which US influence is waning and countries are increasingly seeking independent paths. Back in 2005, British journalist George Monbiot dubbed this ‘the unacknowledged paradox in neo-con thinking’. He wrote:
   ‘They want to drag down the old, multilateral order and replace it with a new, US one. What they fail to understand is that the “multi-lateral” system is in fact a projection of US unilateralism, cleverly packaged to grant other nations just enough slack to prevent them from fighting it. Like their opponents, the neo-cons fail to understand how well [presidents] Roosevelt and Truman stitched up the international order. They are seeking to replace a hegemonic system that is enduring and effective with one that is untested and (because other nations must fight it) unstable.’
   Battered by losing wars and economic crisis, the United States is now a superpower visibly on the skids. And yet, there is no guarantee that the coming era will produce a change for the better. In a world in which the value of the dollar is plummeting, oil is growing ever more scarce relative to demand, and foreign states are rising as rivals to American power, the possibility of either going ahead with the Bush/Cheney style of unilateralism or successfully returning to the ‘enduring and effective’ multilateral corporatism of the 1990s may no longer exist. But the failure of these options will undoubtedly not be for lack of trying. Even with corporate globalisation on the decline, multi-national businesses will attempt to consolidate or expand their power. And even with the imperial model of globalisation discredited, an overextended US military may still try to hold on with violence.
   The true Bush administration legacy may be to leave us in a world that is at once far more open to change and also far more dangerous. Such prospects should hardly discourage the long-awaited celebration in January. But they suggest that a new era of globalisation battles – struggles to build a world order based neither on corporate influence, nor imperial might – will have only just begun.
   TomDispatch.com, May 18, 2008. Mark Engler, an analyst with Foreign Policy in Focus, is the author of ‘How to Rule the World: The Coming Battle Over the Global Economy’.




Myanmar’s vote


When the people of Myanmar are shouting and crying for food and other essentials, the army government arranged a referendum. What is more important — power or life?
   Abul Kalam Azad
   IES School and College, Dhaka, Via SMS


Parties must be free of family cults


Surgery sometimes is a necessity to save a life, but the overdoing of it may cause death of the patient. Over the years, tug of war between the two major political parties sapped away bones and marrows of our national life, letting it sink deep down morally and earn a label — the most corrupt nation in the world, consecutively for five years.
   A thorough clean-up campaign was perhaps over due long before but by the time it began only last year, the majority in the leadership across the political arena rot hopelessly.
   Many of the leaders have already been taken to task. The caretaker government must take extreme caution now, so that it avoids amputating democracy, while weeding out the corrupt political leaders.
   Moni Khan
   Dhania, Dhaka


Palestinian refugees


The Palestinians should be given their own nation. It doesn’t matter whether this nation is small, undeveloped or poor, as it probably will be, but once a Palestinian state is formed, the plight of the people will decrease. There will be border issues with Israel, there will be crises and perhaps more violence. It may become a dictatorship or even split into two states, but it would be a big improvement and the Palestinian people will regain some of their long lost dignity.
   Nahid Saber
   On e-mail


Life moves on


If the two major political parties think that they do not exist without their two leaders, who are accused of serious corruption charges, then they do not exist. It nothing matters to them except the freedom of their leaders who on trail; let it be like that. I guess, from now on we will have to look for a third progressive force which can effectively counter fundamentalists and the military. We should look for and support a platform which can uphold democracy, social justice, social harmony and social welfare of the citizens of Bangladesh. Life moves on, life do not wait for those who do not believe in dynamism, which is the spirit of life.
   MH Khan
   On e-mail

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