Branding Bangladesh

BRANDING BANGLADESH THROUGH
POHELA BOISHAKH, THE UNIQUE NEW YEAR FESTIVAL

THIS PAGE IS LEFT BLANK INTENTIONALLY
BRANDING BANGLADESH THROUGH POHELA
BOISHAKH,
THE UNIQUE NEW YEAR CELEBRATION FESTIVAL
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
Institute of Business Administration
University of Dhaka
15TH JULY, 2008

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
ii
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.
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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
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
Source of Information
Type of Information People living in Bangladesh People living outside Bangladesh
Local Foreigners NRB Foreigners
R=10 R=7 R=8 R=3
What is Pohela Boishakh V=7 V=6 V=7 V=3
A=10 A=6 A=7 A=3
R=10 R=7 R=8 R=3

Pohela Boishakh celebration at
V=6 V=7 V=8 V=6
the local level
A=10 A=6 A=7 A=3
R=10 R=7 R=8 R=3

Pohela Boishakh celebration at
V=5 V=4 V=7 V=3
the international level
A=10 A=6 A=7 A=3
R=10 R=7 R=8 R=3

Comparison with other local
V=8 V=4 V=6 V=2
festivals
A=10 A=6 A=7 A=3
R=10 R=7 R=8 R=3

Comparison with other
V=3 V=6 V=7 V=6
international festivals
A=10 A=6 A=7 A=3
Comparison with other new R=10 R=7 R=8 R=3

year festivals V=3 V=8 V=6 V=3
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A=10 A=6 A=7 A=3
R=10 R=7 R=8 R=3

Key factors of success behind
V=3 V=7 V=8 V=7
other new year festivals
A=10 A=6 A=7 A=3
R=8 R=7 R=8 R=3

Parameters of a successful
V=6 V=7 V=8 V=8
festival
A=10 A=6 A=7 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.
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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.
15 | 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 Personal Internet Survey

-- (315)
Respondents Survey(130) (185)
Source of Accepted Personal Survey Internet Survey

-- (178)
Respondents (90) (88)
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 tarekbuet@yahoo.com
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
Mr. Wahid
Credentials of hired person (Student, 3rd Year, Marketing, Business Faculty,

University of Dhaka, Cell No: 01914200928) & 6 of his
friends
No. of questionnaire filled (130)
No. of questionnaire
(90)
Accepted
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 Resident People in the Dhaka University area and selected
Bangladesh Bangladeshi residential areas.
Non Resident People of Bangladeshi origin living in any part of the

People living outside
Bangladeshi world, based on the availability of contact e mail
Bangladesh
address.
(NRB)
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3.3.2. Sample Type
Table 6 :Sample type
Data Collection
Strata Sample Type
Method
People living Questionnaire Non-probability Sampling

Resident Bangladeshi
inside Survey
Bangladesh (Convenience Sampling)
People living Non Resident Questionnaire Non-probability Sampling

outside Bangladeshi Survey
(Snowball Sampling)
Bangladesh
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
Data Collection No of respondents

Strata
Method (100)
People living inside Resident Bangladeshi Questionnaire Survey 147

Bangladesh
People living outside Non Resident Questionnaire Survey 31

Bangladeshi
Bangladesh
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
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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
24 | 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.
25 | 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
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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.
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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.
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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?
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Does Pohela Boishakh reflect the culture and heritage of Bangladesh?
Figure 1: Response on branding criteria from Sample
Can the celebration of Pohela Boishakh attract Tourism?
The figure shows the overall response from the sample.
Figure 2: Response on branding criteria from Sample for different starta
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.
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Figure 3: Features of Pohela Boishakh
Procession, Special dish at home, wearing identical dress are the strong features of Pohela Boishak.
32 | 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.
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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.
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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
management. Vol. 9, No. 4–5.
7. Gilmore, Fiona. (December, 2001).”A country—can it be repositioned? Spain—the
success story of country branding”, Henry Stewart publications, Brand management.
Vol. 9, No. 4–5.
8. Martin, I. M. and Eroglu, S. (1993) ‘Measuring a multi-dimensional construct: Country
image’, Journal of Business Research, Vol. 28, p. 193.
9. Kotler, P., Haider, D. H. and Rein, I.(1993) ‘Marketing Places’, The Free Press, New York.
10. Kleppe, Ingeborg Astrid (2001).”Country images in marketing strategies: Conceptual
issues and an empirical Asian illustration” .Henry Stewart publications, Brand
management. Vol. 10, No. 1.
11. Olins, Wally (2002) “Branding the nation—the historical context” .Henry Stewart
publications, Brand management. Vol. 9, No. 4-5.
12. Kotler, P. & Kevin L. K.(2006). Marketing Management, New Jersey: Prentice-Hall.
13. Rashid,M.(2006).Branding Bangladesh.The Daily Star,Vol. 5,Num 836,Monday,October
02.
14. Kotler, P. & Kevin L. K.(2006). Marketing Management, New Jersey: Prentice-Hall.
15. Frost, Rabdall(19-Apr-2004), Mapping a country’s future. www.brandchannel.com
16. Meas, Alicia D. (23-Jul-2007), true colors of nationsBranding. www.brandchannel.com
37 | P a g e
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BRANDING BANGLADESH THROUGH

POHELA BOISHAKH, THE UNIQUE NEW YEAR FESTIVAL

THE UNIQUE NEW YEAR CELEBRATION FESTIVAL

Institute of Business Administration

15TH JULY, 2008

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

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

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

3.3. 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

4.1. 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

1.1. Background of the study

1.2. Objective of the report

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

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

1.5. Pohela Boishakh

1.6. Summary of Initial Qualitative Research

1.7. Summary of Initial Secondary Research

1.8. Terms of reference

1.9. Outline of the report

1.10. Sources of information

1.11. Big Research Question/problem statement

1.12. Origin of the Report

2.1. Broad Objective

2.2. Specific Objective

• People living in Bangladesh

Table 1 Source and scope of Information

Type of Information People living in Bangladesh People living outside Bangladesh

Local Foreigners NRB Foreigners

R=10 R=7 R=8 R=3

What is Pohela Boishakh V=7 V=6 V=7 V=3

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

R=10 R=7 R=8 R=3

R=10 R=7 R=8 R=3

R=10 R=7 R=8 R=3

R=10 R=7 R=8 R=3

Comparison with other new R=10 R=7 R=8 R=3

R=10 R=7 R=8 R=3

R=8 R=7 R=8 R=3