A high-powered body has outlined a basic promotional framework in a bid to help bolster Bangladesh's image worldwide through evolving a 'country branding' as the cornerstone of all potential promotional activities. The Strategic Country Promotion Council (SCPC) has also decided, in principle, to appoint a creative branding agency to evolve a "unique branding" for Bangladesh. A pool of professionals would be engaged in this connection. The move is expected to help promote Bangladesh's image both domestically and internationally, now marred by poverty, natural disasters and religiously-linked violence. The nine-member SCPC headed by the Foreign Minister M Morshed Khan envisions to highlight Bangladesh as a 'moderate', 'democratic developing country' with immense investment and business potentials, a highly-placed source at the Foreign Office said in an exclusive dialogue with the FE. The source said that the SCPC has already drafted the Bangladesh Strategic Country Promotional Plan (2005-10), reviewing the existing promotional techniques of the traditional agencies. The plan may be submitted to the Prime Minister shortly for her endorsement. Noting that country branding has become a popular and effective approach to country promotions, the draft plan said: "Bangladesh should be differentiated by highlighting its inherent strength and competitive advantages". The draft plan added that Malaysia bills itself as "Truly Asia", the Maldives as "The sunny side of life", Kerala as "God's Own Country", Sri Lanka as "The Pearl of the Indian Ocean", Hong Kong as "Asia's World City", Singapore as "Global Business Hub", and China does as the "Factory of the World". Unfortunately, official sources said, Bangladesh had never attempted to create a unique brand image for the country's promotion - a widely recognised and effective tool, which could otherwise help wipe out its negative perception. The high-powered council has devised five fundamental promotional strategies - targetting countries, country branding, integrated approach to country promotion, improving competitiveness and routine monitoring and evaluation. Considering the present business relations and prospects, global investment trends, relocation strategies and industrial structures of foreign direct investment (FDI) source countries, the SCPC initially identified 23 locations, including Bangladesh, as "strategic target" to be undergone for aggressive and planned promotion. The initial target locations for promoting the country are: Bangladesh, India, South Korea, Thailand, Malaysia, Singapore, China, the United Arab Emirates, Saudi Arabia, Iran, Russia, Australia, Japan, Taiwan, Hong Kong, the United Kingdom, Germany, France, South Africa, Belgium, Italy, Canada and the United States. In addition, the council suggests the government may opt for the unilateral visa waivers for the citizens of these countries, given the immediate economic interests. The SCPC will conduct the promotional programme by collectively integrating all relevant agencies. It will also suggest the government on various aspects of business facilitation and competitiveness attainment that would be skilfully promoted. In terms of monitoring, a regular and strict monitoring system will be establish. A professional management team would be employed for the purpose. If approved by the Cabinet, sources said, the plan would be adopted as the national country promotion policy, first of its kind in Bangladesh's history. The supporters of the plan say it is a right decision of the government to work out such a long-term strategy as the recurrent bomb blasts and religious extremism had already dampened the country's image. Its opponents, however, said the strategy should be "bi-partisan" and suggested that opposition leaders should have been inducted in the council. "Otherwise, the plan might run into bad weather," they added. The nine-member council, with representatives from the key promotional agencies such as the Ministry of Information, Privatisation Commission, Export Promotion Bureau, Bangladesh Export Processing Zone Authority, the Metropolitan Chamber of Commerce and Industry and the Foreign Investors Chamber of Commerce and Industry, was formed in late 2004. A gazette notification was issued by the Prime Minister's Office (PMO) in this respect on August 7, 2004. The committee had a series of parleys and had already approved the draft plan.
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