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NATION BRANDING: STORY OF

BANGLADESH
Brand:
Unique design, sign, symbol, words, or a combination of these, employed in
creating an image that identifies a product and differentiates it from its
competitors. Over time, this image becomes associated with a level of
credibility, quality, and satisfaction in the consumer's mind (see positioning).
Thus brands help harried consumers in crowded and complex marketplace,
by standing for certain benefits and value. Legal name for a brand is
trademark and, when it identifies or represents a firm, it is called a brand
name. See also corporate identity.

Branding:
The process involved in creating a unique name and image for a product in
the consumers' mind, mainly through advertising campaigns with a
consistent theme. Branding aims to establish a significant and differentiated
presence in the market that attracts and retains loyal customers.

LITERATURE REVIEW
In developing a brand identity for Bangladesh, first the term brand should be understood. A
more sophisticated definition is offered by Aaker (1996): a brand is a multidimensional
assortment of functional, emotional, relational and strategic elements that collectively generate a
unique set of associations in the public mind. Brand is defined as a name, term, sign, symbol or
design, or a combination of them, intended to identify the goods or services of one seller or
group of sellers and to differentiate them from those of competitors (Kotler, 2001). A brand is a
promise that is made to customers about the quality and value of the products or services they
purchase (Kotler, 2003). The best brands convey a warranty of quality.
Branding can convey up to six levels of meanings:
attributes, benefits, values, culture, personality and user.
The branding challenge is to develop a set of positive associations for the brand. In the same way
as companies, stores and individuals have specific images among their respective audiences,
countries can also have a brand or image among a target audience (Jaffe & Nebenzahl, 2001).
Simon Anholt (1998), pioneer of nation branding, argues that brand is intangible because it has
brand value as outlines in his book Brand New Justice. The brand value lies in the trust of a
brand name for quality and reliability, a form of guarantee for its reputation, a promise the brand
delivers and the service it provides to the consumers. The idea of nation branding is an extended
form of place branding. Simon Anholts approach of competitive identity is about helping
countries, cities and regions to earn a
better and stronger reputation in the following ways:
Through courageous and enlightened social, economic, environmental and foreign policies.
Through the dynamic development of tourism, foreign investment and exports.
Through carefully chosen international cultural, sporting and political events.
Through improved cultural and academic relations with other countries.
Through a strategic commitment to international development and poverty reduction.
Through productive engagement with multilateral institutions, regional organizations and with
NGOs at home and abroad.
Through effective coordination between government, industry and civil society.

Through enhanced public and private diplomacy overseas.


Through a visionary long-term approach to innovation, investment and education.
According to Steenkamp and Verlegh (1999), a country image is not merely a cognitive cue for
product quality, but that it also relates to emotions, identity, pride and autobiographical memories
that transform country-of-origin into an expressive or unique attribute. The origin of nation
branding study can be traced to four different sources, namely, country-of-origin (Heslop &
Papadoplous, 2002), place or destination branding (Gertner & Kotler, 2002), public diplomacy
(Fan, 2008 & Melissen, 2005) and national identity (Bond, et al. 2001). In 2002, Anholt
proposed a concept of branding hexagon where he distinguished six main factors influencing
country image (Figure 1). Nation branding focuses on the nation as a whole its people, culture
and heritage, investment and immigration,
Governance, exports and tourism.

Figure 01: Branding Hexagon (Anholt, 2002)


Country-of-origin and place branding have a clear focus on promoting specific economic
interests (export, tourism or inward investment), whereas nation branding is concerned with a
countrys whole image on the international
stage covering political, economic and cultural dimensions (Fan, 2006). A country image
sometimes can be linked to specific products. German cars, Danish furniture, French wine, etc.
are favorable product-class which is linked with country image. Views of countries are formed
not just by what a country says about itself, but by what it does, by its products, by what it looks
like, by what people say about it and by the company it keeps.
According to Dinnie (2007), there are five objectives for nation branding. Nation brands itself to
stimulate export growth, increase inbound tourism for tourism receipts, attract foreign
investment into the nation, enhance political influence internationally and manage negative
stereotypes. All of these play a role to the brand identity and brand image.
Every country has a unique name and images in the mind of people both inside and outside the
country, so a nation does have brands. A nation brand is the total sum of all perceptions of a
nation in the mind of international stakeholders
Which may contain some of the following elements?
People, place, culture, language, history, food, fashion,
famous faces (celebrities), global brands, etc.

A nations brand exists, with or without any conscious efforts in nation branding, as each country
has a current image to its international audience, be it strong or weak, clear or vague (Fan, 2006).
Two distinctions need to be made. Firstly a nation brand should not be confused with a national
brand. In contrast with a global brand, a national brand is originated from a country and its use is
probably still confined to the country;
While a global brand is recognized in the world marketplace. Secondly when compared with a
commercial brand, there are more differences than similarities. Unlike commercial brands many
elements in nation brand construct are not in the control of those engaged in nation branding
management, they are difficult to change in the short term.
Nation
Brand

Product
Brand

Corporate
Brand

Offer

Nothing on
Offer

A product or
service on
offer

Related to
the product
or sector

Attributes

Too complicated
to define
in simple
terms
Purely emotional

Clearly defined

Well defined

Functional
and emotional
Simple, clear

Mainly emotional

Benefits
Image

Complicated,
diverse, vague

Association

Secondary,
numerous
and diverse

Primary and
secondary,
relatively
fewer and
more specific

Mainly secondary,
fewer
and specific

Purpose

To enhance
national reputation

To help sales
and develop
relationships

To enhance
reputation and
develop relationships

Dimension

Political, economic,
social
and cultural
Multiple
stakeholders
unclear
International,
diverse, significant
others

Mainly economic

Economic and
social

Sole owner

Sole owner

Targeted segment

General public
or targeted

Ownership
Audience

Simple, visible
or hidden

Nation branding is not a myth. The impact of nation branding should not be exaggerated or
dismissed. For a nation to change its image, it needs first to change its behavior.
Then, equally important, it needs to tell the people in the world about the changes. The way for a
nation to gain a better reputation is to communicate to the international audience that how good
you are, is called nation branding (Fan, 2010).

PROCESS OF NATION BRANDING


Leading nation brand specialist Anholt introduced in 2005, the Anholts Nations Brand Index
(NBI) that ranks country as their brand value. Based on responses from about 25,900 consumers
drawn from 35 countries, the index provided a score addressing six core areas of a country
depicted through a hexagon: people, governance, exports, tourism, culture and investment. It was
initially published four times a year. Since 2008 research activities from GFK Roper Public
Affairs and Media and Simon Anholt are joined and resulted in an expanded version of the index
which is since then known as the Anholt-GFK Roper Nation Brands Index. Published on an
annual basis, 20,157 interviews have been conducted with approximately 1,000 interviews per
country for the 2008 index to determine how countries are perceived by others. People over the
age of seventeen have been interviewed in twenty countries such as the United States, the United
Kingdom, Canada, Germany, France, Italy, Sweden, Russia, Poland, Turkey, Japan, China, India,
South Korea, Australia, Argentina, Brazil, Mexico, Egypt and South Africa.
According to the Nation Brand Index 2012, the top ten nations who have successfully meet up
the six criteria are United States, Germany, United Kingdom, France, Canada, Japan, Italy,
Switzerland, Australia and Sweden. The six criteria underlying the Nations Brand Index ranking
are explained below:
People: Measures the populations reputation for competence, education, openness and
friendliness and other qualities, as well as perceived levels of potential hostility and
discrimination.
Governance: Measures public opinion regarding the level of national government competency
and fairness and describes individuals beliefs about each countrys government, as well as its
perceived commitment to global issues such as democracy, justice, poverty and the environment.
Exports: Determines the publics image of products and services from each country and the
extent to which consumers proactively seek or avoid products
from each country-of-origin.
Tourism: Captures the level of interest in visiting a country and the draw of natural and manmade tourist attractions.
Culture and Heritage: Reveals global perceptions of each nations heritage and appreciation for
its contemporary culture including films, music, art, sport and literature.

Investment and Immigration: Determines the power to attract people to live, work or study in
each country and reveals how people perceive a countrys economic and social situation.
A powerful country brand translates into a better perception of the country. South Africa
launched the Brand South Africa Project in August 2000. In New Delhi, over 100 people work
full time on Brand India as India Brand Equity Foundation with the goal of modifying critical
stakeholders attitudes towards this diverse country. Malaysia, Egypt, Costa Rica, New Zealand
and many more countries have active nation branding programs in spite of the existence of state
institutions such as investment, tourism, exports and public diplomacy dedicated to country
products, services and reputation management. Many of them have created slogans and symbols
in order to fulfill current business needs.
Country

Slogan of Nation Branding

Bolivia

The Authentic still Exists

Dubai

The Jewel in the Desert

Egypt

Destination Egypt

Iceland

Iceland Naturally

India

Incredible India

Malaysia

Truly Asia

Singapore

Uniquely Singapore

South Africa

Alive with Possibility

Sri lanka

The Pearl of the Indian Ocean

Thailand

Amazing Thailand

Table: Active Nation Branding Programs

The organization, Future Brand introduced another nation brand index that is known as Country
Brand Index in 2005. From 2005, it is published annually and based on both qualitative and
quantitative research. In 2012-13, it has collected quantitative data from 3,600 opinion formers
and frequent international business or leisure travelers. It also have collected qualitative
information from a carefully
selected and diverse panel of experts in policy and governance, international relations, economic
and trade, international law, national security, energy and climate change, urban and regional
planning, immigration and the media. The main tool of determine the nation brand index is
Hierarchical Decision Model (HDM). It determines how key audiences including residents,
investors, tourists and foreign governments perceived a countrys brand, from a baseline of
awareness all the way up to brand advocacy.

This model takes seven areas of consideration:


Awareness
Do key audiences know that the
brand exists? How top of mind is
it?
Familiarity,
How well do people know the
country?
Association,
Preference,
Consideration,
Decision / Visitation
Advocacy.

What comes to mind when


people think of the country?
How highly do audiences esteem
the brand? Does it resonate?
Is this one of the countries being
thought about for a visit?
To what extent do people follow
through and visit the country?
Do they recommend the country
to family and friends?

In this model, only the third stage Association deals with five components: Value System,
Quality of Life, Good for Business, Heritage and Culture and Tourism. Each component is
divided into some parts. Value System consists of political freedom, tolerance, stable legal
environment, freedom of speech and environmental friendliness. Quality of Life consists of most
like to live in, education system, healthcare system, standard of living, safety and job
opportunity. Good for Business consists of skilled workforce, advanced technology, investment
climate and regulatory environment. Heritage and Culture consist of natural beauty, history, art
and culture and authenticity. Tourism consists of value for money, resort and lodging options,
attractions and food. According to Country Brand Index 2012-13, the top ten nations are
Switzerland, Canada, Japan, Sweden, New Zealand, Australia, Germany, United States, Finland
and Norway.
4. NATION BRANDING BANGLADESH:
In 2008, Chief Advisor Fakhruddin Ahmed launched the first country branding for Bangladesh.
The logo of the branding includes a rising sun above waves of seawater with the slogan
Beautiful Bangladesh beneath. The image problem of Bangladesh made a low ranking by
organizations as diverse as the World Economic Forum, UNDP, UNCTAD, Transparency
International Bangladesh and

Goldman & Sachs. These rankings are usually based on a mix of objective measures and
stakeholder perceptions. In the Global Competitiveness Report 2012-2013 by World Economic
Forum, Bangladesh ranked 118th among 144 countries in terms of 12 indicators Institutions
(127th), Infrastructure (134th), Macro-economic environment (100th), Health and primary
education (103rd), Higher education and training (126th), Goods market efficiency (95th), Labor
market efficiency (117th), Financial market development (95th), Technological
readiness (125th), Market size (47th), Business sophistication (108th) and Innovation (130th).
According to the Country Brand Index 2012, Bangladesh stood 110th position among the 118
countries that is diminution from 2011 (107th) and 2010 (102nd). Till now, Anholts Nation
Brand Index (NBI) does not include Bangladesh.
But Bangladesh can be analyzed based on the six criteria of Nation brand Index:
a. People: Bangladesh has demographic dividend for last few years. Population aged 60 years
and above is likely to exceed the population aged below 15 years in 2046. Demographic dividend
results in economic return like labor supply, savings and human capital. The urban growth rate is
3.5% per annum. This high rate of population movement and pace of urbanization can be
regarded as a driving force of modernization and centre of economic growth and development.
b. Governance: In order to improve public financial management, the government of Bangladesh
has taken a comprehensive Public Financial Management Action Plan. With a population of 140
million, it has only 1.4 million registered income tax payers and 300,000 businesses registered
for value-added tax. The government approved a strategic development plan aimed at a tax
administration modernization project, fostering tax-payer service and ensuring uniform and equal
treatment of business. The government is also trying to build capacity of Board of Investment
and Export Processing Zone Authority to reduce administrative barriers in attracting foreign
investment.
c. Exports: Bangladesh has become the export power house. Made in Bangladesh labels are
now common in American and European stores. McKinsey, the consulting giant, has called
Bangladesh the next china and predicted
that Bangladeshi garment exports, now about $18 billion a year, could triple by 2020. It has
already underscored the importance of exports for creating dynamism in the manufacturing
sector and for the provision of high productivity and high-income jobs. Along with readymade
garments, tea, jute, leather, handicraft, fish, dry food, etc. have earned good reputation from the
world.
d. Tourism: Bangladesh is a combination of forests, river line countryside, long stretches of sunbathed beaches, fearsome wilds, venerable shrines, etc. The worlds longest unbroken beach of
Coxs Bazar (120 km) is situated on a clean stretch consisting of miles of sands.
Sundarbans, worlds single largest mangrove forest, is Familiarity, Associations, Preference,
Consideration, Advocacy, Decision / Visitation, Awareness special to catch a rare glimpse of the
Royal Bengal Tiger in its natural habitat. Bangladesh is also crisscrossed by a network of rivers
and creeks. It has rich archeological sites
like Paharpur, Mahasthangarh and Mainamati. UNESCO has declared Paharpur as a World
Heritage Site. In the capital of Bangladesh, it has also some outstanding

monuments like Lalbagh Fort, Sonargaon, Ahsan Manjil, Husseni Dalan, Dhakeshwari Temple,
etc.
e. Culture and Heritage: Ekushey February has got worldwide recognition as the International
Mother Language Day. Pohela Baishakh displays our rich and
vibrant culture and heritage. Our food culture can be focused as cuisine can be a powerful agent
for shaping public perception. Bangladesh has also a diverse culture of tribal people that can be
promoted as well for nation branding.
f. Investment and Immigration: In order to provide infrastructure facilities, government has
established Industrial Park, High Tech Parks and EPZ. Economic zone can be set up by local or
foreign entrepreneurs or organizations. To reduce power shortage, the government invites the
private sector power generation companies.
Special incentives have been announced for using Biomass, Solar and Windmill based power.
The government has also introduced tax holidays for developed and underdeveloped areas. FDI
has increased significantly over the years. Flow of remittances in Bangladesh is around six times
higher than it was a decade ago. In 2011-12, it was $ 12.17 billion that made possible to earn
positive balance of payments.

Brand Equity:
The Aaker Model, created by David A. Aaker, a marketing professor at the
University of California-Berkeley and a management consultant at Prophet, is
a marketing model which views brand equity as a combination of brand
awareness, brand loyalty and brand associations, which add up to give the
value provided by a product.
In simple terms, brand equity is a construct that is designed to reflect the real value that a
brand name holds for the products and services that it accompanies. Brand equity is considered
important because brands are believed to be strong influencers of critical business outcomes,
such as sales and market share. For example, Inc. Magazine notes that branded products
invariably command a higher price than so-called "generic" or "store brands"even when the
product is itself a commodity like sugar. In such cases the higher price is due almost entirely to
the power of the brand. Professor Kevin Keller, of Dartmouth College, lists the
following seven benefits of brand equity:
1. Be perceived differently and produce different interpretations of product performance;
2. Enjoy greater loyalty and be less vulnerable to competitive marketing actions;
3. Command larger margins and have more inelastic responses to price increases and elastic
responses to price decreases;
4. Receive greater trade cooperation and support;
5. Increase marketing communication effectiveness;

6. Yield licensing opportunities;


7. Support brand extensions
Brand equity, like most constructs, has been defined and measured in numerous ways. It is
sometimes understood from the perspective of tangible financial assets of a firm. However, from
a marketing research perspective, brand equity is often viewed conceptually- as a framework for
understanding the power of the intellectual and emotional associations consumers have with
particular named products and services. In contrast to the absolute dollar valuations that
underscores the direct financial perspective; marketing researchers seek to measure and
understand brand equity for strategic positioning and planning.

Introduction of Walton:
Walton HIL (Walton Hi-Tech Industries Ltd.) is the pioneer of refrigerator,
freezer, and motorcycle manufacturing technology in Bangladesh. It is also
the manufacturing of Energy saving Lamp. R.B. Group (Mother Company) is
the countrys top business Group in electrical and electronics, Motorcycle,
Electricity generating equipments and other household electrical &
electronics goods using the brand name WALTON with some other sectors
like Textiles, Dairy etc. The company has been running its business with a
great reputation since 1977. Establishment of Walton HIL to manufacture
Refrigerator & Freezer, Lamp and Motorcycle etc. In the country is a
milestone in the path of success and reputation of the brand WALTON.
Walton HIL has introduced first advanced research and manufacture
technologies and equipments for customized commercial and household
Refrigerator and freezer, Motorcycle and Energy Saving Lamp etc, In
Bangladesh. The company desires to provide the latest technology based
products with innovative design, excellent quality and many different models
& capacities. In these concerns, management of Walton HIL ensures their
commitments for quality at any cost. WALTON brand main products are
different types of Television (CRT, LCD, Plasma etc), HD, DVD & DVD Player,

Motorcycle, Refrigerator & Freezer, Microwave Oven, Steam Oven, Domestic


and Industrial Generator, Washing Machine, Wrist- Watch, Manganese &
Alkaline Battery, Energy saving Lamp, Power tiller, Air- conditioner and
various types of necessary and useful home appliances.

Services and functions:


Walton is providing customers the latest technology based products, innovative design, and
excellent quality with different models & capacities. Walton Hi-Tech Industries Ltd. and other
sister concerns are furnished with a strong Research and Development (R&D) division
comprising a large team of 600 plus dedicated highly skilled engineers and technical personnel
from home and abroad. Walton HIL has a fully equipped industrial set-up with annual production
capacity of 1.4 million Refrigerators and Freezers, 0.3 million Motorcycles, 0.3 million Air
Conditioners, 1.0 million Televisions (3D LED, LED, LCD, CRT).Walton has its own Mold &
Die making sections, VMC, CNC Wire-Cut, EDM machines. It has 08 Poly Urethane Foaming
Plants, 15 Thermoforming (Vacuum forming) Units; highly equipped Metal Forming Units with
Powder Coating, 3D Scanner & Printers, Nickel-Chrome Plants and Die-Casting Sections.
Walton also has Robot operated Injection Plastic Molding Plants, highly equipped Test Labs,
Printing & Packaging Sections, Alloy Wheel Making & ED Coating Plants, Seam Tubes, Seat
Foaming & Silencer Plants, Nitrogen & Electricity Generating Plants. Walton has very strong &
rigid Quality Control (QC) policy and well equipped QC division consists of all types of testing
devices as required including worlds latest CMM. Walton always emphasizes on supreme
priority to achieve customer satisfaction. It has a large sales& after sales service network in
home & abroad. Walton has achieved various standard quality certificates including ISO
9001:2008 & ISO 14001:2004. Walton service network is the countrys only ISO 9001:2008
Standard Certified after sales service network. The products of the company have acquired a
significant local market share and are also being exported globally for its world class quality.

Walton sets its vision to take a place among the top Electronics, Automobiles, and
Telecommunication Industries in the world by 2015. In a nutshell, it has been vehemently proved
that Made in Bangladesh is the mark of ultimate confidence.

Mission:
WALTON will become the acknowledged leader in electronic home

appliance industry to provide quality products into reasonable price.


Leadership will be achieved by establishing the industry standards of
excellence for quality of service and by maintaining the broad loyalty
relative to our service commitment.
Achievement of Mission requires:
1. Absolute dedication to understanding and fulfilling our customers need
with the appropriate mix of service, reliability, product and price for
each customer.
2. A country wide showroom and service network for customer providing
with reputed brands, products with excellent useful characteristics with
different aspects for customer.
3. Allocation of resources consistent with the recognition that we are in
number one position in country wide business.
4. An environment that rewards achievement, enthusiasm and team spirit
and which offers each person in WALTON with superior opportunities
for personal development and growth.

5. A professional organization able to maintain initiative and local


decision making while working together within a centrally managed
network.
The evaluation of our business in providing new products, new services,
markets or products will be completely driven by our single-minded
commitment to anticipating and meeting changing needs of customer.

Goal:
To provide best quality products for the valued customers by introducing
latest technology driven products and expanding service network.

OBJECTIVE:
1. To create and continuous upgrading the loyalty of the clients and their
recommendation of our people through: quality products and good
advice, dependable service and delivery and efficient marketing effort.
2. To establish a strong and distinguished corporate portfolio and image
by retaining the tradition of the worlds greatest product line up.
3. To continuous upgrading and monitoring and evaluating of total quality
management (TQM) approach to our all marketing and distribution
system by making dynamic, honest and industrious showroom and
dealer personal, a integrated part of the family.
4. To reach the pinnacle of the market in Brand Category combined with
customer segmentation and strength our position there.
5. Develop an integrated human resource policy and implement its
consistent use through the organizational training, authority
commensurate with responsibility and recognition for performance.
6. To ensure that every number of the management team will be a person
of top capability.

7. Introduce methods to plane for the provision of required caliber and


quantify if staff.
8. Assist the organization in becoming more customers aware and
responsive in changing needs of external marketing environment.
9. Define and encourage implement of an improved communications
culture throughout the organization.
10.
Faster a leadership style throughout the organization which
encourages the respect for individuals, teamwork and close
identification with customers.

Long-range objective:
The long-term objective is to gain leadership globally in the home
appliance industry.
Short term objective:
Their short-range objective is profit maximization through customer
satisfaction by providing
quality product and increase market share in
electronics market.

STRATEGIC INTENT:
To be the global leader in the appliance industry.
Corporate strategic
To earn more than average profit by exceeding customer expectation.
Business strategy
Adding product features to different markets and thus gain substantial
market share.
Operational strategy
To promote corporate image, to established good production facilities and to
setup a good
distribution channel.

WALTON MARKETING MIX:


Marketing Mix
Product Mix

product line
Range
Design
Concept
Color
Appeal
Style
Intention
Package
proposal
Brand Name
price
Structure
Service
Function
Warranty
Offer

Distribution Mix

Physical
Distribution
Supplier
Stock
Handling
Storage
Transportatio
n
Warehousing
Distribution
channel
Direct
Distribution
Trading Block

Communication Mix

Advertising
Sales Catalogue
Field Sales forces
public Relation
Direct Marketing
Telephone
sales
force(Brand
Image )
Merchandising

Incentive Mix

Money
off(discou

nt)

Competit
ors
Sales
promotio

BULDING A STRONG BRAND (WALTON):


1. Ensure identification of the brand with customers and an association of
the brand in customers minds with a specific product class or
customers need.
2. Firmly established the totality of brand meaning in the mind of
customers by
Strategically liking a host of tangible and intangible brand association
with certain properties
3. Elicit the proper customer responses to this brand identification and
brand meaning.
4. Convert brand response to create an intense, active loyalty relationship
between customers and the brand (WALTON).

Walton Product gallery:


A product may be anything that can be offered to a market for attention,
acquisition, use, or consumption that might satisfy a want or need. It
includes physical objects, services, persons, places, organizations, and ideas.
Product Classifications:
Marketers divide products and services into two broad classes based on the
types of consumers that use them-consumer products and industrial
products.
a. Consumer Products
Marketer products are those that the customer usually buys
frequently, immediately, and with a minimum of comparison and
buying effort. These products differ in the ways consumers buy
them and how they are marketed.
b. Industrial Product
Products are those bought by individual and organizations for
further processing
Of for use in conducting a business.
According the previous definitions, Refrigerator and Freezers should be
categorized as a consumer product. As a shopping product, they are less
frequently purchased consumer products that customers compare
carefully on suitability, quality, price, and style. They spend much time
and effort in gathering information and making comparison. They buyers
see homogeneous shopping products, such as major appliances, as
similar in quality but different enough on price to justify shopping
comparisons.

Television: Walk into the new arena/world of entertainment with Walton LCD & LED
television. Walton brings you world class LCD & LED television to enjoy the stunning
entertaining world.

Refrigerator: Walton offers wide range of refrigerators & freezers with a lot of variety in
colors, dimensions & types.

Freezer: Walton Refrigerator & Freezer ensures highest quality compressor, Condenser is made
by 100% copper which lasting for 20-30 years.

Generator: Walton Generator scientifically developed technology that deliveries of Clean


Power that means much more reliability but interruptions are very low.

Motorcycle: Walton motorcycle produced with modern innovative technology, elegant shape &
design with different models of 80cc to 140cc motorcycle maintaining international standard
quality.

DVD Player: Add a touch of Walton DVD Player of unique style to your home entertainment
area. This lightweight, compact DVD player also up converts youre DVDs.

Mobile: WALTON Mobile is an elegant line of mobile phone handsets. It is distinctive by its
unquestionable quality, longer durability and eye-popping style.

Microwave oven: Walton Microwave Oven cooking standard is very high. Walton Microwave
Oven has some special features like as Power output:900w, Cavity capacity :28liters(1.1cu.ft),

Washing Machine: Walton Washing Machine standard is very high

Iron: STEAM-IRONNING Sit the temperature rotator to position for moderate steam and to for
maximum steam. With conventional steam iron, water may leak from the, sole plate if a too low
temperature has been occur.

Air Conditioner: Walton presents the perfect solution from heat & high temperature with its
Air Conditioner. Only Walton air conditioner ensures exact BTU thats why experts are so sure &
confident about it.

WALTON Refrigerators and Freezers and features:


Opinion

Good

Very Good

Excellent

No Idea

Bad

Percentage

25%

28%

38%

7%

3%

Competition about Walton and Others Brand:


Walton

Lg

Sony

Sharp

Samsung

Others

27%

25%

22%

17%

12%

4%

Present brand users of Microwave of different brand :


Brand

Sharp

Samsung

LG

Walton

Miacko

15

21

27

32

Opinion about present china brand user of Refrigerators


and Freezers of different brands:
Brand

Butterfly

Sharp

Walton

Nova

Konka

Others

19.50

12.37

25.63

15.75

16.35

10.40

Specific reason for choosing products of WALTON brands:


Reason

Price

Brand image

Features

Warranty

Getup

Percentage

32

27

17

18

Brand Image position:


Brand name

Percentage

Position

LG

24

1st

Walton

21

2nd

Sharp

18

3rd

Sony

15

4th

TCL

14

5th

Samsung

13

6th

Toshiba

12

7th

Konka

8th

Opinion about low price offer high quality:


Opinion

Agree

Not sore

Strongly Disagree

Percentage

15%

38%

47%

Opinion about WALTON Refrigetors and Freezers price present. Size


27,28,30(Liter) :
Opinion About
price

Reasona
ble

Affordable

High

Unreasonable

Percentage

34

25

36

Promotion to the consumer: Advertising Media:


Promotional communication methods consist of advertising sponsorship, branding.
Packaging, public relations. Sales promotion and merchandising. They must not

offer conflicting messages. Advertising media must be chosen for its ability to reach
the right market segments. Perhaps the most significant role that advertising plays
is its advertising is its contribution to the creation of brand preference. If the
necessary ingredient for advertising is a brand name, then the key to continued
successful advertising is a good product. It goes without saying that no amount of
advertising will persuade consumers to repeatedly buy a bad product. The key to
successful advertising is to view a product as a bundle of consumer benefits rather
than as a physical commodity. Advertising must communicate messages that
address major benefits of a product and communicate realistic benefits of
consumers. Examples of primary product consideration in establishing advertising
goals are:
1) Brand position within a product category: products priced at the high
end of a category will require different advertising strategies just as
advertising for new products will differ from their established competitors.
2) Product purchase cycle: Obviously package goods bought on a biweekly
cycle such as groceries will use different advertising approaches than durable
goods, such as appliances, which are purchased every 5 to 10 years.
3) Product awareness and market position: Product with high market
saturation has a much different marketing strategy than others, and it is
reflected in both its advertising budget and its creative approach.
4) Product seasonality: For seasonality, Product is marketed differently.
5) Short term advertising strategy: Is a particular campaign designed to
gain initial consumer trial, encourage higher purchase levels from current
customers, or based on the following.

Opinion about showrooms decoration positive impact :


Brand

Sharp

Samsung

LG

Walton

Sony

20

26

20

24

10

Market Share Analysis of Industry for global brand: (Sales


value):
Company Name

Market Share %

LG

30.75

Walton

25.75

Sharp

24.25

Sony

12.15

Others

7.10

Up
coming products from Walton:
Walton Walpad Pro:
Operating System : Windows 8.1 (32-bit), Processor : Intel Atom 1.3 GHz Quad core
Z3735F processor (Burst frequency up to 1.8GHz ) ; 2M L2 Cache, Network Standard : Single
SIM (Data Only); Network type: UMTS /GSM, Memory : RAM: 2 GB DDR3; Storage space: 64
GB (e-MMC); External memory: Support Micro SD card, up to 128 GB, Screen Parameter :
Screen size: 8.9-inch; Resolution: Full HD (1920X1200) (1080p); IPS Display with corning
gorilla glass, Camera: Sensor: CMOS ; Rear camera: 5 -mega pixel Auto-Focus; Front camera:
2.0-Mega pixel, Battery: Li-Polymer 6000 mAh, Sensors: Motion sensors: Accelerometer (3D)
GPS module: Yes.

W65E900:
Sound
Speaker-Type
Connectivity
Auto-Channel-Search
Power
Other-Features

Yes
Stereo
Smart Tv
Yes
Unknown
Smart Android 4.2
Flicker-Free 3D
Cpu : Cortex A9 Dual Core

Sponsor:
Walton Dhaka Premier Division Cricket League 2014:
Popular Bangladeshi brand Walton is becoming the title sponsor of the upcoming Dhaka Premier
Division Cricket League.The 2014-15 season of the list A one day competition, participated by
12 teams, will kick off tomorrow (Tuesday).Bangladesh Cricket Board (BCB) and the sponsor
company Walton will sign an agreement in this regard at Sher-e-Bangla National Cricket
Stadium at Mirpur in the city at 12:30pm on the day (Tuesday).Uday Hakim, Operative Director
of Walton (Creative and Publications Department) will sign the agreement on behalf of the
company. Firoj Alam, Deputy Director (PR and Media) of Walton and Milton Ahmed, Senior
AGM, will also be present on the occasion. Walton, the countrys leading electrical, electronic
and automobile and telecommunication products manufacturing and marketing company also
sponsored the previous two seasons of the competition.
The company has also been sponsoring countrys first class cricket tournament National Cricket
League for the last five years.
The Dhaka Premier Division Cricket League will follow a single league format. The top six
teams on points will qualify for the Super League. The bottom three on points will have to play
the Relegation League with the sides finishing 11th and 12th getting relegated to the First
Division. In the opening round on Tuesday, defending champions Gazi Tank Cricketers will
take on Old DOHS Sports Club at the Sher-e-Bangla National Cricket Stadium.
In the other matches of the day, Sk Jamal Dhanmondi Club Ltd will play against Partex Sports
Club at Khan Shaheb Osman Ali Stadium, Narayanganj and Prime Doleshwar Sporting Club
against Kalabagan Krira Chakra at BKSP ground 3 in Savar.
All matches are scheduled to commence at 9am Bangladesh Standard Time.

The West Indies will arrive in Dhaka on October 4 to play a T20 International, three one-day
internationals and two Tests against the Tigers in Mirpur and Chittagong.
The acting chief executive officer (CEO) of the Bangladesh Cricket Board (BCB) Nizam Uddin
Chowdhury announced that the BCB received 1.95 lakh US dollars from the sponsorship rights
at a press conference at the Sher-e-Bangla National Stadium in Mirpur yesterday.
Two companies (the other being Ad Touch) participated in the bidding and Riz Events earned
the rights as the highest bidder. We got less money than targeted as the floor price was 2.65 lakh
US dollars, said Nizam adding that the prize money of 59,000 US dollars was also included in
the total amount.
It's nice to see Walton coming forward to be associated with cricket and we hope they will
continue their support in future, he added.
We believe that cricket can play a great role in creating a positive image of the country. We are
really happy that we could able to be involved in cricket for the first time. We will try our best to
continue our ties with the Bangladesh Cricket Board, promised Mizanur Rahman, director of
the sponsor company.
Humayun Kabir, also director of the sponsor company, and managing director of Riz Events
Rizwan Bin Faruque also spoke at the function.

International market:
Walton pursues its 21st century vision of becoming a true universal digital brand through
innovative design, latest technology and proper customer satisfaction. Walton set its vision to
take a place among the top electronics, automobiles, and telecommunication Industries in the
world by 2015. The products of the company have acquired a significant local market share and
are also exporting to different countries in the world like United Arab Emirates, Myanmar,
Sudan, Qatar etc. And we are prepared for huge market access to Australia, Singapore, Poland,
Romania, Ethiopia, Saudi Arabia, South Africa, Oman, Kuwait, Yemen, Bhutan, Nepal, Bahrain,
Nigeria and Ghana. Our major overseas distributors are:

Australia
gtbc Australia 13 brechin court, greenvale vic3059, Australia. Tel: 0061 393 335 183 mobile:
+0061 410 262 731,0061 415 506 805
Qatar
Nasser bin saad trad, cont. Est. C.r. No. 23175
p.o box no. 23695 Doha, Qatar tel: 0097 4482
0029
Singapore
Tanmoy enterprise25/27 lembu road,
Singaporemobile: +6598 620 665, +6582 372
India
bothra international p.o: Mankachal dist:
Dhubri, Assam. Tel: 0091 9435 015 652

United Arab Emirates(U.A.E)


mohd. Maqbol general trading(l.l.c) 117-236, al
murar, deira f-314 (3rd floor) United Arab
Emirates mobile: +971 50 884 5306,55 649658
North Sudan
nageer engineering enterprises 60, street, taif
khartoum, North Sudan tel: 0024 9912 392 336
Myanmar
hero international entp ltd.No. 186/188, ground
floor, pansodan t/ship,Yangon, Myanmar. Tel:
0095 1388 438, 391575
Ghana
Ahmed kabir ltd. P.o: box: af 1747Accra,
Ghana tel: 00233 263 945 965

International fame:
Walton brand products have won the hearts of millions and would be exported to
many countries including Japan due to its high quality. Japanese Ambassador to
Bangladesh Shiro Sadoshimo said this while talking to the newsmen after visiting
the electronics and automobile factory Walton Hi-Tech Industries Ltd. at Chandra,
Kaliakair in Gazipur on Tuesday. There is a great possibility for Walton products to
be exported in Japan as Bangladesh and Japan have a good friendly relation for a
long time and have huge opportunities for co-operation in different fields like
trade; he added. If Bangladesh and Japan work together the economic expansion of
the two countries will be more progressive, he pointed out. The Japanese envoy
assured the Walton authority for providing all kinds of technical supports to
develop the production facilitates and other supports to promote Walton products in
Japanese market. At this time he went round different units of the factory equipped
by the state-of-art technology that manufactures fridge, motorcycle and airconditioners with Miki Yamamato, economic counselor of the Japanese embassy, S
M Shamsul Alam, Chairman of Walton Hi-Tech Industries Ltd, S M Ashraful
Alam, Managing Director, Lokman Hossain Akash, Chief of Walton International
Marketing Department and Enayet Ferdous, media adviser accompanied the
Japanese envoy during the visit. Some Japanese companies have expressed their
interest in importing Walton products from Bangladesh, Lokman Hossain Akash
informed this while mentioning that the company has acquired positive image in
international market for its electronics, electrical and automobile products. Senior
Deputy Director and Chief of Creative & Publication, Uday Hakim has said Walton
factory uses more American and German technology compared to the Japanese
technology. Shiro Sadoshimo remarks that the visit will not only increase the use
of Japanese technology in Walton factory but also create an opportunity to export
Walton products in Japan. The visit is also an initiative to increase trade relation
and technological cooperation between these two countries.

CONCLUSION :
There are around 195 nations in the world who are aggressively competing for the
attention of investors, tourists and citizens. So it is time to plan a nation branding
Strategy that must consider two objectives. First making the citizens attached to the
brand. Also it is necessary to improve peoples standard of living so that a citizen
really feel proud of his / her country. Second the brand strategists should
concentrate on branding the country beyond the border. Its success depends on how
far they can reduce the gap between a natives perception and a foreigners
perception about the country. Country brand strength is a nations ultimate
intangible asset that helps to stand out regionally and globally and to realize future
ambitions beyond its geographic size, financial performance or levels of
awareness. When a product or service is identified with a strong nation brand, it
has a better chance of premium pricing, longevity and preference in emerging
markets. On the other hand, a poor nation brand leads to poor differentiation,
ambiguous meaning and low recall in the minds of people who travel, consume
and do business beyond the border. Nation branding provides the glue among
political, social and economic pillars. It defines how a countrys own citizens and
the world perceive it. It balances substance and form perception and reality. It
enhances a nations ability to achieve its objectives across foreign policy, FDI,
trade, tourism, etc. It delivers a unifying platform that builds synergy, allowing for
cross-promotion and alignment across the public and private sectors.
The government should come up with an aggressive but distinct nation branding
campaign immediately. The basic principle underlying any success in nation
branding is coordination, a shared vision and a shared strategy for all sectors in the
hexagon. Also clever positioning is important. Bangladesh has to find a niche that
it can truly own, always underline that one strong point and keep repeating this tiny
feature, which is unique, distinctive and good. Only the government is not liable,
or even capable enough to enhance national image. Each citizen should contribute
according to position and ability. Media can play the most significant role in this
respect.
Therefore, everyone should come forward to make a successful nation branding
platform for our Beautiful Bangladesh that will bring not only name and fame but
also huge foreign currency!!!

References:

[1] Asian Business Review, Volume 2


[2] Aaker, D. A. (1996). Building Strong Brands, Free Press, New
York.
[3] Anholt, S. (1998). Nation Brands of the Twenty-first Century,
Journal of Brand Management, 5(6):395-406.
[4] Anholt, S. (2007). Competitive Identity: The New Brand Management for Nations, Cities and
Regions, Palgrave Macmillan,
Basingstoke.
[5] Fan, Y. (2010). Branding the Nation: Towards a Better Understanding.
An Online Article.
[6] Hanif, S. M. (2012). Branding Bangladesh. The Executive Times,
September 12.
[7] Hasan, K. (2009). Nation Branding. The Daily Star, August 9.
[8] Khokon, K. (2008). Beautiful Bangladesh: Country Brands for
Bangladesh. The Daily Star, December 7.
[9] Kotler, P. and Gertner, D. (2002). Country as Brand, Product and
Beyond: A Place Marketing and Brand Management Perspective,
Journal of Brand Management, 9:249-261.
[10] Wikipedia (2013). Nation Branding, http://en.wikipedia.org/wiki/nation_branding,
retrieved, January10, 2013.
[11] World Economic Forum (2013). The Global Competitiveness Report 2012-13,