“BD should adopt a unified approach, focusing on some specialized sectors”

Bangladesh should adopt a unified approach, focus on some specialised sectors and engage its diasporas appropriately to promote and strengthen the country’s brand image at global fora, speakers addressing the programme said on Wednesday.

According to them, stakeholders, while communicating with their foreign counterparts, should also highlight some positive aspects of Bangladesh, such as its resilience to all natural disasters, demographic benefits, innovation and economic opportunities.

They made these recommendations during a workshop on “Brand Consultation for Smart Bangladesh: Presenting Bangladesh to the International Forum” held at the Ministry of Foreign Affairs (MoFA) in Segunbagicha district.

Aspire to Innovate (a2i), a special programme aimed at implementing the government’s Digital Bangladesh programme, organised a workshop in collaboration with MoFA which was attended by representatives from various sectors including IT and banking.

MoFA Director General Dr Syed Muntasir Mamun delivered the welcome address and a2i Strategic Communications Advisor Ashfaq Zaman moderated the discussion.

Mr Zaman said that in the short term, Bangladesh should focus on three themes: building the country’s brand, ICT innovation and education.

“Proper synchronization between stakeholders and initiatives is crucial for meaningful branding of Bangladesh,” he noted.

Bangladesh Association of Information Software and Services (BASIS) president Russell T. Ahmed said promoting local culture, building positivity and patriotism are the foundations of building the country’s brand in the international arena.

Dhaka Chamber of Commerce and Industry (DCCI) Executive Secretary AKM Asaduzzaman Patwary said Bangladesh should realise how international organisations like the IMF and PWC rate the country.

When promoting the country, priority should be given to various aspects of Bangladesh’s economy and trade, and the branding process should be consistent.

“We need to establish a coherent narrative to make a meaningful contribution to discussions in international fora,” he added.

IT Advisor at FBCCI, Syed Almas Kabir, said that apart from various traditional approaches, education and skill development should be given top priority.

“The country faces a serious shortage of mid-level professionals in various sectors due to various problems in education systems and skill development programmes, although about 150 universities contribute to higher education.”

He suggested recognizing specialized professionals after gaining skills in sectors such as blockchain and 3D printing.

Stressing the importance of a unified approach, Bangladesh Brand Forum CEO Sajid Mahbub said proper branding guidelines were needed.

Care Bangladesh Director Tony Michael Gomes and Bangladesh Investment Development Authority (BIDA) Board Member Shah Mohammad Mahboob also spoke at the ceremony.

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