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Topics - Bipasha Matin

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Faculty Forum / 4 Key Challenges Threatening Place Branding Success
« on: March 11, 2018, 09:34:39 PM »
This post on the main challenges of keeping a city, regional or country brand alive and flourishing follows our earlier article on the key success factors for sustainable place brand management.

The thing is, although there is no shortage of case studies and examples on place brand strategy development, very little information exists on how cities, regions and countries can nurture and sustain (manage) their place brands, once the development phase is completed, and the strategy consultant gone.

We asked our virtual expert panel for advice on the main challenges putting the survival of place brands at risk.

Reading through the many answers, we identified the following main challenges which might prevent place brands from succeeding in the mid- to long-term.

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Faculty Forum / Placemaking Can Reconnect Us with Cities
« on: March 11, 2018, 09:32:57 PM »
If you were to search for images on Google for the word “city,” the overwhelming majority of the results would be about skylines of relatively new towns such as New York City, Toronto, and Sydney. What the search results won’t include, however, are the images of Dubrovnik’s picturesque rooftops, the fascinating streets of the Fener and Balat neighborhoods of Istanbul, or the historical quarters of Jerusalem.

The “out with the old town, in with the new city” phenomenon demands attention, for Google Images is a powerful medium that reflects humanity’s unconscious biases. “Symptoms are the dense outer shell in which problems are wrapped,” says depth psychology.

If that’s the case, then what does the collective unconscious – disguised as Google Images – is trying to tell mankind about its vision of the City?

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Faculty Forum / Our Strengths and Where We Can Improve
« on: March 11, 2018, 09:31:18 PM »
In December 2017, we invited our newsletter readers to participate in a short online survey to find out whether we are on the right track, and what needed improving. After three months, we looked at your responses and are happy to report there is an overwhelming satisfaction with how well TPBO is doing at meeting your needs. Even at the lowest satisfaction point, 17% of respondents stated their needs were met “somewhat well”.

The TPBO community also seems to be happy with the website and newsletter, stating they are a good source of information, with interesting articles that are easy to read. A third of you even strongly agreed they were inspiring!

Both the website and newsletter are also considered a trusted, independent information source.

It was good to hear that a third of respondents already actively share our platform with your colleagues – and we hope this number increases.

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Now Managing Director of Eindhoven365, Peter Kentie is, for Estonia, something much more than just one of its e-residents. He is the face behind “Just Estonishing”, the nation branding strategy which over the past couple of years has changed Estonia’s brand image for the better.

Initially released in 2016 as a pro bono and open source proposal, Just Estonishing, is, with its EST concept, a text-based tool with endless opportunities. Something to think, use, create and design Estonia from many different angles.

No better way to hear the whole story than asking Mr Kentie, Estonia’s number one fan, to highlight what this whole initiative is about.

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Full of history and culture, Bielefeld, a city located in the North West of Germany, has definitely stepped up its marketing game over the last couple of years. In order to gain a better understanding of the participatory approach that has recently been implemented to rebrand the city, we spoke with Martin Knabenreich, Managing Director of Bielefeld Marketing.

Before getting into too much detail, our attention was immediately caught by the official logo - one of the main visual elements of the new campaign. Submitted by deteringdesign as entry for the 2016 edition of the Bielefeld Marketing competition, the logo has two elements: “BI” that stands for the code of local license plates, and a rotated “E” - something that resembles the silhouette of Bielefeld’s most prominent landmark - the Sparrenburg, a medieval castle.

“There is much more behind these three simple letters” - Mr Knabenreich reveals us - “The city of Bielefeld lacked a distinctive corporate design. Our goal was to find an easily recognizable symbol that would help us to visually unify our message. This artwork kind of represents our way of thinking at Bielefeld Marketing. We aim for a clear-cut approach based on three core pillars: life quality (urbanity meets nature), strong economy (excellent business location) and city of science and education.”

Beyond doubt though, the most interesting part about the overall strategy is its very diverse participatory approach. Not only the logo itself can be freely used in private contexts as well as public settings, but contests such as the “Deine Fan-Aktion für Bielefeld” - where virtually anybody could submit ideas -  have really made it possible for individuals to get involved.

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Rinske Brand and Rozemarijn Stam of BRAND The Urban Agency with offices in Rotterdam and Amsterdam, Netherlands, in this guest post share their reflections on the city of Sofia in Bulgaria, its identity and “City DNA”.

Over the past year, we’ve had the pleasure to visit Sofia twice, and it continues to surprise us – for the better. Sofia is the oldest city in Europe, welcoming around a million visitors every year. This is modest, compared to the visitor numbers of cities like Bruges (8 million/year) and Amsterdam (18 million/year). But Sofia is a city in the making.

It seems as if there was never really a single shared vision guiding Sofia’s development, but efforts are being made to alter this. The city’s vision is set on ‘Sofia 2050’, a newly developed general strategy aimed at establishing an innovative, green and resilient Sofia by 2050. While implementing the new local development strategy, the city is also looking into repositioning itself – and in order to do that it needs to realise what it stands for, what connects its people and what makes them proud.

An initiative of PR firm United Partners, the Creative Lab on City Branding Sofia, for which we were invited, was held in October 2017. Together with a panel of young, innovative city makers and entrepreneurs, we discussed what is the DNA of Sofia. What typifies it?

Although ‘Sofia as a brand’ is still in its infancy, there is so much there to start building from. For us, three things stand out and are – in our opinion – crucial in the identity of this city (or even in any city): the city’s past, its symbols, and most of all: its people.

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Tobias, do you remember when you first heard about branding in connection with places, and your initial thoughts?
Back in 2002, while I was finishing my master’s thesis, I was in the lucky position to be offered a job at one of Denmark’s (at that time) most renowned strategic design agencies, 11 Danes. At 11 Danes, we worked with all the classic design disciplines and created corporate identities for a wide variety of clients. In the same year, Richard Florida published his bestselling book, The Rise of the Creative Class.

Richard Florida’s book was a game changer because it got us thinking about how we could mix classic design-driven branding with a more holistic view on branding a place through creative hubs, people and industries. It was an eyeopener.

We started to see place in a very different way and developed our own strategic framework for branding cities, the CityDesign model. The model described the discipline of place branding kind of the same way as you set up a play at the theatre, where success depends on the actors, the scenery and the staging as the main factors.


Charles Landry in this guest post connects the dots between cities and psychology, and calls for a stronger focus on the psychological resilience of cities as safe havens in turbulent times.

In the blink of an eye, in evolutionary terms, cities have risen meteorically to dominate our lives, as have our more nomadic lifestyles. The relentless transformation brought about by large-scale urbanisation and movement of people, goods and money, and a virtualizing world puts increasing demands on our senses, attention, time, our capacity to cope with the strange or different, and our mental state. Highly adaptable as we are, it stretches this ability to the limit and presents a major psychological challenge.

In a constant cycle of influencing and being influenced, the city impacts upon our mind, and our emotional state impacts upon the city with untold effects. It is astonishing that psychology, the study exploring the dynamics of feeling and emotion, has not been taken sufficiently seriously as an urban discipline, not only by psychology itself but also urban decision makers, since it seeks to understand why we act the way we do.

The urbanist Jan Gehl noted acerbically: ‘it is ironic that we know more about the habitat of mountain gorillas than we do about the habitat of people’. Acknowledging the ‘psyche of a city’ could radically shift our understanding of how places work and their potential futures.


Jamdani is one of the optimum muslin textiles of Bengal, produced in Dhaka District, Bangladesh for centuries. The momentous invention of Jamdani was in demand by imperial warrants of Mughal emperors. Under British colonialism, the Bangali Jamdani and Muslin industries rapidly declined due to colonial import policies favouring industrially manufactured textiles. The study analyzes and estimates the progression of Jamdani and its production phenomenon according to historical acceptance. The manuscript also accumulates the conditions, critics and the scenarios of Jamdani which has witnessed a revival in Bangladesh. The write-up directs that Jamdani whether figured of flowered. Jamdani is a woven fabric in cotton, and it is undoubtedly one of the varieties of the finest Muslin. Presently, Jamdani is not good in a position in Bangladesh though it has been spoken of as the most artistic textile of the Bangladeshi weaver and exposed as the flagship of the fashion articulates in the world.


Faculty Forum / Govt to lift ban on hilsa export
« on: February 27, 2018, 04:52:33 PM »
The government will lift ban on hilsa export soon, Fisheries and Livestock Minister Narayon Chandra Chanda said yesterday.

He made the comment while responding to reporters at a press briefing at the ministry.

"We want to export hilsa, as its production has increased as well as its demand in the international market," said the minister.

On August 1, 2012, the government imposed ban on hilsa export.


Faculty Forum / Govt to lift ban on hilsa export: Minister
« on: February 27, 2018, 04:51:55 PM »
Fisheries and Livestock Minister Narayan Chandra Chanda today said that the government will lift ban on hilsa export soon.
The minister came up with the information while responding to reporters at the conference room of the ministry in the morning after a press briefing.

"We want to export hilsa, as its production has increased as well as demand in the international market," said Narayan.

On August 1, 2012, the government imposed ban on hilsa export.

The minister also said that there is no need to import meat in the country now as the government has a plan to be self-sufficient in meat production.

"The price of meat is reducing at the markets and we expect that it will continue," he said.


Faculty Forum / 16-day Jamdani fair begins in city from tomorrow
« on: February 27, 2018, 04:51:25 PM »
A 16-day International Jamdani Taant Bastra Fair begins from tomorrow (Sunday) on the premises of the Siddheshwari Girls School at Bailey Road in the city.  Bangladesh Weavers' Product and Manufacturing Business Association (BWPMBA) is organising the fair.
State Minister for Finance MA Mannan will inaugurate the fair as the chief guest.
The main objective of the fair is to regain Jamdani's lost glory by promoting the traditional product at home and abroad, organisers said.
"We would be able to improve the quality of traditional jamdani clothing assessing customers' choice and attitude in the fair," Mohammad Osman Goni, Vice-President of the association and Secretary of the Fair Organizing Committee, told BSS.  Goni, also member of the Federation of Bangladesh Chambers of Commerce and Industry (FBCCI), said this year too women entrepreneurs would display unique aspects of their products in the exposition.
An array of traditional clothing including jamdani saree, lungee, handloom products, 3-piece and 2-piece will be showcased in a total of 90 stalls. The fair will remain open for all from 9 am to 8 pm everyday and continue till the Eid day Bangladesh is now exporting a huge quantity of the traditional clothes including Jamdani and Taant sarees to many countries in Europe, Canada, India, Nepal, Sri Lanka and the UAE, according to the weavers' product manufacturers association.


Faculty Forum / Incentives to help Jamdani export!
« on: February 27, 2018, 04:50:55 PM »
Jamdani Saree is a rich heritage of Bangladesh and lack of supervision, absence of capital and fall down of export have forced the country’s rich tradition on the verge of extinction.

Bangladesh Jamdani Manufacturers and Exporters Association (BJMEA) has claimed that if 25 percent cash incentives are provided and smuggling could be checked then export door will be opened for this morbid exportable item.

 Simultaneously, the organization has demanded loan of Tk 10 crore with less interest for the Jamdani owners.

According to a BJMEA source, Jamdani Saree was exported to India, USA, Dubai, England and other some countries since 1992.

Foreign exchange to the tune of Tk 250 crore was earned during the period of 1992-2001 by exporting Jamdani. Government also earned crores of money as revenue from this export. Only in India 80 percent was exported.

It was further learnt that government introduced 25 percent cash incentives on Jamdani export. But in 1998 without any visible reason the cash incentives was reduced to 15 percent from 25 percent.     

 Within the next two years the cash incentives was brought down to only 5 percent. Due to reduction of incentives the export of Jamdani practically stopped from 2006-2007 fiscal.

Because the 5 percent incentives rendered the exporters to financial losses. That resulted the closure of many factories making thousands of Jamdani weavers jobless.


Every county has its name and fame. The GI is a type of Intellectual Property that identifies goods as originating in a particular territory and, as a result, as possessing specific characteristics, such as quality and reputation, which are attributable or essentially due to climatic conditions or the natural or human characteristics of that territory. Geographical Indications is an emerging trend in Intellectual Property. Bangladesh also enacted this act recently and is in the process of registering its traditional and specialized products.

Bangladesh enacted the Geographical Indications of Goods (Registration and Protection) Act in 2013 and as of August 2017, 02 products have received GI (Geographical Indication) registration.

Agendas to promote the branding and marketing of GI products in domestic as well as international markets need to be designed and implemented for unlocking their commercial potential. The National Industrial Policy 2016 has identified this as a key area for policy initiatives. In this context, I along with one of my colleague Mr. Riad, Lecturer of Law at daffodil International University is conducting this study to investigate the current scenario of GI registration and to suggest some post registration measures based on legal and marketing perspectives to be taken by different authorizes.

In this article I am sharing the marketing aspects of Jamdani and Hilsha whereas Mr. Riad will discuss from legal perspectives.

Before framing a marketing strategy, it is vital to understand the gaps and challenges faced by producers/farmers/artisans and traders in leveraging market opportunities. It has been done through extensive stakeholder discussions and interviews.

Here I am sharing few appropriate strategies that has to be taken by the authority to properly market the registered products.

1.     Quality of registered products has to be ensured. It is necessary to preserve and maintain high quality in such origin-specific goods.

2.     Effective verification and controls at multiple levels in the supply chain, ensuring compliance with product specification before placing it in the market

3.     Establishing Jamdani/Hilsha/GI Products Promotion Center

4.     Developing Formal Branding Strategy

Positioning Strategy
Logo Development based on Category of the GI Goods.
5.     Creating Geographical Sign for GI Registered Products

6.     Expanding Reach in National and International Markets

7.     Setting up Marketing Development Fund

8.     Developing and Implementing a Consumer Marketing Program.

Fairs & Exhibitions
Authorize production research, marketing research and development, and advertising.
Celebrating Jamdani/Hilsha Day (Day of Registration)
Endorsing Celebrity (Sheikh Hasina)
Key influencers and opinion leaders
9.     Gift Catalogue for Private & Public Organizations and others for foreign visitors

10. Establishing a Monitoring System

Regulate the flow of product to market
The producers of GI products also find their products imitated and must fight to maintain their markets and the reputation of their high-quality products. Traceability can be a huge help in detecting fake GIs for all the operators and authorities concerned, including customs. Customs play a key role in the combating of fakes generally, and this includes fake GI products.
Develop a Central database. For example, the Producers’ Association Consorzio del Vino Brunello di Montalcino allows consumers to check the authenticity of single bottles of the Brunello Di Montalcino and Rosso Di Montalcino PDO wines, through an online database available on the association’s website.[1]
11. Creation of a website for each GI product category with following features

Product range
Highlight the unique heritage and the key differentiators for the GI brand
Display of certification or compliances
Customer reviews and testimonials
Interesting information related to the category
Links to GI database, individual producer websites
Section where interested buyers can register or post sales inquiries or solicit quotes.
A listing of key National exhibitions related to the product category/ market
List retailers (city wise) where consumers can get genuine GI products
12. Systemic studies (Impact Studies) need to be undertaken to study the real impact of the registered GI on the producers' community and the potential impact of GI protection for the goods identified for production.

Here are glimpse of the strategies we tried to develop. However, you are welcome to share your opinions, comments and ideas in the comment section.

Bipasha Matin

Senior Lecturer of Marketing

Daffodil International University

Contact: +8801743548306

Laddering is a qualitative marketing research technique, which seeks to understand why people buy and use products and services.

You find out which product features are important to product users and end with users’ emotional benefits.

You use the technique to create ads, positioning messages, and develop new products.

Thomas J. Reynolds and Jonathan Gutman developed and introduced laddering in 1988, based on Gutman’s Means-End Theory of 1982. They describe product attributes, consequences, and values. Product attributes produce consequences that produce personal meaning (values) for product users.

In other words, product features produce functional and emotional benefits, which are personal to the product user.

People buy features and benefits that satisfy emotions and beliefs. And they rationalize buying with features and functional benefits.

There are four levels to the features-benefits-emotions chain. They are,

Functional benefits
Higher Order benefits
Emotional Benefits


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