NATION BRANDING THROUGH JAMDANI

Abstract

Nations across the world are taking different approaches to create a distinctive
image about their countries or cities in the minds of people as such to create
a national brand. Through nation branding countries thrive to attract tourists,
accelerate inward investment, enhance export and maintain supportive
diplomatic relationships. This paper focuses on Jamdani, a unique product of
Bangladesh and analyzes how it may contribute in our nation branding. Thus,
the aim of this article is to identify the unique features of Jamdani; explore its
history and cultural heritage; the current market situation; analyze how Jamdani
can contribute in nation branding; and lastly to provide a road map to brand
Jamdani in international market. Both secondary and primary data are used
for this exploratory research. For secondary data, different articles, books, and
web-page were reviewed. For primary data BSCIC personnel in-charge of the
Jamdani Palli and two large Jamdani retailers, were interviewed. Observation
methods and informal discussion technique were applied at Jamdani Palli
to have an overview of the weavers’ livelihood, and artisan technologies. To
evaluate the prospects of Jamdani towards nation branding, potentials of
Jamdani were analyzed through Simon Anholt’s (2003) six-dimensional model
of nation branding. As a unique heritage product, originated from Bangladesh,
Jamdani has got geographical indication (GI) in 2016. The multiple fine strings
of different color with flora, fauna and geometrical shapes, and handmade
weaving process are the unique features of this 600 years old product of
cultural heritage. Presently, around 2000 weavers are producing around 60,000
jamdani products, fetching around $40 lac from internal market and $7 lac from
international market. Given the potentials of Jamdani to nation branding this
research proposes a road map to brand Jamdani in the international market
following Keller, Pramassaran and Jacob’s (2015) brand building block.
Jamdani traders and other stakeholders can use the road map proposed in the
paper as a practical guideline to present Jamdani in world market. This paper
makes unique contribution to branding literature by analyzing a particular
product through the lens of nation branding model and assimilating product/
service branding strategies with nation branding.