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Stand out as strong brand

Speakers urge corporate Bangladesh as BBF seminar ends

Star Business Report
The curtain came down on a high-profile seminar of Bangladesh Brand Forum (BBF) yesterday, with calls for highlighting the positives and strengths of the country to build it into a powerful brand.
Participants of the programme also focused on a collective dream, respects to local culture, corporate ethics and values in brandbuilding.
, A special emphasis has been placed on financial transparency of corporate houses and their investment in enhancing the purchasing power of the low-income group.
The seminar that played out for two days at Dhaka Sheraton Hotel pulled in a host of guest speakers from home and abroad.
On the second day, the discussants urged business leaders to shrug off "low self-esteem or inferiority complex" to help Bangladesh emerge as a strong brand in the corporateworld.
"Our strength is entrepreneurship even in the midst of various problems and hopelessness," said Munawar Misbah Moin, director of Rahimafrooz Group, at a panel discussion.
Prof Syed Ferhat Anwar, chief adviser to Bangladesh Brand Forum, moderated the discussion on the last day of the seminar.
Despite a mismatch in government policy, hartal and corruption, Bangladesh’s entrepreneurs, supported by an "energetic force of workers", have kept the eco-
nomic engine rolling with the GDP growing by more than 5 percent over the last five years.
Encouraged by resilience and innovativeness of predecessors, the entrepreneurs have been able to win a competitive edge in sectors such as garments and pharmaceuticals, the speakers pointed out. The nation now looks to emerge as a shipbuilder, shifting away from its history as ship-breaker.
The discussants stressed the need for business houses' investment at the bottom of the pyramid to share the benefit of economic growth with the people living on the margins. This will enhance the purchasing power of low-income groups, they said.
Publisher and Editor of The Daily Star Mahfuz Anam, Grameenphone Communications Director Rubaba Dowla, Kazi & Kazi Tea Estate's Chief Executive Officer Kazi Anis Ahmed were among the panellists.
Pointing to microcredit and social-business ideas, Anam said the most destitute portion of the population is most trustworthy.
"We can bank on that to reach the bottom of the pyramid," Anam said. "It's glorious to be rich but it's more glorious to be rich and share," he said.
Rubaba Dowla said investment meant to improve the livelihoods of people living at the bottom yields good returns in the long run.
She emphasised that a
corporate Bangladesh must brand itself to enable local businesses to take their products to global stage.
“We need to talk about the positives of Bangladesh to emerge as a powerful brand. We also need to be transparent," said Dowla.
Speaking on a topic, "Story of a power brand", Prem Chand, general manager of Nokia Emerging Asia Limited, focused on the need for businesses to pursue knowledge and insights from the local community.
He said branding is not just selling a product in a certain market. "It includes creating an emotional relationship and building confidence among local consumers."