Case StudyBRANDING BANGLADESH THROUGH KAZI NAZRUL ISLAMPathfinderThe case can be used or published for any academic purpose.Case StudyBRANDING BANGLADESH THROUGH KAZI NAZRUL ISLAMThe world is going through a turbulent environment in this era of intense globalization with enormous competition for businesses and a fierce struggle of nations to draw attention to trade, tourism, investment and other issues. Nation branding can provide significant help in this regard, especially for disadvantaged countries like Bangladesh. Bangladesh, unfortunately, is facing a reputation problem popularly known as “image problem”. This challenge of the image problem is twofold. The first concerns some unfavorable realities that need to be resolved over time, while the other requires the development of an effective communication strategy that adequately conveys the country's primary strength to the world at large. Nation branding refers to gaining image and reputation for a country through utilizing its internal talents and opportunities that are original and inspiring to the outside world. It is closely tied to one's identity, requires a lot of 'soul searching' and ultimately finding some associations that are internally believed and externally attractive. Sources for building a national brand can be certain industries, personalities, natural landmarks, and historical events that could provide a basis for a strong brand and story telling. In this perspective, a group of business school graduates undertakes research with the aim of studying the possibility of Kazi Nazrul Islam, the national poet of Bangladesh, to improve the country's image globally as a personality brand. Nazrul is one of the most important personalities in the national history of Bangladesh (Azrof, 1994), the main sculptor of our national literature and culture (Hussain, 2006), a very talented genius working in almost all known literary genres (Huda, 2001) and one of the most extraordinary poets of all time (Langley, 2007), but a broad and profound evaluation of him is still awaited (Azrof, 1994) which offers an immense source of pride and fulfillment for Bangladesh . the first of its kind in the country on this topic, mainly focuses on the unique features of Nazrul, which if properly promoted can enhance the image of Bangladesh. Throughout this process, qualitative research and an extensive literature survey were conducted to explore the issues involved thoroughly. Subsequently, for quantitative analysis, a sample of 300 resident Bangladeshis, who know and practice Nazrul, are selected for the questionnaire..