A businessman is urging Bahrain companies to make the most of the country's global marketing strategy to attract visitors, investment and business opportunities.

The Brand Positioning Strategy for the Kingdom of Bahrain, launched by the Economic Development Board (EDB) last month, aims to unify messages to promote and position the country and to let the world know what it has to offer.

The strategy highlights Bahrain's strengths such as high-quality living, economic freedom, Arab culture and hospitality and world-class business environment.

Businesses must take this strategy and branding of Bahrain more seriously and use it to their advantage, says Mashal Group chief executive director Dr Yousef Mashal.

He said it was the responsibility of everyone to raise the country's profile and companies would attract more investment and business opportunities if they focussed on promoting unique selling points.

'Every country has a brand, however it is not something we make, but something we live and Bahrain's values and beliefs are its brand,' he told the Gulf Daily News.

'The philosophy that lies at the heart of Bahrain is the outcome of a long-term culture and heritage that has shaped the nation and made us what we are now.

'So we need to celebrate who we are and build a great pride in our nation and our identity as Bahrainis with a rich culture and heritage.'

Dr Mashal said the business community needed to help the world differentiate Bahrain from neighbouring countries by promoting its unique history, culture and heritage.

'Bahrain is a kingdom of 4,000 years and its people have been educated from that time, not from yesterday and this has been flowing in the blood of its people for thousands of years.

'What the EDB is trying to tell the world through the branding of Bahrain strategy is that all countries may have water and sand, but these Bahrainis are the people you will work with and they are highly educated with heritage.'

Dr Mashal said everyone had an important role to play in promoting the kingdom's strengths and contributing to the country's economic and social success.

'Right now, we live in a highly competitive world and every country is promoting itself and we must do the same,' he noted.

'Why don't we have a logo on our products that has a picture of an old Bahraini dhow or the Tree of Life? These are small things which will show our unique personality.'

The Brand Positioning Strategy for the Kingdom of Bahrain is being led by the EDB in co-operation with the public and private sector in order to attract investment to the country.

International public relations agency Weber Shandwick has been appointed to promote the brand image of Bahrain globally.

An international advertising agency is also to be chosen to undertake media campaigns globally and a Tender Board will select the agency in the near future.

A new economic vision for Bahrain will also be launched in the next month or so.

As of today, more than 400 institutions from 28 countries have been licensed to operate in Bahrain. These comprise a broad range of conventional and Islamic banking and insurance companies, seeking to capitalise on regional and global trends. -TradeArabia News Service