{"id":2424,"date":"2015-11-05T16:18:45","date_gmt":"2015-11-05T10:18:45","guid":{"rendered":"https:\/\/bbf.digital\/new\/?p=2424"},"modified":"2018-06-12T15:12:14","modified_gmt":"2018-06-12T09:12:14","slug":"evolution-of-branding-in-bangladesh","status":"publish","type":"post","link":"https:\/\/bbf.digital\/new\/evolution-of-branding-in-bangladesh","title":{"rendered":"Evolution of Branding in Bangladesh"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"color: #000000; font-size: 14pt; font-family: open-sans;\"><strong>In the perspective of concept, communication, consumer insights<\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000; font-family: open-sans;\"><span style=\"font-size: 12pt;\">Members of marketing community have long debated the secret of making successful brand. Different brand building philosophies have been developed world wide accordingly \u2013 which also contributed in debates among the experts.<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000; font-family: open-sans;\"><span style=\"font-size: 12pt;\">However, drawing on learning from thousands of brand equity studies as well as ground breaking pilots on neuro-science &amp; survey data to consumer shopping behavior, Millward Brown established that financial success for brands depends on the power of being Meaningful, Different and Salient of a brand.<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000; font-family: open-sans;\"><span style=\"font-size: 12pt;\">Evolution of branding in Bangladesh is not a different story altogether.\u00a0<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000; font-family: open-sans;\"><span style=\"font-size: 12pt;\">In this article, we have attempted to capture the evolution of branding in Bangladesh by dividing the brand marketing spectrums in three major epochs \u2013 Early, Development &amp; Growth stage.<\/span><\/span><\/p>\n<h4 style=\"text-align: justify;\"><span style=\"color: #000000; font-family: open-sans;\"><strong>The Early Stage<\/strong><\/span><\/h4>\n<figure id=\"attachment_2427\" aria-describedby=\"caption-attachment-2427\" style=\"width: 277px\" class=\"wp-caption alignright\"><a style=\"color: #000000;\" href=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Pepsi-Cola-Bangla-12-04-1982-Bitopi.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\" wp-image-2427\" src=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Pepsi-Cola-Bangla-12-04-1982-Bitopi-210x300.jpg\" alt=\"Client: Eastern Beverage Industries Ltd. Brand: Pepsi Agency: Bitopi Media: press Year: 12-04-1982 Observer \" width=\"277\" height=\"360\" \/><\/a><figcaption id=\"caption-attachment-2427\" class=\"wp-caption-text\"><span style=\"font-size: 8pt; font-family: open-sans; color: #000000;\">Client: Eastern Beverage Industries Ltd.<\/span><br \/><span style=\"font-size: 8pt; font-family: open-sans; color: #000000;\">Brand: Pepsi<\/span><br \/><span style=\"font-size: 8pt; font-family: open-sans; color: #000000;\">Agency: Bitopi<\/span><br \/><span style=\"font-size: 8pt; font-family: open-sans; color: #000000;\">Media: press<\/span><br \/><span style=\"font-size: 8pt; font-family: open-sans; color: #000000;\">Year: 12-04-1982 Observer<\/span><\/figcaption><\/figure>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Aalo, Aalo, Beshi Aalo\u2026<a style=\"color: #000000;\" href=\"https:\/\/www.youtube.com\/watch?v=GeYbuHUQWek\">Olympic Olympic Battery<\/a> \u2013 Can you recollect the TVC? Or Kapor kachar sera saban Wheel Wheel? Or the extraordinary and ever remembering \u2013 Maacher raja Ilish, battir raja philips?<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Yes, we are talking about the early stage of advertisement in <a style=\"color: #000000;\" href=\"http:\/\/bangladeshbrandforum.com\/\">Bangladesh<\/a>.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Businesses in Bangladesh truly started getting the leverage of brands during this time (in the early 90\u2019s) with the emergence of television particularly BTV as the sole TV channel with the reach of majority people of Bangladesh. Branding at that time was mostly to make the product salient to the consumers across country.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">With the ease to create hype by using the sole communication channel BTV \u2013 brands like Olympic Battery with it jingle &amp; Aromatic soap \u2013 with its halal soap proposition, grabbed the top of mind salience of the consumers &amp; thus grabbed major market share.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">However, only salience without constant evolution of being Meaningful &amp; Different, cannot drive the growth of brands which has been observed in the next stage \u2013 which we term as the \u2018Development Stage\u2019 of brand marketing in Bangladesh.<\/span><\/p>\n<h4 style=\"text-align: justify;\"><span style=\"color: #000000; font-family: open-sans;\"><strong>The Development Stage<\/strong><\/span><\/h4>\n<h3 style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\"><span style=\"font-size: 10pt;\"><strong>(from 2000 to 2009) \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0<\/strong><\/span><\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">As like world-wide, 21<sup>st<\/sup> century brought new opportunities in different categories. Resulting in new dimensions in consumers\u2019 life as well as newer challenges for brands in Bangladesh.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Some of the key impactful events of this era was:<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li><span style=\"font-family: open-sans; color: #000000;\">The telecom boom.<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">Emergence of new TV channels with the challenge of diversified consumers attention.<\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"font-family: open-sans; color: #000000;\">Growth of local brands beside their multinational counterparts\u2013 RC cola, Keya, Mojo, Apex etc.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">The media and communication agencies also felt the fear of commoditization of brands which became enormously popular in 90s\u2019 through their saliency based communication. Leading brands of this era realized the need for strong message started to be crafted along with building brand associations \u2013 GP with its \u2018omnipresence\/ strong network\/ emotional\u2019 connect with the distant one &amp; Lux with \u2018beauty\u2019.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Spillover effects of Indian adverts also made the way of different thematic communications apart from the saliency based communication of 90s.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Strong purpose of brand\/ functional &amp; emotional differentiation kept on playing pivotal role.<\/span><\/p>\n<figure id=\"attachment_2428\" aria-describedby=\"caption-attachment-2428\" style=\"width: 228px\" class=\"wp-caption alignleft\"><a style=\"color: #000000;\" href=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/full-page-15X20B.jpg\"><img decoding=\"async\" class=\" wp-image-2428\" src=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/full-page-15X20B-220x300.jpg\" alt=\" Brand: Grameenphone Campaign: Move Forward Agency: Bitopi Leo Burnett Media: press Year: 2008\" width=\"228\" height=\"324\" \/><\/a><figcaption id=\"caption-attachment-2428\" class=\"wp-caption-text\"><br \/><span style=\"color: #000000; font-size: 8pt; font-family: open-sans;\">Brand: Grameenphone<\/span><br \/><span style=\"font-size: 8pt; color: #000000; font-family: open-sans;\">Campaign: Move Forward<\/span><br \/><span style=\"font-size: 8pt; color: #000000; font-family: open-sans;\">Agency: Bitopi Leo Burnett<\/span><br \/><span style=\"font-size: 8pt; color: #000000; font-family: open-sans;\">Media: press<\/span><br \/><span style=\"font-size: 8pt; color: #000000; font-family: open-sans;\">Year: 2008<\/span><\/figcaption><\/figure>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Telecom &amp; FMCG operators began appearing its faces in every now and then. This industry made the marketing doer think about different routes of communication.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000; font-family: open-sans;\">By that time viewers have already seen adverts are not only melodious jingles and brands have realized that consumers&#8217; love &amp; trust cannot be earned by solely banking on saliency based communication.<strong>\u00a0<\/strong><\/span><\/p>\n<h4 style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000; font-size: 14pt;\"><strong>Growth Stage<\/strong><\/span><\/h4>\n<h3 style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\"><span style=\"font-size: 10pt;\"><strong><span style=\"font-size: 10pt;\">(from 2010 and afterwards)<\/span><\/strong><\/span><\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Yes, those were pleasant to hear again and again but not impressive enough to grab the attention. Hence, the top brands of this era led the game with meaningfully differentiated proposition like<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Horlicks being a great magician for mothers constantly tensed about her child\u2019s physical &amp; mental \/ Fair &amp; Lovely \u2013 confidence &amp; empowering women \/ Grameen Phone \u2013 the omnipresent ruler brand standing beside people when it is about connecting at emergency \u2026 Great brands today are not only functionally differentiated, they create deeper meaning &amp; emotional resonance to consumers\u2019 mind as well.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">So, youthful, fun, dance, drama, emotion in communication messages were mostly began to hit imprinted by the TVCs of telecom operators. By the FMCG brands we began understanding the need for differentiation to stay ahead of the curve. However, looking back at those years it would sound as a joke to talk about something called Social media, Facebook, WhatsApp, Android. Our digital dictionary of today must have no relevance with relation with that time.<a style=\"color: #000000;\" href=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/fair-lovely.png\"><img decoding=\"async\" class=\"size-medium wp-image-2426 alignright\" src=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/fair-lovely-300x160.png\" alt=\"fair &amp; lovely\" width=\"300\" height=\"160\" srcset=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/fair-lovely-300x160.png 300w, https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/fair-lovely-1024x546.png 1024w, https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/fair-lovely.png 1366w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Many eventful happenings during this stage &amp; changed consumers lives \u00a0which we couldn\u2019t even imagine 10 years earlier\u2026 thus made brand marketing more complex:<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li><span style=\"font-family: open-sans; color: #000000;\">Emergence of 3G\/ smartphone\/ android\/ facebook &amp; other social media<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">Mass consumers\u2019 exposure to Indian TV channels<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">Millennials\/ generation Y \u2013 have become the largest consumer segment &amp; spenders in the market who are constantly looking up to the global culture &amp; brands as well.<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">Local brands are challenging global brands like Symphony, Sandalina, Chaka, Apex and even some Bangladeshi brands are going global like &#8211; Pran<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">Emergence of food &amp; fashion brands<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">Thrive of online based business (linked with MFS\/bKash) with the shorter attention span as well as faster transaction method enabled by Mobile Financial Service (bKash).<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">Middle income consumers are highly thriving in Bangladesh (source: BCG report on Bangladesh)<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Sitting in 2015 we see, brands are important ever than any other period of time where the entire country &amp; economy is in its high growth trajectory. Consumer segments in each category are getting stronger &amp; successful brands are constantly crafting meaningful differentiation\u2026<\/span><\/p>\n<h4 style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\"><strong>So What\u2019s Next?<\/strong><\/span><\/h4>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">In this hubbub of media &amp; communication channels as well as the emergence of numerous consumer segments few things are to be kept in consideration by brand marketers to constant re-invent the brand\u2026 Brands in Bangladesh are at the stage of achieving unprecedented growth &amp; scale up to global stature.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\"> <a style=\"color: #000000;\" href=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/2014_12_31_3_10_b.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2440 alignright\" src=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/2014_12_31_3_10_b-300x186.jpg\" alt=\"2014_12_31_3_10_b\" width=\"287\" height=\"178\" srcset=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/2014_12_31_3_10_b-300x186.jpg 300w, https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/2014_12_31_3_10_b.jpg 932w\" sizes=\"(max-width: 287px) 100vw, 287px\" \/><\/a>However, few points are essential for brand marketers to keep in mind:<\/span><\/p>\n<ol style=\"text-align: justify;\">\n<li><span style=\"font-family: open-sans; color: #000000;\">Don\u2019t get overwhelmed with the vast options of technology &amp; social media. Else, focus on crafting the story of your brand, which becomes integral part of consumers\u2019 life.<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">Whatever combination you use: Meaningful, Difference &amp; Salience will always remain the pillars to take your brand forward.<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">Whether your brands objective is to command major market volume or higher price, your brand needs to be \u2018meaningful\u2019.<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">To drive volume, your brand needs to be first Meaningful &gt; Salient &gt; Different<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">To command price premium, your brand needs to be Meaningful &gt; Different &gt; Salient<\/span><\/li>\n<li><span style=\"font-family: open-sans; color: #000000;\">Don\u2019t ever imagine, building your brand leaving your consumers behind\u2026Great brands needs to be co-created by consumers.<\/span><\/li>\n<\/ol>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">Similarly, once highly celebrated brands RC cola, Aromatic Halal Soap, Alam\u2019s No. 1 Detergent soap, Buble Up, Pailac Paint, Shinepukur Holdings, Pakija print saree are hardly making presence in our mind. No doubt evolution in Brand Marketing will continue to happen and with the passage of time many known and celebrated brands will become commodities!<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Book Antiqua_1';\"><em><strong><span style=\"font-size: 10pt;\">This article was first published in November, 2015 on BBF Monthly<\/span><\/strong><\/em><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: open-sans; color: #000000;\">[spacer color=&#8221;69C24E&#8221; icon=&#8221;fa-book&#8221; style=&#8221;1&#8243;]<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000; font-family: open-sans;\"><b>About the writers<\/b><\/span><\/p>\n<table style=\"height: 427px;\" width=\"869\">\n<tbody>\n<tr>\n<td width=\"319\"><span style=\"font-family: open-sans; color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Profile-Pic_Abdullah-Tahir-Chowdhury.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2429 aligncenter\" src=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Profile-Pic_Abdullah-Tahir-Chowdhury-300x300.jpg\" alt=\"Profile Pic_Abdullah Tahir Chowdhury\" width=\"167\" height=\"167\" srcset=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Profile-Pic_Abdullah-Tahir-Chowdhury-300x300.jpg 300w, https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Profile-Pic_Abdullah-Tahir-Chowdhury-150x150.jpg 150w, https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Profile-Pic_Abdullah-Tahir-Chowdhury.jpg 643w\" sizes=\"(max-width: 167px) 100vw, 167px\" \/><\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-family: open-sans; color: #000000;\"><strong>Abdullah Tahir Chowdhury<\/strong><\/span><\/p>\n<p><span style=\"font-family: open-sans; color: #000000;\">Account Manager, Firefly Millward Brown, DhakaAbdullah is a globe trotter &amp; qualitative researcher with 7 years of market research experience.<\/span><\/td>\n<td width=\"319\"><span style=\"font-family: open-sans; color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Profile-Pic_Rifat-Bin-Salam.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2430 aligncenter\" src=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Profile-Pic_Rifat-Bin-Salam-300x265.jpg\" alt=\"Profile Pic_Rifat Bin Salam\" width=\"211\" height=\"186\" srcset=\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Profile-Pic_Rifat-Bin-Salam-300x265.jpg 300w, https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Profile-Pic_Rifat-Bin-Salam-1024x904.jpg 1024w, https:\/\/bbf.digital\/new\/wp-content\/uploads\/2015\/11\/Profile-Pic_Rifat-Bin-Salam.jpg 1087w\" sizes=\"(max-width: 211px) 100vw, 211px\" \/><\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-family: open-sans; color: #000000;\"><strong>Rifat Bin Salam<\/strong><\/span><br \/>\n<span style=\"font-family: open-sans; color: #000000;\">Senior Research Executive, Firefly Millward Brown, Dhaka<\/span><\/p>\n<p><span style=\"font-family: open-sans; color: #000000;\">Rifat has around 5 years of experience in market research.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: open-sans; color: #000000;\">Image Courtesy :\u00a0<cite class=\"_Rm\">www.<b>adarchivebd<\/b>.com\/<\/cite><\/span><\/p>\n<p style=\"text-align: justify;\">\n\n    <div class=\"xs_social_share_widget xs_share_url after_content \t\tmain_content  wslu-style-1 wslu-share-box-shaped wslu-fill-colored wslu-none wslu-share-horizontal wslu-theme-font-no wslu-main_content\">\n\n\t\t\n        <ul>\n\t\t\t        <\/ul>\n    <\/div> \n","protected":false},"excerpt":{"rendered":"<p>In the perspective of concept, communication, consumer insights Members of marketing community have long debated the secret of making successful brand. Different brand building philosophies have been developed world wide accordingly \u2013 which also contributed in debates among the experts. However, drawing on learning from thousands of brand equity studies as well as ground breaking [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":2439,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[77,119,120],"class_list":["post-2424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-magazine-cover-story","tag-advertising","tag-advertising-in-bangladesh","tag-brand-management-in-bangladesh"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v25.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Evolution of Branding in Bangladesh - BBF Blog<\/title>\n<meta name=\"description\" content=\"Evolution of Branding in Bangladesh \u2013 in the perspective of concept, communication, consumer insights. 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