BRANDING

An Investigation on Brand Name Management in Bangladesh

 

Introduction

Brand generally refers to labels of ownerships including but not limited to name, term, design and symbol. More than the name or the logo, business branding shall encompass the customer’s total experience. Effective branding deals with what they the companies are doing for people, how they reflect and engage them, how they define their aspiration and enable them to do more.

Primarily, branding was established in order to increase the familiarity of the consumers to the product or the service and thus creating impressions and developing expectations behind the brand experience. Brand name is often used interchangeably with brand, but in essence they always go together. Brands are protected by propriety rights with respect to owners and brand name by means of trademark registration.     

In ensuring long-term, sound businesses, brand name management then is critical. Brand name management is central to the ideology of acquiring competitive advantage. As  puts it, brand name management purports one of the generic forms of competition as a key element to decision-making (2003, ).

            As what  (2005) strongly advocated, “the purpose of brand name management and advertisement of a product is to make a product special and to reduce the perception and/or reality of substitutability for it, which increases the value of that product” (). Brand name management especially works for companies and firms that are embracing diversification strategies. 

Brand name management has different strategies and practices. The right kind of brand name management focuses on the image of high quality above brand name itself. As such, a successful brand name management is responsible for the occurrence of striking balance between upward and downward synergy ( and , 1998, ).

The reason for choosing this topic for the dissertation is basically problem-oriented. Branding is the culprit responsible for the relatively low rung of the value-added chain. There are also challenges about originality in design and excellence in quality as well as respect with intellectual property rights that could only hurt organizations and the whole Bangladesh economy if the general lack of knowledge to such would prevail. Competition is another factor as this may determine the subsistence of Bangladesh enterprises in the long run especially in the absence of branding regulations and policies.

Aims and objectives

The general purpose of this research is to investigate and to explore how Bangladesh enterprises managed their brand names. To accomplish this general aim, this research will attempt to:

ü      Analyse and evaluate various brand name management practices and strategies

ü      Compare these strategies and practices

ü      Scrutinize the different strategies applied by companies with single brands with companies with portfolio of brands

ü      Determine the commonly used mediums or tools that these companies are using in building their brands

ü      Distinguish government policies and regulation that covers brand name management

Methodology

            The research strategy that the study will utilize is the descriptive method. A descriptive research intends to present facts concerning the nature and status of a situation, as it exists at the time of the study and to describe present conditions, events or systems based on the impressions or reactions of the respondents of the research (, 1994). It is also concerned with relationships and practices that exist, beliefs and processes that are ongoing, effects that are being felt, or trends that are developing (, 1970). This research is also cross-sectional because of limited time. This research is a study of a particular phenomenon (or phenomena) at a particular time. (, 2003) Accordingly, cross-sectional studies often employ the survey strategy, and they may be seeking to describe the incidence of a phenomenon or to compare factors in different organizations.

In this study, primary and secondary research will be both incorporated. The reason for this is to be able to provide adequate discussion for the readers that will help them understand more about the issue and the different variables that involve with it. The primary data for the study will be represented by the survey results that will be acquired from the respondents. On the other hand, the literature reviews to be presented in the second chapter of the study will represent the secondary data of the study. The secondary sources of data will come from published articles from books, journals, theses and related studies, company reports and official statistics.

 

References

 

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