Submitted by

Sakib Ahmed
19303018
Phone: 01776198614
Email: sakibfr96@gmail.com
Section 1
MKT 423 (Brand Management)

Submitted to
Mostaquim-Al-Islam
Assistant Professor &
MBA / EMBA Coordinator,
School of Business
 Answer 2
To create a successful brand identity that would flourish over the
competitors, Pran-RFL has to first and foremost conduct a market
research. By doing so, they will be able to determine what the consumer
wants from the company. This will help them so that they don’t create a
marketing myopia. The Company will also have to analyze the
competing organizations to find out their strategies. By doing so, the
company will be able to determine the aspect they want to differentiate
in, for example price differentiation or product differentiation. The
Brand elements that the company create must be identifiable and
relatable to the consumer while at the same time being differentiated
from the competitors. These will ensure that Pran RFL would launch a
successful fast food chain.

Answer 4
Some of the sources of Secondary brand Association are
1. Country of Origin.
2. Distribution Channels.
3. Popular Brands.
4. Celebrities.
5. Third-Party Endorsements
By using secondary brand associations, a lot of probable benefits can be
gained. Brand building for brand extensions is easier than starting from
scratch. the company can use existing knowledge. Furthermore, they can
also use the positive brand awareness that the parent brand already has.
That provides a running start. next, With the popularity of social media
celebrities on the constant rise, this method is proving itself quite
successful. However, just like brands, choosing the stars to partner up
with very carefully is important. You don’t want someone who endorses
everyone. That will cause the consumers to have less faith in their
opinion.