Department of Marketing

Faculty of Business Studies

University of Dhaka

Midterm - 01
Brand Management
MKT: 533 (A)

Submitted by:
Name: Md.Shazzad Hossain
ID: 41941032
 Question no 1: What are the challenges of Branding a Bangladeshi product?

Ans: A brand is an identifying symbol, mark, logo, name, word, and/or sentence
that companies use to distinguish their product from others. A combination of one
or more of those elements can be utilized to create a brand identity. Legal
protection given to a brand name is called a trademark.

So here are some challenges of Banding for any Bangladeshi product:

1) Brand Awareness:

To have high name awareness is essential. However, to have a well-known name

and logo is only the first step in the building of a corporate brand. A corporate
brand cannot just stand there; it need to stand for something.

Creating Brand awareness for any new brand in Bangladesh is very challenging as
this is costly.

2) Treating brands as assets:

The ongoing pressure to deliver short-term financial results coupled with the
fragmentation of media will tempt organizations to focus on tactics and measurable
and neglect the objective of building assets.
 3) Building a digital strategy:

This arena is complex, dynamic and in need of a different mindset. The reality is,
the audience is in control here. New capabilities, creative initiatives and new ways
to work with other marketing modalities are required. Adjust the digital marketing
focus from the offering and the brand to the customer’s sweet spot, which is to say
the activities and opinions in which they are interested or even passionate about.
Develop programs around that sweet spot in which the brand is an active partner,
such as Pampers did with Pampers Village or what Avon did with their Walk for
Breast Cancer.

4) Maintaining brand relevance:

Brands face three relevance threats: Fewer customers buying what the brand is
offering, emerging reasons not-to-buy, and loss of energy. Detecting and
responding to each requires an in-depth knowledge of the market, plus a
willingness to invest and change.

5) Achieving integrated marketing communication (IMC):

IMC is more elusive and difficult than ever in light of the various methods you
have to choose from such as advertising, sponsorships, digital, mobile, social
media and more. These methods tend to compete with each other rather than
reinforce because the media scene and options have become so complex, so
dynamic, and because product and country silos reflect competition and isolation
rather than cooperation and communication.
6) Savvy Customers: When customers are well experienced, informed and
with heavy information of product and services, they are basically the savvy
customers. Therefore, it’s no longer a strategy to think that the customers are
uninformed.

7) Maturing market: Diversification, verification, and innovative before

declining of a product when it is at maturing stage. If competitor brands are
already in maturing position, then new brand must have to face some
difficult challenges.

8) Difficult Differentiation: A company have to differentiate their product and

service based on qualities, color, smell, packaging size etc. That’s why new
brand has to invest more in this sector as it is quite difficult.

9) Growth of Existing brand: Existing brands have been capturing the

maximum market share. Therefore, New brands are facing tough
competition from the existing brands.

10) Fragmenting: Less people are now interested in advertising that’s

why new company faces huge difficulties in this sector.

So, these are the challenges a Bangladeshi brand may face. But with proper
strategy these challenges can be well handled.