What is Brand?

A brand is more than just a logo or a name; it encompasses the entire set of perceptions,
emotions, and experiences that consumer’s associate with a particular product, service, or
company. It is a powerful intangible asset that goes beyond the functional aspects of a
product and encompasses the emotional and psychological connection a consumer has with it.
Brands can be a combination of tangible elements, such as logos and packaging, and
intangible elements, such as reputation and customer perception.

A brand differentiates a product from similar other products and enables it to charge a higher
premium, in return for a clear identity and greater faith in its function. A brand is also likely
to survive longer than just an undifferentiated product.

Key components of a brand include:

Brand Identity: Brand identity refers to the visual and sensory elements that a company uses
to represent itself and distinguish its products or services from competitors. It is a key
component of branding and plays a crucial role in shaping how a brand is perceived by the
target audience. Brand identity encompasses various tangible elements that contribute to the
overall image and recognition of a brand. These components include, Logo, Color Palette,
Typography, Imagery and Photography Style, Brand Voice and Tone, Slogans and Taglines,
Packaging Design.

Brand Image: Brand image refers to the perception or impression that consumers have about
a particular brand. It is the overall impression that a brand leaves on its target audience,
encompassing various aspects such as brand personality, values, reputation, and visual
elements. A strong and positive brand image is essential for building trust and loyalty among
consumers. Different factors contribute to shaping a brand's image: Brand Identity, Brand
Personality, Brand Reputation, Brand Communication, Customer Experiences, Associations.

Brand Equity: Brand equity refers to the overall value that a brand adds to a product or
service beyond the functional benefits it provides. It encompasses the intangible assets
associated with a brand, which can contribute to its market performance, customer loyalty,
and the ability to command premium prices. Brand equity is a measure of the brand's strength
and influence in the marketplace. To build brand equity in the market need Brand Awareness,
Brand Associations, Brand Loyalty, Perceived Quality, Brand Image, Brand Personality,
Brand Trust, Brand Differentiation.
RFL Plastics Profile and History:

Back in 1980, after retiring from the Bangladesh Army Mr. Amjad Khan Chowdhury, he
established a small business named Rangpur Foundry Ltd (RFL) to produce irrigation pumps.
The company's goal was to assist farmers in irrigating their land by producing cast iron items
such as centrifugal pumps, as well as ensuring access to drinking water through tube wells.

RFL commenced its operation in plastics in 2003. The vision of the company was to make
quality molded plastic products at an affordable price. For the last 7 years, RFL products
have helped making life easier and more organized in millions of homes and offices. RFL's
product range includes different types of PVC pipes, Filters, Hoses, Door, Sheet etc. All the
products produced in fully automatic machines as per BS & ISO standard maintaining highest
level of quality at every stages of production. RFL produce a wide range of innovative
products that include outdoor furniture, food containers, dish drainers, laundry baskets,
wastebaskets, storage boxes, table wares, kitchen wares, bathroom wares, cleaning
accessories, garment hangers etc. RFL is one of the most desired and trusted brand in
Bangladesh and continuously making quality and attractive products to meet the need of the
consumers of all walks of life globally.

Market Positioning:

RFL Plastics positions itself as a brand that offers high-quality plastic products at affordable
prices with catering to a wide range of consumers, from households to businesses, they
ensure accessibility for all. They offer a diverse product range encompassing household
items, industrial products, furniture, and sanitary ware, including buckets, containers, pipes,
fittings, kitchenware, storage solutions, chairs, tables, toilets, basins, and bathroom
accessories also prioritizes the durability and reliability of its products, fostering consumer
trust through a commitment to consistently delivering robust and long-lasting items.

A Brand Strategy: Positioning and Equity

RFL Plastics is a well-known brand of plastics industry in Bangladesh, which has been in the
market for over two decades. They offer a diverse product range encompassing household
items, industrial products, furniture, and sanitary ware, including buckets, containers, pipes,
fittings, kitchenware, storage solutions, chairs, tables, toilets, basins, and bathroom
accessories. RFL Plastics has a strong customer-based brand equity, as it enjoys high brand
awareness and a positive brand image among Bangladeshi consumers. Its current brand
positioning is based on the following elements:

Target Market: The households in Bangladesh, at all levels of income, are of particular
interest, particularly those in the middle income bracket and those who prioritize value.

Nature of Competition: RFL Plastics faces competition from other plastics brands in
Bangladesh, such as, Partex plastics, N Mohammad plastics, Navana plastics, Gazi group,
Matador, Bengal plastics, Aman plastics, KPL and etc as well as foreign players like,
Tupperware, Rubbermaid, and 3M.

Points of Difference: RFL Plastics differentiates itself from competitors through providing
durability and reliability products, strong brand heritage and recognition, extensive
distribution network, focus on product innovation and diversification, eco-friendly practices,
and continuous improvement in product design and functionality further sets it apart in the
market.

Points of Parity: RFL plastics establishes points of parity with its competitors by offering a
wide range of plastic products for various household needs, similar distribution channels as
competitors, engage in marketing and promotional activities to attract customers, and face
similar challenges regarding fluctuating raw material prices which is a common in plastics
industry.

To enhance its brand positioning, RFL Plastics could adopt the following strategies:

1. RFL can invest in continuous innovation and product development process to stay
ahead of market trends. Introduce new and improved products that meet evolving
consumer needs, incorporating sustainable and eco-friendly materials.
2. They can develop a clear and compelling brand message that shows the human stories
behind the brand, highlighting its Bangladeshi roots and values also highlights RFL
Plastics commitment to quality, durability, and innovation.
3. They can engage with customers through various channels, including social media, to
create a community around the brand. Educate consumers about the durability,
reliability, and diverse applications of RFL Plastics' products, emphasizing their value
and longevity.
 4. They can also arrange trade fairs for showcasing new and innovative products at trade
fairs highlights RFL Plastics' commitment to staying ahead of the curve. Live
demonstrations and interactive displays can effectively communicate the brand's
dedication to quality, durability, and cutting-edge solutions.
5. RFL Plastics can also establish brand's digital presence by optimizing the website,
leveraging e-commerce platforms, and embracing digital marketing strategies. This
allows for broader accessibility and convenience for consumers.

Brand Resonance Model:

Brand resonance model refers to the feelings and thinking of customers about the brand. It
describes how a brand should create intense, active loyal customers through its offerings. The
brand resonance model represented as a pyramid with four key levels with 4 questions,
including;

Level 1: Brand identity (who are you?)

 Brand Name: RFL Plastics

 Brand Tagline: “Makes Life Beautiful”
 Brand Logo: The RFL Plastics logo features a simple yet recognizable design,
symbolizing reliability and functionality.

Level 2: Brand meaning (what are you?)

 Quality and Affordability: RFL Plastics signifies high-quality plastic products

accessible to all.
 Diverse Portfolio: From household items to industrial components, they cover
various needs.
 Local Manufacturing: Proudly Bangladeshi, emphasizing local production.

Level 3: Brand response (what are the feelings for the brand?)

 Perceived Quality: Customers associate RFL Plastics with durable and reliable
products.
 Brand Imagery: The brand evokes images of practicality, convenience, and everyday
use.
  Customer Judgments: Positive assessments based on quality, affordability, and
accessibility.

Level 4: Brand Relationships (What about you and me?)

 Emotional Connection: RFL Plastics aims to create emotional bonds with customers.
 Loyalty and Trust: Repeat purchases and recommendations build lasting
relationships.
 Social Responsibility: Their commitment to eco-friendly practices resonates with
conscious consumers.

Resonance

Judgement Feeling

Performance Imagery

Brand Identity
h
Brand Value Chain of RFL Plastics