Brand Management of Banglalink

Abstract

Banglalink Digital Communications Ltd. (Banglalink) is one of the largest mobile operations in Bangladesh offering a wide range of 2G, 3G and 4G services. Banglalink’s network covers more than 99% population of Bangladesh, the world’s 9th most populous nation and one of the fastest growing economies in Asia. Banglalink had 33 million customers at the end of 2015. Comparing the external environment, BANGLALINK’s product is placed at the growth stage of its life cycle. Knowing this position will help to determine which strategy is to apply. Market share of BANGLALINK is growing at a positive rate in total market. That means the overall growth rate compare to overall market BANGLALINK is in the Growth Stage. Its Brand Name is Banglalink. Brand Tagline is “Jekhanei ache din bodoler cheshta, shekhanei ache Banglalink”. It has a catchy jingle that is memorable and likeable by its customers. Packaging and color is the combination of orange and black color. There are paid celebrities involved in long term contract with the brand, they represent and promote the brand. Worlds number 1 one day cricket all-rounder Shakib Al Hasan and his wife Umme Ahmed Shishir have been appointed as the brand ambassadors of Banglalink Digital Communication. Banglalink follows Customer Based Brand Equity (CBBE) Model that has several steps like- Salience, Performance, Image, Judgment, Feeling, and Resonance. Bangalink has created a distinguish identity and that is proved by customers familiarity and favorability towards the brand. Banglalink has successfully attracted customers by its name, logo, jingle and core offerings. Banglalink has earned the trust and reliance by customers that customers purchase and use it with full notion. Banglalink is a colorful, enthusiastic, connecting brand. It is a culture oriented brand that reflects in its name, logo and other promotional activities. It is a brand that is reliable and worth trying. Banglaink has a culture where it performs corporate social responsibilities, no gender discriminations or biasness towards the internal customers, helpful, cooperative and learning working environment, maintain hygienic, safe and secure workplace, obedient towards labor law and Government. It is a culture oriented brand that reflects in its name, logo and other promotional activities. By using Banglalink, customers do not feel down. It’s a popular brand having a good image so they feel prestigious and valued. As there are many users of the brand, customers feel belongingness to the society. Premium customers of Banglalink (Banglalink Priyojon) can avail special treatments from Banglalink and they can enjoy that and may like to show off, they feel prestigious and special that gives them a good self image. Customers feel that Banglalink performs well. It offers good network, affordable to purchase, easy to purchase, affordable and convenient usage. Sometimes it struggles with the network facilities in some places but most of the places cover a good network of Banglalink. Customers are satisfied with its performance. It is involved in active communication as Bangallink believes that competition is between better and best and out of sight leads to out of mind! It follows both traditional and digital platforms of advertisement. It uses television, radio, bill boards, news papers, magazines for advertisement. It knows the value of digital marketing in recent years. It has active facebook page, youtube channel, instagram, website etc. it sponsors many events actively. Banglalink always try to set the price in a way that may support customers’ preferences as they just don’t want to have satisfied customers but to have delighted customers who are part of Banglalink family. It ensures customer satisfaction by both logic and emotion. It’s a well reputed brand that ensures quality and performance, on the other hand it origins from the name of our motherland, it does several emotional promotional campaigns that connects it customers emotionally. It gives privileges to its premium customers and makes them committed towards the brand. Banglalink applies content marketing. Like- in many concerts shows we see the name of ‘Banglalink’, celebrities’ say its name in several shows etc. it is done to mark its name to customers mind. It’s a great tool for customers’ emotional mechanism. Banglalink does rebranding in a way of minor modification. It is an established well reputed strong brand and sometimes it modifies its brand’s tagline like- from “din bodoler cheshtay Banglalink” to “ek desh ek rate” and now “tomar amar shobar beshi beshi dorkar” Because of network and technological problem customers have to face different problems. These issues should be taken seriously and corrective action should be taken. More customer care centers should be established as it’s not sufficient according to customers’ needs. Constantly recruiting people, adding/deleting levels to the organ gram, sudden turn over all these issues should be taken care of for maintaining a good image. Premium customers should get more privileges for maintaining the customer loyalty. It should go for rebranding in a form of minor modification when it is necessary. Banglalink is the third largest telecommunication service provider of Bangladesh, serving millions of subscribers with its innovative and satisfactory quality service. Infrastructure and corporate culture are two important assets for the company. Their current branding strategy is effective and efficient. If they continue doing what they are doing right now properly, no one can stop them to remain a popular brand in customer’s minds.