STORYTELLING CASES OF STRONG BRANDS: GRAMEENPHONE, AARONG AND PRAN-RFL GROUP

Abstract

This thesis explores how storytelling serves as a powerful branding tool for building strong, authentic identities in Bangladesh's business landscape. By analyzing three local brands—Grameenphone, Aarong, and PRAN-RFL Group—the study highlights how narrative-based marketing enhances emotional engagement, cultural relevance, and long-term customer loyalty. Grameenphone uses storytelling to promote digital inclusion and empowerment, particularly through emotionally resonant campaigns like Shopno Jabe Bari, which reflect real-life challenges and successes of marginalized groups. Aarong’s brand stories center around artisan empowerment, cultural heritage, and ethical consumerism. Initiatives like Threading Dreams and Artisan Diaries showcase rural women’s craftsmanship and create deep emotional connections. PRAN-RFL Group uses storytelling to promote national pride, rural development, and sustainability. Campaigns such as Eid For All and their sustainability reports position the brand as a socially responsible change agent. All three brands use diverse media platforms—social media, video content, and store visuals—to share stories that emphasize community impact, cultural values, emotional depth, and ethical responsibility. In conclusion, the findings show that storytelling in Bangladesh is not just a marketing tactic but a strategy to build trust and long-lasting brand value. The study recommends brands invest in real, human-centered stories and adopt multi-platform storytelling to strengthen market engagement.