brand comparison
DESCRIPTION
Brand Comparison based on the usage of brand elementsTRANSCRIPT
Take the Leadnever follow…..
Name Role
MD. AKTARUZZAMAN 39
MADHU MANGAL KUNDU 133
TUSHNIM AHMED 55
MD. ABIDUR RAHMAN KHAN OVI 103
MD. HASNATUL AZAM 107
Group Pofile
Students of University of DhakaBBA 12th BatchDept. of Marketing
Comparison of Grameenphone and Banglalink based on the usage of
branding elements
Overview of the Companies
Starting Time: 1997 Customer Base: 23 millions approx. Market Share: 45.5% approx. Market Position: Market leader
Grameenphone
Starting Time: 2005 Customer Base: 13 millions approx. Market Share: 24% approx. Market Position: Market challenger
Banglalink
Initial weapon◦largest network coverage of GP◦low call rate of Banglalink
Later on ◦value added services and price matching with B’link
by GP◦continuing low call rate by B’link
Current weapon of both companies◦non price competition(CSR, emotional attachment
etc)
Branding Battles
Name
Slogan
URL
Logo
Character
Jingle
Use of Branding Elements
Grameenphone and Banglalink are descriptive names.
Citycell = City + cell = Urban concentration Grameenphone = Grammen + phone = Rural
concentration Banglalink = Bangla + link = National
concentration
Brand Name Composition
Both words “Grameenphone” and “Banglalink” are◦familiar◦easy to pronounce◦distinctive
Grameenphone shortened its name to GP and Banglalink shortened its name to B’link.
Memorability
Both names indicate service category But none of them indicates any particular
attribute or benefit
Meaningfulness
Verbally, Banglalink sounds better than Grameenphone
Because the word “Bangla” raises the emotion for Bangladesh, Bangla language
Likability
Beyond Category GP: transferrable to related product category B’link: Not successful so far
Beyond Geographic Territory GP: Difficult B’link: Impossible (flavor of country of origin)
Transferability
Updating is difficult in both cases. Protectable through our country’s law.
Adaptability and Protectability
Criteria Grameenphone Banglalink
Memorability 100% 100%
Meaningfulness 96% 88%
Likability 92% 84%
Survey Analysis of Name
Stay Close Vs making a difference
Slogan
The slogan of GP is ◦specific and ◦relevant to service category◦focused on every marketing program
But the slogan of B’link is ◦abstract◦not focused on all marketing programs
Slogan
Criteria Grameenphone Banglalink
Memorability Memorable Somewhat memorable
Meaningfulness Clear and reinforcing Subjective
Likability Excellent Good
Transferability Different geographic boundary but same category
Different geographic boundary in any category
Adaptability Difficult Flexible
Protectability Protectable legally and competitively
Protectable legally and competitively
Slogan Analysis
Criteria Grameenphone Banglalink
Memorability 92% 92%
Meaningfulness 96% 80%
Likability 96% 80%
Survey Analysis of Slogan
Less important as most of the customers don’t have the facility to surf internet.
Both companies’ websites are not updated regularly.
But the usage of URLs is becoming popular day by day.
URL
Logo
At first, GP used the logo of a rural man & woman with a cell phone
Later on, GP changed its logo because:◦first logo was not transferable ◦first logo became obsolete◦second one is smarter and is the logo of the parent’s
company, Telenor.
Logo
Banglalink uses the logo resembling the stripes of tiger as it indicates royalty and speed
Logo
Criteria Grameenphone Banglalink
Memorability Memorable Excellently memorable
Meaningfulness Abstract Abstract
Likability Excellent eye friendly Good but not eye friendly
Transferability Possible beyond boundary and category
Possible beyond category but difficult beyond boundary
Adaptability Flexible Flexible
Protectability Protectable legally and competitively
Protectable legally and competitively
Logo Analysis
Criteria Grameenphone Banglalink
Memorability 76% 88%
Meaningfulness 36% 68%
Likability 72% 52%
Survey Analysis of Logo
GP does not use any character At the initial stage Banglalink used tiger as its
character. Banglalink brought a differential effect by
using it
Character
Both GP and B’link use sole background music
B’link uses same jingle in all the advertisements of Banglalink Desh Package.
Jingles
Criteria Grameenphone Banglalink
Memorability 76% 80%
Likability 52% 68%
Survey Analysis of Jingle
Brand elements Performance
Name GP dominates
Slogan GP dominates
URL None
Logo GP dominates
Character Banglalink dominates
Jingle Banglalink dominates
Overall Comparison
Reason behind using GP
BrandCall rateNetworkOthers
44%48%
8%
Reason behind using Banglalink
BrandCall rateNetworkOthers
64%
16% 20%
Strategic Brand Management by Kevin Lane Keller (3rd edition)
http://www.wikepedia.org http://www.grameenphone.com http://www.banglalinkgsm.com http://www.dnaindia.com/money/report_bharti-may-be-
seeking-more-in-bangladesh_1349677 Bangladesh Brand Forum magazine, December,09 Survey conducted by Take the Lead
Bibliography
Thank You