BRAND INSIGHT

A brand is a set of promises by a specific producer or service hat consumers concern through name, logo, slogan, or design. Brand building is the effort to make those set of promises recognizable in ways, which are differentiated and sustainable both financially (for company) and psychologically (for consumer). Advertising professionals work on the execution of brand building not only to build brand recognition, but also to build a set of standards on which the brand should strive and the company for that matter.

Brand can change the image of a company. Creating expectation about the company services or products, and encouraging the company to maintain those expectations, or exceed them are the results of effective branding.

Branding, in Bangladesh, has become a more fascinating issue recently and has gained huge attention among marketers, business communication and consumers as well. Similarly, the concept of nation branding also attract the policy makers and bureaucrats of the government.

Customers usually see a brand as a total “package”. The package offering involves not just the physical goods or the primarily service function but much more. How this package is perceived is what makes up a brand’s positioning in consumer mind. A brand, therefore, is a perception of an integrated bundle of information and experiences that distinguishes a company and/or its offering from the competition. When consumers think about a specific store, company, good, or service, certain impressions come to mind, forming a sort of mental montage. What customers think of, for example, when they see or hear the words Mercedes-Benz, Kmart or Avis is the brand perception of each of these companies and products.

A brand identity consists of identification cues, such as brand symbols, colors, and distinctive typography that together create recognition of the