Brand Focus

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Intro

Shilpolok, an Industry, trade, business and development based popular show of Channel I.  Directed and schemed by Raju Alim, the program is telecasted every Saturday at 11:05 am on Channel I. Recently, 3 most popular brand communication expert and corporate icon including Sara Jaker, popular cultural personality and Managing Director of Asiatic Group, MM Jashim Uddin, Head of Department of Brand and Marketing, Industrial Sector of Bashundhara Group and Nazmul Karim Chowdhury, Senior Vice President and Head of Brand at City Bank Joined the show to talk about the leading business sectors they are coordinating.

 

 

 

“Social network based communication has an intense impact when it’s about branding”

— Sara Jaker, popular cultural personality and Managing Director of Asiatic Group

During 1980’s, when I started, there used to have division of section in advertising industry, market research and media house. Then during 1990’s the industry started taking sharp upper turn. Along with that, many new company and brand entered into the industry that created huge competition. Before this time, advertising agencies used to run on commission based work but is got changed with the transformation then. In comparison with that, media has now changed and expanded a lot and huge amount of money is getting spent here. Digital media has also reached to a high level because although   the cost is low here but the visibility is huge. There used to be only one soap brand which was Lux, but now there is numerous brand for each products. Social network based communication has an intense impact when it’s about branding. Because of social network unknowingly we are receive news constantly. And when it’s about the young generation, they are taking advantage of social media using their phone every then and now. Each phone is a media itself. With the cell they are always Facebooking, listening to Radio, getting updated and everything. Advertising was controlled very strictly earlier as it has to go under screening and there was low chance of making any false that time.

 

 

“Competition does not mean that it will reduce the standard of people’s living”

—-  MMJashim Uddin, Head of Department of Brand and Marketing, Industrial Sector of Bashundhara Group

Bashundhara group itself is attached with a contribution. I can say that, what we planned 2 years earlier, we have made quite steady progress on that. After 2 years later when we look at now, we see that we have already invested in 3 big sectors. Among them Bashundhara group has investment in LP Gas industry, food and beverage and refinery sectors. It’s normal that competition is there and it will be in future too. But it does not mean that only for competition the standard of people’s living will be reduced. Rather it should increase the standard of living and should make products available for its customers. People who belongs to media and marketing department need to provide correct information to their customers. After that it based on customers will whether they will buy the products or not. And advertising industry is responsible to ensure that those information should reach to the customers. Any kind of monopoly or monopolistic environment is harmful for us. The income distribution that our common people shared, showed us that even a garment’s workerstrend os consumption has been changed. They are now consciuous about the product they are using. Actually all these factors makes us feel that instead of a huge population, our industry is growing and developing constantly. Here I would like to add that, at present we are sighting another business unit of convention city.  We organized South Asian Fashion and Lifestyle Fest at the International Convention City Bashundhara (ICCB) in the city on June 12 for fashion lovers.The best and renowned fashion and lifestyle brands from 4 countries including India, Thailand, China and Bangladesh joined at the event with their best products. We joined the fest because one symposium and three seminars held during the fest with the participation of fashion and lifestyle icons, designers, experts and conscious people from the participating countries.

Our main target is to share all these information to our customers. It may be of cheaper cost, but we are trying to provide good products to them. We don’t think that fashion is synonymous to expensive things. That’s why the sharing are taking place among the South Asian Countries.

 

 

“Branding means story telling”

Nazmul Karim Chowdhury, Senior Vice President and Head of Brand at City Bank

 

I started my career at marketing and advertising agencies.  I have worked in Bitopiand in Unitrend. While receiving training there, we were taught that, branding means story telling. Some people may get confuse with the two facts that there are different scopes in advertising and in marketing and branding.  To reach to our customers you have to tell the story in such a way so that customers feel it is the part of their own life. It needs to get mingled with the customer’s life and they should feel that resembling. Then they will buy the products by themselves. Whether it is financial, idea or any produce, the same method goes with them. I believe that brand means something that evolves every time. Earlier it used be one way based but it is more interactive based now. Earlier, even if the product was average but you could have continue branding with your ideas. But now situation is quite different. Now consumer will raise question through the interactive panel like Facebook or Instagram regarding the quality of the program. So, thus the process has evolved throughout the time.

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