Brand Comparison

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

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