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Branding Strategy

In: Business and Management

Submitted By rezoan086
Words 9034
Pages 37
1. Introduction

Brands are more than just names and symbols. Brand represents consumers’ perceptions and feelings about a product and its performance-everything that the product or service means to consumers. The real value of a strong brand is its power to capture consumer preference and loyalty. In a cluttered, competitive market place, the brand elements that make up the brand will have to do more and more of the selling job. In a time- compressed marketing world the fact that brand name can be noticed and its meaning registered or activated in memory within just a few seconds is a tremendous asset and provide a firm with a strong competitive advantage. Mutual Trust Bank Ltd. is the leading multinational bank in this country. To maintain its leading position in the Bangladesh, Mutual Trust Bank Ltd. is always keen to develop long-term beneficial relationship with trustworthy clients. The ability of Mutual Trust Bank Ltd. to establish itself as a successful bank and the creation of a strong brand image is because of the high quality service it provides to its customers.
‘Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers" A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company’.
‘Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand’.

1.1 Background of the Report
The theoretical concepts and academic knowledge within the boundary of class-room can’t address the real life experience about corporate culture and working atmosphere. So, the necessity of internship program is inevitable for a BBA student. The purpose of this internship program is to get

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