Brand business

I can reflect from my present experience in the field of corporate branding that Bangladesh has an immense opportunity to leverage its export by implementing a proper brand portfolio or house of brands management framework. Since the country is looking to diversify its export into different categories, it needs to have a framework for building brand equity in each of the category which will be consistent with the national brand building effort.

Mr. Asif reflects a 20 years timeframe for building national brand for Bangladesh. I predict that even if individual exporting companies/firms start to invest in brand building effort in their respective category, brand investment at individual level can be a vital source of equity for building a positive national brand in a much shorter time period. However, an effective national brand can only be built when the government and other stakeholders involved consider brand marketing as an investment rather than expenditure.