Chapter 1.

Introduction

Branding is an important aspect of marketing that involves creating a unique name, design, and
image that differentiates a product from its competitors. The goal of branding is to create a lasting
impression in the minds of consumers that leads to increased brand awareness, customer loyalty,
and ultimately, higher sales. Pran Company is a Bangladesh-based food and beverage company
that has been in operation since 1981. The company offers a wide range of products, including
snacks, beverages, and confectionery items. Pran Company has been successful in establishing
itself as a trusted brand in the Bangladeshi market and has expanded its reach to other countries in
Asia, Africa, and the Middle East. . Pran has been able to establish a strong brand in the
Bangladeshi market through its effective branding strategy. Here are some of the key elements of
Pran's branding strategy:

1. Product Quality: Pran's branding strategy is based on the quality of its products. The
company places a great emphasis on the quality of its raw materials and production
processes. This has helped Pran to establish a reputation for producing high-quality
products that are safe, healthy, and hygienic.
2. Variety: Pran has a wide range of products that caters to different market segments. This
has helped the company to establish a strong presence in the market and appeal to a wide
range of customers.
3. Packaging: Pran's products are packaged in bright, attractive packaging that appeals to
customers. The packaging design is consistent across all products, which helps to reinforce
the brand identity.
4. Advertising: Pran uses a mix of traditional and digital advertising to promote its products.
The company uses television commercials, billboards, and print media to reach a wider
audience. Pran also uses social media platforms such as Facebook and Instagram to engage
with customers and promote its products.
5. Brand ambassadors: Pran has used celebrity endorsements to promote its products. This
has helped the company to build trust with customers and create a positive image for the
brand.
 6. Distribution network: Pran has a strong distribution network that helps the company to
reach customers in remote areas. The company has also established partnerships with other
companies to distribute its products through their retail channels.

1.1 The Purpose & Objective of This Paper:

To investigate and analyze the product branding strategy of Pran, a leading Bangladeshi company,
and to identify the key factors that have contributed to the success of their branding approach.
Specifically, the study aims to:

1. Examine the various branding strategies adopted by Pran for their product lines.
2. Analyze the impact of Pran's branding on customer perception and behavior.
3. Identify the key factors that have contributed to the success of Pran's product branding
approach.
4. Evaluate the effectiveness of Pran's branding strategy in terms of creating brand awareness,
brand loyalty, and overall brand equity.

1.2 Research Question:

1. How has Pran, a Bangladeshi company, utilized its product branding strategy to establish a
strong presence in the local and global markets?
2. What are the key elements of Pran's product branding strategy that have contributed to its
success in the highly competitive consumer goods industry in Bangladesh?

Chapter 2. Literature Review

The importance of branding in marketing cannot be overstated. Research has shown that effective
branding can significantly impact consumer behavior and purchasing decisions (Keller, 1993;
Aaker, 1996). A strong brand can lead to increased brand loyalty, repeat purchases, and positive
word-of-mouth recommendations. Furthermore, branding can help companies differentiate
themselves from their competitors and establish a unique identity in the market (Kotler & Keller,
2016).
One of the key components of a successful branding strategy is brand positioning. Brand
positioning refers to the process of identifying and communicating the unique value proposition
of a brand to its target audience (Keller, 1993). Effective brand positioning can help companies
establish a clear brand identity, build brand equity, and increase brand awareness. In the case of
Pran Company, the company has positioned itself as a provider of high-quality, affordable food
and beverage products that cater to the needs of the local market. Pran Company has also leveraged
its reputation as a trusted brand to expand its reach to other countries in the region.

Another important aspect of branding is brand personality. Brand personality refers to the human
characteristics and personality traits associated with a brand (Aaker, 1997). Research has shown
that consumers are more likely to develop emotional connections with brands that have distinct
personalities (Kotler & Keller, 2016). Pran Company has successfully created a brand personality
that is synonymous with reliability, affordability, and quality. The company's products are
designed to meet the needs of the local market and are priced competitively to appeal to budget-
conscious consumers.

One of the challenges that companies face in developing a successful branding strategy is the need
to adapt to changing market conditions and consumer preferences. Research has shown that
successful brands are those that are able to evolve and adapt to changing market conditions while
maintaining their core brand values (Kotler & Keller, 2016). Pran Company has been successful
in adapting its branding strategy to meet the changing needs of the market. For example, the
company has expanded its product range to include healthier and more natural products to cater to
the growing demand for health and wellness products.

Chapter 3. Theoretical Framework

Pran is a Bangladesh-based food and beverage company that has successfully expanded its
operations to several other countries. The company's branding strategy can be analyzed using
several theoretical frameworks, including:

1. Brand Identity Prism by Kapferer - This model identifies six facets of a brand's identity:
physique, personality, culture, relationship, reflection, and self-image. Pran's branding
strategy can be analyzed by considering how the company has established its identity in
 each of these areas. For example, Pran's "physique" could be the company's logo and
packaging design, while its "personality" could be its commitment to offering healthy and
high-quality products.
2. Brand Equity Model by Keller - This model proposes that a brand's value is determined by
its brand awareness, brand associations, brand loyalty, and perceived quality. Pran's
branding strategy can be evaluated by examining how the company has built each of these
components of brand equity. For example, Pran has established a strong brand awareness
in Bangladesh and other countries where it operates, and it is known for offering high-
quality and innovative products

Overall, Pran's branding strategy can be analyzed using a combination of these theoretical
frameworks, each of which provides a unique perspective on how the company has established its
brand identity, created brand equity, and generated customer loyalty.

Chapter 4. Methodology of the Study

4.1 Methodology of the Study

The purpose of this research is to conduct a content analysis on Pran Company's product branding
strategy. This study aims to identify the branding elements that Pran Company uses to position its
products in the market, the messages it conveys through its branding, and how it influences
consumer perception and purchasing behavior.

4.2 Research Design

The research design for this study will be a qualitative content analysis. Qualitative research is
appropriate for this study as it allows for the in-depth exploration and analysis of the branding
elements used by Pran Company. Content analysis is a research method that involves the
systematic examination of the content of communication to identify patterns, themes, and meaning.
In this study, we will conduct a content analysis of Pran Company's product branding across
various media channels such as television, print, digital, and social media.
4.3 Sampling

The sampling method for this study will be purposive sampling. Purposive sampling allows for
the selection of relevant data sources based on specific criteria. In this study, we will select
branding campaigns and advertisements of Pran Company's products that have been released in
the past three years. The selection criteria will be based on the visibility and popularity of the
campaigns as well as the extent to which they reflect the overall branding strategy of the company.

4.4 Data Collection

The data collection process will involve the collection of branding campaigns and advertisements
of Pran Company's products from various media channels such as television, print, digital, and
social media. We will collect both visual and textual data and will use a data collection form to
document the branding elements used in each campaign, including the colors, images, typography,
slogans, and messages.

4.5 Data Analysis

The data analysis process will involve the use of thematic analysis. Thematic analysis is a method
of analyzing qualitative data that involves the identification of patterns, themes, and categories. In
this study, we will use thematic analysis to identify the branding elements that Pran Company uses
to position its products in the market, the messages it conveys through its branding, and how it
influences consumer perception and purchasing behavior.

4.6 Ethical Considerations

This study will adhere to ethical principles in research, including obtaining informed consent from
participants (in this case, Pran Company), protecting participant confidentiality, and ensuring that
the research does not cause harm to participants.
 Chapter 5 Result and Discussion

5.1 Result

A qualitative content analysis was conducted to investigate Pran Company's product branding
strategy. Purposive sampling was used to select branding campaigns and advertisements of Pran
Company's products that have been released in the past three years, based on their visibility,
popularity, and alignment with the overall branding strategy of the company.

The data collection process involved the collection of visual and textual data from various media channels
such as television, print, digital, and social media. A data collection form was used to document the
branding elements used in each campaign, including the colors, images, typography, slogans, and messages.

Thematic analysis was used to analyze the data, which involved identifying patterns, themes, and
categories in the branding elements used by Pran Company. The analysis aimed to identify the
branding elements that Pran Company uses to position its products in the market, the messages it
conveys through its branding, and how it influences consumer perception and purchasing behavior.

The results of the analysis indicated that Pran Company uses several branding elements to position
its products in the market, including the use of bright and bold colors, high-quality images, clear
typography, and catchy slogans. The company's branding messages revolve around promoting the
quality, taste, and health benefits of its products. Pran Company also emphasizes its commitment
to using natural ingredients and sustainable production practices in its branding.
The analysis revealed that Pran Company's branding strategy influences consumer perception and
purchasing behavior by creating a positive image of the company and its products. The branding
elements used by the company help to differentiate its products from competitors and create a
sense of trust and loyalty among consumers.

6 Chapter Conclusion

In conclusion, the study has revealed that Pran Company's product branding strategy has been an
effective tool for creating brand recognition and customer loyalty. The company has employed a
range of branding strategies such as celebrity endorsements, sponsorships, and product
diversification to enhance brand image and increase market share. The research findings also
suggest that the company's investment in packaging design, pricing, and promotion has helped to
create a strong brand identity that resonates with consumers.

The study has also highlighted the importance of using a holistic approach to product branding,
which encompasses all aspects of the product, from packaging design to marketing
communication. By incorporating these elements, Pran Company has been able to create a unique
brand image that differentiates its products from competitors in the market.

Furthermore, the study has revealed that the company's focus on product diversification has been
a key factor in its success. By expanding its product range to include a variety of food and beverage
products, the company has been able to target different consumer segments and increase its market
share.
In conclusion, Pran Company's product branding strategy has been a crucial driver of its success
in the highly competitive consumer goods industry. The company's focus on creating a strong
brand identity, diversifying its product range, and investing in packaging, pricing, and promotion
has enabled it to establish a strong presence in both domestic and international markets. As such,
the company's approach to product branding can serve as a valuable case study for other businesses
looking to enhance their brand image and increase market share.