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How to develop a Brand?

Brand is the management of consumers’ expectation innovatively. When a PROMISE distinctly position in the consumers mind, we call it is a BRAND. If a company likes to manage the expectation of the consumers, it has to know its customers from the very depth of the heart. Only then it will be possible to connect the brand with human minds where it will be born and will live in. The words sound so simple, but the real tasks don’t. It requires a lot extensive consumer research to proceed on. In this write up, I will be trying to give a glimpse of the steps required in developing a Brand. A brand is a ‘Brand, it will be certified by the consumers not by the marketer. Hence, the work starts with the in depth analysis of consumer mind. ‘Why do the consumers consume the product?’ In the very beginning this is the most vital question to be answered by the marketer. In branding this is called ‘consumer insight’, the very basement of preparing ‘Brand Architecture’ which is the first step of the w

The Plight of the Golden Workers of Bangladesh

T he reason why I defined them Golden Worker is not because the y work in gold industry, it’s because they help us earn US $12.4 billion representing almost 80 per cent of the country's export income by exporting quality garments. But we call them Garment Workers in the sense of negligibility and in some cases we use ‘garment worker’ as slang to address someone having low social class. A few days ago a team of my department visited a colony in Chittagong city where those workers live. We saw the brutality of reality, the harsh living conditions of those garment workers. You won’t believe how harsh it is. In a single congested room, there are two to three families. They all are cooking in the same room, they all are eating in the same room, and they all are sleeping in the same tiny room. Those who are bringing 80% of the country’s foreign currency are having a very poor standard of living. The visit makes the report of International Trade Union Confederation, a Vienna-based labo

Inconsistency in our PSC and other Public exam System

In 2001 our govt. suddenly decided to introduce Grading system in public examinations (SSC, HSC) without going through a systematic process of justifying and educating the stakes (teachers, students) about the system. However, it took two or three years for the stakes to cope with the system, meanwhile some batches went through huge academic losses because of low understandability and multiple changes of decision regarding the ‘Range’ of grades and the weight of ‘Elective’ subject. In the recent time, all the shakes and hazards have almost been overcome and stakes are almost habituated with the system in spite of having a ‘question mark’ behind the quality of the primary and secondary education. Very recently the govt. has introduced two more public examinations named Primary School Certificate (PSC) and Junior School Certificate (JSC). There is no wrongness with this introduction but to the utter surprise we have observed that grading system prevails in JSC exams while traditiona