This report is about the understanding of Youth culture and their usage of mobile phone operators. Here, all the branding objectives and effectiveness of those objectives are discussed from different perspective. The objective was to find out the trend of the youth segment comparing with the other operators with Robi Axiata Limited. While doing research about this, some information were collected which were important ones but not enough supportive to prove the hypothesis. Much information regarding the Robi Axiata Limited was found from this research which will be helpful for the company for re-branding their product. This was a qualitative study and was also done by secondary research. Some in depth interviews were taken as well. This hypothesis was proved as most of the respondents found that Robi is still standing behind comparing with the other operators in youth segment. The target groups for the research were the youth segment and majority of them were the university students. All the primary data were collected from those people. And finally there are some recommendations what Robi Axiata can do in order to capture the market share of the youth segment.
