Bridging the experience and perception gap through 360-degree brand campaign: a case of Banglalink Fastest 4G

Abstract

Banglalink Digital Communications Limited, the third-biggest mobile service in Bangladesh has established itself as the market leader in terms of network speed. Furthermore, for four years continually, Banglalink has been named the fastest 4G network in the nation according to the Ookla Speedtest Awards. This report aims to evaluate how a 360-degree brand campaign can bridge the disconnect between Banglalink's Fastest 4G service and consumer perceptions of its effectiveness. Secondary data for this study were collected from a variety of sources, including published publications, reports, websites, journals and internal media reports. Furthermore, an online survey was conducted in order to measure the effectiveness of the communication design, followed by an analysis of the survey results and recommendations. The findings revealed that various factors impacting outbound communication influence brand perception in customer’s minds which in return bridges the gap between experience and perception.