Brand theories practiced by British American Tobacco Bangladesh

Abstract

British American Tobacco has been operating worldwide for more than 100 years. Being one of the major concerns of BAT Group, British American Tobacco Bangladesh is carrying the legacy by becoming the market leader in cigarette industry of Bangladesh. With the rampant growth in cigarette sales from 1997 to 2010, this organization is effectively cultivating the profit out of this industry. However, having restriction from the government in any sort of marketing communication, British American Tobacco Bangladesh is overcoming the challenges with their strong branding implementations. This report scrutinizes the different branding theories which have been applied by the different brands of this organization. The report contains comparative analysis of the cigarette brands of Bangladesh. In addition, it also focuses on the branding strategies of BATB to reach up to the minds of the consumers. With the effective implementation of the immutable laws of branding, BATB occupies a great deal of mindshare and it helps to grow the brand equity as well. This report also puts the light on the well designed brand elements of all the segments which has helped BATB to get an edge over the existing competitors of cigarette industry in Bangladesh.