Effectiveness of Branding in the Perspective of Private Television Channels in Bangladesh

Abstract

A brand is an identifiable entity that makes some specific promise of value. Branding is used to create emotional attachment between products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol. The purpose of this paper is to examine the effectiveness of branding in the perspective of private television channels in Bangladesh and also to identify how broadcaster brand images are affected by channel or program branding decisions. We have conducted primary and secondary data analysis with regular viewers of TV. We have been collected these data from SIRUS marketing & personal interviewing technique. The outcome of the research will help to understand the effectiveness of program branding in comparison with channel branding among different private TV channels in Bangladesh and also to understand the viewers' satisfaction on different brands of channels and programs. After conducting this re-erect, we have found that program branding is comparatively more fictive than channel branding among different private TV channels in Bangladesh. As marketers, we need to work hard to ensure that we are offering our customers strong brands that are clearly differentiated and that offer clear, real value and unique benefits.