Topic : The Branding Strategies of 7 banks and finding the

best one among them.

SUBMITTED TO:
Jagannath University, Dhaka.

Md. Mukhlesur Rahman

Lecturer
Department of Finance
Faculty of Business Studies

SUBMITTED BY:
Jagannath University, Dhaka.

S. M. Mahmodul Hasan

On behalf of

(Group8)

BBA (1st) batch

Department of Finance
Faculty of Business Studies

Date of Submission: th March, 2009

NAME OF GROUP MEMBERS

Srl.N
o.
1.
2.
3.
4.
5.
6.
7.

Name Of The
Students
S.M.Mahmodul
Hasan
Shifat Munjarin
Alia Momotaz
MD. Hasan Ali
Razu Ahmed
MD. Al - Amin
MD. Hanif Bhuiya

Roll No.
387
354
344
391
343
364
386

Signature

Acknowledgement
Compiling a project paper is a rewarding task that requires both mental stamina and
attention to detail. The varied nature of the matters dealt with has entitled references too
many sources, starting from books to brochures and to all of these we gladly acknowledge
our indebt mess for the ideas and information they have provided.
First of all we would like to thank from the very bottom of our hearts the almighty Allah for
making us able to complete this project paper in time.
Last but not the least, our group members whos devoted afford make it easy for all of us to
accomplish the project within the time at an efficient manner. If they were not being so loyal
to their work it would not be possible to systematize a high-quality project like that .

To
MD. Mukhlesur Rahman
Lecturer
Department of Finance
University of Jagannath.

Subject: Submission of the term paper on the Branding Strategies of 7 banks and finding
the best one among them.
Dear Sir,
With due respect, we are student of BBA (1 st) batch has completed the term paper based on
the topic - The relation among inflation, unemployment and democratic govt..
Though we are in a learning process, this term paper has enabled us to gain knowledge
about the terms.
During the preparation of term paper we did have some problem that has been erased out
with your promulgate lecture.
Finally thank you for your supportive thought and kind consideration for formulating an idea.
Lastly we would be thankful once again if you please give your judicious advice on our
effort.
Sincerely yours

S. M. Mahmodul Hasan

Group-08
BBA (1th batch) Finance
Jagannath University.

Table of contents:
Topic
Selected Banks
Branding
Role of a logo
Brand Strategy
About Bank Asia
About Dutch- Bangla Bank
About Sonali Bank
About UCBL
About Prime Bank

Page
-6-7- 8-810 13
14 - 17
18 - 20
21 - 24
25 - 28

About AB Bank
About Brac Bank
The best Brand

29 - 32
33 - 37
-38-

Executive summary:
We have assigned a task to make a formal report on branding strategy of seven companies
by our respective course teacher. So as a accomplishment of our assigned task we group
choose 7 bank to collect data.
Branding strategy implies to a strategy of procedure to establish a strong brand which is
most valuable asset for the company. Brand strategy decision involves brand positioning,
brand name selection, brand sponsorship and brand development. Each and every brand
has its own strategy to reach to the heist position among its competitors.
Though all the banks try to provide the best services for conducting banking activities and
consumer satisfaction as well as social responsibility, we the group member consider Dutch
Bangla Bank Ltd. as the best brand because of its outstanding performance related to its
services that are provided to consumer as well as society. It provides different types of loans
at a reasonable interest to its consumers. The Foundation carries out diverse social and
philanthropic activities in the field of education, health, womens welfare, conservation of
nature, creation of social awareness, rehabilitation of distressed people and such other

programs to redress human sufferings. It also promotes different socio-cultural and sports
activities.
Considering all the above subscription we can decide that Dutch Bangla Bank Ltd.
conducting their banking activities quiet well. It reaches to the near to its clients by opening
a lot of branches and e-bank services like ATM booth close to the door of clients. It
capturing the market by satisfying clients and others factors in the society because of their
strong branding strategy.

Selected Banks for assignment purpose:

Before going to describe about branding strategies of selected banks we need

to have a clear concept about Branding strategy.
Here a brief discussion on branding strategy is given for our better
understanding,
Branding:
The American Marketing Association (AMA) defines a brand as a "name, term,
sign, symbol or design, or a combination of them intended to identify the goods
and services of one seller or group of sellers and to differentiate them from
those of other sellers.
Therefore it makes sense to understand that branding is not about getting your
target market to choose you over the competition, but it is about getting your
prospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:

Delivers the message clearly

Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty

To succeed in branding one must understand the needs and wants of his
customers and prospects. He does this by integrating his brand strategies
through his company at every point of public contact.
His brand resides within the hearts and minds of customers, clients, and
prospects. It is the sum total of their experiences and perceptions, some of
which you can influence, and some that you cannot.

A strong brand is invaluable as the battle for customers intensifies day by day.
It's important to spend time investing in researching, defining, and building your
brand. After all, brand is the source of a promise to consumer. It's a foundational
piece in marketing communication and one he does not want to be without.

What Role Does a Logo Play in Branding Strategy?

When speaking about branding it's not uncommon for people to mistake their
logo as their "branding". Logo is only one piece of branding strategy. Logo is a
symbol that can provide consumers with instant and powerful brand recognition
of business and the services or products that are offered.
Before beginning the process of logo creation one must be sure that he has
developed his brand strategy. Because logo is like a small ad for the company,
without the strategy behind it a logo can put across the wrong message and in
return weaken the strategy. He wants to keep his brand message consistent to
help increase consumer recognition.
Brand Strategy at a glance

Brand Strategy
Brand
Name
Existing
New

Existing
Line Extension
Multi-brands

Product Category
New
Brand Extension
New Brands

Brand Strategy

Line Extension

Existing brand names extended to new forms, sizes, and flavors

of an existing product category.
Brand Extension
Existing brand names extended to new product categories.
Multiband
New brand names introduced in the same product category.
New Brands
New brand names in new product categories.

Now its the time to give the information that is collected from 7
different banks.
The selected banks are:
Bank Asia ltd
Dutch-Bangla Bank ltd.
Sonali Bank ltd
United commercial Bank ltd.
Prime Bank ltd.
AB Bank ltd.
Brac Bank ltd.

Overview
Bank Asia has been launched by a group of successful entrepreneurs with
recognized standing in the society. The paid up capital of the Bank is 1116
million. The management of the Bank consists of a team led by senior bankers
with decades of experience in national and international markets. The senior
management team is ably supported by a group of professionals many of whom
have exposure in the international market.
Within a short span of time Bank Asia has established itself as one of the fast
growing local private banks. It has at present a network of Twenty three
branches serving many of the leading corporate houses and is gradually moving
towards retail banking. Another significant delivery channel is its own as well as
shared ATM Network. Bank Asia has a network of 25 ATMs out of which 6 it
owns. The other 19 ATMs are shared through ETN with eleven other banks.
Since its humble beginning in 1999, it set milestone by acquiring the business

operations of the Bank of Nova Scotia in Dhaka, first in the banking history of
Bangladesh. It again repeated the performance by acquiring the Bangladesh
operations of Muslim Commercial Bank Ltd. (MCB), a Pakistani bank.
In the year 2003 the Bank again came to the limelight with oversubscription of
the Initial Public Offering of the shares of the Bank, which was a record (55
times) in our capital markets history and its shares commands respectable
premium.
The asset and liability growth has been remarkable. By Dec 2006 the total asset
of the Bank grew to Tk 30,478 million, increase of almost 30% comparing to
2005. As of Dec 2006 deposits increased to Tk 25,289 million, an increase of
37% over that of 2005, and Loans & Advances reached Tk 22,256 million, an
increase of 25% over that of 2005. Bank Asia has been actively participating in
the local money market as well as foreign currency market without exposing the
Bank to vulnerable positions. The Banks investment in Treasury Bills and other
securities went up noticeably opening up opportunities for enhancing income in
the context of a regime of gradual interest rate decline.
Bank Asia is maintaining its competitiveness by leveraging on its Online
Banking Software and modern IT infrastructure. It is the pioneer amongst the
local banks in introducing innovative products like SMS banking, and under the
ATM Network the Stelar Online Banking software enables direct linking of a
clients account, without the requirement for a separate account. Bank Asia
received the letter of Intent as on 24/02/1999. The first meeting of the promoters
held on 15/04/1999. It was received on 28/09/1999.Certificate of
commencement of business was received on 28/09/1999. The first meeting of
director held on 01/10/1999. It was received on 06/10/1999.The first branch
license was received on 31/10/1999. The date of inauguration of Bank Asia is
27/11/1999.Bank Asias prospectus was published as on 29/06/2003 The date of
IPO subscription was 23/09/2003 & 24/09/2003. The date was
08/01/2004.Number of promoters for Bank Asia in 22.The number of Directors

for Bank Asia is 13. The Auditor of Bank Asia is S.F. Ahmed & Co. The legal
Adviser is Lee, Khan & partners.
Mission
> To assist in bringing high quality service to our customers and to participate in
the growth and expansion of our national economy.
> To set high standards of integrity and bring total satisfaction to our clients,
shareholders and employees.
> To become the most sought after bank in the country, rendering technology
driven innovative services by our dedicated team of professionals.
Branches

The Bank at present carrying its banking activities through twenty seven
branches including ATM, Locker & Foreign Exchange services in the country. It
has nine rural branches as well. The address of bank Asias Registered
Office is Rangs Bhaban (8th Floor)113-116, Old airport Road, Tejgaon, Dhaka1215.
Vision Statement

Bank Asias vision is to have a poverty free Bangladesh in course of a

generation in the new millennium, reflecting the national dream. Our vision is to
build a society where human dignity and human rights receive the highest
consideration along with reduction of poverty.
Bank Asia Limited is a scheduled commercial bank in the private sector
established under the Banking Company Act 1991 and incorporated in
Bangladesh as a public limited company under the Companies Act 1994 to carry
out banking business in Bangladesh

Products & services

Gradually Bank Asia increases its product list. Every year we launch 2 products.
Since establish, our product list is so healthy and includes most features.
Whenever, we launch a product, we look deeply in its technical issue. Its mean,
how the product will be techno based and support online features. Considering
these criteria, we have produced six products. Each product contains its specific
link. However another related service or special features are also displayed here
Service to be introduced:
Credit Cards
Priority Banking
Products Include:
SMS Banking
Internet Banking
Bonus Savings Schemes
ATM Service

Mobile Banking
Customized Loan
Poverty Alleviation
Credit Card

Special Features:

Real time Online Banking

Internet Banking
ATM Service
Corporate Banking

Any Branch Banking

SMS Banking
Loan Syndication
Locker Facilities

Bank Asia has been launched by a group of successful entrepreneurs with

recognized standing in the society. The paid up capital of the Bank is over Tk.
1116.00 million. The management of the Bank has been carefully selected a
consists of a team led by senior bankers with decades of experience in national
and international markets. The senior management team is ably supported by a

group of professionals many of whom have exposure in the international

market.
Connect Asia

Bank Asia symbolizes modern banking with innovative services in Bangladesh.

We provide Online Banking, ATM Support, SMS and Net Banking Services in the
country. Our newly developed web application is fully authentic, secured and
robust. This technology based services also provide you Fund Transfer through
internet, Debit/Credit Card facility, free SMS message of special type of
withdrawal from your account time to time.
Internet Banking Services

Check account balance

Take print out of account statement for a particular period
Transfer fund within your own account
Make payment of mobile phone bill
Recharge your mobile phone as well as others from your account
Enquire foreign exchange rate
Enquire currency exchange rates.
Acquire information on all our products.
Every transaction report will be sent to clients e-mail account.
Can change the password, pin code and respective mobile number (GP &
City Cell).

Schemes

Bonus Saving Scheme

Start savings with BONUS SAVINGS
SCHEME for a brighter tomorrow. A
savings scheme specially designed
with your future in mind. In these days
of fast changing socio-economic
environment a practical step would be
to build up a strong and reliable
financial base upon which you can
build.

Corporate credit
It is a service tailored to suit your
requirements, to draw funds
whenever you have to meet your
fiscal obligations. It also lets you sit
square and earn interests. You may
feel relaxed now. Just click here for
details.

B. Bank Asia Sanchay Plas (BASP)

Recently Bank Asia added an attractive product in its portfolio called Bank Asia
Sanchay Plus (BASP).
Features:
o

An individual can open BASP Account up to TK 50.00 lac in single

name and up to TK 1 crore jointly with another person.
For Tk 1,00,000/ the summary for different tenure under BASP will
be like as follows:
Tenure
6 month
12 month
18 month
24 month
30 month
36 month

Rate of
Interest
12.00%
12.50%
13.00%
13.25%
13.60%
14.00%

Amount (In BDT.)

1,06,000
1,12,500
1,19,500
1,26,500
1,34,000
1,42,000

Institutions are not allowed to open BASP account.

BACKGROUND

Dutch-Bangla Bank Limited (the Bank) is a scheduled commercial bank. The

Bank was established under the Bank Companies Act 1991 and incorporated as
a public limited company under the Companies Act 1994 in Bangladesh with the
primary objective to carry on all kinds of banking business in Bangladesh. The
Bank is listed with Dhaka Stock Exchange Limited and Chittagong Stock
Exchange Limited.
DBBL- a Bangladesh European private joint venture scheduled commercial bank
commenced formal operation from June 3, 1996. The head office of the Bank is
located at Senakalyan Bhaban (4th floor),195, Motijheel C/A, Dhaka,
Bangladesh. The Bank commenced its banking business with one branch on 4
July 1996.
..........Services & Products
i) Card Products
ii) IT Products
iii) Retail Banking Products
> DBBL Life Line
> DBBL Future Line
iv) Other Banking Products
Card Products

DBBL-NEXUS Classic Card (debit)

DBBL-NEXUS Maestro card (debit)
DBBL-NEXUS VISA Electron card (debit)
DBBL-NEXUS Silver OD card (credit)
DBBL-NEXUS Gold OD card (credit)

DBBL Internet Banking

The best way to bank online!

DBBL Internet Banking enables customer to access his/her personal or business

accounts anytime anywhere from home, office or when traveling. Internet
Banking gives customer the freedom to choose his/her own banking hours. It
can save time, money and effort. It's fast, easy, secure and best of all.
Internet Banking Features

The following are the Internet Banking Features for DBBLs Retail and
Corporate Customers:
Account Summary The Customer will be able to view the list of Current,
Saving, Term Deposit and Loan accounts with the current balance.
Account Details The Customer can choose a particular account and see the
account details including unclear fund, limit, interest accrued etc.
Account Activity The customer can see or print his transaction activity in a
given account for a particular period.
Transfer Funds The customer can transfer funds from one of his accounts to
another of his accounts within the bank.
Third Party Transfer * The customer can transfer funds from one of his
accounts to another customers account within the bank
Pay Bills The customer can pay his utility bill (like Electricity, WASA, GAS,
Telephone, Mobile, ISP etc.)

Standing Instructions The customer can setup, modify or delete standing

instructions for transferring fund from one of his account to another account (his
account or 3rd party).
Open/Modify Term Deposit The customer can open a term deposit by
transferring funds from one of his current or savings accounts with the bank. He
can also modify the TD and redeem / part-redeem it.
Loan Repayments The customer can make payment of the loan installment
from his CASA account.
Statement Request The customer can make a request for account statement
for a required period. The bank will manually service this request.
Cheque Book Request The customer can make a request for a Cheque book.
Cheque Status Inquiry The customer can choose an account and enter the
Cheque number for which the status should be viewed.
Stop Payment Cheque The customer can mark his Cheque leaf as stop
payment.
Interest Rate Inquiry The customer can query on the interest rates on CASA &
Term Deposit Products.
Foreign Exchange Rate Inquiry The customer can query on the Foreign
Exchange (FX) Rates using this function.
Refill Pre-Paid Card The customer can buy a refill number for his pre-paid
mobile phone or ISP link.

Change Password The customer can change his Internet Banking Password
using this function.
Extra Features for Corporate CustomerLetter of Credit The customer can
initiate the LC application through Internet Banking.
Bank Guarantee The customer can initiate the Bank Guarantee through
Internet Banking.
Limits Query The customer can view his Loan Limits and Limits Utilization
through Internet Banking.
*3rd Party transfer is not allowed as per Bangladesh Bank permission.
..........Corporate Social Responsibility (CSR)
The ethos of DBBL for pursuing its activities in social arena has got further
momentum with your enthusiasm and support. Dutch-Bangla Bank Foundation
(DBBF) is consistently pursuing its objective of being active in those social areas
where it is needed most. The Foundation carries out diverse social and
philanthropic activities in the field of education, health, conservation of nature,
creation of social awareness, rehabilitation of distressed people and such other
programs to redress human sufferings. It also promotes different socio-cultural
and sports activities. Your Board of Directors in order to discharge its corporate
social responsibilities in a greater perspective continued its contribution
amounting to 5.00% of Bank's profit after charging loan loss provision to DutchBangla Bank Foundation (DBBF).
Activities of Dutch-Bangla Bank Foundation (DBBF)

Donation to different organization

a. Tk.4 crore for setting up a modem cancer hospital to Ahsania Mission Cancer
Society.

b. Tk.1 crore for setting up a modern cancer hospital to Bangladesh Cancer

Society.
c. Tk.1.20 crore for setting up a pediatric hospital to provide service to low
income people
whose 30% will be free and rest will be at low cost.
d. Tk.90 lac to kidney foundation for setting up Operation Theater.
Education
Sector & Institute
Dhaka University
10 physical disabled students
200 meritorious and needy students
BERDO
Bangabandhu Sheikh Mujib Medical
University
Bangladesh Agricultural University
Dhaka University Central Library
International Mathematical Olympiad-2006

Donation amount & awards

Tk. 9.73 crore
awarded scholarship
awarded scholarship
Scholarship program
donates books
donated a Pick-up Van
donated books
awards scholarships

Health
Sector
ACID & Dowry Victims
Bangabandhu Sheikh Mujib Medical
University
Diabetic Association of Bangladesh
Disabled and underprivileged children
Vesico Vaginal Fistula (V.V.F) operation to
improve women reproductive health
National Medical College & Hospital

Contribution
Stand by
Donates a DNA detection machine
Donated Tk. 9.36 crore
Stands by
Donated an Endoscope machine

HIV/AIDS patients
4 day-long workshop in Faridpur

Provides medical supports &

distributes the Treatment Cards
organized plastic surgery
operation

Disaster

DBBL has donated Tk. 25 lakh for the victims of devastating landslides in
Chittagong.DBBL donates 700 bundles of high grade GCI sheets to Gaibandha
and Rangpur districts
DBBL has distributed blankets among the cold-affected people

Overview
Sonali Bank Limited, the largest & leading commercial bank of the country, came
into being in 1972 immediately after the emergence of Bangladesh as an
independent state. A fully state-owned enterprise, the bank has been
discharging its nation-building responsibilities by undertaking government
entrusted different socio-economic schemes as well as money market activities
of its own volition, covering all spheres of the economy. Sonali Bank Limited
singularly enjoys the prestige of being the agent of the Central Bank of
Bangladesh in such places where the guardian of the money market has chosen
not to act by itself.
Sonali Bank Limited is governed by a Board of Directors consisting of 9(nine)
members headed by a Chairman. The Bank is headed by the Chief Executive
Officer & Managing Director, who is a well-known Banker and a reputed
professional. The head office of the bank along with its corporate structure is

located at Motijheel, Dhaka, the main commercial center of the capital.

Some notable features of the Bank are as follows:

Rank:
Country
: 1 (One)
Rank
Asian Rank : 282 (Asia week, September 14, 2001)
World Rank : 925 (The Banker's Almanac, volume-3,
July 1999)
Capital Structure:
Authorized
: US$ 184.30 million
capital
Paid up capital : US$ 60.30 million
Reserve capital : US$ 40.18 million
Branches and Subsidiaries:
Total branches
:1180
Branches in Urban areas
:560
Branches in Rural areas
:618
Overseas branches
:2
Subsidiary branches/booths
:15
in Uk & USA
Representative Office
:3
Correspondents/agents
:2000
:22,348 (OfficerEmployees
11,598 and staff10,750)
BANKING :

PERSONAL
Transfer of fund from
one branch to another
by Demand Draft , Mail
Transfer, Telegraphic
Transfer
Collection of cheques
through Clearing
House/beyond
Clearing House.

INTERNATIONAL
Guarantees in Foreign
Currency
- Bid Bond
- Performance Guarantee
- Advance Payment
Guarantee.
Facilitating Supplier's Credit,
LCs (Letters of Credit) , Bill
Purchasing/Discounting

Export Credit (Pre-shipment &

Post shipment)
Issuance of Payment
Order / Call Deposit

Locker facilities for

safe keeping of
valuables
Corporate Client
Services with
computerized system
at selective branches

Remittance, collection,
purchases & sales of Foreign
Currency & Traveller's
Cheques.

NRAT (Non-Resident Account

in Taka), NFCD A/c (NonResident Foreign Currency
Deposit), RFCD A/c (Resident
Foreign Currency Deposit)
Convertible and Nonconvertible Taka Account,
Correspondent Banking
Relations
Forward contracts

Correspondent
Strengthening existing and
establishing new correspondent
relationship with foreign banks
and Financial Institutions world
over

Attending to problems of the

correspondent banks

Helping correspondents in
marketing and distributing their
products

At present the bank is maintaining

relationship with about 2000
foreign correspondents

INVESTMENT
Short Term:
1. Call Loans
2.Treasury Bills

Long Term
1.Government / Public
Bonds
2.Shares / Equity
Participation
supports its customers by
providing Import Letter of
Credit
Post Import Financing
(LIM,LTR etc)
Import collection services &
Shipping Guarantees
Offers Export Letters of
Credit advising, Preshipment, Export
Financing,Export
documents negotiation
Letter of Credit confirmation
for Export sector

issues guarantee (Bid

Bond/Performance Bond/Advance
Payment Guarantee) at the
request of Bangladeshi exporter
through our foreign
Correspondent Banks.
Currently the bank has 71
(Seventy one) NOSTRO A/Cs with
large foreign banks abroad.
The bank maintains 13 (Thirteen)
VOSTRO A/Cs of foreign banks,
The bank is a SWIFT (Society for
World wide Inter-bank Financial
Telecommunication) subscriber.

All the on-going rural and micro finance outlets of Sonali Bank
Limited aim at increasing agricultural output, promote agro-based
Small and Micro Enterprises (SMEs), facilitate agro-based support
services, create and sustain employment opportunities through

linking the rural and urban poor to the various Income Generating
Activitis (IGAs) and reduce poverty.
At present 570 branches of Sonali Bank Limited carry out
Government transactions. These branches receive deposits towards
Government exchequer and pay against different Government
bills/Payrolls. Besides, 97 more branches of Sonali Bank Limited
receive only deposits towards Government exchequer where
branches of Bangladesh Bank exist.
Long term loan for setting up new industrial units and BMRE of
existing units including working capital finance are extended by
Sonali Bank Limited to cottage industries, small-medium-large scale
industries and also to self-employed persons with a view to creating
employment opportunities, deployment of resources, increasing
GDP and over-all industrial development of the country. Currently
the following credit schemes are on offer by the ban
UTILITY SERVICES :

Sonali Bank Limited offers multiple special services with its network of branches
throughout the country in addition to its normal banking operations.
Collects :

Gas bills.

Electricity bills

Municipal holding
Tax

Passport fees,
Vissa fees and
Travel tax

Telephone bills.

Water/Sewerage
bills
Customs & Excise Source tax and
duties .
VAT.

Jakat and Hajj

fund
Payments of

Pension

employees

Government and

Bangladesh Bank

Corporate Bodies

Army pension

employees
pension

Old age
allowances.

other
British pension

Students stipend/
scholarship

The bank was established in 26th June 1983 , and its operation was started on 29
June in the same year with 3 to 4 crore paid up capital and reserve was 02 crore.
K.H Mahatabuddin and Akteruzzaman are the established Chairman of this bank. At
the time of beginning the had three branch . They wear local branch Motijheel
,Agrabad branch Chitagong , Moulvibazar branch Sylhet.
The goal of UCBL is to gain 400 crores tk. profit in current year & 550-600 crores tk.
profit for the following year further, opening 120 branches, raising deposit to 450
crores tk. engage skilled 500 new employees. The ultimate goal of UCBL is to lead
the bank to take number 1 position in the field of banking sector.
Branches:
At present 84 branches are contributing in Bangladesh.
UCBL launched 3 branches at first:
1. Local branch, Motijeel.
2. Hidarabad branch, Chittagong.
3. Moulovi-Bazaar branch, Sylhet.

There exist no branches in abroad.

Man power:

Skilled manpower is the most important strategic of any organization. With this end
in view, human resource development has always been receiving highest priority in
the Bank. UCB has a strong focus on imparting training towards enhancement of
the skills and competencies of the employees to take over the challenge of modern
banking. Since there is no alternative to training for acquiring the required efficiency
and professional excellence, Banks Training Institute was busy throughout the year
to focus on creating awareness about the best principles and practices in banking
through imparting training on different aspects of banking. At present there are
2400 skilled employee working in UCBL.
Management:

The present AMD is Hamidul Haque. There is no MD at present. The ex-retired

MD was Mr. shah Alam Saroar. The Board of Directors held 11 meetings during
the year. Besides 13 Executive Committee meetings and 3 Audit Committee
meetings were held during the year under review.
Foreign Trade:

During the year 2005, the Bank opened 14,740 letters of credit for import
amounting to Tk. 29,408 million compared to Tk. 12,339 letters of credit amounting
to Tk. 24,386 million in 2004. The volume of export bills handled by the Bank in
2005 was Tk. 14,785 million compared to Tk. 10,470 million in 2004.
Operating Result

The Bank earned a total operating income of Tk. 3,188 million during the year
against Tk. 2,554 million in the previous year. The total operating expenditure was

Tk. 2,036 million in 2005 against Tk. 1,696 million in 2004. Thus operating profit
stood at Tk. 1,152 million during the year against Tk. 857 million of 2004. After
making provision of Tk. 300 million against loans and advances, the pre- tax profit
for the year stood at Tk. 852 million which proposed to be appropriated as under:
Tk. in million
Operating profit before tax and provision
Less: Provision for Loans and Advances
Net profit before tax
Less: Provision for taxation
Net profit after tax and provision
Less: Transfer to Statutory Reserve Fund
Less: Transfer to General Reserve Fund
Retained earnings
222
22

1,152
( 300)
852
( 435)
417
( 170)
( 17)
230

Credit programming

The bank continued its participation in different credit programmer for

financing new industrial projects, working capital, trade finance, international trade
etc. Consequently total credit rose to Tk20,211 million in 2005 from Tk15,385
million of 2004.The credit deposit ratio stood at o.8:1.Sector wise credit during the
year were as follows :-

SECTORS

TAKA(in millions)

Agriculture & Fishery

Industry
Real Estate
Transport
Whole Sale/Retail
Import
Export
Others

442
2656
672
76
5710
5860
832
3963

TOTAL

20,211

Currently the credit rating was:

long term A3
Short term ST2
For providing better service UCBL took place the 7th position in the ranking of banking sector.

Contribution to society:

Medical, power grids, mobile company those are the main sectors for sanctioning
loan. The interest rate on loan is 15% (on average) & 7% (for export/import). UCBL
face the competitive market by increasing rate of interest, opening more branches
& proper management.
UCBL contributing to society by creating more employment opportunity for the
people, in addition to contributing rural economy by agricultural loan & opening
rural branches.
Goal of UCBL

The goal of UCBL is to gain 400 crores tk. Profit in current year & 550-600 crores
tk. Profit for the following year further, opening 120 branches, raising deposit to
450 crores tk. engage skilled 500 new employees. The ultimate goal of UCBL is to
lead the bank to take number 1 position in the field of banking sector.
Conclusion:
The Bank closed the year 2005 displaying best performance since its inception- 25
years ago in terms of volume of business and net profit. With relentless and
dedicated efforts of the employees of the Bank and sincere cooperation of all
concerned it was possible to achieve the excellent results during the year. Above
all, strong liquidity base, prudent fund and credit management, continued guidance
and inspiration to the Management by the members of the board played a vital role
in the overall development.
The board of Directors places on record its appreciation to the valued clients,
shareholders, business associates, and numerous well wishers sat home and
abroad for their continued patronage, support and trust they reposed on the Bank.
The board of Directors likes to express gratitude and thanks to the Ministry of
Finance, Bangladesh Bank, Securities and Exchange Commission and other
regulatory bodies for their valuable guidance from time to time.
The board of Directors likes to thank the employees at all level for their
commitment, hard work and dedication for sustainable growth for the Bank.

OVERVIEW
In the backdrop of economic liberalization and financial sector reforms, a group of
highly successful local entrepreneurs conceived an idea of floating a commercial
bank with different outlook. For them, it was competence, excellence and consistent
delivery of reliable service with superior value products. Accordingly, Prime Bank Ltd.
was created and commencement of business started on 17th April 1995. The
sponsors are reputed personalities in the field of trade and commerce and their stake
ranges from shipping to textile and finance to energy etc.

As a fully licensed commercial bank, Prime Bank Ltd. is being managed by a highly
professional and dedicated team with long experience in banking. They constantly
focus on understanding and anticipating customer needs. As the banking scenario
undergoes changes so is the bank and it repositions itself in the changed market
condition.
Prime Bank Ltd. has already made significant progress within a very short period of
its existence. The bank has been graded as a top class bank in the country through
internationally accepted CAMEL rating. The bank has already occupied an enviable
position among its competitors after achieving success in all areas of business
operation.
Prime Bank Ltd. offers all kinds of Commercial Corporate and Personal Banking
services covering all segments of society within the framework of Banking Company
Act and rules and regulations laid down by our central bank. Diversification of
products and services include Corporate Banking, Retail Banking and Consumer
Banking right from industry to agriculture, and real state to software.
The bank has consistently turned over good returns on Assets and Capital. During
the year 2007, the bank has posted an operating profit of Tk. 3257 million and its
capital funds stood at Tk 6382 million. Out of this, Tk. 2275 million consists of paid
up capital by shareholders and Tk. 2659.21 million represents reserves and retained
earnings. The banks current capital adequacy ratio of 11.50% is in the market. In
spite of complex business environment and default culture, quantum of classified
loan in the bank is very insignificant and stood at less than 1.35%.
Prime Bank Ltd., since its beginning has attached more importance in technology
integration. In order to retain competitive edge, investment in technology is always a
top agenda and under constant focus. Keeping the network within a reasonable limit,

our strategy is to serve the customers through capacity building across multi delivery
channels. Our past performance gives an indication of our strength. We are better
placed and poised to take our customers through fast changing times and enable
them compete more effectively in the market they operate.
Domestic Savings

Bank is the largest mobilizer of surplus domestic savings. For poverty alleviation, we
need self employment, for self-employment we need investment and for investment
we need savings. In the other words, savings help capital formations and the capital
formations help investments in the country. The investment in its turn helps
industrialization leading towards creation of wealth of the country. And the wealth
finally takes the country on road to progress and prosperity. As such, savings is
considered the very basis of prosperity of the country. The more the growth of
savings, the more will be the prosperity of the nation.
The savings rate in Bangladesh is one of the lowest in the world. In order to improve
the savings rate, Financial Institutions responsible for mobilization of savings should
offer attractive Savings Schemes so that the marginal propensity to save increases.
The savings do not, of course, depend only on the quantum of income but largely
depend on the habit of savings of the people.
Interest rate of Savings Deposit Account is 6.00% for the year 2008. We have
formulated the following Savings Schemes
Loan Sanction

Depending on the various nature of financing, all the lending activities have been
brought under the following General Loan:
Short term Loan
Medium term Loan

Long term Loan

The loans are allowed to individual/firm/industries for a specific purpose but for a
definite period and generally repayable by installments fall under this head. This
type of lending are mainly allowed to accommodate financing under the categories (i)
Large & Medium Scale Industry and (ii) Small & Cottage Industry. Very often term
financing for (1) Agriculture (ii) Others.
Lease Finance

Lease financing is one of the most convenient long term sources of acquiring capital
machinery and equipment. It is a very popular scheme whereby a client is given the
opportunity to have an exclusive right to use an asset, usually for an agreed period of
time, against payment of rent. Of late, the lease finance has become very popular in
almost all the countries of the world. An obvious advantage of the lease is to use an
asset without having to buy it. The lessee is obligated to make lease payments until
the expiration of the lease agreement, which corresponds to the useful life of the
asset.In a capital scarce economy like ours, Lease Financing is suitable for firms to
acquire Capital Machinery, Equipments, Medical Instruments, Automobiles etc. And
thereby employ their own resources more advantageously in some other
investments. Lease financing also helps a firm to reap significant economic benefit
through tax saving and by reducing the risk of the equipments becoming obsolete
due to the technological advancement.
MASTER CARD SERVICE

Prime Bank Limited obtained Principal Membership of Master-Card International in

the month of May 1999. Within a period of 6 months, the bank successfully launched
Master Card-Credit Card which created a new dimension in its customer service and
consumer financing.
The Special feature of the Prime Bank Master Card is that its bears the card holders
photo on the card, which is the first of its kind in Bangladesh and adds security

against misuse. Prime Bank Limited issues 4 types of cards. These are Gold Local &
International and Silver Local & International. Local cards can be used in Bangladesh
only.
SWIFT

Prime Bank Limited is one of the first few Bangladeshi Banks who have become
member of SWIFT (Society for Worldwide Inter-bank Financial Telecommunication)
in 1999. SWIFT is members owned co-operative, which provides a fast and accurate
communication network for financial transactions such as Letters of Credit, Fund
transfer etc. By becoming a member of SWIFT, the bank has opened up possibilities
for uninterrupted connectivity with over 5,700 user institutions in 150 countries
around the world.
One Stop Utility Services Scheme

Like any other country of the world, the people living in the urban areas of our
country lead a very busy life. Time is very valuable to them. Despite this, they are to
waste their valuable time at the counter of different Banks and other Institutions for
payment of their monthly bills of different utility services like Electricity, Telephone,
Water, Gas etc. They, as such, face enormous difficulties for payment of their
monthly bills in time. Such inconveniences of the urban people can be removed by
making an arrangement to collect all the bills of various utility services at One Point.
Scope of Services

With this end in view, Prime Bank Limited has introduced a Scheme entitled ONE
STOP UTILITY SERVICES SCHEME. The scheme is designed to provide all the
required services to the customer in making payment of their following bills on their
behalf from the counter of the Bank:
1. To pay Electricity Bills

2. Cash deposit in his/her account at any branch of the Bank irrespective of location.
3. Cash deposit in other's account at any branch of the Bank irrespective of location.
4. Transfer of money from his/her account with any branch of the Bank.
5. Any amount can be deposited or transferred under Prime Line. In the system,
however, at present there is a limit for cash withdrawal through bearer or by account
holder himself.

ONLINE BRANCH BANKING SERVICE

Online Banking Service is designed to serve its valued clients. Under this system,
you shall be able to do the following type of transactions:

1. Cash withdrawal from your account at any branch of the Bank.

2. Deposit in your account at any Branch of the Bank.
3. Transfer of money from your account to any other account with any
Branch of the Bank.

OVERVIEW
AB Bank Limited, the first private sector bank under Joint Venture with Dubai
Bank Limited, UAE incorporated in Bangladesh on 31st December 1981 and
started its operation with effect from April 12, 1982.
Dubai Bank Limited (name subsequently changed to Union Bank of the
Middleast Limited) decided to off-load their investment in AB Bank Limited with a
view to concentrate their activities in the UAE in early part of 1987 and in terms
of Articles 23A and 23B of the Articles of Association of the Company and with
the necessary approval of the relevant authorities, the shares held by them in
the Bank were sold and transferred to Group "A" Shareholders, i.e. Bangladeshi
Sponsor Shareholders.
As of December 31, 2006; the Authorized Capital and the Equity (Paid up
Capital and Reserve) of the Bank are BDT 2000 million and BDT 2582.76 million
respectively. The Sponsor-Shareholders hold 50% of the Share Capital , the
General Public Shareholders hold 49.43% and the rest 0.57% Shares are held
by the Government of the People's Republic of Bangladesh. However, no

individual sponsor share holder of AB Bank holds more than 10% of its total
shares.
Since beginning, the bank acquired confidence and trust of the public and
business houses by rendering high quality services in different areas of banking
operations, professional competence and employment of the state of art
technology.
During the last 26 years, AB Bank Limited has opened 70 Branches in different
Business Centers of the country, one foreign Branch in Mumbai, India, two
Representative Offices in London and Yangon, Myanmar respectively and also
established a wholly owned Subsidiary Finance Company in Hong Kong in the
name of AB International Finance Limited. To facilitate cross border trade and
payment related services, the Bank has correspondent relationship with over
220 international banks of repute across 58 countries of the World.
AB Bank Limited, the premier sector bank of the country is making headway with
a mark of sustainable growth. The overall performance indicates mark of
improvement with Deposit reaching BDT 42076.99 million, which is precisely
53.78% higher than the preceding year. On the Advance side, the Bank has
been able to achieve 46.32% increase, thereby raising a total portfolio to BDT
31289.25 million, which places the Bank in the top tier of private sector
commercial banks of the country.
On account of Foreign Trade, the Bank made a significant headway in respect of
import, export and inflow of foreign exchange remittances from abroad.
Corporate Banking Service

At AB Bank we provide complete range of solutions to meet Corporate

Customers' requirement. Our Corporate Banking solutions include a broad
spectrum of products and services backed by proven, modern technologies.
Corporate Lending Service

Our specialist teams offer a comprehensive service providing finance to large

and medium-sized businesses based in Bangladesh. For more information as to
how we might best meet your corporate debt needs, please contact us at our
Corporate Head Office.
Structured Finance

We have a specialist Structured Finance Team who arrange and underwrite

finance solutions including Debt and Equity Syndication for financial sponsors,
management teams and corporates. Also we provide corporate advisory
services.
We aim to provide tailored financing solutions with a dedicated team who can
rapidly respond to client needs.
Following are some of the products and financial tools of Corporate Banking:
Project Finance
Working Capital Finance
Trade Finance
Cash Management
Syndicated Finance, both onshore & off-shore
Equity Finance, both onshore & off-shore
Corporate Advisory Services .

Western Union Services

A fast, reliable and convenient way to send a money transfer Western Union
Financial Services Inc. U.S.A. is the number one and reliable money transfer
company in the world. This modern Electronic Technology based money transfer
company has earned world wide reputation in transferring money from one
country to another country within the shortest possible time.
AB Bank Limited has set up a Representation Agreement with Western Union
Financial Services Inc. U.S.A. Millions of people have confidence on Western
Union for sending money to their friends and family. Through Western Union
Money Transfer Service, Bangladeshi Wage Earners can send and receive
money quickly from over 280,000 Western Union Agent Locations in over 200
countries and territories world wide- the worlds largest network of its kind, only
by visiting any branches of AB Bank Limited in Bangladesh.
Foreign Remittance through Exchange House
For Inward Remittance, AB Bank established extensive drawing arrangement
network with Banks and Exchange Companies located in the important countries
of the world.
SME Loan

Considering the volume, role and contribution of the SMEs, in the last two
decades AB Bank has been patronizing this sector by extending credit facilities
of different types and tenor. As of now 54% of the banks total loan portfolio is
segmented to the SMEs which deserve all out attention in our plans, projections
and forecasting.
As such the bank has emphasized on the following issues:
To provide the best services to the SME sector

To increase the SME portfolio of ABBL significantly

To improve the quality of ABBLs portfolio
Cards

In the present context of banking business in the world, Card is the future of any
bank. Electronic payment system is now ruling the world and some days from
now cash transactions system will turn into a history found only in the text book.
AB Bank Limited is one of the leading first generation private sector commercial
banks with Branch Network all over the country. The Bank started issuing VISA
Credit Cards from the end of year 2004 as a principal member of VISA
International.

Brief description of different features:

Card Conversion & Balance Transfer Plan

'Card Conversion & Balance Transfer Plan' to AB Bank VISA Credit Card will be
extended towards all local Credit Cardholders of the market, provided that their
'other banks' credit card is in 'regular' state, not in 'overdue' state. Cardholders
will repay the approved transferred amounts to AB Bank Credit Card Account in
monthly installments stated in their monthly statements. Other bank credit
cardholders having regular payment history will also be allowed to apply for this
facility along with their new AB Bank Credit Card application form. You can
convert your other bank card to AB Bank Card and get interest facility @ 19.95%
on your outstanding.

Easy Buy

'Easy Buy' Installment Plan to AB Bank VISA Credit Card will be extended
towards all AB Bank Visa Credit Cardholders. Cardholders can convert any retail
purchase done using AB Bank credit card into an installment scheme where they
can pay back the amount at rate of interest of 19.95% per annum over a tenor
ranging from 6 months to 48 months.
Easy, convenient and affordable
Under the Easy buy program, cardholder can choose own installment plan,
ranging from 6 to 48 months.
Simple procedure, no documentation, no down payment
Available in comfortable payment options of 6 months to 48 months
Process just a call away
No cash advance fee
No cash advance fee for cash withdrawal from AB Bank ATM Booths & Tk.10
only per cash withdrawal will be charged from other Q Cash ATM booths. Market
rate is Tk. 125 per cash withdrawal.
Auto bills pay facility

Hassle free monthly payment from AB Bank Account holders.Higher transaction

limit
AB Bank VISA card gives you the facility to withdraw up to Tk. 60,000 or 50% of
your credit limit (whichever is lower) of the credit limit from any ATM with Visa
logo.
Lot more features are in the pipeline to add more value to satisfy AB Bank
customers.

OVERVIEW
BRAC Bank Limited, with institutional shareholdings by BRAC, International
Finance Corporation (IFC) and Shore cap International, has been the fastest
growing Bank in 2004 and 2005. The Bank operates under a "double bottom
line" agenda where profit and social responsibility go hand in hand as it strives
towards a poverty-free, enlightened Bangladesh.
A fully operational Commercial Bank, BRAC Bank focuses on pursuing
unexplored market niches in the Small and Medium Enterprise Business, which
hitherto has remained largely untapped within the country. In the last five years
of operation, the Bank has disbursed over BDT 1500 crore in loans to nearly
50,000 small and medium entrepreneurs. The management of the Bank believes
that this sector of the economy can contribute the most to the rapid generation
of employment in Bangladesh. Since inception in July 2001, the Bank's footprint
has grown to 22 branches, 350 SME unit offices and 19 ATM sites across the
country, and the customer base has expanded to 200,000 deposit and 45,000
advance accounts through 2006. In the years ahead BRAC Bank expects to
introduce many more services and products as well as add a wider network of
SME unit offices, Retail Branches and ATMs across the country.
BRAC, a national, private organization, started as an almost entirely donor
funded, small-scale relief and rehabilitation project initiated by Fazle Hasan
Abed to help the country overcome the devastation and trauma of the Liberation
War and focused on resettling refugees returning from India. Today, BRAC has
emerged as an independent, virtually self-financed paradigm in sustainable
human development. It is one of the largest Southern development
organizations employing 97,192 people, with 61% women, and working with the
twin objectives of poverty alleviation and empowerment of the poor.

IFC is a 19% shareholder in BRAC Bank. A new assistance program signed in

August 2005 aims to double the banks number of small and medium enterprise
clients in 18 months through campaigns to target women entrepreneurs and
rural clients, introduce new products and train branch managers.
Shore Cap typically invests between $500,000 and $2 million for an ownership
position of 10-25% of a company. As a minority shareholder, Shore Cap seeks
financial institutions with a strong, experienced management team and a
committed set of local development-minded investors. Shore Cap currently owns
18% of BRAC Bank Limited.
Corporate Vision, Mission & Values

Corporate Vision
" Building a profitable and socially responsible financial institution focused on
Markets and Business with growth potential, thereby assisting BRAC and
stakeholders build a "just, enlightened, healthy, democratic and poverty free
Bangladesh".
Corporate Mission

Sustained growth in 'small & Medium Enterprise' sector

Continuous low cost deposit growth with controlled growth in Retained Assets
Corporate Assets to be funded through self-liability mobilization. Growth in
Assets through
Syndications and Investment in faster growing sectors
Continuous endeavour to increase fee based income
Keep our Debt Charges at 2% to maintain a steady profitable growth
Achieve efficient synergies between the bank's Branches, SME Unit Offices
and BRAC field

offices for delivery of Remittance and Bank's other products and services
Manage various lines of business in a fully controlled environment with no
compromise on
service quality
Keep a diverse, far flung team fully motivated and driven towards
materializing the bank's
vision into reality
Corporate Values

Our Strength emanates from our owner - BRAC. This means, we will hold the
following values and will be guided by them as we do our jobs.
Value the fact that we are a member of the BRAC family
Creating an honest, open and enabling environment
Have a strong customer focus and build relationships based on integrity,
superior service and
mutual benefit
Strive for profit & sound growth
Work as a team to serve the best interest of our owners
Relentless in pursuit of business innovation and improvement
Value and respect people and make decisions based on merit
Base recognition and reward on performance
Responsible, trustworthy and law-abiding in all that we do .

Achievements

BRAC Bank received National Award as the Highest VAT payer for the
financial year 2007-2008
BRAC Bank Limited has recently received the prestigious award for being the
highest VAT paying organization in national level in service industry.
Dr. ABM Mirza Azizul Haque, Honourable Adviser Finance & Planning Ministry,
Govt. of Peoples Republic of Bangladesh, handed over the award & crest to
BRAC Bank Limited at a ceremony held in Osmani Smriti Milonayaton.
BRAC Bank received ICAB National Award
BRAC Bank Limited has been awarded ICAB National Award from Institute of
Chartered Accountants of Bangladesh (ICAB) for one of the Best Published
Accounts & Reports 2007 recently.
Dr. A. B. Mirza Md. Azizul Haque former Adviser Finance & Planning Ministry,
Govt. of Peoples Republic of Bangladesh, handed over the award to BRAC
Bank Limited at a ceremony held in Bangladesh-China Friendship Conference
Centre.

Fastest growing bank in the country for the last two years
Leader in SME financing through 350 offices
Biggest suit of personal banking & SME products
Large ATMs (Automated Teller Machine) & POS (Point of Sales) network

SME
BRAC Bank Limited has opened its first ever Small and Medium Enterprise (SME) service
centre at Elephant Road in the city.
Fazle Hasan Abed, founder chairman of BRAC Bank Ltd. and chairperson of BRAC, formally
inaugurated the SME Service Centre Sunday.
It is a full-fledged service centre for BRAC Bank's SME customers, providing information on
loans, loan processing documentation, and transaction and remittance delivery facility.
With this first SME service centre, BRAC Bank has more than 3,000 distribution points across
the country.
Among others, BRAC Bank Chairman Muhammad A (Rumee) Ali, Managing Director and
Chief Executive Officer AEA Muhaimen, Deputy Managing Director Syed Mahbubur
Rahman, Chief Information Officer Tarique Amin Bhuiyan, Head of Retail Banking Firoz
Ahmed Khan and Head of Marketing and Corporate Affairs Abedur Rahman Sikder were also
present on the occasion.

Corporate Social Responsibility

BRAC Bank and ICDDR,B representatives inaugurated BRAC Bank Short Stay
Ward at Dhaka Hospital of ICDDR,B. Its Dhaka and Matlab hospitals provide free
treatment to 1120,000 patients each year with a commitment to not to turn away
anyone arriving for treatment. In the past, accommodating these patients required
the use of tents as temporary wards.
With the support of BRAC Bank Limited the short stay ward has been renovated
with full air conditioning, new washrooms, hand washing sinks, surrounding walls
and upgraded floors and ceilings. In this regard BRAC Bank as part of their CSR
activity contributed Tk.23,39,388 to develop the new BRAC Bank Short Stay
Ward.
Mr. Muhammad A. (Rumee) Ali, Chairman, BRAC Bank Limited, formally
inaugurated the new BRAC Bank Short Stay Ward at a ceremony. In his speech,
Mr. Muhammad A. (Rumee) Ali mentioned that BRAC Bank and ICDDR,B has a

long-standing relationship of collaboration and mutual understanding and BRAC

Bank is proud to be associated with ICDDR,B to support the underprivileged
people of Bangladesh.
Among other senior officials, Mr. A.E.A. Muhaimen, Managing Director & CEO,
BRAC Bank, Dr. Alejandro Cravioto, Executive Director, ICDDR,B, and Dr. Mark
Pietroni, Administrator, Dhaka Hospital, ICDDR,B were also present in that
occasion.

Retail Banking
1) Loan product
2) Cards
3) Deposit products
Corporate banking:
1) Corporate loan product
i)
ii)
iii)
iv)
v)
vi)

Overdraft
Team loan
Loan against trust receipt
Lease Financing
Work order Finance
Medium Enterprise

2) Trade Finance
i)
ii)

Letter of Credit (LC)

Letter of Guarantee (LG)

3) Corporate Cash Management

i)
ii)
iii)

NSP
PTS
Advantage to Employers

iv)
v)

Advantage to employees
Cash management service

Probashi Banking :
1)
2)
3)
4)
5)

Probashi Product
Probashi Biniyog
Probashi account Opening
Remittance Info
Life Insurance

CREDIT RATING RESULTS ON BANKS

Name of the Bank

UCBL
AB Bank

Rating

A3
A2

Year

28 July, 2008
15 May,2008

Bank Asia
Brac Bank
Dutch- Bangla Bank
Sonali Bank Ltd
Prime Bank Ltd

AA2
AA2
A+
BBB
AA

18 May 2008
16 March,2008
30 June, 2008
19 October 2008
29 June, 2008

These are the collected data for our branding Strategy Analysis.

THE BEST BRAND

After analyzing these collected data we can say the best bank, which have the
best Branding strategies is Dutch-Bangla Bank. Because it follows all the
features to maintain its position in competitive market.
It has a specific logo which is different from others
It has a goodwill for its better service
DBBL has a positive differential effect on customers response to its
service, that is Brand equity.
It provides maximum service to its customers by establishing ATMbooths here and there.
DBBL is very much active to maintain its position.
DBBL works a lot with the social facts.
The logo Dutch-Bangla Bank Ltd. uses is totally unique and Follows the
strategies of Branding.
It performs different survey on the satisfaction of the customer with their
service.

This bank is a corporate bank. It is the mix of Dutch and Bangladeshi

Banking service. So the Bank is Successful to select a Brand of its own.
Credit rating of the bank reaches to the satisfactory level.

ENDING SUMMARY:
Branding strategy Is the procedure of establishing a strong brand which is most valuable
asset for the company. Brand strategy decision involves brand positioning, brand name
selection, brand sponsorship and brand development. Each and every brand mentioned in
the above has its own strategy to reach to the top position among its competitors.
The attractive logo, brand name, creating best perception on the consumer mind to get
them satisfactory by providing services among them according to their wants. Individual
always try to dominate the others through draw the attention of Ingredient of market
capturing as well as the related fact. Not only maximize the profit but also to ensure social
welfare is badly need for the brand development. Providing maximum services at a
minimum cost will helps to the bank to the top.

Conclusion:
As a mandatory course of B.B.A. program we are required to study the Principles of
marketing course. In order to enhance the understanding of the core concept, we are
required to prepare a report based on the branding strategy of seven company. We select
seven banks for our required task.
We use secondary data to make the report. Though all the required data are not available
so it took time to collect data. We the group try ourselves best for making report. It is difficult
to select the best brand and determining its branding strategy. Actually all the brand tries to
capture the entire market through its branding strategy by satisfying the consumer needs
and related factors. Most probably the services provided by specific brand, consumer good

perception about the brand is the measurement of the successful brand. The brand having
reputation for providing best services, that brand has strong brand strategy.

APPENDIX:
We use secondary data to make the report.
We download the required web page from the website.
Further we have collected required data from the annual report.