7th August, 2016

Md. Anamul Hoque

Assistant Professor
Department of Business Administration
East West University
Dhaka-1212

Subject: Submission of report on Branding a Place; Old Dhaka

Dear Sir;
This is to inform you that we have completed the report on 'Branding of Old Dhaka'. This
report contains a brief of branding elements and function of the place and way of promote the
place.
In writing this paper, we have followed your instructions for report writing to present our
views and understanding in the easiest way. However, we will be glad to clarify any
divergence that may arise.

Sincerely yours,

Md. Shibly Noman Bappy

Id # 2012-1-10-057

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Acknowledgement
We are greatly thankful to Almighty Allah for enabling us to get successfully through our
responsibilities though we had to face some problems during the completion of the term
paper .
We would like to extend our sincere thanks to course instructor Md. Anamul Hoque for
providing us with continuous support and guidance which was vital for the successful
completion of the report. We thank your ability of extracting of very best out of us, for your
patience and perseverance, and most importantly for the tremendous source of
encouragement and inspiration you have bestowed on us throughout the semester.

Last but not the least, we, the group members who are doing this report as a team it is
thanked to each other for being extremely co-operative and for sharing ideas with one
another.

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Executive Summary
If you arrange a contest among the destination of Bangladesh focusing on foods, festival,
cultural, old Dhaka will surely get the prize for it. Its beauty is very unique. What makes it so
charming is that the architectural skills, royal foods, language, dress make them different
from others...
Old Dhaka its not only blessed by architectural beauty but also for culture. Many people
around the world come here to learn the culture and livings, taste the food, dress code.
The main attraction of old Dhaka are Ahsan Monzil, Lalbagh Fort, Dhakeshwai
Temple, etc. Some other things like foods called: Biryani, Bakorkhani, Kebabs at
Alauddin Road, Boro Baper Pola Khay.
Old Dhaka is a unique place combination of historical and festival environment where people
can come, experience the place or more clearly a like uncommon things with these place and
feel happily. Old Dhaka is trying to catch the non-customers of other to be their customer.
Basically they want refreshment from visiting any place which has short distance from their
city or residence. They also want to make this trip less expensive in terms of cost. Visitors
want instant refreshment and convenient transportation facility along with nice
accommodation benefits.

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Contents

Executive Summary ................................................................................................................................. 3

1.0 Introduction ...................................................................................................................................... 6
1.1 Background of the Study ............................................................................................................... 6
1.2 Objective of the Study................................................................................................................... 7
1.2.1 Primary Objective................................................................................................................... 7
1.2.2 Secondary Objective .............................................................................................................. 7
1.3 Methodology ................................................................................................................................. 7
1.3.1 Primary Collection Method .................................................................................................... 7
1.3.2 Secondary Collection Method................................................................................................ 7
1.4 Limitation of the Study.................................................................................................................. 8
2.0 Rationality of the Places.................................................................................................................... 8
3.0 Opportunity Analysis ......................................................................................................................... 9
3.1 SWOT Analysis............................................................................................................................... 9
3.1.1 Strength................................................................................................................................ 10
3.1.2 Weakness: ............................................................................................................................ 10
3.1.3 Opportunity:......................................................................................................................... 11
3.1.4 Threat: .................................................................................................................................. 11
3.2 Category analysis: ....................................................................................................................... 12
3.3 Competitor Analysis: ................................................................................................................... 12
3.4 Price Benefit Positioning ............................................................................................................. 15
3.5 Differentiate or Die ..................................................................................................................... 15
4.0 Target Market Analysis ................................................................................................................... 17
4.1 Why consumer analysis is important .......................................................................................... 17
4.1.1 Demographic Factor ............................................................................................................. 17
4.1.2 psychological factors ............................................................................................................ 17
4.2 Story related to our product ....................................................................................................... 18
5.0 Brand Positioning Strategy.............................................................................................................. 19
5.1 Choosing Area of Differentiation ................................................................................................ 19
5.1.1 Utilites .................................................................................................................................. 19
5.1.2 Delicious foods in old Dhaka: ............................................................................................... 22
5.2 Brand Experience: ....................................................................................................................... 23
5.3 Key positioning Idea: ................................................................................................................... 23
5.4 Blue Ocean ...................................................................................................................................... 24
6.0 Brand Development ........................................................................................................................ 25
6.1 Brand Elements: Mix & Match .................................................................................................... 25
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6.2 Application of Brand Sense Theory ............................................................................................. 28

6.3 Leveraging Secondary Brand Association ....................................................................................... 29
7.0 Brand Equity Model Development.................................................................................................. 30
7.1 David Aakers Brand Equity model .............................................................................................. 30
8.0 Conclusion ....................................................................................................................................... 31
9.0 Reference ........................................................................................................................................ 32

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1.0 Introduction
We are assigned to brand a place Old Dhaka by our respected course instructor Md.
Anamul Hoque. We have chosen Old Dhaka, represents old Dhakas traditions and it has
many historical and archaeologically important monuments. we have focus on key
positioning strategy, target market, competition, category analysis, brand experience, brand
elements, pricing, channel strategy and finally brand senses. The report is one of the
requirements of the course MKT416 (Brand Management). We have tried our best make our
term paper as informative as possible.

1.1 Background of the Study

Branding aims to establish a significant and differentiated presence in the market that attracts
and retains loyal customers. A brand will help encourage someone to buy a product, and it
directly supports whatever sales or marketing activities are in play, but the brand does not
explicitly say buy me. Instead, it says This is what I am. This is why I exist. If you agree,
if you like me, you can buy me, support me, and recommend me to your friends. The brand
is ultimately what determines if you will become a loyal customer or not. For learning to
design brands in a good along with a practical way, the study has been conducted as a partial
fulfillment of our Brand Management course.
In a globalized world, places increasingly get attention. In such a highly competitive
environment, place branding can help by building competitive identity in order to influence
perceived images in relevant markets. In particular, sustainable competitive advantage can be
created by building brand equity in relation to the identity of the nation, region, local area or
city or town. We think that place branding is about gaps between: the identity or sense of
place; its product offering; the experience that visitors (tourists, expats, potential investors
and traders) get when they visit; and the image / perception that people have of a place. Place
branding isnt about a good slogan, logo and nice promotional campaigns. An integrative
place branding strategy is needed to capture the hearts and attention of visitors. This means
that the place brand should be supported by policies, innovations, events, structures,
investments and symbolic actions. When a place has a unique and distinctive sense of place,
it becomes memorable. Memorable means that the enjoyable experience at that certain place,
conquered space in your mind and your heart. So that you might think of living or investing
there, or return one day.
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1.2 Objective of the Study

The objective of study is to gather practical knowledge regarding place branding. Theoretical
classes of Brand Management provide us theories regarding branding where as branding
creates mental structures and helps consumers organize their knowledge about products and
services in a way that clarifies their decision making . The principal intent of this term paper
is to focus on place branding and its effective marketing.
1.2.1 Primary Objective

The primary objective of the study is to brand a place, with the applications of branding
concepts and marketing strategies and tactics. Each objective needs to be formulated in such
a way that it is attainable; clearly formulated; easy to understand, prioritized and measurable.
1.2.2 Secondary Objective

The secondary objectives that are set by us while preparing the term paper are To create superior brand value and brand equity
To find out what factors influence people towards this place
To find out the new dimensions of this place.
To find out its important characteristics which attract tourists
To create subsequent strong link with the marketplace.

1.3 Methodology
In preparing the term paper, we have used both the primary and secondary sources of
information.
Data Collection Method : We collect the data in two ways. These are:
1.3.1 Primary Collection Method: The primary information was collected through observations,

opinion of tourists those who have visited the place & group discussion.
1.3.2 Secondary Collection Method: The secondary information was collected from brand

management books, class lectures, internet, newspapers and magazines to find out different
necessary information.

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1.4 Limitation of the Study

Regarding data collection surveying, we had to go through limitations, which may possibly
affect the study a little bit. Data has been collected from primary source because we dont get
enough information form secondary sources. The purity of the study was dependent on the
fairness of the collected data. We tried our level best to collect and process the completely
reliable data from different sources. But some factors like, Lake of co-operation, Data
collection from location, wrong thinking, Lack of time were occurred.

2.0 Rationality of the Places

In Bangladesh, people are becoming more conscious with every passing day. They
are trying to see and learn some real historical places, but rarely have any
opportunity. The rate of history lover is increasing alarmingly. Old Dhaka is a good
comfortable tourist spot for those people.

People are very busy these days. They rarely have any time to go outside the country
and mostly rely on local historical places due to their availability and cheap price.
There are many historical places in our country, which satisfy the hunger of the
history and travel lover people of Dhaka. Old Dhaka can be a well option for those
people as it is cheap, available.

The tourist industry of Bangladesh mainly has only few places in the Dhaka, namely,
Sonargaon, Old Dhaka, Mainamati, Buddah Bihar etc. Thus this is a good
opportunity for developing tourist spot for the people as there is definite demand, so
we can grab the opportunity.

A historical place is already considered as emotional attachment in the minds of the

people. As we would be developing, not only the emotional or history lover people
would like to have it, but all types of people to like to visit our places.

Old Dhaka would have a certain appeal to the Youngers of Bangladesh as their
main concern is that. Since Old Dhaka is renowned place, the younger would like
to visit it.

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3.0 Opportunity Analysis

In our country there have lots of historical places which are situated in Old Dhaka and in the
Tourist Spot industry, Old Dhaka has its own opportunities to attract the adventurous,
emotional and unusual minded people (youth mainly). We are giving a SWOT analysis about
our Old Dhaka and this will help to understand all the strengths, weaknesses, opportunities
and threats of this beautiful place.

3.1 SWOT Analysis

SWOT analysis of Old Dhaka as a brand.

Strenghts
1.Famous Historical
places .
2.Having well-known
fastivel
3. Easy local
transportation

Opportunities
1. Awareness creation
through social media
2. Local's awareness
about tourism

Weaknesses
1. less wholesome
environment
2.Having very few of
luxurious hotels

Threats
1. Roads condition is
not good.
2. poor land with
numerious natural
catastrophes a

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3.1.1 Strength

Most well-known historical place in Bangladesh.

Strategic location.
High brand image .
In Old Dhaka there have some well reputation for their food, such as Haji Biryani,
Kabab, and having also some different Mughal foods.
Nonviolent for outsiders: This Place is very safe for outsiders people and tourists.
The local people are too much helpful and peaceful.
Well known festival: In Old Dhaka there have some uncommon festival for this
reason they are famous in world wide
Easy local transportation: The local transportation facilities to see the tourist spots
are cheap and easy to higher and the drivers are works as a guide. There are varies
types of local transport like Rickshaw, Bike, Auto and tom tom.
Helpful local people: The local people of Old Dhaka are very conscious about visitor
or strangers and very helpful and well mannered. They are humble and ethical.
3.1.2 Weakness:

Brand dilution.

Non familiar people positioning was not clear.

Losing emotional appeals.

Brand abuse.

Less awareness about this place: There is not much awareness about this place
among the people. This is a historical and

an attractive place but for lack of

promotion tourists arent aware about it.

Miserable int. district transportation: The int. district transportation is not so good.
There are several vehicles are running through Gulistan to Sadarghat road but there
quality are not satisfactory for tourists. Though it has some good quality vehicles but
they are not available for night coach service.

Absence of high class Hotel: Though there have some residential house which have
not very high quality service with a lower price but if somebody wants a very high
quality service like Rupushi Bangla Redison hotel. They mustnt find it.

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3.1.3 Opportunity:

Improve hygienic standards.

Upgrade to the international historical place.
Developing of common and instructive up-to date multilingual site of the tourist
destination.
Local people now Conscious about tourism: The local people are now aware about
their culture and about the importance of tourism of their area. And this is a positive
opportunity for tourists and the local people.
Local Administration is aware about tourist and their needs: The local
Administration and local government are now more alert about the security and needs
of tourists.
3.1.4 Threat:

Expectation of clients in terms of technology development.

Economic changes of the tourist market as a result of the world economic crisis.

Lack of financial provision development of the country for tourism.

Too much miserable Road: In Old Dhaka are famous for their lots of mix-up roads.
Sometimes people are confused about it. There have also some miserable roads. In
some place of that road sometimes there is no sign of black pitch on the road. And the
horrible roads demotivate people to go there.

Lack opportunity to using personal four wheeler vehicle: In that area, there is
limited opportunity to use personal car because roads are so much twisted for this
reason it is difficult to use personal car.

Research based support: One of our group member are living at Old Dhaka and have
visited the historical place and different festival with their own eyes. We have also
asked some tourists about the experience, and they have expressed their feelings
through one word, historical place with remarkable festival.
So, we can clearly state that Old Dhaka is a place of real historical place and festival

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3.2 Category analysis:

Old Dhaka can be categorized under place branding.
The historical place category is still dominated by Sonargaon Taj Mahal , Sonargaon
etc.
Old Dhaka market is growing inconsistently.
Tourists are constantly being known about Old Dhaka.
Most of the young, enthusiastic, adventure lover and middle class people visit this
place (Old Dhaka) in different festival.

3.3 Competitor Analysis:

In Bangladesh, there have lots of historical beauty, has lots of amazing places to visit like
resort Assulia, Sonargaon are some of them. But, we can say that Old Dhaka is a single place,
because this place offers old buildings, heritage, festival of at the same time and no other
historical places of our country offer these benefits.
Still, it has some competitors, the top most competitors of Old Dhaka are given below:

Sonargaon

Sonargaon is well known place in our country. it is famous for Taj mahal . besides this there
some historical place and having museum which is known as Sonargaon Museum. There are
good arrangements for the stay of the tourists of different countries of the world. Many
foreigners come to this place. The people of the place are very gentle. In Soanargaon there
have a river where different types of boat are available and a lot of fish is available there
Positioning strategy: Artificial Taj Mahal and Museum.
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New Dhaka
In Bangladesh one of the most renowned place is new dhaka. People are familiar with this
name. it is the largest population living area in our country. There have different types of
people and they are associated with different types of works. for entertainment there have lots
of thing.

Buddhist Vihara at Paharpur

Buddhist Vihara at Paharpur is among the best known Buddhist Viharas in Indian
subcontinent and is one of the most important archeological sites in the country, the most
attractive tourist spot for Bangladesh and not only for Bangladesh but also having reputation
in the world. There have some historical buildings and church of the town is very
attractive. The climate of this place is very fine. Many foreigners come to this place. The
people of the place are very gentle.
Positioning strategy: Having Different types of Old Buildings and Church

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Strengths & Weaknesses of New Dhaka in terms of communication:

Strengths

Weaknesses

Advertisement

Lots of traffic jam

Event marketing and

Lack of historical place

sponsorship
Publicity and public relation

Lack of historical festival

( Word of mouth)
Having lots of entertainment
things

Strengths & Weaknesses of Sonargaon in terms of communication:

Strengths

Weaknesses

Advertisement

Remote area

Event marketing and

Lack of proper facilities

sponsorship
Billboard
Consumer promotion
( Premium, Sample, Contest )

Publicity and public relation

( Word of mouth)

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3.4 Price Benefit Positioning

Need

Adventure

Beauty

New

Snargaon

Greenery All

Price
High

Dhaka
Mid-price

Buddhist
Bihar

Economy

Old
Dhaka

3.5 Differentiate or Die

Being First:
We are the first brand in tourist industry of BANGLADESH as offering place which focuses
in both the historical and festival aspect with different moments.

Attribute Ownership:
Our place not only an uncommon but also it helps a consumer to remind the story of today
and the nostalgic saga of his early life.

Makes Us Different:
Our place will obviously have some commonness but there should be a point of difference.
Our attribute should be more unique than the traditional place. So, we are having a unique
attribute poshness which clearly indicates that our target market is very specific.

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Leadership:
As we are the first only brand in the market we are the market leader, if same kind of brand
enters into the market we will hold our position by providing the best quality.

Heritage:
We are promoting the historical, culture and festive environment of Bangladesh and also
world famous man power of Bangladesh.
Market Specialty: We are extremely specialized in customization with our place. No
one else is so good as us in this area. Out specialty will be developing our place in
different seasons .

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4.0 Target Market Analysis

It is always important to make differ your targeted customer from a large group of people so
that we can serve them properly. Our motive is to find the potential customer for our place
old Dhaka. We tried to find out the demographic and psychological profile of our customer so
that we can serve them in a proper way.

4.1 Why consumer analysis is important

It is very important for us to understand what we have and what our targeted customer
looking for. If we can understand our customer their life style their desire their like dislike
and so on then we can make a connection between our customers and our product. Different
brands have different great strong point .they can create experience that delight customer and
even influence the way they consume. Designing for a better experience require
understanding not only where opportunity lie, but also the constraints involved.
if one is food lover , found of history has beautiful and colorful mind, young in mind
enthusiastic ,daring then old Dhaka is the best place for them to make a tour. This kind of
people and young and foreigner are our main target market. We will offer them to come
closer our history at heart of Dhaka, where people live with joy.
4.1.1 Demographic Factor

we have mainly targeted foreign customer and as well as local customer . Foreign customer is
basically our main target. Those who love history, food, traveling and have a youth mind are
our main target.
4.1.2 psychological factors

attitude :
in term of attitude we will focus on both introvert people and extrovert people as well .
Social class :
social class of our target customer can be middle class and upper middle class and rich people
as well.
here in our focus we mainly focus on those customer whose are cheerful , confident and love
adventure and historical place food. Who like to explore.

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4.2 Story related to our product

Alex is a British man he came to Bangladesh to explore the history as well as for some
refreshment. He took a room at Radisson Blue Hotel . One day he came to know about old
Dhaka from tourist guide and he decided to visit that place. When he arrived at that that place
he saw people were playing holy (Hindu festival). It was so colorful people were dancing
exchanging getting, all religious people taking part in the festival he was very happy to see
the celebration. After that he had dinner with mouthwatering food of old Dhaka. In the last he
visited the historical Lalbager Fort and Ahsan Monzil and other old prominent place of Old
Dhaka. For him Old Dhaka is full of surprise, history, celebration and enjoy. It was a great
experience for him.

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5.0 Brand Positioning Strategy

Positioning is a marketing strategy that aims to make a brand occupy a distinct position,
relative to competing brands, in the mind of the customer.
Old Dhaka, with its own historical features and benefits, has created a unique position in the
minds and souls of its customers.

5.1 Choosing Area of Differentiation

5.1.1 Utilites

Lalbagh Fort :
Lalbagh Fort is the most popular and renowned fort and a great signature of art by Mughal
Empire in Bangladesh. It is also known as Fort Aurangabad. It is located in Lalbagh of Old
Dhaka, hence named so. It is situated by the bank of the river Buriganga in a rich red soil.

Ahsan Monzil :
The Old French building was reconstructed to a two storied building keeping similarity to the
Rangmahal. A gangway was made with wood connecting the first floor of two building. The
most beautiful thing made in this time was the doom, which made the palace so beautiful.

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Dhakeshwai Temple :
Dhakeshwari Temple is located in Old Dhaka, about 1km north of Lalbag Fort, up a short
alley off Dhakeshwari road. It is the citys main Hindu temple. Popular legend connects the
name of one king, Ballalsena, as its builder, but it is not certain that he is identical with the
12th century Sena king of that name. The style of architecture of the temple cannot be
assigned to that period. Furthermore, sand and lime, the mortar used in the building, came to
be used in Bengal after Muslim conquest.

Armenian Church :
Following the domination of their homeland by Persian powers of the time, Armenians were
sent by their new rulers to the Bengal region for both political and economic reasons.
Although the Armenian presence in South Asia is now insignificant, their presence in Dhaka
dates back to the 17th century. Armenians came to Dhaka for business, and have been
acknowledged for displaying a passion for trade comparable to that of the Bengalis of the
time. In Dhaka, Armenian merchants traded in jute and leather, and profitability in these
businesses convinced some to move permanently to Bangladesh.

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Tara Mosque :
Tara mosque also known as Tara Masjid, is a mosque located in Armanitola area, Dhaka,
Bangladesh. The mosque has ornate designs and is decorated with motifs of blue stars. It was
built in the first half of the 19th century by Mirza Golam Pir (Mirza Ahmed Jan).

Sadarghat :
Sadarghat River Front, located in the southern part of Dhaka, on the river Buriganga, is one
of the most dynamic places in Dhaka. Here, the Sadarghat Launch Terminal is one of the
largest river ports in the world. About 200 large and small passenger launches depart and
arrive at the terminal every day. According to the officials at the terminal, 30,000 people, in
average, use the terminal for departure and arrival every day. Visiting this place is a
pandemonium, you may see what you can never experience in this world.

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5.1.2 Delicious foods in Old Dhaka:

Biriani:
If you come to Old Dhaka and do not taste Biriyani from any of the famous restaurant, youll
miss half of the food culture of Bangladesh. Do not forget to order a glass of Borhani with
Biriani. Biriani of Nanna mia & Haji are the best.

Bakorkhani :
Bakorkhani was one of the most famous food of Mughal dynasty having an unforgettable
taste. It is a very popular food to the inhabitants of Old Dhaka.

Kebabs at Alauddin Road:

Kazi Alauddin Road is the kind of street that typifies old Dhaka, or Old Dhaka as the locals
call it. An evening at various famous Kebab restaurants in there would be your special
moment.

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Boro Baper Pola Khay ;

The most popular item in the Chawkbazar market is Boro Baper Polay Khay, which is a
mixture of chickpeas, minced meat, potatoes, brains, chira, egg, chicken, spices and ghee.
The item is sold at Tk 300 per kg.
Other famous items of Chawkbazar iftar market include giant beef and chicken roasts, mutton
and chicken outlet, kima roll, kima paratha, borhani and different types of kababs including
Suti, Jali, Irani and Tika.

5.2 Brand Experience:

After visiting Old Dhaka, tourists feel historical beauty of Mughal in their eyes and know
about the profound history. As because old Dhaka is a city of celebration, people fall in love
and become crazy to attach with the people & place. The will also aware about delicious,
unforgettable Mughal food. They also feel the hit of adventure by seeing the flow of the
Buriganga river.

5.3 Key positioning Idea:

Our key positioning tools are history ,culture, celebration. Old Dhaka is a place for them who
loves historical architecture, variety of tasty foods, celebration for every religions, to explore
the narrow streets. Whether you are there to delve into history or enjoy a cultural festival a
visit to Old Dhaka is sure to be a memorable.

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5.4 Blue Ocean

Blue Ocean Strategy is used create new uncontested markets for new types of products and
services. By definition: to create uncontested market space and make the competition
irrelevant. So to create such a market we decided to think out of the box. The current
situation of the tourist market is intensely competitive. Old Dhaka is a unique place
combination of historical and festival environment where people can come, experience the
place or more clearly a like uncommon things with these place and feel happily. Old Dhaka is
trying to catch the non-customers of other to be their customer.
We had to adopt rather than to adapt. The following will be the strategies that we are taking
to initiate the place .

Raise:
1. Customer involvement so that the customer can have the maximum experience.
2. Concentrate more on experience rather than the features. By this way, the customer will
grow a feeling for the place and it will also create a desire to come.

Create:
Design and create the whole place as a own village. This will be the most challenging part of
the strategy. We will design the whole outlet as a own village. It will have all the facilities
such as standards restaurants, residential, etc. But they will be only for show purposes.
Though the place can be used by the customers to gain the full experience. Historical places
like- Lalbaag Fort, Ahsan manzil, different festival like- rally, kites festival (Poush
Sankranti), famous food like- Biriany, kabab,etc are placed as demo wherever possible and
applicable. Also visual catalogues will be provided for different designs and types for better
experience. By allowing the direct visiting of the place in (an own village) will trigger an
instant feel of ownership of the places in the mind of customers. This will create a new
dimension in the tourism industry.

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6.0 Brand Development

Our age group of target customer is about young ,student and adult people. In term of gender
male and female both are our target customer. In term of income we will focus on middle
class people and upper class people as well. There are many different sector in term of their
occupation. We will focus on those people who work for different historical place. If we can
get the attention of those people our brand awareness will be more .
The target market of Old Dhaka is history lover people.
They could be male and female and they could be young or from adult generation.
Basically they want refreshment from visiting any place which has short distance from their
city or residence. They also want to make this trip less expensive in terms of cost. Visitors
want instant refreshment and convenient transportation facility along with nice
accommodation benefits.
If we consider any place which directly compete with Old Dhaka then it will be certainly
Sonargoan Taj Mahal, New Dhaka, Nawga Bouddho Bihar. New Dhaka is one of the most
attractive spots in Dhaka division.
As our target brand is a geographical place so we will develop our brand personality on
excitement dimension. Our brand is directly related with this criterion. Old dhaka is a place
of excitement. The people who has tendency to be daring, imaginative, independent and
spirited are our main focused target market.

6.1 Brand Elements: Mix & Match

Brand elements, sometimes called brand identities, are those trade makeable devices that
serve to identify and differentiate the brand. The main brand elements are

Logo: It has subsequent criteria:

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Memorable: Old Dhaka is a name which easily can utter able. As people can pronounce it
very easily so they can keep the word in their mind for a longer period of time.
Meaningfulness: The name is meaningful as well as it represent a place.
Likability: The name Old Dhaka has the feature of getting likability because visitor can very
quickly recall the name from their mind and like to pronounce it.

Color:
Yellow
RepresentsEnergetic, Creative, Motivated etc.
Orange
Represents-.
Celebration, Cheerful, Warm, Fun
etc.

Slogan: Our slogan is feel like carnival. It has subsequent criteria:

It is Memorable. It is absolutely unique and simple and so people can easily

recognize and recall.

It is Meaningful. It describes the nature of place and reflects its benefit. This is a
`place of celebration, where each and every moment will feel like carnivals.

It is likable. It sounds totally fun and interesting as it is different. It will create verbal
imagery as people will try to imagine carnivals, celebration.

It is transferable across geographic boundaries and cultures because it is different

and unique and will not have any negative connotation in English speaking nations.

It is legally and competitively protectable because of its uniqueness.

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Jingle: Respond to the call of royalty.

It has the subsequent criteria:
It is Memorable as the jingle rhyme is very easy and interesting. People will be able to
easily recognize and recall it.
It is meaningful. It describes that when a person will visit the area will feel a different
flavor of celebrations. A touch of royalty. The food, the festive, the way of celebrating
which gives the feeling of royalty.
It is likable as the jingle sounds fun and interesting and will conjure verbal imagery in
people regarding the place and its culture.
It is legally and competitively protectable as it is new and has not been use before.

Mascot:

Our mascot is a 'Dhakaia Tiger' who is unique and attractable, likable. Mr. Dhakaia Tiger is
wearing a white punjabi and white lungi which are traditional dress of Old Dhaka's people.
We have selected Tiger as a mascot as tiger represents our nation, our cricket team,
Sundaban. Old Dhaka is also a place of Bangladesh. So, what else could play the best role to
represent a place Bangladesh.
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6.2 Application of Brand Sense Theory

Sight: For any place sight is a powerful tool. For Old Dhaka is more essential cause
it create a good impact on consumer mind. Old Dhaka must be in a good shape for a
good outlook.
Taste: There are several kinds of food in having Old Dhaka. For example Beriani,
Lassi, Kabab, sweet.
Touch: When consumer touches old buildings they feel something different.
Smell: Though smells cognitive satisfaction in Old Dhaka there have different food
small.
Sound: when we comes Old Dhaka then we will get different vehicles which have
uncommon sound, hearing uncommon language, birds sound.

Name

Logo

Criteria
Old

slogan

Colors

Jingle

feel like

Green,

Respond to

carnival

Yellow

the call of

and white

royalty

Dhaka

Memorability

Meaningfulness

Likeability

Transferability

Adaptability

Protectability

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6.3 Leveraging Secondary Brand Association

Celebrity Endorsement: For promoting our brand we selected Dr. Mohammad Yunus (first
Bangladeshi who won novel price for peace) as our brand endorser. That person has much
acceptance in our viewers mind so initially we selected him. Moreover, she is a economic,
activist, social worker and writer from Bangladesh.

Third Party Endorsements: Bangladesh Tourism Board has given the acceptance to Old
Dhaka for having different colors of water which is the only and one specific place in
Bangladesh where the color of water changes in every seasons.

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7.0 Brand Equity Model Development

7.1 David Aakers Brand Equity model

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8.0 Conclusion
Old Dhaka is not only our pride but also our assets for many reasons. The foods of old Dhaka
and its taste are so delicious that you cannot imagine. The way they celebrate festivals it
seems royalty. The brilliant architectural attraction which they have undoubtedly no other
place has. People who are visiting there can enjoy all of them in economic cost. It can be one
of the attractive tourist spot for Bangladesh. It represents our culture, our costume, our
feelings, enjoyment etc. foreigner or tourist visiting those places will surely astonished by
seeing those architectural beauty. In a globalized world, places increasingly get attention. In
such a highly competitive environment, place branding can help by building competitive
identity in order to influence perceived images in relevant markets. A historical place is
already considered as emotional attachment in the minds of the people. As we would be
developing, not only the emotional or history lover people would like to have it, but all types
of people to like to visit our places. Though it has some problems but the memory a visitor
can get from this place is much more than that.

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9.0 Reference

Ahmed, E. (2008). Dhaka capital celebrates 400 years of establishment. Retrieved from
http://dhakadailyphoto.blogspot.com/.
Ariful. (2012). Tourist Attractions of Dhaka City, a Historical and Capital City of Bangladesh. Bangla
View.
Author. (2008). Places of Tourist Attractions in Bangladesh.
Author. (n.d.). 5 Most Delicious Foods in Old Dhaka You Should Never Miss. offroadbangladesh.com.
Retrieved from http://offroadbangladesh.com/.
DHAKA THE CAPITAL. (2006). Retrieved from http://www.heritageairexpress.com/.
Dhrubo, A. H. (2014). Old Dhaka heritage building. Bdnews24.
Haq, F. (2015). A Reminder of Old Dhaka's Heritage. The Daily Star.
Steel, T. (2015). Dhaka, the city of palaces . Dhaka Tribune.

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