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Back in 2007, keeping the darker scenario in future, BATB launched a mega trade
campaign for the top traders of Tobacco in...
Emotional Attachment
Engaging
selective top traders in a
platform and give them a
perception that “Partner” is
truly a dri...
Standing out from the crowOver the years, “Partner” platform has stretched in numbers
(currently 42380 vs. 18000 initially...
Well, all these data and facts suggest us to go for a second act of this
brand. Creating necessary disruptions at regular ...
Things that are heard simultaneously with repetitive gesture and logic reverberates. It creates
an echo for future communi...
All the worlds story is at the stage reflects here. Knowledge, wisdom, Determination is shown
in circle. Partner being in ...
Surrounded by odds and odd like realities. I stand out stout with my own traits and nurtures the inner
strengths beneath i...
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
Brand Architecture
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Brand Architecture

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Brand Architecture

  1. 1. Back in 2007, keeping the darker scenario in future, BATB launched a mega trade campaign for the top traders of Tobacco industry in Bangladesh. Since then, there was no turning back rather the campaign breathes with efficiency and it has delivered astounding business benefits to all relevant stakeholders over the years. “Partner” it is, as synonymous to its name, now has moved to its seven years. Over the years in retail channel, Partner has registered its iconic grip in the mind of retails and benefits BATB achieving15.3% share in BATB volume and 10% in industry volume. (Ref : Exit 2013, 27380 partners)
  2. 2. Emotional Attachment Engaging selective top traders in a platform and give them a perception that “Partner” is truly a driver for mutual benefits. Different Standing out from the crowd and getting differiantial treatment. Incomparable Appreciation Tag in incomparable appreciation and recognition to the top traders to create emotional belongingness. Utmost Readiness in producing results A genre of retails who would have unconditional support for delivering results both in qualitative and quantitative manner.. Privileged to be in Creating an excitement to top traders that they would essentially feel royal to be associated Rationally Rewarding “Partner” means business and the effort they would pay for this concept they would be rewarded per se.
  3. 3. Standing out from the crowOver the years, “Partner” platform has stretched in numbers (currently 42380 vs. 18000 initially) and achieved some extraordinary figures across the country. This platform achieved such accolades with “Incentive-to-perform” scheme and has been quite noteworthy while it comes to STT and lifting. Needless to say that, aggression from fierce competition has been handled in style and this platform absorbs it in care. Having said all of these, “Partner” platform has been quite undisruptive over the years which mean it has very few things to astonish top traders to keep a strong tie to this brand except incentives.d and getting differiantial treatment. Becoming more Transactional and fencing sitters rather than advocates Based on the referred analysisfrom BCG retail index 2020, Partners are categorizedin 4 groups. Price switcher are those who are price sensitiveand will only continue if incentivesuits them. Fence sitters are those who are with the program but indifferent.Passivelyloyal are those who needs push from company, finallycommitted are those who have unconditionalsupport for company. Ref : BCG Retai Index Analysis2020, Index has been adapted to willingnessmatrix(2013) of BATB and simulation of 500 partners data for 2014. Back in 2011, “Partner” was adored with an emotional engagement and it was a massive success where households of top traders were engaged in their own abode- a sweet surprise for these tiers. Even today, partners remember that and kept some memoir of that event. Limited works in Emotional route Represents expenses size on brand association The extent to which retailers/partners associate this platform based on 7 parameters and expenses for the last two years are accounted. Ref : BCG report on brand centric transformation,July2011. 7 Items are tailored according to BD market dynamics and itemizedinto ranking method with expenditure curve.
  4. 4. Well, all these data and facts suggest us to go for a second act of this brand. Creating necessary disruptions at regular interval keeps the health of the Brand tight and worthy. Time is now to revitalize the brand with its core essence which is “Emotional Attachments”. Logo and theme has been quite struggling to keep the pace for tomorrow where Partners would work for retail communications and they would be the “brigade” for disseminating brand message of BATB. Aligning up-to-date retail agenda “Partner “can be revamped into followings. Revitalizing the brand Revitalizing on Brand Logo Brand offering Emotional & functional campaign
  5. 5. Things that are heard simultaneously with repetitive gesture and logic reverberates. It creates an echo for future communication started to craft an edge today. The role of Partner is to create effective echo for sustainability. The yellow marks demonstrate dissemination of intended message. Partner is in the centre of all communication activities. The size of the logo states that partners are getting bigger and bigger by days. Communication theme Future oriented Aligned with CDR mechanism
  6. 6. All the worlds story is at the stage reflects here. Knowledge, wisdom, Determination is shown in circle. Partner being in the heart of the circle gets in bounty of determined act, knowledgeable icons and wise directions. All the best of the world gets accumulated in the centre and partner by virtue of its essence achive it. Partner is in the middle of the stage reflects ambassadors of all relevant qualities. This is a 360 degree approach to react and realign. Centre of the stage Communication Knowledge, Wisdom and Determination
  7. 7. Surrounded by odds and odd like realities. I stand out stout with my own traits and nurtures the inner strengths beneath into. I firmly create a standard of my own keeping a distance from ordinary things, rather I am disruptly innovative and being different. Thats why “I” personified as “Partner” belongs to standard pool of similer minded who could stand any odds and rule it out. This logo represents a time tested jersey/icon who/which stand sout and different even at the odds in pheripheri. Blue colors representer boldness and deep dark yellow represents “eyes” for future. Boldness with fearless eyes can win future; Partners are those who would support the belief in which they belong to. Futouristic and Strategic All Squared Icons represents different identity of different blocks around us

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