The Edward M. Kennedy Center for Public Service and the Arts (EMK Center) is a non-profit organization in Bangladesh established in 2012 to engage, inspire, connect and empower Bangladeshis. It is a partnership between the US Embassy in Dhaka and the Bangladesh Liberation War Museum. The EMK Center offers leadership development programs, environmental conservation initiatives, and human rights campaigns targeting Bangladesh's youth. Its goals are to develop young leaders and entrepreneurs. The document provides details on the EMK Center's branding strategy, target audiences, competitive organizations, benefits of branding, and marketing mix to promote the organization's mission.

1. BRANDING

2. What is EMK center?
The Edward M. Kennedy Center for Public Service and
the Arts is an innovative public-private partnership
between U.S. Embassy Dhaka and the Bangladesh
Liberation War Museum. It is Bangladesh’s leading non-
profit, non-partisan platform.

3. Founded in 2012, the EMK Center is
named in honor of the late Senator
Edward M. Kennedy, who energized
the support of the American people
for Bangladesh’s independence in
1971. In 1972, Senator Kennedy
visited the newly independent
Bangladesh to welcome it into the
global community of free nations. The
banyan sapling that he planted during
that visit is today an immense tree,
and the symbol of the EMK Center.

4. Mission
The EMK Center proudly pursues its mission to engage,
inspire, connect, and empower Bangladeshis of all ages
to better themselves, their communities, and our world.

5. Goals
From leadership development, to environmental conservation, to
human rights campaigns, promoting the value of service is at the
heart of the EMK Center’s work. The EMK Center will train and
connect Bangladesh’s brightest young leaders and entrepreneurs by
working in partnership with others.

6. Activities of EMK Center
Live well campaign
Experimental dance series
Concert series

7. Activities of EMK Center
Theater
EMK think tank
EMK Pop- up galleries
EMK Partnerships

8. Brand Platform
For WHOM do we exist
•The youth
•Corporate officers to gather donations
•Noted individuals of the country
HOW do we present ourselves?
•By arranging programs, talk shows
•By sponsoring various festivals
•Collaboration with different varsities
•By presenting in social media,
websites.
•Create loyal group that will work as
Word of mouth
WHAT do we offer?
We’re offering these programs: youth
leadership & entrepreneurship
development, social work, info. About
liberation war, career & study
guideline, inspiring speech by
successful person, theater
WHY should people believe
in EMK?
•Here people can flourish his/ her
real talents
•For doners: the place where their
advertisement won’t be
unsuccessful.

9. The Five P’s of Branding
Position
Promise
Permission
Personality
Permanence

10. The Five P’s of Branding
• Position: It deals with the overall development of the
country. It is also very transparent
• Promise: EWK should ensure development in certain
sectors like education, awareness building among the
poor about different matter and also providing
opportunities for cultural practices
• Permission: the company should not have a harsh
tone; it should reflect patriotism and humanity

11. The Five P’s of Branding
• Personality: Its approach should be mild and it should
show enough respect to the local culture and traditions.
• Permanence: Show people that the work done by
EWK is durable enough
Easyto think, toughto do

12. Competitive scenario
BRAC : It works for economic and social
development, public health, education,
disaster relief etc.
British council: Teaching, sports, competitions
for the youth etc.
Alliance Française : Promotes the French
culture, especially the French language to
the local people and at the same time to
promote the local culture in France

13. Competitive scenario
Care: Care works with poor communities in
more than 70 countries around the world to find
lasting solutions to poverty.
BCAS : It works for Environment-
development integration, Good governance
and people’s participation, Poverty alleviation
and sustainable livelihoods, Economic growth
and public-private partnership.

14. Benefits of Branding
• Widespread reorganization
• Logo of EMK will be widely
focused
• Helps to build cultural relation
•Promotional activity will helps to
recall EMK
• Increase skill of youth people
• Build future leadership
•Become a trusted brand by
focusing on patriotism and gain
consumer loyalty
• Popularity of EMK
• Build youth entrepreneur
• Fund will be raised
• Wide range of reputation
• Positive position about USA in
Bangladeshis mind
•Relate to the local people.
WHY
BRANDING??

15. Targeted Audiences
Youths Corporate persons
Noted individuals

16. Targeted Audiences
What do they get? What are their benefits? How do they feel?
Awesome- Experience
that will make them good
and successful person
•Skill development activities
•Leadership build up activity
•Inspiring speech by
successful person
•Social or volunteer work
•US & BD cultural activities
•Study & career guidelines
•Human rights campaigns
•Youth Entrepreneurship
opportunity
•Strong leadership skill
•Encourage to be
entrepreneur
•Helps to study abroad
•Fulfill social responsibility
•Can express own talents
•Info. about liberation war

17. Branding with Marketing Mix
Place
People
Physical evidence
Promotion
Process

18. Branding with Marketing Mix
Place: Initially activities should be
focused on the capital and then can be
expanded to other areas
People: Firstly the youth, corporate
officers and we could also include
noted personalities of the country
Physical evidence: The activities
should be transparent and provide
positive visual impact.

19. Branding with Marketing Mix
Promotion: Direct mail, social media,
website, campaign etc.
Process: The whole process of the
activities done by the EMK should be well
organized.

20. Troubles of Branding
• Money
• People who has limited knowledge/
experience
• Multiple messages to the multiple audiences
• Focus on mission rather than marketing
• Apathy

21. Current market status
• Newly formed organization
• It was able to create a buzz among the youth
• It hosts different trainings, workshops and other activities
every other week
• Facebook page which is updated regularly and provides
information
• The facebook page has gathered immense popularity
compared to its competitors
• Although there are a lot of people who are unaware of
EMK Center

22. Upcoming events at EMK Center
• Writing effective recommendation letter
• Workshop on US University admission requirements
• Workshop on how to research on US universities
• The art and practice of leadership workshop
• TV program about youths

23. Promoting the Brand
•Sponsor TV programs,
competitions
•Publish leaflets
•Participate in fairs at universities
•USA & BD Cultural relational
activity by arranging programs on
festivals like puja, eid , ramadan,
pohela Baisakh, Pohela Falgun etc
•Invite successful people at EMK for
speech
•Sponsor cultural events, talk shows
•Social or volunteer work
• Brand awareness
•Study & career guideline
•Focus on liberation war
•Good relation with clubs
•Arrange theaters, folk song shows
•Leadership & entrepreneur build up
activity
•Inform through Direct mail, social
media, mobile phone
HOW TO DO
BRANDING?

24. Budgets
• Arranging talk shows on television – 15,00,000 tk.
• Arrange theater, concerts and other programs at festivals
– 15,00,000 tk.
• Arranging workshops and competitions for the youth –
15,00,000 tk.

25. Thank You for Being with us