About PRAN:
PRAN is one of
the leader brand names in the food & beverage industry. PRAN has started its
operation in 1981 as processors of fruit and vegetables in Bangladesh. Over the
years they have successfully spread out their fame to all over the country as
well as in abroad. Their contribution to the overall socio economic development
of Bangladesh is significant.
PRAN is
currently one of the most admired food & beverage brands among the millions
of people of Bangladesh and other 106
countries of the world where PRAN products are regularly being exported.
Brand
Personality of PRAN:
Brand
personality is the common traits or characteristics of a brand from which the
customers start to get trust and attach with that particular brand. It makes brand commitments and helps to
increase customers' purchase intention. The more sensitive the customer towards
the brand is the more positive effect of the brand personality on the
attachment.
PRAN
traditionally focuses on their taste of the food products. After long period of
mature stage PRAN has a reliable brand personality now. People now trust PRAN
products are standard qualified. They have used this trustworthiness in the
promotional activities of “PRAN Drinking Water.” They have used the slogan “PRAN
er pani”. Besides their brand name is so strong that this slogan more dimensions
in which PRAN can be defined as life.
Now-a-days
PRAN has made a strong market in India which was a tough task to do because
Indian people hardly use product made by other countries. PRAN has made
effective campaigns and promotional program. They are sponsoring some
television programs which are popular internationally. Now PRAN represents our
country. PRAN has a brand personality of proud among the customers mind now.
They have products in almost every possible section food & beverage. They
are currently producing over 200 products now.
Recommendation:
PRAN
should use their heritage and success more in their promotion rather than just
the taste and quality. Customers already believe PRAN as a producer of quality
food & beverage producer. They can use the patriotism concept in their
promotions and totally relates that with their heritage and trustworthiness.
Reference:
http://www.pranfoods.net/who_we_are.php
