After being re branded to Airtel, the company started to hold a strong share in the market with its effective brand positioning strategy that created active loyalty relationship with its customers. The company focused on associating the brand with the customers and creating a firm meaning of the brands by tangible and intangible brand association. 

Brand Salience

To hold a strong position in the market, Airtel has created an effective brand salience that helped itself to position its name deep into the customer’s mindset. Airtel’s brand elements are focused towards the youth as it promotes itself as a network made for the youth. 

The design of the logo interprets the name of the brand. The curved shape & the gentle highlights on the red color make it warm & inviting, almost as if it were a living object. It represents a dynamic force of unparalleled energy that brings us and our customers closer. 

So whenever customers think about a mobile operator that is full of fun filling and exciting services, the top of the mind preference is Airtel. In addition due to its popularity among the youth, whenever customers want to avail the services of a mobile operator that uses state of the art technologies to cater the needs of the youth they always go for Airtel. 

Brand Performance

When we talk about the quality and performance of Airtel, it stands out due to the vast amount of technological improvements brought in by the company. In addition it is focused on expanding its state-of-the-art mobile network both for coverage and capacity.

In case of services provided, the company provides 3G, including voice, value added services, data and m-commerce products and is focused on expanding its state-of-the-art mobile network both for coverage and capacity.

  

Since its inception, the brand is known for its consistent excellence in network service, and for its hospitality through its customer services as it is focused to stand beside its customers.

Brand Imagery

Airtel is a network made for the youth. The company targets middle class youths who are vibrant and carefree. The brand exists to cater the needs of the youth who are energetic and wants to use a brand that promotes personality like excitement in the form of carefreeness, spirited, youthful and friendly. Airtel is purchased and used by the people throughout the year and in every corner of the country where the network is available.

Brand Judgment

Since its beginning the company thrives to focus on quality helping its customers to really value the brand for the superior quality it provides through its mobile services. Airtel is famous for its credibility as the company is always coming up with innovative services since the parent company is an expert in this field. The brand always focused on customer’s needs thus coming up with services that consumers actually value. 

In addition it is a fun, interesting and a brand any youth of our country would love to use. As the services are made with the consumers in mind the brand is highly relevant to the youth for which Airtel is one of the preferred brands among the youth. In case of superiority, when people talk about a brand that is made for the youth, Airtel’s name stands superior above all. 

Brand Feeling

When it comes to the emotions and feelings of the users of Airtel, most of them associate the feeling of fun, social approval and excitement with the brand. The type of services offered by Airtel creates a social hub where the youth share their thoughts and ideas. This generates a joyous environment for the energetic youth who love sharing information. At the same time this is also creating social approval as the youth of this country prefers to be in the same community and prefer to use similar product. In addition there is an excitement created within the users through the usage and promotion of the brand.

Brand Resonance

Although, consumers buy the service once, we see the users of Airtel are very happy with the company’s services and are constantly spreading positive word of mouth.  The users love the brand and proud of it so they very rarely switch to other operators. We often see the brand affiliate with various companies such as Star Cineplex and some apparel stores. 

This helps the customers to avail discounts. We also see the brand continuously engaging its customers through its websites and social media. The customers are constantly seeking for information and there is also an Airtel community created by the brand where the users can interact with each other.

Reference

• Keller, K. (2013). Strategic brand management: Building, measuring and managing brand equity (4th ed.). Harlow: Pearson Education Limited.
• (n.d.). Retrieved from http://www.bd.airtel.com/: http://www.bd.airtel.com/commonpage.php?cat_id=165
• (n.d.). Retrieved from http://telecom-infobd.blogspot.com/: http://telecom-infobd.blogspot.com/2011/01/airtel-vision-tagline-logo-functions.html
• Islam, M. Z. (n.d.). Retrieved from http://www.dhakatribune.com/: http://www.dhakatribune.com/business/2013/oct/03/airtel-starts-3g-test-run
• Mamun, A. (n.d.). Retrieved from http://www.thedailystar.net/: http://www.thedailystar.net/airtel-plans-to-delegate-tower-management-8881