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Topic name: Brand Personality of Aarong Submitted to Mohammad Masum Iqbal Assistant Professor and Head Department of Business

Administration Faculty of Business and Economics Daffodil International University

Submitted By Latifa Rahman Bidita 092-11-956 Sec: A 23rd Batch

Date of Submission: 5th August, 2012

Brand personality Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behavior through both individuals representing the brand as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits, it is called brand personality. Consumers subscription to the notion of Brand Personality; that is they attribute various descriptive personalities like traits or characteristics to different brands in a wide variety of Product categories. Aarong Bangladesh have focus their various product such as, women, men, children product, Home textiles, home accessories, Jewellery, leather, teracotta, bamboo, leaf, metal, candles, jute, ceramics, nakshi katha, paper, wood, glass. Such Personality like images of brands reflect consumers visions of the inner core of many strong brands of consumers products. Aarong have strong image so that this is one of the best brand in Bangladesh. Marketers have even provided an instant personality or heritage for a new product by employing a symbolic or fictional branding strategy. Aarong also plays the role of protector and promoter of traditional Bangladeshi products and designs. It houses an extensive design library where remnants of our rich craft heritage, such as Nakshikantha art and Jamdani patterns (which focuses heritage), have been widely researched and archived for present as well as future use. Brand Personification Some marketers find it useful to create a brand personification, which tries to recast consumers perception of the attributes of a product or service into a human-like character.

Today, Aarong has become the foundation upon which independent cooperative groups and family-based artisans market their craft, in an effort to position the nations handicraft industry on a world platform of appreciation and acknowledgement. Potters, Brass Workers, Jewellers, Jute workers, Basket Weavers, Handloom Weavers, Silk Weavers, Wood Carvers, Leather workers and various artisans with specialized skills from all over the country come to Aarong for marketing and support services. A Brand Personality framework

In every sector of Framework Aarong shows their sincerity, spirited by doi, milk, juice item, reliable products like upton, mehedi, Successful brands by Nokshi katha, Charming color combination Product Personality and gender A product personality, or persona, frequently endows the product or brand with a gender. For mens ( Panjabi, Fotua, Sandals, Shirt, pant) and womens ( Saree, Fotua, long Shirts(taago), Skirt, salwar kamiz, Jewellery, Sandels). For children (toys, shirt, pant, salwer kamiz, dolls) and they segment in different colors and combination for both gender. Aarong is a fair trade organization dedicated to bring about positive changes in the lives of disadvantaged artisans and underprivileged rural women by reviving and promoting their skills and craft. Product Personality and geography Marketers learned long ago that certain products in the minds of consumers, process a strong geographical association. Consequently, by employing geographical in the products name, the products manufacturer creates a geographic personality for the product. Such a

geographic personality can lead to geographic equity for the brand, meaning that in the consumers memory the knowledge of the brand reflects a strong geographic association. Aarong have 13 production centers in Baniachong, Gorpara, Jamalpur, Jessore, Kushtia, Manikganj, Rajbari, Sherpur, and Pabna, Pollobi, Kurigram, Nilphamary, Jhenaidah and 653 subcentres spread across Bangladesh.

Personality and Color Consumers not only ascribe personality traits to products and services, but they also tend to associate personality factors with specific colors. For instance, Aarong (www.aarong.com) is associated with orange, which connotes novelty, black layout are often used for sophisticated design , the appeals particularly to both gender and buy majority womens.

Conclusion Aarongs product designs has brought consumer attention back to the products and styles that are indigenous to Bangladesh, its designers blending the traditional with the contemporary in a manner that has won instant consumer appeal, starting a revolution in trends that has now been taken up by countless other boutiques and stores. Aarongs product designs focus on the diverse types and textures of crafts and patterns that have been passed along from generation to generation among weavers and artisans in craft hubs around the country. Aarong also plays the role of protector and promoter of traditional Bangladeshi products and designs. It houses an extensive design library where remnants of our rich craft heritage, such as Nakshikantha art and Jamdani patterns, have been widely researched and archived for present and also in future.