1.

0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY:

This term paper has been made as a part of our course Brand Management (MKT416). Our
course instructor Kashfia Ahmed has assigned us to prepare a report to brand a place where we
choose Comilla as the place.

1.2 PURPOSE OF STUDY:

Through this report we want to gain a good grade in this course and gain a practical knowledge
about the implications of branding. The perspective of such a term paper is to make us familiar
with the key factors of inventive steps of developing branding idea through brand elements,
brand sense, leverage and Blue Ocean that will help us to learn how to brand a place

1.3 SCOPE OF THE STUDY:

To accomplish the report we have selected Comilla as the place. We try to develop innovating
ideas to promote or to brand Comilla in front of the people of our country as well as the tourists
to make it a potential tourism place of Bangladesh.

1.4 METHODOLOGY:

To acquire information we have used different websites. The websites are given below:

www.wikipedia.org
www.google.com
www.blueoceanstrategy.com
www.nationbranding.de/site

1.5 LIMITATIONS OF STUDY:

The limitations of the study are defined by the extensive of the facts covered by the study and
those that left out. However, the limitation can be presented in the following line:
The limitation is the lack of intellectual thought and analytical ability to make it the most
perfect one.
2.0 COMILLA:

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 Comilla is a city in south-eastern Bangladesh, located along the Dhaka-Chittagong Highway. It
is the administrative center of the Comilla District, part of the Chittagong Division. It had a
population of 210,000 at the 2010 Census. The Eastern Wing of Bangladesh Highway Police is
located in Comilla. Comilla is a hub of road communication for the eastern part of Bangladesh.
The communication system is very much sound with bi-communication system- Roads and water
ways throughout the region, particularly the eastern part is enrich with road communication. One
of the oldest highways of the Indian Sub-continent, 'The Grand Trunk Road' passes through the
city. At present, the most important Dhaka-Chittagong highway bypasses the city from the
cantonment to Poduar Bazar. Center point of Comilla is located 97 kilometers away from the
capital city, Dhaka which can be traveled by road or railway. Here goods and raw materials, soil
are carried by tractor. Rickshaws pulled by rickshaw pullers are widely used and very much
popular for short distance. In recent years the battery-driven auto rickshaw has become very
popular.

Comilla has a number of tourist attractions. Many historical and archaeological sites are situated
in the district. There are Commonwealth War Cemetery Memorials, Muktijoddha Museum at
Mainamati Cantonment, Shalbon Bihar, BARD, Mainamati Museum, Lalmai Hill, Goumti River,
Dhormo Sagor and Comilla University.

Rosmalai: Rosmalai is a famous Bengali desert. There are different versions of sweet made
with milk; Rosmalai is one of the delicious and evergreen sweet for all the sweet lovers.
Comillas Rasmalai is most famous of its kind and like the rest of Bangladeshi people.

Comillas Rosmalai

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 Khadi Clothes: Comillas khaddar is now well known all over the country which is why we see
so many stores that sell khaddar meterials. The materials are also sold in stores in markets. A new
khadi clothes market has been setup in Monohonpur of comilla and on the Kandipara-Laksham
road. And even throgh the khadi market called Bay-land shipping center in small in size,
numorus customer come and buy from there khaddar meterials or clothes that suits their tastes.

Comillas Khaddar Clothes

Shalbon Bihar: Shalbon Bihar in moinamoti, comilla, Bangladesh is one of the best known
Buddists vihare and is one of the most important archeologically sites in the country. It was the
royal palace of the only Buddhists students. The range was built around a spacious courtyard
with cross shaped temple in the country facing its only gateway complex to the north resembling
that of the Paharpur Monastery.

Shalbon Bihar

Gomoti River: Gomoti River coming from domur in the north eastern hilly region of Tripura
state of India. From its source it flows about 155km along a meandering course through the

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 hills, turns west and enter Bangladesh near chatak bazaar (comilla sador). Then it takes a
meandering course again and passes through the north site of comilla town and cast of
moinamoti. The gomoti is about 137km long within Bangladesh. The Gomoti is a hilly river
having a stong current. It flows varies from 150 to 25000 cusec at comilla. During the rain its
average breadth is about 150m.

Gomoti River

War Cemetery: Second World War warriors graveyards are in this cemetery. These graves in
this graveyard of the great warriors who died in world war from 1939 to 1945 in comilla areas.
In this well-preserved cemetery at a quiet and picturesque palace within the city lie buried in
eternal peace over 400 soldiers from British, India, Japan, Myanmar, who laid down their lives
on the Myanmar front during the world war 2. Every year a number of tourists come here to visit
this cemetery.

War Cemetery

Moinamoti Museum: Mainamati is an isolated low, dimpled range of hills, dotted -with more
than 50 ancient Buddhist settlements of the 8th to 12th century A.D. It is extended through the

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 centre of the district of Comilla. Mainamoti is located almost 8 miles from the town of Comilla
Bangladesh. It is the home of one of the most important Buddhist archaeological sites in the
region. Mainamati is named for the Candra queen of the same name, mother of the
Govindracandra. Mairiamati is only 114 km. from Dhaka City and is just a day's trip by road on
way to Chittagong.

The Mainamati site Museum, situated next to Salvan Bihara, houses a good collection of artifacts
found at these sites. The Mainamati site Museum has a rich and varied collection of copper
plates, gold and silver coins and 86 bronze objects. Over 150 bronze statues have been recovered
mostly from the monastic cells, bronze stupas, stone sculptures and hundreds of terracotta
plaques each measuring on an average of 9" high and 8" to 12" wide

Moinamoti Museum

Bangladesh Academy for Rural Development (BARD): Bangladesh Academy for Rural
Development (BARD), Comilla is internationally acclaimed for its many innovative works in the
field of rural development in Bangladesh. Bangladesh Academy for Rural Development
(BARD), Comilla is located at Kotbari, a rural area along the Mainamati-Lalmai (one of the
archeological sites of Bangladesh) hill range in Comilla district at a distance of about 100
kilometers from the capital city of Dhaka. BARD celebrated its Golden Jubilee on 27 May 2009.
The 50 year's experiences in the arenas of training, research and action research could be shared
by all countries and people engaged in rural development. The sprawling campus covers an area
of 156 acres of land including undulating hilly terrain and valleys. A large part of the campus is
orchards, vegetable farms, nurseries, parks and roads lined with shady tropical trees. The office

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 and the residential buildings have been designed and located in harmony with the topography
and surrounding landscape.

BARD

Moinamoti Lalmai Hills: Lalmai Hills north-south elongated low hill range of about 17 km
long and 1-2.4 km wide and about 8 km westward from Comilla Township is called the Lalmai-
Mainamati hill range. The northern extremity of the hill ranges is at Ranir Bungalow whereas the
southern extremity ends at Chandimura. The northern part of the hill range is locally known as
Mainamati, while the southern part is known as Lalmai. The name Lalmai is probably derived
from red soil or from the Lalambi forest (well known for medicinal herbs), close to
DEVAPARVATA, the capital of the Devas of Samatat, was somewhere in the Mainamati hill.

Lalmai Hills

3.0 BRAND ELEMENTS:

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 Brand elements, sometimes called brand identities, are those trademark able devices that serve to
identify and differentiate the brand. The main ones are

I. Brand names,
II. Logos,
III. Colors,
IV. Characters,
V. Slogans,
VI. Jingles,
VII. Packages and signage.

The test of the brand-building ability of brand elements is what consumers would think or feel
about the product if they know only its brand name, associated logo, and other characteristics. A
brand element that provides a positive contribution to brand equity conveys or implies certain
valued associations or responses.

Criteria for Choosing Brand Elements: In general, there are six criteria for brand elements.

This are-

I. Memorability
II. Meaningfulness
III. Likability
IV. Transferability
V. Adaptability
VI. Protectability

While working with that we try to use and apply all those criteria to establish our brand elements.

i. Memorability: A necessary condition for building brand equity is achieving a high level
of brand awareness. Towards that goal, brand elements can be chosen that are inherently
memorable and therefore facilitate recall and/ or recognition in purchase and/ or
consumption setting. In other words, the intrinsic nature of certain names, symbols, logos
and the like their semantic content, visual look, and so on-may make them more
memorable and therefore contribute to brand equity. Memorability helps the brand-

Easily recognized
Easily recalled

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 ii. Meaningfulness: Besides choosing brand elements to build awareness, brand elements
can also be chosen whose inherent meaning enhances the formation of brand
associations. Brand elements may take on all kinds of meaning, varying in descriptive, as
well as persuasive, content. Meaningfulness means that the brand should be-

Descriptive
Persuasive

It will help the brand to easily recall by the consumers.

iii. Likability:
Fun and Interesting
Rich visual and verbal imagery
Aesthetically pleasing

iv. Transferability: The fourth general criterion concerns the transferability of the brand
element, both in a product category and geographic sense. This could concern on-

Within and across product boundaries

Across geographic boundaries and culture
v. Adaptability: The fifth consideration concerns the adaptability of the brand element over
time. Because of changes in consumer values and opinions, or just because of a need to
remain up-to-date or contemporary, brand elements often must be updated over time.

Flexible
Updateable
vi. Protectability: The sixth and final general consideration concerns the extent to which the
brand element is protect able- both in a legal and competitive sense. This could concern
on-
Legally- registered trade mark
Competitively

It helps the brand to protect its name from other competitors.

Tactics for Brand Elements:

BRAND NAME: The brand name is a fundamentally important choice as it often captures the
central theme or key associations of a product in a very compact and economical fashion. Brand

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 names can be an extremely effective shorthand means of communication. Criteria for an
effective brand name are-

Easy to say
Easy to spell
Easy to recall
Communicates, product uses, benefits
Legal protection and consider media usage
Be distinctive, no negative connotation

The selected name of our brand is Charming Comilla

Comilla is one of the beautiful tourist places in Bangladesh. For choosing the brand name of
Charming Comilla is easy to say and spell. When people hear the name excitement they would
easily recall it. Using legal protection it can easily protect the brand name and when consumer
hears the name they feel the natural beauty and peace of Comilla.

LOGO: A logo is an iconic symbol, graphic mark or emblem designed to represent a company,
product or service. It also highlights the organizations personality. The logo of Charming
Comilla:

The logo and symbol benefit the Brand name by-

Logos and symbols are easily recognized

This can be easily transferable
It can be changed over time
It is very attractive

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 The logo of Charming Comilla represents the 7 beautiful things of Comilla. They are

1. The Gomoti River

2. Shalban Bihar
3. Comilla Kotbari
4. BARD
5. Comillas Roshmalai
6. Khadi Cloths
7. Moinamoti Museum

The entertainment loving people can easily recognize the logo by seeing it.

COLORS: We are focusing Comilla as a place of peace where people can also enjoy the scenic
beauty. It is a part of our beautiful environment. As we are saying it is a place of peace and
relaxation and a beautiful part of our environment, we colored the name in green.

SLOGAN: The Slogan is BELIEF OF AN ENJOYABLE HARMONY. We are using this

slogan as we are focusing a place where you can enjoy the every moment, a peaceful
surroundings and overall a great attracting tourist place.

CHARACTERS: Character is a person or animal or thing that is supposed to bring luck to its
users. Here is our mascot, which is wearing dress made of Khadi cloths and the round shaped
its shoe indicates the famous Rosmalai of Comilla.

4.0 LEVERAGE:

Country of origin: Bangladesh is one of beautiful country of south asia. Though it is a small
country but it is quite rich in heritage with numerous historical and archeological sites. There are

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 people of different religion.Different inhabitants also live in different parts of Bangladesh. It has
unique culture and tradition and food habit is unique. It has the longest natural unbroken sea
beach and five World Heritage Sites. world's largest Mangrove forest Sundarbans which is also
renowned for its world famous Royal Bengal Tiger. One of the most beautiful and heritage area
is Comilla. Comilla has different historic and heritage places like Moinamoti, Bard, Gomotiriver,
Courtbari where people can enjoy the natural beauty. kadikapor and roshmalai of best quality are
available in Comilla. As a part of Bangladesh, Comilla has all type of natural beauties heritage
and tradition. Tourists will find out all specialty of Bangladesh in Comilla.

Reach and Awareness Co-branding: To reach and make the people aware of comilla heritage
and natural beauty we will print the pictures of moinamoti museum, lalmaipahar and give our
slogan at the backside of the tickets of bus (BRTC) and will also brand in train stations in
Airports of Bangladesh through the logo, slogan and characters of our Brand. In each division
cities many intercity bus services are available we will brand Comilla through using the logo,
pictures and characters on the body of buses like in Dhaka we will brand through Falgun,
Tarango Plus, Satabdi, Winner, BRTC, Suchona transport services. We will also brand Comilla
through the shops of Arong and Deshal. By these ways we will be able to reach almost every
people of Dhaka.

Complementary Competence Co-branding: Roshmalai and kadikapor are best produced in

Comilla. If anyone visits Comilla they can purchase the best quality Roshmalai from
Matrivandor which is the popular sweetshop of Comilla.

Value Endorsement Co-branding: The Bangladesh Parjatan Corporation (BPC) is a statutory

board under the Ministry of Civil Aviation & Tourism of Bangladesh, tasked to promote the
tourism industry of the country. It is the National Tourism Organization of the country. It has a
good image over the country; we will promote Comilla by Bangladesh Parjatan Corporation
because when tourist will see Bangladesh Parjatan Corporation is promoting Comilla we will
perceive Comilla as a beautiful place for visiting.

Sporting and Cultural Events: We will organize concerts (Anti-Alchohol concert), cultural
programs (pahela baishak programs) in Moinamoti and Comilla Bard and sports tournaments
(BPL) in the playground of Comilla where people of different sector and class will come and this

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 will be a special opportunity for us to promote the beauties and heritages of Comilla in front of
the visitors.

5.0 BRAND SENSE:

Brand sense is a powerful tool to figure an emotional attachment between brand and customers.
And holistic selling proposition has helped it at significant manner that covers everything of the
brand sense.
Our term is based on place is contaminant with brand scene, that has HSP covering all five
propositions. They are-

Unique Selling Proposition- The core value of the place Comilla is giving entertainment
at a minimum cost. People may enjoy the seven traditional possessions at a same place.
Emotional Selling Proposition- People those are tourists and the heritage loving people they
find irresistible to move in a place full of pleasant wonders having glorious history. So, the
place will surely enhance their emotions for the importance of the wonders.
Brand Selling Proposition- The famous Rosh-malai and Khadi clothes are belongs to
Comilla. And the place like Monamoti and Bard Cematri has the glorious past. The river like
Gomoti, can give the fresh sense of having a tour. Therefore people may have an emotional
attachment with those things. If anyone visits Comilla they can have the enjoyable feeling of
all those items. And with the help of these famous items we can easily create a value
proposition and can enrich the importance of Comilla.
Me-Selling Proposition- Nature loving and general people in our country may want to be
relieved from free enjoyable instant. And the tourists may gain the knowledge about our
tradition how may it continuous relentlessly.
So the information integrating the idea of Holistic selling proposition. Thus it may identified
significantly by giving the following identification-

Vision:

The natural scenic beauty when passing through the roads and the place natural attractions,
The city itself
The people,

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 The vehicles,
The restaurants esthetic structure,
The decoration of the packaging of Rosh-malai
The design of the Khadi
The amusement museum
The architectural structure of the Kot-Bari, of the
The nature belongs to the Bard,
The Cemetery
The Lalmai Pahar,
The wave of the Gomoti river,
Sound:

The vehicles sound,

The peoples talking,
Birds cheeping,
The sound of the river flow,
Sound coming from the store of Roshmalai,
The noise coming from the dry leafs,
The process on the EPZ.
Smell:

Coming from the Rosh,

The smell of Khadi clothes,
Smell of dry leaves,
The flowers,
The restaurants.
Touch:

Packaging of the Roshmalai,

Having the Khadi Kapor,

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 Trees,
Restaurants usable things,
River water.
Taste:

The taste of Sweets,

Restaurants foods.
6.0 BLUE OCEAN:

Three Tiers of Noncustomers:

First Tier: In the first tier we are focusing on the people who visit Comilla only to visit their
relatives but if they have enough money they will visit places other than Comilla. They will soon
move to another alternative if they get the chance.

Second Tier: People who are well off like to visit beautiful places where enough facilities and
services are available for the tourists. They consider Comilla as an option but they refuse visiting
Comilla as Comilla doesnt have that much service facilities.

Third Tier: People who come from foreign country as a tourists they dont have any idea about
Comilla whereas they have good idea about other tourist places of Bangladesh.

To create the value innovation and new value curve we are using the four action framework.

Four Actions Framework:

Eliminate:

Reduce:

Reduce the pollution of Comilla city and heritage sites.

Reduce the traffic jam in the main city.

Raise:

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 Comilla doesnt have 3 star or 5 star hotels. So 3 Star and 5 star hotels should be built.
Build more restaurants that prepare good and hygiene foods
Build amusement park.
Build shopping malls where travellers can easily enjoy their shopping.

Create:

Tourists will be a provided a tourist card by the hotels. They can use this card instead of
money in restaurants, shopping malls and heritage sites and sweet shops of Comilla. The
expense that is made by tourists in Comilla will be paid initial by the hotel. And tourist
will pay back the money when they will checkout from the hotel. This will make the
tourists visit more easy and enjoyable. They dont need to carry money.
Documentary of heritage sites will be shown to visitors and tourists at the spot to make
them aware of the history of the heritage sites.

7.0 CONCLUSION

Visiting places is always been pleasure to the people. People like to visit places which has
heritage, tradition, culture, natural beauty and most important they seek for entertainment.
Comilla is one of the potential tourism places of Bangladesh where natural beauty as well as
heritage sites is available. Throughout the report we have branded Comilla. We choose Charming
Comilla as our brand name. We develop logo, character, and slogan and used such colors reflects
that Comilla as a place of peace and belief of an enjoyable harmony. We take leverage from the
country of origin, Bangladesh Parjatan Corp and sports and events and also used different
techniques to reach and aware the people. We have considered the brand sense of the customers
to make Comilla attractive to them. We also used blue ocean strategy to make Comilla unique
from the other tourism places. We eliminate and reduce the things that people dont like and raise
that is desired by the people and create things that people cant think of it. We believe by using
these branding ideas it is possible to make Comilla a beautiful tourism place in the mind of the
domestic people as well as the tourists.

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 REFERENCES:

en.wikipedia.org/wiki/Comilla
comilla.com/
en.wikipedia.org/wiki/Blue_Ocean_Strategy
www.sci.fi/~rainisto/SuccessFactorsModel.pdf
www.nationbranding.de/site_english/placebranding.php
www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-087.pdf
johnnylyle.co.uk/2011/08/04/place-branding-needs-a-sense-of-place/
brand-identity-essentials.com/9-sense-place
fullcapacitymarketing.typepad.com/blog/.../government-agen.html
www.palgrave-journals.com/pb/journal/v4/n4/abs/pb200822a.html

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