1.

1 Origin

This report was originated for submission as a requirement for the course Brand Management. A report
on “Branding CIDA” is to be submitted to Professor Syed Munir Khasru- the instructor of the
aforementioned course.

1.2 Objectives

The broad objective of this report is to identify and analyze the application of branding theories for CIDA
(Canadian International Development Agency). The study covers the scope of branding for the
organization and how the strategies can make the presence of CIDA more visible in Bangladesh.

Specific objective of the report consists of the following

 Analyze the situation in the development sector and current position of CIDA
 Analyze the various dimensions of Brand Management in terms of target audience; brand
positioning, brand marketing programs, brand performance and growing and sustaining brand
equity.
 Based on the above analysis, recommend strategies to bolster CIDA’s presence in the
development sector.
1.3 Scope

The study covers the background of the development sector, the target audience of CIDA, the current
brand positioning of CIDA and recommendations. It is limited to the brand of CIDA in Bangladesh.

1.4 Methodology

A combination of primary and secondary sources of information were used for this study

Primary data

Depth interview: A depth interview was conducted with Ms. Linda Cloutier, Deputy Director, Planning
(development), High Commission of Canada in Bangladesh.

Survey:

Focus Group Discussion:

Secondary Data

Secondary data was gathered from various newspaper, magazines and articles taken from the internet.
Typical search engines like Google, Bing and Alta Vista were used. Moreover, the organization
information and other information were mainly gathered from the organization’s website and through
company publications.

1.5 Limitations
 Current Scenario

2.1 The Development Realities of Bangladesh

Bangladesh has made some progress in establishing a more stable macro economic framework over the
past few years. The country has been able to contain both inflationary and balance of payments
pressure through the implementation of a World Bank sponsored structural adjustment program.
However the slow economic growth has had some serious implication for human development in
general and poverty alleviation in particular. What is even more important are the growing inequalities
between the rich and the poor in both urban and rural areas. Like many other developing countries
Bangladesh has experienced rising inequalities since the beginning of the 1980’s.

2.2 The development sector of Bangladesh

2.3 Competition