Customer based brand equity and brand management: a study of private mobile telecommunication operators in northern bangladesh

Rapid technological advancement, convergence of the high-tech technologies, liberalization has turned the mobile telecom industry in Bangladesh into a dynamic industry with a strong base of subscribers. The study aims to measure brand equity of three private mobile operators; Grameenphone Limited (GP), Robi Axiata Limited (Robi), and Banglalink Digital Communications Limited (Banglalink) in Bangladesh using Keller’s Customer Based Brand Equity (CBBE) Model. The research study is descriptive in nature and quantitative in approach. Hajee Danesh University of Science and Technology, Dinajpur and Begum Rokeya University, Rangpur from the northern part of Bangladesh has been selected purposively. To measure CBBE, a survey has been conducted through convenient sampling technique with 384 students of those who are subscribers of these three mobile telecom operators and uses their SIM as prime. The study shows, in all the constructs e.g. brand salience, performance, image, judgment, feelings, and resonance of CBBE brand pyramid model, GP ranks top, Robi second and Banglalink in the bottom. The study also reveals, GP stands the top followed by Robi and Banglalink in every construct of the brand pyramid. Furthermore, as all the companies are very close to each other in every constructs of the CBBE brand pyramid, they should work on it more to gain sustainable competitive advantage. It also shows, every company has the chance to develop in all the constructs as indicated in measurement (point) scales. Therefore, to gain competitive advantage and continue in a sustainable manner, CBBE is a key to success in brand management.