Abstract:
Abstract: In today’s competitive business world, no business survives
without proper branding. Branding is therefore important to every business
regardless of the size, because it helps distinguish a business from its
competitors. As a key component of branding, brand communication
determines whether a brand is successfully established and eventually
turns a profit. Since brand communication is not free of cost, it is really
hard for enterprises, especially Small and Medium Enterprises (SMEs), of
Bangladesh to carry out a successful brand communication program
through traditional marketing activities, which include banner ads, text
ads, e-mail, radio and television advertising etc. However, social media
has evolved over the last few years to become the most affordable
springboard for brand communication through engaging customers in
innovative ways and making them true stakeholders in the value-creation
process. Attracted by its potential to drive sales opportunities and to
enhance customer engagement, companies of Bangladesh are also coming
forward to embrace the full prospects of social media. This paper attempts
to explore the problems and prospects of brand communication through
social media in the context of Bangladesh.
