The aim of the case study is to explore how Aarong being a social business became an iconic Bangladeshi brand and how it received its brand loyalty.
An attempt was made to explore relationships of 4 independent variables of iconic brand which were attributing to brand loyalty in driving the high business growth of Aarong. In order to understand the iconic brand’s concept the key factors such as brand personality, brand myths, brand storytelling, product’s design and quality were identified from the literature reviewed.
In order to identify the relationship, framework was developed, how brand personality, brand myth, artisans’ storytelling, product’s design and quality that had facilitated, Aarong, to accelerate high business growth by cultivating its brand loyalty with the support of visionary leadership and innovative organizational culture. A cross-sectional qualitative approach was taken due to the interpretivist nature of the study, where both focus groups and in-depth interviews were conducted with key personnel of Aarong including the management team members, heads of the departments (HODs) and key people involved in marketing and branding. The case was narrated as per the timeline set following the framework of the case.
From the findings of the case, it was found that the Aarong needed to focus in three major areas: more communication and cultivation of the core iconic factors of Aarong brand through marketing and promotional activities, market expansion through crafting realistic competitive strategies in order to cater second and third tier city/town of Bangladesh, and finally, value chain reengineering as well as process reengineering in order to solve the dual challenge problems and bring the agility in fulfilling customers demand. From the case findings it was appeared that other issues associated Aarong in a position to be improved with proper planning and practical implementation.
Finally a structure of an integrated supply chain and low-cost capital-intensive mass-production was proposed in order to meet up the increase demand from the potential customers as it had a strategic plan to cater global market through its e-commerce services.
Inhaltsverzeichnis (Table of Contents)
- Chapter 1: INTRODUCTION
- 1.1 Background
- 1.2 Company information
- 1.2.1 Overview of Aarong
- 1.2.2 The beginning of Aarong
- 1.2.3 Aarong-a socially driven business
- 1.2.4 Aarong model
- 1.2.5 Aarong's current position
- 1.3 Theme of the case study
- 1.4 Objectives of the study
- 1.5 Scope of the study
- 1.6 Limitation of the study
- 1.7 Chapter framework
- Chapter 2: LITERATURE REVIEW
- Chapter 3: CASE FRAMEWORK AND METHODOLOGY
- 3.1 Introduction
- 3.2 Study framework
- 3.2.1 Case framework
- 3.3 Proposed methodology
- 3.4 Data collection
- 3.5 Timeline events
- 3.6 Summary
- Chapter 4: CASE NARRATIVE
- 4.1 Introduction
- 4.1.2 The genesis of Aarong brand
- 4.2 Visionary leadership
- 4.3 Product's design and quality
- 4.4 Aarong's brand personality, myths and storyteller brand image
- 4.5 Innovative organizational culture and working process
- 4.6 Brand loyalty
- 4.7 Achievement of business growth
- 4.8 Summary
- Chapter 5: DISCUSSION OF FINDINGS
- 5.1 Introduction
- 5.2 Findings from the Interviews
- 5.3 Major findings of the study
- 5.4 Summary
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This case study aims to analyze the factors contributing to Aarong's iconic brand status and high brand loyalty. It examines Aarong as a social business, investigating its unique model and its impact on brand building.
- The development of an iconic brand
- The role of social business models in brand building
- The relationship between product design and brand loyalty
- The influence of visionary leadership and organizational culture
- The achievement of high business growth within a social business context
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1: INTRODUCTION: This chapter introduces the case study's subject, Aarong, a prominent social business in Bangladesh. It provides background information on Aarong's history, its socially driven business model, and its current market position. The chapter outlines the study's objectives, scope, limitations, and framework, setting the stage for the subsequent analysis of factors contributing to Aarong's iconic brand and brand loyalty.
Chapter 2: LITERATURE REVIEW: This chapter explores existing literature relevant to brand building, iconic brands, and brand loyalty. It likely examines various theoretical frameworks and empirical studies concerning these concepts, providing a foundation for the case study's analysis by establishing a theoretical understanding of brand building and the factors influencing it. This chapter likely offers different models of branding that will be useful for the analysis of Aarong’s own branding strategy.
Chapter 3: CASE FRAMEWORK AND METHODOLOGY: This chapter details the research methodology employed in the study. It outlines the research framework used to analyze Aarong's case, describing the data collection methods (likely including interviews and potentially secondary data sources) and the approach taken to analyze the gathered information. The chapter also justifies the chosen methodology, providing a clear rationale for the selected approaches.
Chapter 4: CASE NARRATIVE: This chapter presents a detailed narrative of Aarong's history and development, focusing on key events and decisions that shaped its brand. It likely explores Aarong's genesis, its visionary leadership, its product design and quality, its unique brand personality and storytelling approach, its innovative organizational culture, its efforts in fostering brand loyalty, and its achievement of significant business growth. This section serves as the empirical foundation for the subsequent analysis.
Chapter 5: DISCUSSION OF FINDINGS: This chapter analyzes the findings from the case study, focusing on the key factors identified as contributing to Aarong's brand success. It interprets the data collected through interviews and other methods, potentially drawing connections between different findings and linking them to the theoretical framework established in Chapter 2. This chapter is crucial in offering insights into the factors driving Aarong's iconic brand status and strong brand loyalty.
Schlüsselwörter (Keywords)
Iconic brand, brand loyalty, social business, Aarong, brand building, product design, visionary leadership, organizational culture, business growth, case study, Bangladesh.
Aarong Case Study: Frequently Asked Questions
What is this document?
This document provides a comprehensive preview of a case study analyzing Aarong, a prominent social business in Bangladesh. It includes the table of contents, objectives and key themes, chapter summaries, and keywords. The information is intended for academic use, focusing on the analysis of themes related to brand building and social business models.
What is the case study about?
The case study examines the factors contributing to Aarong's iconic brand status and high brand loyalty. It investigates Aarong's unique social business model and its impact on brand building, exploring themes such as visionary leadership, product design, organizational culture, and the achievement of significant business growth within a social business context.
What are the key themes explored in the case study?
The key themes include the development of an iconic brand, the role of social business models in brand building, the relationship between product design and brand loyalty, the influence of visionary leadership and organizational culture, and the achievement of high business growth within a social business context.
What is the structure of the case study?
The case study is structured into five chapters: Chapter 1 (Introduction), Chapter 2 (Literature Review), Chapter 3 (Case Framework and Methodology), Chapter 4 (Case Narrative), and Chapter 5 (Discussion of Findings). Each chapter focuses on a specific aspect of the analysis, progressively building upon the previous chapters.
What does Chapter 1 cover?
Chapter 1 introduces Aarong, providing background information on its history, its socially driven business model, and its current market position. It also outlines the study's objectives, scope, limitations, and framework.
What does Chapter 2 cover?
Chapter 2 explores existing literature on brand building, iconic brands, and brand loyalty, providing a theoretical foundation for the analysis and introducing relevant models of branding.
What does Chapter 3 cover?
Chapter 3 details the research methodology, including the research framework, data collection methods (likely interviews and secondary data), and the approach to data analysis. It justifies the chosen methodology.
What does Chapter 4 cover?
Chapter 4 presents a detailed narrative of Aarong's history and development, focusing on key events and decisions that shaped its brand. This includes its genesis, visionary leadership, product design, brand personality, organizational culture, brand loyalty efforts, and business growth achievements.
What does Chapter 5 cover?
Chapter 5 analyzes the findings from the case study, interpreting the data and drawing connections between different findings. It links these findings to the theoretical framework established in Chapter 2, offering insights into the factors driving Aarong's success.
What are the keywords associated with this case study?
The keywords include: Iconic brand, brand loyalty, social business, Aarong, brand building, product design, visionary leadership, organizational culture, business growth, case study, Bangladesh.
What is the intended audience for this case study?
The case study is intended for academic use, focusing on providing a structured and professional analysis of themes related to brand building and social business models within the context of Aarong's success.
- Quote paper
- Muhammad Salim Reza Jony (Author), 2016, How Is an Iconic Social Business Brand Created? The Case of the Bangladeshi Brand Aarong, Munich, GRIN Verlag, https://www.grin.com/document/456847
