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CMO Bangladesh CMO Bangladesh is working from innovation to marketing promotion and amplifying the voice of Bangladeshi Marketing professionals.

CMO Bangladesh is the voice of the Bangladeshi Marketing professionals.

21/10/2026

When we think of an apple logo, Apple Inc. probably comes to mind first. But the same fruit has found its place in the identities of banks, restaurants, music companies and retail brands worldwide. On Apple Day, let's explore how seven brands have used this familiar fruit to create recognition, communicate their identity and connect with customers.

1. Apple Corps / Apple Records | United Kingdom
Founded by The Beatles in 1968, Apple Records became a platform for releasing their music and supporting other artists. Its distinctive green apple logo was inspired by a painting by Belgian surrealist René Magritte that caught Paul McCartney's attention.

2. Apple Bank | United States
With roots dating back to 1863, Apple Bank is a New York-based financial institution that adopted its present name in 1983. Its apple logo naturally connects with New York's famous nickname, the Big Apple, although the bank's original reason for choosing the symbol has not been confirmed.

3. Applebee's Grill + Bar | United States
Founded by Bill and T.J. Palmer in 1980, Applebee's grew into a recognised American casual-dining restaurant chain. Its red apple logo brings the brand name to life and complements its friendly, neighbourhood dining identity.

4. Apple & Eve | United States
Founded in 1975 by Gordon Crane, Apple & Eve is known for its fruit juices and family-focused beverages. The apple in its identity creates a natural connection between the brand name and its fruit-based products.

5. Big Apple Bagels | United States
Emerging in the early 1990s, Big Apple Bagels built its business around freshly prepared bagels and bakery products. Its logo features a red apple, creating a recognisable visual link with the brand's name.

6. Big Apple Stores | United States
Operated by CN Brown, Big Apple serves everyday shoppers through convenience stores in parts of the northeastern United States. Its apple symbol gives the retail chain a friendly, familiar identity that works across store signage and promotional materials.

7. Apple Federal Credit Union | United States
Established in Virginia in 1956, the institution began by serving people connected with education before adopting the Apple name in 1980. Its apple identity reflects those educational roots, drawing on the fruit's familiar association with teachers and learning.



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In Karachi, Pakistan, a café named Sattar Buksh did exactly that, but with a little humour and a clever twist.Launched i...
20/10/2026

In Karachi, Pakistan, a café named Sattar Buksh did exactly that, but with a little humour and a clever twist.

Launched in 2013, Sattar Buksh caught people's attention with its unusual name and a green logo featuring a moustached man. The resemblance to global coffee giant Starbucks was hard to miss.

Starbucks wasn't amused and challenged the café over trademark concerns.

But Sattar Buksh had its own identity. Its founders defended the brand as a reflection of Pakistani culture and humour. Even the menu had a playful personality, featuring items like the Besharam Burger and LOC Pizza.

The dispute turned into an interesting branding story, raising a bigger question: Where does creative inspiration end and trademark infringement begin?

For marketers, Sattar Buksh offers an interesting lesson. A local brand doesn't always need a massive budget to attract attention. Sometimes, a clever name, cultural relevance and a little humour can make people curious enough to talk about it.

Marketer's Takeaway: Creativity can make a small brand famous, but building a distinctive identity is what helps it stand on its own.



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Zaneeq Hussain has been appointed as Director of Sales at Crowne Plaza Dhaka Airport by IHG.
20/10/2026

Zaneeq Hussain has been appointed as Director of Sales at Crowne Plaza Dhaka Airport by IHG.

Long before modern bread brands filled supermarket shelves, a historic bakery in Old Dhaka was already shaping the count...
19/10/2026

Long before modern bread brands filled supermarket shelves, a historic bakery in Old Dhaka was already shaping the country’s baking culture. Nestled in Lakshmibazar, Prince of Wales Bakery is among the oldest surviving commercial bakeries in present-day Bangladesh, with roots tracing back to British colonial rule. Its exact founding year remains a historical mystery, with published accounts citing 1850, 1870 and 1882. Believed to have been established by a British businessman from Wales, the bakery became part of Dhaka’s early European-style baking tradition. Interestingly, historians suggest that Armenian or Portuguese residents may have operated a bakery at the location even earlier. Meanwhile, Chattogram’s Gani Bakery has a heritage dating back to around 1870, making it another pioneer of the country’s bakery industry. Although no conclusive evidence identifies Bangladesh’s very first bread brand, Prince of Wales Bakery remains a remarkable link to a bread-making heritage spanning more than 140 years.

&bunday

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Brand extension can create growth opportunities for Bangladeshi companies expanding beyond their established product cat...
18/10/2026

Brand extension can create growth opportunities for Bangladeshi companies expanding beyond their established product categories.
But successful ex*****on requires understanding local customer behaviour.
Consider a hypothetical Bangladeshi food brand planning to introduce a personal care product.
The company may already enjoy strong recognition and nationwide distribution.
However, these strengths alone cannot establish credibility in personal care.
Before extending the brand, marketers should examine four areas.
1. CUSTOMER ASSOCIATIONS
What qualities do Bangladeshi customers currently connect with the brand?
2. CATEGORY EXPECTATIONS
What matters most when customers choose products in the new category?
3. RETAIL ENVIRONMENT
Will retailers and distributors be able to explain and support the new product effectively?
4. PRICE AND VALUE
Does the extension match customers' expectations of the existing brand's value?
Bangladeshi companies should also consider differences between urban and rural customers, shopping occasions and purchasing behaviour where relevant.
The aim is not simply to borrow the reputation of an established brand.
It is to determine whether that reputation can support a credible new offering.
Marketer's Takeaway: Localise the expansion decision before localising the communication.
What Bangladesh-specific factor most changes how brand extension should work?

Bangladeshi content creator Iftekhar Rafsan, popularly known as Rafsan The Chotobhai, is taking a fresh approach to cont...
18/10/2026

Bangladeshi content creator Iftekhar Rafsan, popularly known as Rafsan The Chotobhai, is taking a fresh approach to content creation by introducing a unique series featuring international YouTubers.
With over 4.1 million subscribers, Rafsan is experimenting with an interesting concept: handing over creative control of his content to other creators. From deciding what he cooks and eats to choosing which country he visits for a challenge, international YouTubers are taking the lead.
The series highlights collaborations involving well-known international creators, including Pakistani YouTuber Ducky Bhai, Vikkstar, Uncle Roger and popular food content creator Mark Wiens.
By combining food, travel and cultural experiences, Rafsan is exploring opportunities to reach audiences beyond Bangladesh while showcasing the global potential of Bangladeshi content creators.
What makes this initiative particularly interesting is his willingness to move beyond his familiar content style and embrace international collaboration.
For marketers and CMOs, the initiative offers an interesting lesson in audience expansion. Collaborating with creators from different markets can introduce content to new communities, create cultural connections and strengthen international visibility.
Rafsan's approach also highlights an important shift in content strategy: reaching new audiences is not always about producing more content. Sometimes, it is about creating content with new people.

When a company extends an established brand into a new category, marketing teams see expansion opportunities.Customers s...
18/10/2026

When a company extends an established brand into a new category, marketing teams see expansion opportunities.
Customers see something much simpler.
A familiar name on an unfamiliar product.
Their immediate reaction may be curiosity, confidence or confusion.
Imagine a consumer who regularly buys cooking oil from a trusted food brand.
One day, the same brand introduces a packaged snack.
The customer may consider trying it because the brand already feels familiar.
But imagine that same food brand introducing a smartphone.
The customer may wonder why the company has entered such a different business.
This illustrates an important distinction.
Brand Familiarity helps customers recognise the product.
Brand Credibility helps them believe the product can deliver.
Category Relevance helps them understand why the brand belongs there.
A successful extension needs more than recognition. It needs a convincing reason for customers to accept the brand in the new category.
Marketer's Takeaway: Customers do not evaluate brand extension through corporate strategy. They evaluate whether the new product makes sense.
What part of brand extension creates the greatest customer uncertainty today?

One dangerous misconception about brand extension is that a successful brand can successfully sell anything.It cannot.A ...
18/10/2026

One dangerous misconception about brand extension is that a successful brand can successfully sell anything.
It cannot.
A strong brand may have recognition, customer loyalty and market credibility.
But these advantages do not automatically transfer to every product category.
Consider a brand known for affordable everyday products.
If that brand suddenly introduces an ultra-premium offering, customers may question whether the new promise fits their existing perception.
Similarly, a brand recognised for expertise in one category may struggle to establish credibility in an unrelated category.
This happens because customers develop associations with brands over time.
These associations influence what customers expect the brand to deliver.
A successful extension should therefore answer three questions:
1. What does our existing brand stand for?
2. Why should customers believe we can succeed in this new category?
3. Will the new product strengthen or weaken our existing brand meaning?
Brand extension should build on relevant credibility rather than assume unlimited customer trust.
Marketer's Takeaway: Brand strength creates opportunities, but strategic relevance determines which opportunities deserve investment.
What is the biggest misconception marketers have about brand extension?

Oliduzzaman Sawon has been appointed as Chief Strategy Officer at Magnito.
17/10/2026

Oliduzzaman Sawon has been appointed as Chief Strategy Officer at Magnito.

Launching a new product under an existing brand name may appear to be an easy growth opportunity.But the real question i...
17/10/2026

Launching a new product under an existing brand name may appear to be an easy growth opportunity.
But the real question is whether customers believe the brand belongs in the new category.
This is where brand extension becomes important.
Brand extension occurs when an established brand enters a new product category using its existing brand identity.
A familiar brand name may help customers recognise a new product and reduce their uncertainty.
However, familiarity alone does not guarantee acceptance.
Three factors deserve attention:
Brand Relevance: Does the existing brand have a meaningful connection with the new product?
Customer Trust: Do customers believe the brand can deliver the expected quality?
Category Fit: Does the extension feel natural or unexpected?
For example, a trusted dairy brand introducing another dairy-based product may appear more relevant than the same brand suddenly launching electronics.
The difference comes from what customers already associate with the brand.
Marketer's Takeaway: Successful brand extension begins with customer permission, not simply brand recognition.
Where does brand extension currently influence your customer's decision most?

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