Leveraging:

These type of digital currencies are relatively new service. Potential customers has less knowledge &
experience regarding this. Therefore Strong IMC will be provided since introduction phase of
Aeropay. However, IMC campaign alone is not sufficient in these cases where customers look for
sense of familiarity, Positive brand characteristics and such. So brand leveraging strategy does
needed to be executed along with the previously described IMC to convey these essential elements
with some secondary associations.
1. Company.
2. Co- branding.
3. Celebrity Endorsement.
4. Channels of distribution.
5. Third-party Sources.
Sporting, Culture & other events:
These are the means of indirect approaches which are expected to be successful in terms of
leveraging & reinforcing Brand equity of Aeropay. The process is described briefly in the following.
1. Company:
Aeropay is a new company with completely new type of product. So It has to use all possible
measures at it's disposal to create awareness, positive involvement and respect among potential
customers towards the brand. Customers will have to be influenced in such way that paying with
Aeropay means status & something sensational. So the company itself should be managed and
conveyed in such a way which inspires the youth to go alongside Aeropay.
Well known professionals with great communication skills will act as spearhead of the operations.
2. Co-branding:
Since it's essential for Aeorpay to operate along with an established Bank, City Bank has been
chosen as integral partner of Aeropay's operations.This affiliation with such well reputed &
recognized bank will be proven beneficial for the company, as long as it possesses strength in it's
own operation.
It will be helpful to gain needed expertise, leverage equity beyond own, reduce the costs. Also, this
will expand our brand meaning which will ease our access in this category.
Some protective measures include strict control, check the risk of own equity & brand focus dilution.
By these measures fulfilled, affiliation with Citybank is expected to be a beneficial one.
3. Celebrity Endorsement:
Being a completely new type of service in Bangladesh, Aeropay needs endorsement from famous &
carefully selected celebrities. However, celebrities who endorse all products will not be in Aeropay's

evoked set. They will have to make choice of such criteria in which the celebrity(s) has a high level of
visibility along with rich set of useful associations,
Also, the celebrity(s) must be credible & his appearance should be relating with the brand.
Therefore, Aeropay has decided to chose Ananto Jalil as it's Brand ambassador because of having
above mentioned type of reputation.He can enrich the brand with powerful elegace & sensation with
caution that it's not the specific persaon, rather the brand should have focus.
Future celebrity selection should strictly hold on this criteria to attain the desired success.
4, Channel of Distributions:
To make their digital currency to work, they have to maintain some kind of partner-like good
relationship with the retailers especially the famous retail superoutlets like Agora, Mina Bazar,
Shwapno along with other well crowded departmental stores as a first approach.Then it has to create
necessary relation with all the outlets as soon as possinble.
Necessary measures such as awareness, interest and pressure from eager customers should be
conveyed to them in a subtle way so that the retailers accept this new trend in a competitive way.
5. Third party endorsement:
Since various third party organizations act as parameter for quality endorsement along with
customer approval, Aeropay must try to achieve these approval before it's potential competitors.
Awards such as "the cards & payment awards", "Mobile payment solution of the year award" ISO
9001 award etc will have to be achieved through dedication & hard work of the employees &
managers of Aeropay.
6. Sporting, Culture & other events:
As Aerospace has a plan to gradually become a combination of a petro card, credit card, health &
insurance card, access card, ATM and televoice card, They must take part in various related
programs to convey their relevance, association & meaning-fullness with various scenerios. These
various participations will improve brand associations, and also; strength, favoribility & uniqueness of
Aeropay.
Especially, these event should be organized in a serial way with special focus on private & public
universities.
Thus it is expected that Aeropay will be able to successfully leverage it's Brand equity in the minds of
potential customers which will then be ready to accept the service