Brand Personality of HATIL Furniture

Hatil Complex Ltd. is well known doors and furniture manufacturer in Bangladesh which was established back  in the 1989 under the lead of a reputed timber dealing company H.A. Timber Industries Ltd (1966). This company produces wooden home, office, hospital, industrial & hotel furniture, doors, interior solutions etc. Hatil has its market share approximately in more than 10 countries all over the world. The main competitors of Hatil are Otobi, Partex Furniture, Akhter Furnishers and Navana Furniture in the local market. But the reason behind that Hatil can be easily differentiate from its competitor is its brand personality.

Brand personality of  HATIL

Brand personality is the common traits or characteristics of a brand from which the customers start to get trust and attach with that particular brand.  It makes brand commitments and helps to increase customers' purchase intention. The more sensitive the customer towards the brand the more positive effect of  the brand personality on the attachment.

Hatil has done some particular positioning over the past few decades that it creates an unique brand personality. With their endorsement tagline "আমাদের ফার্নিচার আপনাকে বোঝে" and their  media support, it helped them to grow more and made as a brand personality which helps them to  increase their number of market share over the years. Hatil shows the sincerity as they are fully focused on  satisfying their consumer needs. They showed their wholesome goals by their promotion and advertising appeal. 

Hatil also carries excitement as imaginative  through their design of the their products as all the design are up to date which creates a excitement in their customers' mind. The competence level of their brand personality is so high because of their reliability and success in the market as they are so much demanding and popular among their customers. 

As Hatil has both office and home furniture  they have a good position in the market and because of their service, they are competency is higher than some local competitors.  Hatil also shows sophistication as their target customers are mainly upper class and their charming designs are only preserved for the upper class people, so it shows the superiority of the brand personality. 

Hatil has made an innovative personality over the years as they grew, their design and product line got upgrade and they created a personality in the consumers' mind as well. So this is how they made an unique personality than other brands  in the furniture market.

Recommendation:

Hatil has made it clear in their consumer mind about their personality but I would recommend them to make it better through their brand elements and services. Hatil represents sophistication but at the same they should made their products for the upper middle class as it will help them to get a more stronger personality as people want a better lifestyle, no matter what class they belong to. Hatil may use their public relation more better as it will give them more recognition as well. As their pricing is higher and only affordable by the upper class people, they should at least come up with some pricing for the upper middle class.

References:

• http://www.haas.berkeley.edu/groups/finance/Papers/Dimensions%20of%20BP%20JMR%201997.pdf
• http://hatilbd.com