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Brand building in startups - Hanoi Fragrance


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A guideline to brand building in startups, and Brand Proposal for a new Brand Identity - Hanoi Fragrance.

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Brand building in startups - Hanoi Fragrance

  1. 1. Brand Building in Startups:The case study of Qua Ha NoiXuaTrinh Tuan AnhQH-2009-E Business AdministrationUniversity of Economics and BusinessVietnam National University HanoiUnder the guidance of Dr. Pham Thi Lien
  2. 2. OutlineIntroductionLiterature ReviewBrand Building in StartupsQua Ha Noi Xua – Brand Proposal2
  3. 3. Part I: IntroductionProblem StatementMethodology3
  4. 4. 1. Problem StatementVietnam Start-up Scene4Introduction
  5. 5. 1. Problem StatementIn fact, in 2012:65,000 new startups55,000 bankruptcies(Ministry of Planning and Investment)Most startups do not last longer than 2 years in the market.5Introduction
  6. 6. The reasons are:- Lack of funding- Lack of planning- Lack of differentiationHow do startups differentiate? The answer is brand building.1. Problem Statement6Introduction
  7. 7. 2. MethodologyQualitative methodologies‐ Literature review‐ Experts interview with Branding strategists‐ Case studiesWhy?‐ New research topic + Exploratory focus‐ In line with branding researches‐ Lack of data9Introduction
  8. 8. The brandBrand identity10
  9. 9. 1. The BrandThe brand is not just a name, alogo, or design of a product.The brand is not just anidentifier.“A brand is your gut feelingabout a product, service orcompany.”Martin Neumeier, The Brand GapA brand can navigate, assureand engage customers. 11Literature Review
  10. 10. 2. The Brand IdentityThe brand identity is a set ofelements that is both tangibleand appealing to thesenses, taking disparateelements and unifies them intowhole systems.Wheeler, Designing Brand Identity12Literature Review
  11. 11. Part III: Brand building inStartupsThe necessity of brand building in startupsStartup brand building guideline13
  12. 12. 1. The necessity of brand building instartupsWhy most startups don’t build brands?- Focus on survival- Marketing-as-cost mentality- Lack of know-howShould startups build brands?‐ Startups can use the brand to define who they are.‐ Startups can use brand to differentiate.‐ Startups can use a visual identity to communicate brand values.YES, definitely14Brand building in startups
  13. 13. 2. Financial benefits of a strong brandDifferentiatedbrand identityPricepremiumPerceivedqualityValuesPerceived quality is the singlemost-important contributor to acompany’s return oninvestment (ROI).Aaker, 199515Brand building in startups
  14. 14. 3. Guideline for brand building in startupsPhase 1:BrandingstrategyPhase 2:Building BrandIdentity17Brand building in startups
  15. 15. Phase 1: Branding StrategyLevelofbrandorientationScope of Marketing and Branding Activities + Brand Distinctiveness + Brand-marketingperformanceMinimalistEmbryonicIntegrated19Adapted from Wong & Merrilees, 2005Brand building in startups
  16. 16. Phase 2: Designing brand identityThe Universal Brand Identity Process (Wheeler, 2009)5.Managingassets4. Creatingtouchpoints3.Designingidentity2. ClarifyingStrategy1.ConductingResearch20Brand building in startups
  17. 17. Part IV: Qua Ha Noi Xua -Brand ProposalIntroductionBranding StrategyDesigning Brand Identity21
  18. 18. 1. Qua Ha Noi Xua – IntroductionFounded: September 2012Product: traditional Hanoian snackfoodGoal: to preserve and promoteHanoian cultureStrengths:uniqueness, authenticity, nostalgicatmosphereIssues: low awareness andpopularity, low revenuesBrand orientation: Minimalist BrandOrientation Startup22Brand Proposal
  19. 19. 2. Market ResearchBusiness sector:Traditional Snack foodTarget market:- Lovers of Hanoian culture- Foreigners visiting or living inHanoiMarket Structure:- Street food cluster- Family brand cluster- High-end clusterPositioning:- Medium to high-end eatingexperience- Medium price- High variety24Brand Proposal
  20. 20. 3. Brand briefThe Big IdeaThe True Hanoian ExperienceVisionTo become the number one go-to destination for traditionalsnack-food and Hanoian culture in the world.MissionTo bring to every one of our customers a slice of Hanoian culturethrough the truest and most authentic eating experience. Topreserve Hanoian traditions and introduce them to peopleworldwide 25Brand Proposal
  21. 21. 3. Brand briefThe Big IdeaThe True Hanoian ExperienceAttributesTraditional, Authentic, Serene, Caring, NostalgicValue propositionWe offer an authentic Hanoian eating experience that you can’tfind anywhere else. We provide an environment for everyonewho cares about Hanoian culture looking for like-minded peopleto share their passion.26Brand Proposal
  22. 22. Introducing the new Brand IdentityHanoi Fragrance(Hương Hà Nội)27Brand Proposal
  23. 23. 4. Designing Brand Identity - Logo28Brand Proposal
  24. 24. 4. Designing Brand Identity –Typography and Color paletteTypographyTitle font: UVN_ThanhphoContent font: UVN_HuongqueBrand color paletteR230 G213 B187 R43 G24 B1829Brand Proposal
  25. 25. 5. Brand Identity – Brand touchpoints30Brand Proposal
  26. 26. 5. Brand touchpoint –SignageExterior Signage31Brand Proposal
  27. 27. 5. Brand touchpoint – Business card32Brand Proposal
  28. 28. 5. Brand touchpoint - Digital33Brand Proposal
  29. 29. 5. Brand touchpoint - StandeeStandee Art Option A Standee Art Option B34Brand Proposal
  30. 30. 5. Brand touchpoint – Sample menuA taste of Hanoi (Food menu) Hanoi’s Fragrances (Drinkmenu)35Brand Proposal
  31. 31. 5. Brand touchpoint – Sample menuMenu Cover Menu mock up36Brand Proposal
  32. 32. 5. Brand touchpoint - PackagingPackaging Option A Packaging Option B37Brand Proposal
  33. 33. 5. Brand touchpoint - EphemeraPostcard Design38Brand Proposal
  34. 34. 6. Managing AssetsEffectively managing a brand requires significant investment intime, human resources, and money.Suggestions for Hanoi Fragrance- Promote re-launch event on social media- Utilize online tools (e.g. MailChimp to send newsletter, Weeblyfor website design, etc.)- Utilize product placement, catering events to improve brandawareness39Brand Proposal
  35. 35. 7. BudgetingHanoi Fragrance Rebranding and Advertising BudgetTask 1: Market Research Total: VND 1,500,000Research compensation VND 500,000Sample products VND 1,000,000Task 2: Brand Identity Design Total: VND 8,000,000Designer fee (Logo, banner, standee, signage, etc.) VND 4,000,000Designer fee (Website, using existing template) VND 4,000,000Task 3: Changing Brand Identity Total: VND 5,880,000Main exterior signage (aluminum frame with hi-flex canvas) VND 750,000Standing standee (frame) VND 450,000Standing standee (one time printing cost) VND 180,000Printed materials (brochure, menu, brand book, etc.) VND 2,000,000Packaging VND 2,000,000Ephemera (printing costs) VND 500,000Task 4: Managing assets Total: VND 34,400,000Website hosting (for 1 year) VND 12,000,000Promotion online articles on Vietnamese news site (= VND 5,000,000 * 4 articles) VND 20,000,000MailChimp account to manage newsletter (for 1 year) VND 2,400,000TOTAL VND 49,780,00040Brand Proposal
  36. 36. Conclusion1) Branding can be an useful tool for startups to differentiateand improve their bottom line.2) To start building brand, startups need to define their level ofbrand orientation: minimalist, embryonic or integrated.Each level requires different approach to brand building.3) To build new brand identity, startups can apply the simple 5-step Universal Brand Identity Process.41Brand Proposal
  37. 37. Managerial Implications1) Entrepreneurs should obtain a fuller understanding of the roleof branding in startups, and to implement steps toward betterbrand performance.2) The paper also suggests the need for startups to take an“investment” approach to branding.42Brand Proposal