Báo cáo kết thúc môn Brand Management - ĐH Kinh tế - Tài chính TP.HCM.

1. MOIDIEN
A project about
MEMBERS
Thảo Duyên
Hạnh Đoan
Ánh Hiếu
Trung Linh
Lương Lương
Minh Thư

2. BRAND
ASSOCIATIONS Company:
Countries:
Co-branding:
Celebrities endorsement:
ọ
Events:
ũ ộ ươ

3. 10/2019
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PORTFOLIO
URL
LOGO
FOUNDER
BRAND
NAME
2016 03/2017 06/2019
02/2019 08/2019 11/2019
TIMELINE
ACHIEVEMENTS

4. BRAND ELEMENTS CRITERIA
Impressive, easy to
remember.
Memorability
The name conveys
the message “Speak
your mind”.
Meaningfulness
Easily pronounced
for foreigners.
Transferability
Make strong
impact and raise
curiosity of
listeners.
Likability
Logo was changed
to a bolder version
to mark a growth
of Moidien.
Adaptability
Brand name is
legally protected
and not copyright
infringement.
Protectability
MOI DIEN
BRAND HIERARCHY
Casual
clothes
Less
creative
Less
promotion

5. KEY MARKETING ACTIVITIES
CUSTOM
-ER’S
VALUE
CONVE-
NIENCE
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6. COST
COMUNI
-CATION
KEY MARKETING ACTIVITIES

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S
W
OT
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STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS

8. PAID/ OWNED/ EARNED MEDIA BY FASHION SELECTED BRAND
BRAND CONVERSATION ACROSS SOCIAL PLATFORMS
The interaction between MOI DIEN and customers is not high.
MOI DIEN ON SOCIAL MEDIA

9. FASHION TREND
FASHION STYLE
CHARACTERS
VOLUME
POINTS OF PARITY

10. FOUNDED YEAR
POINTS OF DIFFERENCE
HIGHLIGHTS
WEAKNESS POINT PRICE
$200 - $850

11. BRAND RESONANCE
SALIENCE
PERFORMANCE
IMAGERY
FEELING
JUDGMENTS
RESONANCE
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12. RECOMMENDATION
BRAND IDENTITY
OPERATION

13. RECOMMENDATION
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Media
FANs
Customers
INTERNAL
CRISIS MANAGEMENT

14. THANKS
FOR LISTENING