The document discusses various topics related to marketing including definitions of marketing, the evolution of products to brands, brand building, and common types of branding. It provides multiple definitions of marketing focusing on the process of planning and executing the conception, pricing, promotion, and distribution of goods and services. It also discusses how products meet consumer needs but brands form emotional connections with consumers. Brand building involves developing trust, recognition and a positive image. Common types of branding include corporate, co-branding and line extension branding.

1. ASSIGNMENT 1.1
Tường Vy – Đình Giang – Kỳ Vỹ

2. WHAT IS MARKETING
The process of planning and
executing the conception,
pricing, promotion, and
distribution of ideas, goods, and
services to create exchanges
that satisfy individual and
organizational objectives.
The commercial
functions
involved in
transferring goods
from producer to
consumer.
The process or technique
of promoting, selling, and
distributing a product or
service; 2: an aggregate of
functions involved in moving
goods from producer to
consumer
The business activity of presenting
products or services to potential
customers in such a way as to make
them eager to buy. Marketing
includes such matters as the pricing
and packaging of the product and
the creation of demand by
advertising and sales campaigns.
There are many different definitions of marketing
“Process”, “functions
involved”, “process or
technique”, “an
aggregate, “business
activity” – these all get
to the heart of the
marketing definition

3. We still have products,
services, and ideas to sell
at some price. We deliver
to our customers via some
means of distribution. We
promote and we advertise.
Those are the basics. Those
basics still exist and always
will – And IT IS TRUE
MARKETING
There are certain
foundations of
marketing that will never
become out of date.
Marketing is
just about
advertising or
sales
Marketing is everything a
company does to acquire
customers and maintain a
relationship with them.. The
ultimate goal of marketing is to
match a company's products
and services to the people who
need and want them, thereby
ensure profitability

4. Strategies at each stage Indifffe-
rent
Like
it
Love
it
Beloved
brand
LOVE IT
Stage 3
Strategy: Tug at the heart: to tighten the connection
We take Facebook as examples.
Experience: shift focus from
product to experience
Maintain: Reinforce brain equity
Deeper: Consolidation or
broaden usage of brand
Facebook create lots of new experience to make Facebook become a part
of consumer’s life: new emoticons, gif for users to share feeling flexibly when
chatting, “review a memory in the past” app, “Photos of a year” app, etc…
Facebook gradually proves it is platform for you to share everything in your
life by letting you make your own story not only through text, photos but also
videos which are automatically run when your friend wander on timeline
We can see that Facebook takes care of their fans very much. They
supported France by inviting users to change avatar when terrorism
appeared; they consolidate relationship with fans by reminding their memory
many years ago, etc…
New reasons to love: target
most loyal users first to make
them love brand more
In the next 2 months, Facebook is going to launch a new app to help
companies on Facebook can manage their consumer’s messages and
comments easily. (At that time, companies or local business manage those
information through different websites such as: pancake.com). Therefore,
people who run business on Facebook will have “a new reason” to love
Facebook.
WHAT IS BRAND?
A BRAND IS A REASON FOR
CUSTOMER TO CHOOSE
Among lots of gorgeous brands in the
market, why customers have to choose
your brand.
YOUR BRAND IS THE WAY YOUR
CUSTOMER PERCEIVES YOU
When we think about our brand, you really
want to think about our entire customer
experience…everything from our logo, our
website, our social media experiences, the
way we answer the phone, to the way our
customers experience our staff…

5. Men and women have come to recognize Victoria's Secret as
the place to buy a lingerie or perfume gift.
Victoria's Secret made buying
lingerie not only a pleasure but a
must in the late 1980s and 1990s.
The upscale lingerie and apparel
firm took shopping for lingerie from
the neglected corners of
department stores and put it front
and center in thousands of
boutiques throughout the United
States. Both men and women
happily entered such a lingerie
shop and bought sexy innerwear
was no longer a chore or
embarrassing for either sex.
Victoria’s Secret enhance a
woman’s beauty and
attractiveness to help them
be more confident.
All they say and do are about
that
“Lowering a Woman’s Self-
Esteem”
Men and women have come to recognize Victoria's
Secret as the place to buy a lingerie or perfume gift.

6. WHAT IS PRODUCT?
Example:
- A cup of coffee(a good) that gives you a fresh mind to start a day
through the great taste and strong aroma.
- Our haircut service that gives you the coolest style with professional
staffs.
- An TVC idea that help the company to create a soul-touching TVC
through the connection between the idea and the Vietnamese
culture.
- A new teaching method that helps the student learn faster with
real-life examples.
- The location here that help to boost up your business with a big
number of passer.
- This professor that can deliver your class the best of his experiences
as he has been working in this industry for 20 years.
product’s features, function, uses
Product is a good, service, idea, method,
person, information or places
that
give buyers/users their desirable benefits
to satisfy wants/needs
through/with
PRODUCT BRAND
What is it?
Good, service, idea, method,
person, information, places.
Reason for consumer to choose
What does
it do?
Gives buyers/users their desirable
benefits to satisfy their
wants/needs.
Bring value.
What does
it have?
Features, Function, Uses. Logo, slogan, staffs
Where
does it
come
from?
Producer, Manufacturer through
many processes.
Consumer’s mind.
Is it
unique?
No, product can be imitated. Yes, product cannot be imitated.
Which one
do we
love?
We need products but we don’t
love it
We do love brand.
Example
Cola-taste drink in blue label
bottle.
Pepsi – the cola-taste drink that
help you to joyfully live your life.
A chewing-gum that has mint
taste
Cool-air – The best chewing-gum
for improving concentration.
A chocolate-coated pie with
marshmallow inside
Chocopie – The pie of love.
PRODUCT vs. BRAND
The look from nature

7. PRODUCT vs. BRAND
The evolution from product to brand
Consumer’s
functional
problem/need
BIG IDEA
An idea that fulfill
consumer’s
emotional needs
PRODUCT
BRAND
The company realize
the need/problem of
consumers, they
creates a product to
solve that
problem/need.
Example:
Consumer need
something to totally
kill all the germ in
their mouth as teeth
brushing alone
cannot does that.
Listerine created a
product mouth-
rinsing liquid with
special formula to
help consumers solve
their problem.
Decide to sell that
product to the
market.
Example:
Listerine prepared a
plan to sell the
mouth-rinsing liquid
to the market.
Creating identities
for the product
including: name,
packaging, color,
description...
Example:
The mouth-rinsing
liquid named
Listerine
Mouthwash with
the light blue color,
typical bottle shape
with the cap for
measuring use dose.
Creating promise of
product to the
consumer.
Example:
Listerine Mouthwash
gives you a healthy
mouth with the 24
hours protection
over germs that
lead to bad breath,
plaque and gum
diseases.
Executing sales and
marketing activities
to make product
access consumers.
Example:
- Launching TVC.
- Do sampling,
activation.
- Developing
distribution
channel in super
market,
convenient
stores...
- Sales promotion
with lower price
for bigger bottle.
...
Consumers
experience the
product functionally
that solves their
problems and feel
the emotion coming
from the solution of
their problem. Their
experiences meet
the promise.
Example:
Consumers use
Listerine Mouthwash
and see the
reduction of gum
diseases, plaque
and their breath is
better. Indeed, they
feel their mouth is
much more
healthier.
As consumer’s
experiences meet the
promise, consumers
will create an idea as
a connection
between using
product to solve their
problem and the
feeling they can get
when using it.
That becomes BRAND.
Example:
Listerine Mouthwash
gives me a healthy
mouth with a
reduction of plaque,
bad breath and gum
diseases.

8. WHAT IS BRAND BUILDING?
Branding/Brand building is the process building strong relationship between brand and parties
relating to the brand likes: consumer, employee, community, stakeholder... through:
BUILDING TRUST
Consumers trust the brand on the basis
understanding what define the brand:
- quality
- responsiveness
- experience
- credibility
- Innovation
...
Example: Apple is the top technology
brand as consumers extremely trust it
because its products, especially iPhone
has proven its excellent features over
time:
- Excellent and stable phone speed.
- Simple and brilliant design.
- The pioneer of the whole industry to
create and develop “Intelligent
Personal Assistant” and “Knowledge
Navigator” as Siri.
- Company’s base in US – the leading
country of technology.
BUILDING RECOGNITON
Consumers will buy what they feel familiar
with. Building what associate to the brand
consistently and recognizable are important:
- Name
- Logo
- Slogan
- Color
- Packaging
...
Example: Apple’s products are easily
recognized because:
- Names are mostly have the formula “i...”
like iPhone, iPod, iMac...
- Having the uniform design as the only one
round shape menu button on the bottom
of the screen.
- Having the Apple’s logo as an bitten
apple.
- Colors are mostly silver.
- Packagings are mostly white with simple
design.
BUILDING POSITIVE IMAGE
Is a very broad and crucial matter for a
brand.
It includes:
- Reputation,
- Values of the brand.
- Company’s culture, policies.
- Interests on community issue.
...
Example:Apple has a positive image as:
- In 2011, It launched a corporate charity
matching program — a dollar for dollar
match for employee donations of up to
$10,000 a year.
- Steve Jobs – Founder, CEO of Apple,
when he was still alive, he frequently
visited Universities and colleges to give
inspirational talk to students.

9. 7 COMMON TYPES
OF BRANDING
CORPORATE
BRANDING
The practice of promoting
the brand name of a
corporate entity
Example: Unilever made a
campaign “Unilever – 20
năm nâng tầm cuộc sống”
CO-BRANDING
Make consumer feel
familiar to the brand.
Example: Family mart
convenience stores are
now opened in gas station
that make a more frequent
appearance to the
consumer.
CAUSE BRANDING
Matching the cause,
purpose of company’s
activities with personal
values of consumer. It can
be charity or social
activities.
Example: “Vươn cao Việt
Nam” by Vinamilk.
SPIRIT BRANDING
Give consumer a good
spiritual feeling associated
with products.
Example: Using Axe to win
edge of the mating game.
EMPLOYER BRANDING
Making employees
understand the company’s
vision, mission, goals,
products, services.
Example: Unilever
organizes internal training
course to talk to employees
about all products of
Unilever.
CULTURE BRANDING
Making promises to
employees about the
better working environment
and managerial treatment.
Example: Google build an
open working environment
which allow you to bring
kid, pet to the company
COMMUNITY
BRANDING
Show the good interests
and actions that company
does to the community.
Example: Unilever made a
campaign “Unilever – 20
năm nâng tầm cuộc sống”
to show the goodwill of
caring for people’s life in
Vietnam.

10. Example: Apple is a strong brand in Vietnam
• IPhone has a much higher price than Samsung or
HTC with the same configuration.
• iPhone user has a high rate of loyalty as they
continue to buy the new iPhone generation.
• Although receiving the complaint of ugly design
for the iPhone 6, Apple still sold 32.5 mil iPhones
from 4-6/2014 – 4 mil more than that of the
previous year.
• Higher price over competitors.
• Attract new customer.
• Customers are more loyal to the
brand that they won’t choose
other existing competitors and
loyalty prevents the entry of new
competitors.
• Protect company during
economic or business crises.
• The potential for company and
brand to expand in the future.
Example: Apple is a strong brand in Vietnam
• Users always feel classy, fashioned and confident
when using iPhone.
• When seeking for a new mobile that give you the
feeling of high class, you can easily choose iPhone.
• iPhone users has the bilief that Apple will launch
excellent product as they are ready to line up for
hours to buy the new iPhone. And the new product
never fail to amazes them.
• Add more emotional and
spitritual value to the products.
• Help consumer easily indentify
and choose products among
others.
• The potential of providing better
products in the future.
WHY BRANDING IS SO IMPORTANT?
TO THE
COMPANY
TO THE
CONSUMER
Branding is all about building a strong brand
STRONG BRAND

11. Brand = Power = Growth = Profit
1. Indifferent: People don’t know any information about the
brand (Ex: FLiRTSTORY, EBIV, etc…)
2. Like it: Brand starts to appear in consumer’s mind. They
try using it and feel satisfied, but are uncertain to buy it if
there is a different brand (Ex: Burger King, HP Printers, etc…)
3. Love it: Through positive experience, consumers start to
love the brand because it is suitable with their lifestyle and
gives them emotional benefit (Ex: Facebook, Dove, etc…)
4. Beloved: On that stage, every consumer becomes an
ambassador for the brand. They never switch to another
brand. Brand is a part of their life (Ex: Apple, Disney, Harley
Davidson, etc…)
4 stages to Brand love
That understanding where is your brand now on
“Brand Love Curve” of most target consumers helps
choose strategies to push brand to be more loved.
Brand love curve is a love-toward-brand journal in consumer’s mind.
Consumers move from “Indifferent” (Don’t know about brand), “Like it”
(Satisfied with functional benefit of brand), “Love it” (Feel emotional
benefit of brand) and finally “My beloved brand for life” (Loyal fan). At
each stage, the connection gets stronger.
“The more beloved the brand, the more valuable the brand””
BRAND LOVE CURVE

12. Strategies at each stage Indifffe-
rent
Like Love
Beloved
brand
INDIFFERENTStage 1 Strategy: Establish in the mind: Awareness & Consideration
Mind shift: drive a new position
or re-inforce current equity
Mind Share: get more attention
than competitors
New News: launching something
new
Turn around: focus energy on
opportunities and leaks
KaFe Café – a coffee store chain surprised community
by received 5.5 million USD equity to have a premium
position just at the beginning of the brand
At stage “Indifferent”, the reality show “Giong Hat Viet”
(The Voice of Vietnam) got more attention than others
(Vietnam Idol, Sao Mai Diem Hen…) by provoking the
story “The Voice in the world is coming to Vietnam
After 6 months established in Vietnam, FLiRTSTORY (a
shoes brand) launched “Espadrilles” (a strange kind of
slip-on shoes) that made consumers curious and buy a
lot. So, sales grew up quickly.
X-Men found a precious unmet need to make the first
shampoo for men brand in Vietnam. This innovation
received enormous positive responds from consumers.

13. Strategies at each stage Indifffe-
rent
Like
it
Love
it
Beloved
brand
LIKE ITStage 2
Strategy: Seperate yourself on benefit
We take UBrand (ubrand.cool) as examples.
Drive acquisition: New
consumers want to try
Drive penetration: get
consumers to use more or
differently
Consolidation: get consumer to
do anything with brand
UBrand encourages current users to invite their friends to try using UBrand
through Facebook. Current users will get more coins and bonus points if
they introduce UBrand on Facebook.
After 2 months in beta versions, UBrand has 22.000 users that. To make
users use UBrand more frequently, UBrand gives them bonus points after
every 6 hours. Therefore, users have to log-in again, more frequently to get
bonus points.
UBrand lets user to freely create their topic to discuss with other users, send
any requests to UBrand team, etc…

14. Strategies at each stage Indifffe-
rent
Like
it
Love
it
Beloved
brand
LOVE ITStage 3
Strategy: Tug at the heart: to tighten the connection
We take Facebook as examples.
Experience: shift focus from
product to experience
Maintain: Reinforce brain equity
Deeper: Consolidation or
broaden usage of brand
Facebook create lots of new experience to make Facebook become a part
of consumer’s life: new emoticons, gif for users to share feeling flexibly when
chatting, “review a memory in the past” app, “Photos of a year” app, etc…
Facebook gradually proves it is platform for you to share everything in your
life by letting you make your own story not only through text, photos but also
videos which are automatically run when your friend wander on timeline
We can see that Facebook takes care of their fans very much. They
supported France by inviting users to change avatar when terrorism
appeared; they consolidate relationship with fans by reminding their memory
many years ago, etc…
New reasons to love: target
most loyal users first to make
them love brand more
In the next 2 months, Facebook is going to launch a new app to help
companies on Facebook can manage their consumer’s messages and
comments easily. (At that time, companies or local business manage those
information through different websites such as: pancake.com). Therefore,
people who run business on Facebook will have “a new reason” to love
Facebook.

15. Strategies at each stage Indifffe-
rent
Like
it
Love
it
Beloved
brand
BELOVED BRANDStage 4
Strategy: Continue the magic: maintain the love
We take Starbucks as examples.
Magic: Continue to surpirse and
delight core followers
Create feedback loop: use
social media to tighten
connection
Attack yourself: continue to
improve
In 2011, Starbuck launched a new app on
smartphone that allowed consumers to order and
pay for products much more easily
Through listening fan’s feedbacks on “My Starbucks
Idea” and through purchases, Starbucks saw that
consumers loved refreshing iced coffee and tea
beverages but wanted them in a larger size. Eventually,
Starbucks surprised fans by introducing “Renta size” (the
biggest size) for cups of coffee in 2011. A cup with
“Renta size” has storage space which is bigger than’s
human stomach. With this innovation, fans of Starbucks
can enjoy more refreshment.
More and more Starbucks stores are established
everyday. Starbucks competes with their goal: If
MCDonald’s opens 2 new restaurants, Starbucks will
open 1 new store at the same time.

16. One example to sum-up:
INDIFFERENT
LIKE IT
LOVE IT
BELOVED
BRAND
Product focus
Separate yourself
Create experiences
Broaden offering
This period gives brands time to explain their purposes, ideas or concepts
to solve consumer’s unmet needs.
At the beginning in 1880s, Coca-cola introduced products like a drink can fullfill
consumer’s thirst and bring refreshment through caffein in recipe. They just simply
focused on functional benefits of Coca-cola at that period of time to persuade
consumer to try using it.
Use claims or innovation to separate yourself on quality, performance,
experience or value. Focus on being better.
After raising awareness and having first fans community, Coca-cola then
continually improved their bottle’s style and made more interesting
advertisements to prove their quality and value. For instance, Coca-cola proved
quality through famous advertisement: “Santa Clause also drinks Coke”.
Use innovation to connect emotionally to consumer’s current life rituals.
Through lots of next marketing campaigns such as “Things go better with coke”,
“Give the world a coke”, etc… won consumer’s mind, brought out the emotional
belief that Coca-cola will give everyone a happier life.
Use innovation to attack current offering and surprise consumers.
With brand essence “Open Happiness”, Coca-cola has carried out lots of
emotional campaigns such as “Share a coke”, “2nd Lives”, etc… in order to fullfill
their promise.
Besides, Coca-cola always compete with itself to continually have some product
innovations (Coke light) and packing innovations (Small size of Coke) to meet the
diverse needs of consumers.

17. ASSIGNMENT 1.1
Tường Vy – Đình Giang – Kỳ Vỹ
Thank you!