The document discusses the evolution of products into brands through trademarks and marketing. It begins by explaining how early manufacturers differentiated their products through names and packaging (trademarks). It then discusses how brands became important with increased choices, information, and time constraints for consumers. Brands make purchase decisions easier by providing promises that products aim to fulfill through marketing. The document provides examples of brands and their promises, and explains how marketing delivers those promises to build consumer awareness, loyalty, and brand love over time.
Young Marketers Elite 3_Assignment 14_Brand Communication Part 5honvongphu
Nhóm cho assignment 14.1 nhé:
Nhóm 1: Phuc Hau + Dinh Giang + Thien Van + Van Hien
Nhóm 2: Ngoc Khanh + Nhat Minh + Ky Vy + Thanh Vy
Nhóm 3: Minh Quang + Duc Hiep + Thanh Thuy + Tuong Vy + Thanh An
Nhóm 4: Truong Liem + Ai Lam + Minh Thong + Khanh Thy + Hong Phong
Tuần này Elite program dành tặng 2 suất dự thính cho các young marketer hoàn tất phần assignment như bên dưới trong 3 slide nội dung PDF gửi về contact@youngmarketers.vn trước 22:00 thứ 5, ngày 12/5:
1 - Thế nào là Brand Idea, Brand Communications Big Idea, Advertising Big Idea? Cho ví dụ trên cùng 1 thương hiệu. (30%)
Câu hỏi dành riêng cho Eliter:
2 - Thế nào Insight Platform? Insight Platform cho Brand Idea, Brand Communications Big Idea, Advertising Big Idea có khác nhau không, nếu khác thì khác nhau như thế nào? Cho ví dụ cụ thể (45%).
3 - Các tiêu chí để đánh giá Advertising Big Idea? Cho ví dụ (25%).
Young Marketers Elite 3_Assignment 11_Brand Communication 2honvongphu
Với tuần này, Young Marketers sẽ dành tặng 2 suất dự thính cho các bạn young marketers gửi bài assignment trong 6 slide nội dung gửi về contact@youngmarketers.vn trước 22:00 thứ 5 ngày 7/4 nhé :
1. Communications/Advertising Insight là Gì? Sẽ có bao nhiêu loại Communications/Advertising Insight? Cách thức để tìm ra các Insight đó. Cho ví dụ. (50%)
2. 2. Conceptualization/Development Process cho 1 campaign/advertising big idea bao gồm những bước gì? Cho ví dụ. (50%) (câu hỏi dành cho Eliter)
Pragmatic analysis of advertisements. Introduction with Elaboration likelihood model.(psychological analysis of advertisements)
Whosoever see this slide, do watch this Nestle campaign #shareyourgoodness and Open Happiness campaign by coca cola.
Nestle campaign : https://www.youtube.com/watch?v=syZju6ui394
Coca Cola Campaign: https://www.youtube.com/watch?v=9dHOzw5KSlE
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Robot Arm Utilized Having Meal Support System Based on Computer Input by Huma...Waqas Tariq
A robot arm utilized having meal support system based on computer input by human eyes only is proposed. The proposed system is developed for handicap/disabled persons as well as elderly persons and tested with able persons with several shapes and size of eyes under a variety of illumination conditions. The test results with normal persons show the proposed system does work well for selection of the desired foods and for retrieve the foods as appropriate as usersf requirements. It is found that the proposed system is 21% much faster than the manually controlled robotics.
Young Marketers Elite 3_Assignment 14_Brand Communication Part 5honvongphu
Nhóm cho assignment 14.1 nhé:
Nhóm 1: Phuc Hau + Dinh Giang + Thien Van + Van Hien
Nhóm 2: Ngoc Khanh + Nhat Minh + Ky Vy + Thanh Vy
Nhóm 3: Minh Quang + Duc Hiep + Thanh Thuy + Tuong Vy + Thanh An
Nhóm 4: Truong Liem + Ai Lam + Minh Thong + Khanh Thy + Hong Phong
Tuần này Elite program dành tặng 2 suất dự thính cho các young marketer hoàn tất phần assignment như bên dưới trong 3 slide nội dung PDF gửi về contact@youngmarketers.vn trước 22:00 thứ 5, ngày 12/5:
1 - Thế nào là Brand Idea, Brand Communications Big Idea, Advertising Big Idea? Cho ví dụ trên cùng 1 thương hiệu. (30%)
Câu hỏi dành riêng cho Eliter:
2 - Thế nào Insight Platform? Insight Platform cho Brand Idea, Brand Communications Big Idea, Advertising Big Idea có khác nhau không, nếu khác thì khác nhau như thế nào? Cho ví dụ cụ thể (45%).
3 - Các tiêu chí để đánh giá Advertising Big Idea? Cho ví dụ (25%).
Young Marketers Elite 3_Assignment 11_Brand Communication 2honvongphu
Với tuần này, Young Marketers sẽ dành tặng 2 suất dự thính cho các bạn young marketers gửi bài assignment trong 6 slide nội dung gửi về contact@youngmarketers.vn trước 22:00 thứ 5 ngày 7/4 nhé :
1. Communications/Advertising Insight là Gì? Sẽ có bao nhiêu loại Communications/Advertising Insight? Cách thức để tìm ra các Insight đó. Cho ví dụ. (50%)
2. 2. Conceptualization/Development Process cho 1 campaign/advertising big idea bao gồm những bước gì? Cho ví dụ. (50%) (câu hỏi dành cho Eliter)
Pragmatic analysis of advertisements. Introduction with Elaboration likelihood model.(psychological analysis of advertisements)
Whosoever see this slide, do watch this Nestle campaign #shareyourgoodness and Open Happiness campaign by coca cola.
Nestle campaign : https://www.youtube.com/watch?v=syZju6ui394
Coca Cola Campaign: https://www.youtube.com/watch?v=9dHOzw5KSlE
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Robot Arm Utilized Having Meal Support System Based on Computer Input by Huma...Waqas Tariq
A robot arm utilized having meal support system based on computer input by human eyes only is proposed. The proposed system is developed for handicap/disabled persons as well as elderly persons and tested with able persons with several shapes and size of eyes under a variety of illumination conditions. The test results with normal persons show the proposed system does work well for selection of the desired foods and for retrieve the foods as appropriate as usersf requirements. It is found that the proposed system is 21% much faster than the manually controlled robotics.
Method for Estimation of Damage Grade and Damaged Paddy Field Areas due to Sa...Waqas Tariq
Methods for estimation of damage grade and damaged paddy field areas due to salt containing sea breeze with typhoon using remote sensing satellite imagery data is proposed. Due to a fact that Near Infrared: NIR camera data is proportional to vitality of vegetation, it is possible to estimate damage grade and damaged paddy field areas due to salt containing sea breeze with typhoon using NIR channels of remote sensing satellite imagery data. Through regressive analysis between measured and estimated damage grade and damaged paddy field areas, it is found that there is a good correlation between both. Also it is found that there is a proportional relation between salt amount attached to the rice crop leaves and NIR reflectance measured with NIR channels of remote sensing satellite imagery data. Thus it is validated the proposed estimation method for damage grade and damaged paddy field areas due to salt containing sea breeze with typhoon using NIR channels of remote sensing satellite imagery data.
O consumo de café no mundo e as novas tendências de mercado - 2011 - Paulo He...Paulo Henrique Leme
Palestra ministrada durante o evento da Semana da Engenharia de Alimentos - SEMALIN na UNICAMP em julho de 2011.
Paulo Henrique Leme
phleme@peamarketing.com.br
Young Marketers Elite 4 - Assignment Zero - Tôn Hạo + Bảo Minh + Minh Trang +...Bao Minh Nguyen Thi
Young Marketers Elite 4 - Assignment Zero
Repositioning and re-launching plan for Head & Shoulders to become best anti-dandruff shampoo for male, in Vietnam market.
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
3 Tips on How to give your Brand a Competitive EdgeEngage At Disegno
Brand activation is the art of driving consumer action through brand interaction. It plays a huge role in adding meaning to your brand and is also able to give your brand a competitive edge. More Info - http://www.engageatdisegno.com.au/news/article/3-tips-on-how-to-give-your-brand-a-competitive-edge/
Project on Branding | Branding of ridege e solution Sanklha paul
Nshm knowledge campus
student
Name SANKHA PAUL
it's all free! download and enjoy the taste of branding
website blog trueexperience.info
my youtube channel https://youtu.be/WRKienOW-LQ
Brand management is the process of managing your brand reputation and improving your audience’s perception of your brand in a way that builds brand awareness, equity, and loyalty
It includes managing the tangible and intangible characteristics of brand
In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience
The intangibles include emotional connections with the product / service
This is the ppt translation of the third part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing, with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in constant pursuit for quality stuff on-line.
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
What is branding & how it influences the buying behavior digital sky 360MehulTank6
Branding agency Ahmedabad - A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for a brand is a trademark
The way people do business is changing. The new customer is interested in the ideals you present to the world.
What has been the evolution of company strategies over time? What changes have occurred in the meanings of brands and strategies?
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Young Marketers Eliter 3 – Assignment 1.1 - Minh Thông / Phúc Hậu / Văn Hiển
1.
2. Let me tell you a story, long time ago ,
people have created commodities to
serve their needs, which were called
A Product is a good or service or
the combination of the two that is
made available by the companies in
the market for sale to the final end
consumer. It can be in physical or
non-physical form
Example: Toothpaste is a product
PRODUCTS
3. Not long afterwards, the manufacturers recognized that the products’
quality is different among manufacturers, some products may perform
better than the others or vice versa. That's why manufacturers that
produced good products decided to give their products a name and
exclusive packaging in order to differentiate so as to increase sales. It's
called TRADE-MARK
a recognizable sign, design, or expression
which identifies products or services of a
particular source from those of others
Example: Close-up,
P/S, Colgate are
toothpaste trade-
marks
4. Nowadays, with the advancement of science and technology, the “game” is no
longer simple:
Too many choices (more and more trademarks appear and there is no gap in
quality between them)
Too many information (consumers have to face many information as
manufacturers always want them to buy their products)
Too little time (In modern life, consumers don’t have much time to think &
decide what to buy)
And this is the time that we – both consumers and manufacturers – need BRAND
The idea that a brand is a
badge, a name or a colour
is just a tiny fraction of
what a brand actually is.
The Brand is the promise,
which your company has
made with consumers and
your company has been
continously deliver on
that promise since then.
While products solve
small problems… BRANDS
– with their promises -
beat down the enemies
that torment us everyday
SOWHATISBRAND?
BRANDISAPROMISEDDELIVERED
Example:
Close-up “Give you fresh breath to confidently get close to the one you love”
P/S “Give you the best oral care from most skilled experts”
Colgate “Give your teeth total protection from bacteria and plaque”
BRAND
5. WHY BRAND IS SO IMPORTANT
Promote recognition
Generate referrals
Add value
Competitive advantage
Consumer loyalty and repurchase
More easy to make purchase decisions
Quality guaranteed
Satisfy consumers’ self-esteem
“We don’t buy things because we feel that one product performs better than another, we choose
brands because we like their language and their understanding of what we want.”
(John Hegarty , Chairman BBH)
For Consumer For Business
6. Product Brand Example
- Rational benefit - Emotional benefit Coffee is the product and I can get it anywhere, but I
choose to drink coffee at Highland.
Highland is the brand in this case, and the unique
experience at Highland is the emotion I want.
- We don’t fall in love with
products
- We fall in love with brands People say they love iPhone or Microsoft Lumia but not
smartphones in general.
- Easy to be copied - Unique Pepsi win over Coca Cola in a blind test but people still
love Coke more. For them, Coca cola is unique and no
products can replace it (even if other products perform
better than Coke).
- Can become obselete - Can be timeless Motorbike models are changed each year. Old models are
replaced by new models but the brand "Honda" with the
brand essence “Durable Motorbike” is still vivid in
people's mind
- Product is instantly
meaningful
- Brand become meaningful
over time.
Google’s first launch is search engine, and it was instantly
meaningful to consumers because it helped them to find
information quickly. Through experiences, consumers
began to trust that the Google brand could deliver faster
and better information online. Today, when Google
launches a new product people are willing to try it
because they trust the Google brand.
7. Let’s get back to the process of how products become
brands, as we all known - brands offer a promise and it
makes products become brands. But, the question is “How
do consumers know about our promise?” – Yes, we have to
deliver that promise – and this process called MARKETING.
Marketing is the process of using the resources of the company to meet the
needs of consumers, conducted by all parts of the company and led by marketers
In short, marketing deliver brand’s promise to consumers, make them more
aware and be loyal to the brand, then buy and use our products more
Like creating a good symphony. Building brands needs a big crew in which Marketing is
the project leader.
8. Close-up’s promise is “Give you fresh breath to
confidently get close to the one you love”EXAMPLE
At first, marketers will have to work with Research Agency to find
out more about consumers behaviour/thought towards
toothpastes (toothpastes that can give fresh breath in particular)
After gathering enough information about consumers, they will then have to work with R&D team to
design a toothpaste, which can provides people fresh breath. They also have to work continously to
make improvement/innovation on product in order to perfectly deliver brand’s promise
Marketers also have to work with Sales team, suggest they where to sell, who to sell,
etc and work with Logistics team to deliver products throughout the country at the right
time/in the right place/ with the right quantities
Then they will have to work with Finance team to decide the budget for promotion
campaigns and work with Advertising/Media/Activation Agencies to conduct campaign
to drive sales and gain awareness
9. To know about the effectiveness of brand’s marketing work as well as identify what needs to be done to improve it, we
must determine the attitudes of consumers towards the brand or the position of our brands in consumers’ hearts.
“BRAND LOVE
CURVE”
Brand love curve is the tool that help
us – the marketers - to know about
the journey / the level of consumers’
connection with the brand.
With brand love curve, we can get :
What is consumer
attitude, behavior toward
the brand at each stages?
Define where the
brand is on that
curve?
What are the strategies to
push the brand to the next
stage – to be more loved?
THAT’SWHENWENEED
10. NO OPINION – NO
IDEA -> No awareness
about the brand.
SATISFIED NEED – MEET
THEIR EXPECTION ->
Have ever tried the
product and found it
makes sense but they
can switch to the brand
with the same functions.
The brand at this stage
can be the replacement,
not the must-choice.
CRAVE IT -> Have had
the experiences with
the brand. Not only
the functional, but
also the emotional
connection and it’s
relevant with
consumer.
SUPER ADVOCADE ->
the desire stage of all
brands. At the this
stage, consumer will
become the brand
ambassador. Brand is
also build into their
life, memories and it’s
hard to switch them
to another brand.
FOUR STAGES OF
BRAND LOVE CURVE
Indifferent
Like it
Love it
Beloved brand
for life
11. INDIFFERENT
NOOPINION/IDEA
Indicators:
Low awareness
Low sales, share
Why your brand is here?
Maybe it’s a new brand and consumer have no opinion
about the brand.
Maybe you sell but don’t market.
How can we move to next stage? – Establish in the Mind
Mind Shift: drive a new position or re-enforce current equity
Ex: In the past, the car market is full of large cars from famous brands, Volkswagen could not compete with them so
they went backwards, they launched small cars called Beetle and they've made huge success.
Mind Share: get more attention than competitors
Ex: Oppo has just appeared in the Vietnam smartphone market recently but with many marketing campaigns
executed, Oppo has gained about 8% market share (They aired TVCs on prime time, sponsored for the Color Me Run
race and many striking Music Videos)
Thật Bất Ngờ - Trúc Nhân (Sponsored by Oppo) https://www.youtube.com/watch?v=YUAmi7Q2F0Y
New News: launching something new
Ex: Comfort has gained a lot of love and sales after launching Comfort One Rinse
Turn Around: focused energy on opportunities, leaks
Ex: Finding the opportunity in the male grooming market, X-Men has appeared and immediately gained success.
12. LIKEIT
MEETTHEIR
EXPECCTATION
Indicators:
Low conversion rate from trial to
repeat/frequent purchase
Consumer perception: this brand
likes that brand.
Stagnant/flat share.
Why your brand is here?
Your brand just serve the functional needs of
consumers
Maybe it’s a new brand and it is growing
It could be the inconsistency in communication,which
makes people confused about your brand.
How can we move to next stage? – Separate yourself on benefits
Drive acquisition: new consumers to try
Ex: Café Pele – Yawning booth for sampling https://www.youtube.com/watch?v=4xqkqKk0MKw
Drive penetration: get consumers to use more or differently
Ex: Lifebuoy – 5 thời điểm rửa tay mỗi ngày https://www.youtube.com/watch?v=WFi-cxr1R10
Cross sell: getting current consumers to try other brands
Ex: People who used iPhone maybe prefer iMac than other computer – It’s because Apple has created the
environtment for its brands, which added value for customers
Alreadygottrialfromconsumerdrivenbyfunctionalandrationalbenefits.At
thisstage,consumerjusttakethebrandintoconsiderationduetoprice
(cheaper),reference(friends,family).Itlacksofemotionalconnection
Ex: Colgate is a brand at LIKE IT stage. Colgate is a good brand thanks to it functional benefit.
But when we come to the store, consumer can switch to another brand if they are not
available on the shelf.
13. Indicators:
High emotional connection
Not just consumption, consumers have
the experience.
Good momentum for volume, share..etc
Why your brand is here?
Your brand serve the functional and emotional needs of
consumers pretty good
Your brand provide consumers with positive experience
Be consistent in communication,people easily get what your
brand really is.
How can we move to next stage? – Tugs at the Heart
LOVEIT
CRAVEIT
• Experience: shift focus from product to experience https://www.youtube.com/watch?v=nlpZRK2Yfd0
Ex: Coca Cola – They have shifted focus from their product (coca cola) to the experience it brings (happiness) for a while
Maintain: re-enforce our Brand equities https://www.youtube.com/watch?v=FZCf6_Q11bQ
Ex: Coca cola launchs their new campaigns every year and all of them brings happiness (brand equity) to people
Deeper: consolidation or broader usage of brand https://www.youtube.com/watch?v=XBVel9utOjg
Ex: By sponsoring for the UEFA Champions League and airing TVC dedicated for football fans, Heineken has offer people a n
occasion to drink Heineken beers (while watching football)
4. New reasons to love: target our most loyal users first https://www.youtube.com/watch?v=XpaOjMXyJGk
Ex: Dove – You’re more beautiful than you think
Havingloyaltysignal:possessiveaboutthebrand,brandadvocate,
somehowemotionalconnection,routineusage,storeswitchtofind
thetheirfavoritebrand.
Ex: ESPN – THE WORLDWIDE LEADER IN SPORT
ESPN is the most widely-known brand in sports and the No. 1 favorite television network among men. In Fall 2012, 113
million people watched, listened, read or logged onto ESPN-branded media each week. The average person spent 6
hours, 57 minutes each week with ESPN media.
14. Indicators:
Strong brand equity
Dominant share
Brand super advocate
Why your brand is here?
Your brand offered consumers a way to express their self-
esteem
Your brand managed consumers’ perceptions very well
Your brand give consumers fantastic experience.
How can we move to next stage? – Continue on the magic
BELOVE-SUPER
ADVOCATE
• Experience: shift focus from product to experience https://www.youtube.com/watch?v=nlpZRK2Yfd0
Ex: Coca Cola – They have shifted focus from their product (coca cola) to the experience it brings (happiness) for a while
Maintain: re-enforce our Brand equities https://www.youtube.com/watch?v=FZCf6_Q11bQ
Ex: Coca cola launchs their new campaigns every year and all of them brings happiness (brand equity) to people
Deeper: consolidation or broader usage of brand https://www.youtube.com/watch?v=XBVel9utOjg
Ex: By sponsoring for the UEFA Champions League and airing TVC dedicated for football fans, Heineken has offer people a n
occasion to drink Heineken beers (while watching football)
4. New reasons to love: target our most loyal users first https://www.youtube.com/watch?v=XpaOjMXyJGk
Ex: Dove – You’re more beautiful than you think
Havingstrongconnection,consumersstarttofailthelogic,
perceivedquality.Brandnowisjustapartoftheirlife,abadgeof
proudlywhotheyare
Ex: APPLE
The most beloved brand of today is Apple, which has created a cult-like status to drive
towards the masses, giving the brand a bond unlike any brand in our history
15. INDIFFER
ENT
LIKE IT
1887: Coupons promoting and free samples
1970: Coca Cola started to talking about
fun, friends, good times.
BELOVED
1993-2008: Coca cola continued with
a lot experiential marketing activities
1886: Coca-Cola – a flavoured syrup and
CO2 mix beverage was created
1980: Coke is it and 1982 Coke Diet
2009 – Now: Open happiness
campaign globally.
1980: Coke is it, Catch the wave, Can’t beat the
feeling
How Coca
Cola
becomes
beloved?