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.

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?