Marketing involves understanding customers to create value and satisfy their needs for profit. A brand represents a company/product through a singular concept owned in consumers' minds. Marketing helps brands understand customers for innovation while communicating positive messages. For example, Milo encourages exercise in kids and Vinacafe promotes family love. Brands in personal life distinguish products and build trust, like Bitis shoes known for durability. Personal branding also increases opportunities through a trusted reputation.

1. Group
Thùy Trần, Minh Nguyệt, Hà
Minh Anh, Trần Tiến

2. 1. What is marketing?

3. According to Philip Kotler, marketing in business includes
understanding consumers, then creating and communicating
appropriate values to satisfy them, with the aim to make a
profit. Marketing is not only an art with creativity, but also a
science with logic.

4. 2
.What is brand?

5. • Brand is an imaginary person that is created by marketing with unique
characters and features. It represents a company or a product.
• Actually, brand is only an idea in consumer’s mind about a company
or a product. It is a combination of images and values consumer can
see and feel.

6. Al Ries – author "Brand Positioning"
A brand is a singular idea or concept that you own inside the
mind of aprospect.(“Positioning – the battle for your mind”).

7. David Aaker – Top American Brand Expert
A Brand is the proprietary visual, emotional, rational and
cultural image that you associate with a company or aproduct
(“Building strong Brands”).

8. 3. Role of marketing in business:

9. • Increase awareness.
• - Increase company’s competitive ability.
• - Add more value to a product.
• - Satisfy customer needs -> Increase sale and earn more profit.
• - Create and maintain consumer’s loyalty.
• - Improve brand love.

10. Role of brand in business:

11. • - Distinguish a product from its competitors.
• - Assure consumer of quality.
• - Build trust in consumer’s mind.
• - Attract target audience and increase re-purchase.
• - Engage and motivate good employees.

12. Examples:
Japan Freshness Burger “Liberation Wrapper”

13. • Background:
-FRESHNESS BURGER, a Japanese hamburger chain know to be nature friendly, had a big challenge. Their largest and best tasting
CLASSIC BURGER was amongst the least chosen by their female customers. One of the major reason seems to relate to Japanese
manner.
-For Japanese women, having “OCHOBO” – small and modest – mouth, was regarded as cute and attractive. On the other hand,
opening up mouth so large in public, was regarded as rude and ugly. It is a good manner to cover their mouth when they have to
largely open up their mouth. This manner had stayed for a long time, even up to present.
-The best way to enjoy the big CLASSIC BURGER was to dig in it with wide open mouth.
Female customers had a frustration of not being able to do it, following their natural desire.
• Mission:
-FRESHNESS BURGER, decided to challenge the convention, freeing women from spell of OCHOBO mouth. Thus, create more
sales of CLASSIC BURGER, among female customers.
• Solution:
-They create a LIBERATION WRAPPER, that helps women to enjoy the big bite of CLASSIC BURGER, without worries. This wrapper
freed female customer from the spell of OCHOBO. And now they can enjoy the big burger, freeing their inner animal instinct.
• Result:
-The campaign gained big instant success.
-
Sales of CLASSIC BURGER to female customer was up to 213% compared to the previous month. It was featured in national TV
network, as well as in happy voices of customers over their facebook pages, twitter and other social network media.

14. Thùy Trần
• Role of marketing in personal life: The function of marketing is
to understand and satisfy the needs of customers. As a result, many
things in life become more convenient. For example:
Grab food service: Originally Grab was merely a technology call
service, linking the driver and the user to the move. Later, when the
research found that in addition to moving users have more
convenient eating needs. Since then, Grab food was born.

15. Role of brand in personal life: Here I mean
the brand of the business and personal brand.
Brand Business: Bitis brand shoes. When you mention Bitis you
will think of the "durable" of the product. The creation of the
brand will help consumers easily choose the product
of the business and personal brand.

16. Personal Brand: I see now the personal branding is becoming more
important. When you build a good brand for yourself, you will
easily create trust with the people who come in contact with you.
This will support future employment or promotion opportunities.

17. Hà Minh Anh
• Brand - Personal life
• When looking for an item, the first thing to look at is its brand, which is sure to weigh in on the well-known
brands in the market, or the brands that are introduced.
• Or brand itself is a highlight for people to know themselves based on what they create their own points.
Ex: When you want to buy a bottle of perfume, make sure to think of Chanel, Dior or Burberry because of
the famous brands in the market for perfume.

18. Marketing - personal life
• Of course, understanding a brand is based on the marketing of the
brand. It affects the psychology of self when selected, good marketing
will help enhance the evaluation of the brand itself.
• Ex: Buy a Mac, you will see the branding of Ruby woo, "legendary
Mac color, indispensable in the pocket of any girl .... plapla" then the
psychology you will consider That color is more than any other color.

19. Role of brand in personal life:
• You will be different. The difference helps you get noticed, the
opportunities come more.
• Help you increase confidence because you understand the value of yourself
and your ability to where.
• The benefits come to you more, a stable job, good income, business
development ... and towards long-term sustainability.
• Keep track of people including your partners and your customers in
particular. This is the initial success in business.
Trần Tiến

20. Ex:
• When it comes to the best gaming brand, you'll think of MSI
Top of the line performance and speed.
When referring to the brand has the
best warranty policy, then think of ASUS
with warranty policy up to 2 years.

21. Role of marketing in personal life: Of course,
understanding a brand is based on the marketing
of the brand. It affects the psychology of self when
selected, good marketing will help enhance the
evaluation of the brand itself.

22. Ex:
• Msi is always flattered about the graphics and processor of the
company "GT83 Titan series with the latest microprocessor with the
best graphics card today, the machine is indispensable for any gamer,
... “.

23. Minh Nguyệt:
To me, marketing helps a brand understand deeper about their target
consumers so that they can make an innovation and make the
consumers happier. If I have a chance to show appreciation, I would like
to say thanks to Diana. I love that brand so much. My “red day” had
been so awful until I found Diana line of product for sensitive skin. They
never stop improve their products and give me a wide range of choices.

24. • Also, I love messages that brands communicate. Someone says
marketing, particularly advertising is only for entertainment.
However, I think many brands are doing good job to make life better.
For example, Milo encourage mom to let kids do more exercise and
play sport; Vinacafe launched a campaign to encourage young people
to express love towards their parents.

25. • Uni Noodle – House of Little Moment
• This is a popular but old noodle
instant brand in Taiwan. At that time,
it symbolized “simple, delicious and
instant noodle” and it had to compete
with other young noodle brands that
launched out varied flavor.
• Challenges: Uni Noodle needs to
• re-create the product value
• rejuvenate the brand image.
• Findings:
• Uni Noodle goes well with everything
• Having instant noodles is one of those
sweet and private moments one can
enjoy

26. • Idea: “Flavored by moods”
• Uni Noodle will be combined with special flavor –
moods of consumers.
• Execution: Series movies “House of Little
Moments”
• A fictional noodle shop is created as a background
of the story.
• The owner is as old as the brand, and he makes
fusion Uni Noodle recipes inspired by customers’
moods.
• At the end of this movies, there is a link to a Uni
Noodle cooking recipes website.
• Result:
• Many favored comments have been made.
• Many people said they would love to visit the
noodle shop if it really existed.
• The responses were so positive that a real noodle
shop was opened. And the topic became hot again.
• After 3 months, the campaign gains 8.7M views on
YouTube, 37% increases in sales, and 5.6M earned
media.
• Uni Noodle is a “mood – expressing food brand”