FOUNDATION OF BRAND BUILDING
“BRANDS” emerged long time ago...
...to solve the need of “Trust”
Today, BRANDS have become more
tangible in a greater scale...
...not just solve the need of “Trust” but
create the feeling of ”Suitable for me!”
So many brands & products in the world
Brand management is to turn a Brand into a
Human
When buying Brands, people use a lot of emotion
Product life cycle is limited but the brand is not
Brand is not just logo but much more than that…
Also not just the Slogan but much more than that…
Brand is flexible by market
BRAND is:
• A promise of PRODUCT QUALITY
• A symbol of VALUE
• An association with IMAGE, PERSONALITY
BRAND vs PRODUCT
ASSOCIATION
BRAND
PRODUCT
BRAND vs TRADEMARK
CONSUMER JOURNEY
from human
mind...
...to behavior
The process of consumer behavior in relation to product
purchase
PRE-STORE IN-STORE
HOME STORE
Need Purchase
BRAND MARKETING TRADE MARKETING
Influence consumer's mind Facilitate purchase
about the brand/product behavior to happen
PRE-STORE IN-STORE AFTER- STORE
Need Info review / Compare Info seeking Purchase • After-sales service
• Generate good
review
• Repeat purchase
BRAND MARKETING TRADE MARKETING OTHERS
WHY WE NEED A STRONG BRAND?
• Too many products
• Too many brands
• Too short time to think & consider
WHAT IF...
A brand with great awareness,
people don't necessarily love it
but they have to buy it anyway
(EVN, Kangaroo, Vietcombank)
A brand with great awareness,
people love it but they no
longer buy it (Kodak, Nokia)
A brand bought because it
has promotions
A STRONG BRAND CAN
Own bargaining power towards
customers
(distributors/supermarkets/retailers)
Lead market education (radical
attitude & behavior change)
Charge higher price
Survive better after crisis
A TRULY STRONG BRAND IN KPI
A TRULY STRONG BRAND
#SHARE #SALES #AWARENESS
CONSUMER PERCEPTION TOWARDS THE BRAND
[
[
A STRONG BRAND CAN BE USED FOR FUTURE EXTENSION
FURTHER STRETCHING
BRAND COMMUNICATION IS ESSENTIAL
3 things to consider for Communication:
• Intended budget
• Key strategic channels
• Good contents
ABOVE THE LINE (ATL) BELOW THE LINE (BTL)
• Mass media on a wide scale, reaching • Non-mass media on a narrow scale
across borders of geography • Well-targeted & highly interactive
• Mass target, awareness & education brand experience
• Low cost-per-reach but high budget • High-cost-per reach but budget is
• Media effectiveness measured on based on activity scale
Reach/Frequency • Media effectiveness measured on
number of customer
recruitment/sales conversion
[ [
TV Event
Prints
Radio
[ Roadshow
Direct catalogue/Mail
[
OOH Email marketing
Digital
,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,
ABOVE THE LINE (ATL) BELOW THE LINE (BTL)
THROUGH THE LINE (TTL)
• 360o Integrated Brand Communication campaign that drives brand
exposure through ATL while drives sales/customer conversion through BTL
• Digital Marketing (e.g. Performance Marketing, SEM)
STRONG BRANDS CONVEY CONSISTENT
MESSAGE OVER TIME IN CREATIVE WAYS
BUT IT'S NOT THE ONLY FACTOR TO DRIVE SALES &
BUSINESS GROWTH
THE JOURNEY TO A STRONG BRAND
THE PROCESS OF BRAND BUILDING
Sales & Trade
Support
6. ANNUAL
1. CONSUMER 2. BRAND 4. BRAND
3. AUDIT & KPI 5. MEASUREMENT BRAND
UNDERSTANDING STRATEGY IMPLEMENTATION
PLANNING
• 360o • Brand DNA • Brand Audit • New Product • Retail Audit
understanding • Brand portoflio • Brand KPI Development • Brand Health
• Insight • Packaging Check
• Segmentation Development • Consumer
• Pricing Panel
• Integrated
Brand
Communication
• Brand Activation
[ 1. CONSUMER UNDERSTANDING
[
360o CONSUMER UNDERSTANDING
1 2 3 4
Lifestyle Consumer insight Shopper insight Media habit
5 6 7 8
Market definition Market habits Market drivers & needs Brand Equity
CONSUMER INSIGHT
What's the motivation behind?
Why?
CONSUMER & MARKET SEGMENTATION
Top key category drivers to define market segmentation
Price
MEN
• Gender/Family Nữ/Gia đình Gia đình Nữ Nữ Nam Nam Nữ
• Benefit
Trị gàu Tóc khỏe Mềm mượt Phục hồi hư tổn Trị gàu Thơm Hair salon Values
CONSUMER & MARKET SEGMENTATION
Student Exp 3s >Manager
Rural family Wholesalers
[ 2. BRAND STRATEGY
[
BRAND POSITIONING
BRAND DNA
ESSENCE
VALUE/BELIEF & PRODUCT
PERSONALITIES PHILOSOPHY
BENEFIT RTB DISCRIMINATOR
TARGET CONSUMER INSIGHT
MARKET DEFINITION
Outcome: “It's the brand for
me”
BRAND PORTFOLIO STRATEGY
Define Portfolio Strategy within current category in long term
BRAND
VALUE VOLUME
DRIVER DRIVER
PRODUCT VARIANT
Define Brand Scope for future extension reach further
opportunities
[ 3. AUDIT & KPI
[
AUDIT
1 2 3 4 5
Business Consumer Brand Product Marketing
activities
Outcome: List of ISSUES & OPPORTUNITIES (I&O)
BRAND KPI
1 2 3
Business Objective Communication Marketing Objective
Objective
Commercial KPI (sales, Attitude Change KPI (Brand awareness, Behavior Change KPI
share, profit, growth) Attribute, Creative Quality, (Penetration, Frequency,
Communication awareness & Consumption & Loyalty)
interaction)
[ 4. BRAND IMPLEMENTATION
[
NEW PRODUCT
DEVELOPMENT
CONCEPT
• Naming
• Benefit
• Reason-to-believe
• Claim
PACKAGING PRICING
DEVELOPMENT
• Pack ritual • Pricing segment
• Impact over Consumer & • Sensitivity
Shopper • Perceived value
• Pack Strategy • Cost based
• Pack design concept • Pricing piano
INTEGRATED BRAND COMMUNICATION
• Media tool
• Brand communication idea
• Budget plan & media plan
• Creative brief
• Campaign idea
• Proposal feedback
BRAND ACTIVATION
• Brand Activation platform
• Brand Activation Idea
• Brand Activation Plan & Execution
SALES & TRADE SUPPORT
Define trade marketing strategy
+ Pre-store: shopping mission, channel segmentation
+ In-store: CATCH - CONNECT - CONVERT
+ After-store: repeat purchase, service review
Define In-store execution standard
[ 5. MEASUREMENT
[
VARIOUS RESEARCHES TO AUDIT OR MEASURE
1 2 3
Retail Audit Consumer Panel Brand Health
Check
Reflect current Actual consumer How people think &
Category / Market behavior towards the perceive about the
situation brand brand
[ 6. ANNUAL BRAND PLANNING
[
1 2 3 4
Source of Growth Brand Task Brand Job-2-be- Marketing Activity
done (J2BD) Calendar
Possible chances to grow Expected consumer Innovation - Led Growth List of detailed marketing
the brand by various behavior changes to & Brand Led Growth to activities to execute in the
consumer groups grow the brand be used to change year
desired behaviors
SCOPE OF WORK & SKILLS
INTERN/ EXECUTIVE ASSISTANT BRAND MANAGER SENIOR BRAND MANAGER / GROUP BRAND MANAGER /
BRAND MANAGER MARKETING MANAGER /
ASSOCIATE DIRECTOR /
DIRECTOR
• SOW: Execution & • SOW: Planning & Operation
management • SOW: Brand strategy & annual
coordination
• Skill: Strong logical thinking, brand plan SOW:
• Skill: Quick execution & fast •
art judgement & market sense • Skill: Strong business sense + Category/Portfolio
learning
strategy
+ Business strategy
