1. Brand overview 

Brand: Is a sign to identify and distinguish sp/dv/dn. It is the soul and reputation of the business. Is the image of the business in the mind of customers. It is the trust that customers have in the business. 

Brand components: Functional components: Product features/product quality/product use. Emotional component: Brand personality / Brand symbol / Relationship between customer and brand / Representation of customer’s social status / Representative image / Culture (Production area) / Relevance thinking about the company 

Trademarks and trademarks: 

    Trademark is a name, symbol, design or a combination of them to identify the products/services of an enterprise. Component parts: Brand name and sign (Symbol). Trademark is a part of a brand, recorded in legal documents, called the body of the enterprise (Tangible assets).

   Brand is an intangible asset of a business, which is associated and remembered in the minds of customers. It is very difficult to build, but if it is built, it will last forever. Brand recognition thanks to: Names, logos, slogans, sounds, colors, packaging, designs, designs. 

    Brands and products: A product is anything that is offered for sale in the market, it may be intangible, it may be tangible, it may be an idea. There are 3 product levels: Core Level (Basic Benefit) – Actual Product (packaging, features, style), Potential Benefit Level, Incremental Benefit Level (Delivery, care, etc.) customer care, warranty, installation)

    The role of the brand: Because brands bring benefits to two audiences: Consumers and businesses. For consumers: Determining the origin of products, assigning responsibility to the production unit, helping to reduce risks for consumers, saving costs, affirming value, can be assured of quality. For businesses: As a tool for identification, a means of legal protection of the unique advantages and characteristics of the product, affirming class and quality in front of customers. into the mind of the customer. 

2. Brand Vision 

What is brand vision? Is a brief and transparent message for the brand orientation that businesses want to send to everyone. It is an orientation for the future, an aspiration that the brand wants to achieve. It has the meaning of an ideal thing. What you want your customers to feel about your brand in the future. It is the guideline for all activities of enterprises. Is the destination of the brand ship. 

 Role of brand vision: As a lens, converging all the power of a brand into one point in the future. At the heart of the brand strategy. 

What is the brand mission? Is the purpose, is the reason, is the meaning of its birth and existence. As the basis for choosing the right corporate goals and strategies, It creates and strengthens the brand’s image in public, and is attractive to customers, shareholders, suppliers, government.

To build the mission statement: Identify the characteristics and benefits of the brand, Identify the target market Identify the advantages that help the brand stand out from the competition Determine the long-term goals for the brand

3. Brand strategy planning 

What is product branding strategy?   The decision to give each independent product a distinct brand in accordance with the market positioning of that product. The goal of the strategy is to assign each product a unique name that matches the product’s positioning in the market. As a result, each new SP will have its own brand. Therefore, enterprises will have a list of brands corresponding to their product portfolio.

The advantages of the product brand strategy: Helping enterprises to maximize market share; Consumers consider products to be different, easily meeting different needs of consumers; Suitable for products with high creativity, continuous innovation, enjoying the advantage of “TT leading brand”; Allow enterprises to take risks when entering new markets; Can expand and penetrate any market; The failure of a brand has little impact on the whole enterprise; Retailers contribute to the success of the war.

Difficulties: This strategy is not for the faint-hearted; Multiple Brands => “Information Dilution”; Large advertising costs affect the return on investment; High management cost; Not suitable for small-scale enterprises;

What is a chained brand strategy:   Is the extension of a certain concept, idea or inspiration to different products and to different brands of the company. The SP series can be a complete set of SPs that complement each other based on the same inspiration 

 V D: Gillette’s aftershave product range (soap, shampoo, deodorant, body wash) L’Oreal’s has a range of products: Cosmetics; shampoo; hair styling gel; hair dye; skin care cream;…

Advantages of the chain strategy: Increases the brand’s ability to sell; Create a positive image of product consistency; Helps to expand the SP range with less advertising costs; Reduce costs of bringing products to market. Very suitable for “unique” SPs; Suitable for small and medium enterprises. Cons: The range has its limitations; The new SP must be closely related to the existing SP; Can hinder the improvement and development of products; 

Group Branding Strategy:   Putting the same brand and one message across a group of products with the same attributes.  

This strategy is used mainly in the industry: food: Benetton, Kookai Kitchen utensils: Delsey, Samsonai Industry: Dulux, Bosch (world’s leading supplier of high-end appliances) Findus (1990) volume combined a group of 135 frozen products with the slogan “only the best can be called good”.

Advantages of group branding strategy: Put the same brand and one message for a group of products with the same attributes. This strategy is used mainly in the industry: food: Benetton, Kookai Kitchen utensils: Delsey, Samsonai Industry: Dulux, Bosch (world’s leading supplier of high-end appliances) Findus (1990) volume combined a group of 135 frozen products with the slogan “only the best can be called good”. Cons: The more open, the easier the brand becomes blurred; Products that lack differentiation;

Umbrella brand strategy: Developing sub-brands of an existing brand. Is to use the company name to support multiple SPs. A common brand will support all products in all markets, each product promotes and commits separately to customers. Multinational corporations (MNCs) often apply: Honda has: Cars, Motorcycles, snowmobiles, lawn mowers, marine engines, snowmobiles Hyundai has: Cars, trucks, ships , steelmaking. 

Horizontally expanded to appeal to different tastes of customers Coca, Diet Coke, Diet Coke with lemon flavor. Pepsi: 7up, 7up diet..

Vertical expansion to provide an affordable product or for different levels of needs (Microsoft Office for home and professional use). The “good”, “better” and “best” variants of Sears, Roebuck and Co.

Source brand strategy (parent brand) : Extend vertically to provide an affordable product or for different levels of need Microsoft Office for home and professional use). The “good”, “better” and “best” variations of Sears, Roebuck and Co

Standard Brand Strategy: What is a Standard Branding Strategy is a strategy that offers an endorsement or endorsement of the company across all its products which are extremely diverse and rich and grouped according to the strategy. product brand, range brand and/or group brand.

What do the brands Pontiac, Buick, Olsmobile, Chevrolet in the US have in common, and Opek, Vauxhall in Europe? That is: GE is the common brand of all.

Each trophy has its strengths and weaknesses, but it is not possible to base on a simple list of these strengths and weaknesses. The choice of strategy should be based on a careful analysis of three factors: product or service, consumer tastes and habits, and competitive position.

4. Brand Positioning 

Definition: Brand positioning is to make certain features of the product present in the minds of consumers (USP-unique selling proposition). It is to determine our competitive position compared to our competitors so that customers perceive the difference in products in their mind. 

Positioning – the battle for the mind of customers I am number 1 in terms of quality (ATTRIBUTES-features) 

Ex: Milk :

I am number 2 in terms of quality  

I am number 1 in price (low COST-high quality)-BENEFITS  

I’m safe  

I innovate  

I grow for you

6 big questions when conducting positioning 

1. Who are the target customers? 

2. What do customers buy? 

3. When do customers buy? 

4. Who are the competitors? 

5. What’s different about SP? 

6. What benefits does the product bring to the customer? 

Why do I have to brand positioning: 

In competition, position is very important 

Positioning helps determine competitive position 

Lead promotional activities 

Concentrate resources to achieve high efficiency 

Brand positioning promotion: 

Define target market 

Identify competitors 

Define brand attribute set 

Determine the position in the customer’s mind 

Communicating the brand 

Positioning strategy 

A differentiation positioning strategy is an overarching strategy: the design of a meaningful point of difference that differentiates itself from the competition. Why to be different: Because there is too much information to customers, too many advertising brands lead to customers being “fired”. 

Aspects where you can be different: Image, product, service, staff, delivery, customer care, consulting…

Leading positioning strategy: Leading in product / Leading in quality / Leading in service / Leading in market share / Leading in technology / Leading in innovation / Leading in price. 

Follow-up/Repositioning strategy : People are number 1, I need some space. Condition: If one cannot find a position better than the opponent’s position nor patient enough to wait for the opportunity, Goal: make the opponent’s position meaningless make the opponent’s position weak go, through which we can overcome.

Challenger positioning strategy: Choose a position to confront and attack the weak point, or the whole market, of the leader.

Why I need to write positioning: NV is easy to understand. Resource convergence. Promotion orientation

Positioning Stages: 

Formation stage: Focusing on rational benefits, basic segmentation

Competitive stage: Enterprises begin to succeed, brand image is confirmed, positioning focus: New segment, new product development, brand personality. 

Philosophical stage: Represents styles, trends, and trends. Not only aimed at customers but also partners and employees. Respect individuality 

POPULAR BRAND POSITIONING STRATEGY: 

1, Emphasize the distinctive feature of SP 

2, Mention solutions that benefit CUSTOMERS 

3, Opportunity to use SP 

4, Focus on the target market 

5, Indirect comparison with other SP 

6, Combine 2 attributes of SP

5. Branding 

Brand Management: Management is concerned with the design and implementation of marketing programs and activities aimed at building and managing brands. The brand management process includes the following four main steps: 1. Establishing brand positioning. 2 Plan and execute Marketing plans and programs. 3 Measure the results that TQM brings. 4 Develop and maintain brand position and value

Create brand awareness elements: 

1, Name 

2, Logo Design

3, Choose a soundtrack 

4, Find the catchphrase/Slogan 

5, Choose the main color 

6, Personalize the brand 

7, Ambience 

Building brand personality: is the establishment and connection of personality in the brand. It is closely related to human personality. Brand personality elements: Product line, packaging, attributes, and price (For whom). Indirect expression elements: Logo, Origin, advertising, CEO, representative. 

5 brand personality groups: Authentic group, vibrant group, strength group, subtle group, strong group. 

6. Brand communication

Persuading, informing, reminding consumers about the brand Increase brand awareness through: Making a difference through TH-related factors. Stimulating the perception/feeling/behavior of TH. Create a brand-consumer relationship.

Brand communication must be unified: Unity in strategy. Unity in action. Consistency in message content. Unity in form and color > Create a mark and a high level of recognition !!

Using integrated communication to promote a brand: It is the use of a combination of tools and communication channels to simultaneously convey messages to customers. 

Integrated communication is divided into two lines Above the line and Below The line: 

ATL (Above The Line) are activities to promote and build a brand image with sustainable and long-term purposes through the mass media. Focus on Brand Marketing. For example, paid advertising, passive advertising: TVC, newspapers, radio, outdoor

BTL (below the line) are activities aimed at developing the distribution market, promoting retail and consumption for short-term purposes and creating direct effects, such as sample delivery, direct marketing, organizing Organizing events, promotions for consumers, promotions for agents and retailers…. Focus on Product Marketing.  Active advertising: promotions, posters, flyers, PR press conference – sponsorship. 

The communication program includes 11 steps: 

1, Market overview 

2, Competitor analysis 

3, Target customer portrait 

4, Marketing strategy / Brand strategy

5, Marketing communication strategy 

6, Creative design strategy 

7, Implement creative ideas: TVC, Radio, Magazine, outdoor, event…

8, Media Plan (Media Plan) 

9, Budget Allocation 

10, Monitor progress and report regularly 

11, Measurement and post-production analysis 

Let me give an example for step 8 of the communication plan:

Stage 1: Prepare 

Stage 2: Launching the product 

Stage 3: Event 

Stage 4: Maintain 

The media you can apply: 

Social Media: Facebook, Youtube, Zalo, Instagram…

SMS  Marketing

Email Marketing

Google ads/ SEO/SEM/Website

Newspapers 

Magazine 

Direct mail 

TV 

Radio
Outdoor advertising: Led, pop up, poster, banner, flyer…

Promotional items 

Partner gifts 

Cross-linking between industries in the same segment 

COPD’s. 

Competitions, events, fairs, exhibitions…

Above is my entire knowledge and understanding of brand communication. I hope to help you visualize the whole picture Brand / Positioning Strategy / Brand Communication Strategy.