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

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

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

SO W

HA

T IS

BR

AN

D?

BR

AN

D IS

A P

RO

MIS

ED D

ELIV

ERED

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

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

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.

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.

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

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?

TH

AT

’S W

HE

N W

E N

EE

D

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

IND

IFF

ER

EN

T

NO

OP

INIO

N /ID

EA

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.

LIK

E I

T

ME

ET

TH

EIR

EX

PE

CC

TA

TIO

N

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

Alre

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ot tr

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ection

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.

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

LO

VE

IT

CR

AV

E IT

• 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 new

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 Ha

vin

g lo

ya

lty s

ign

al: p

osse

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bo

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.

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.

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

BE

LO

VE

- S

UP

ER

AD

VO

CA

TE

• 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 new

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 Ha

vin

g s

tro

ng

co

nn

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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

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?