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Đề tài thảo luận trường ĐH thương mạitiếng anh 4 ngành marketing4 parts:1. Overview of brands. 2. The benefits of the brand. 3. How to build up a good brand name4. The way to keep a good brand alive.
How to build up a good brand name? Overview of brands 1.1 Elements of brands + Use a name: the word or words used identify a company, product, service or concept Such as: TOYOTA, HONDA, VINAMILK, NOKIA, VIETTEL… + Design a logo: The visual trademark that identifies a brand Such as: +Use a slogan: Simple and catchy phrase accompanying a logo or brand, which encapsulate a product's appeal or the mission of a firm and makes it more memorable Such as Toyota’s Slogan: “Let's go places” Honda’s Slogan: “Tôi yêu Việt Nam” Vinamilk’s Slogan: “Vươn cao Việt Nam” Nokia’s Slogan: “Connecting People” Big C’s: Slogan: “Giá rẻ cho nhà” Mobifone’s Slogan: “Mọi lúc-mọi nơi” Viettel’s Slogan: “Hãy nói theo cách bạn” 1.2 The importance of brands - Importance of brands with company + The protection of the law When there is no direct relationship, face to face, the brand is seen as a means of ensuring for genuine products and uniform quality; promises or agreements between manufacturers and consumers The brand helps businesses meet the purposes to identify easily the product to deal or look for the origin of product It helps businesses to take inventory, calculate and perform another records in the operation The brand allows businesses to be protected legally about features or characteristic forms of the product The brand will commit a standard or level of quality product and meet customers' wishes Loyalty and the brand allow businesses to predict and control the market + Improve sales and profits of the business Putting a high price policy: the good brand can help companies to establish a policy of higher prices and less dependent on promotions For example, Apple is a famous brand in the world which has a long life; so, when they launch new products which always have very high rates and customers always expect The latest is the Iphone 6, when it is released on September with starting price in the US market of iPhone is $ 299 (16Gb), $ 399 (64Gb) and $ 499 (128GB) Marketing programs For example, when there is a promotion to encourage people to use to try new flavors or new features of the product, consumers will respond better when they see a familiar brand The main reason is that consumers have confidence in the quality and reputation of the product Maintaining customer loyalty: customers are loyal to the brand that will help the company to maintain the old customer in a long time Loyalty will be created by the elements of brand equity as: brand awareness, perceived quality, brand attributes and other proprietary factors Perceived quality and brand attributes plus the popularity of the brand will create confidence and reasons for customers to buy the product, as well as the elements will affect the satisfaction of customers Increased loyalty to the brand is a very important role at the time of purchase when the competitors always create and have outstanding products The brand loyalty is a component of brand equity but also affected by brand equity Loyalty to the brand is one of the values that the brand equity brings to the company Extending the brand: the brand equity will create a platform for growth through brand extension Sony is a typical case, the company was based on the Sony brand to expand into the field of Sony Vaio brand laptop, or to fields such as Sony Play Station games A strong brand will reduce the traditional costs after the brand extension Expanding distribution channels: A good brand helps to expand and take advantage of distribution channels Similar to the customer, the selling point will be more hesitant to distribute the product which is not famous A strong brand supports a large area to display the products on the shelf Besides a major brands will easily get cooperation of distributors in the marketing program + Compete with rivals A good brand brings competitive advantage and will create barriers to restrict new competitor entry the market When viewing in terms of brand attributes, the Tide is the detergent of many families in washing and this is a default attribute which is very important for this market segment Therefore, another brand will be hard to compete with the Tide in the segment of washing With a firm position about the perceived quality, brand Acura has been established a huge competitive advantage that competitors can hardly overcome It will be very difficult to convince customers that there is another brand with better quality That is the advantage of the Acura brand In addition, a good brand is also leveraged to attract talent and maintain talent in the business - Importance of brands with consumers The brand is originated from human perception of the product - the service they receive Therefore the brand is created by the awareness and confidence of the people Brands potentially affect consumers on ethical aspects of sense of responsibility, on several aspects of social life Through stories compelling ad and culture, it works no small advantage in raising awareness about expanding consumer views about the ecological impact, making silk citizenship story through which guide consumers to the good, the beautiful and positive, as well as Light made in the story and life This is why OMO success through PR campaigns with significant future OMO - as shining white Thanks to the function of brand awareness it becomes a tool for consumers to easily choose goods under the brand consistent with the requirements and preferences, the level of quality you want If consumers want high-end cars, they will choose Lexus brand because they are making the means to build a modern car, elegant and stylish So we can see brands have a practical significance through stories help consumers identify orientations of use, selection of goods, the brand allows them to save considerable time and effort in buying products and goods for the purpose and their interests, make a psychological comfort, convenience for consumers when shopping In addition, a brand also confirms the role, personality, image of each consumer in the eyes of others, it makes the user with a unique style Brands partly reflect taste, preferences and personalities, the scene of the user pay such products For example: in 1984 the company released America Express "Platinum Card" Type of card is positioned superior products and only those customers who were new firms may invite the cardholder at $ 300 while the cards usually only about $ 50 Despite very high prices but the demand for this product always exceeds supply because customers feel the position and his style is raised when using products with famous brand Trademarks identify the origin of the product manufacturer and allow consumers liability rules for a manufacturer or distributor of concrete More importantly, brands can current special significance for consumers Brand plays a significant role in the signaling of product characteristics to the Consumers The benefits of brands 2.1 Benefits from a good brand name - Benefits for companies + Add new customers The customer is a vital element of a company A brand products means that product has been the trust by the majority of customers in the segment where the target, therefore, according to mass psychology, the new customer segment that entered production the proportion of the target customers that choose products and services that have higher brand The company can attract more new customers through marketing programs The main reason is that consumers have confidence in the quality and reputation of the product + Give high price policy In recent years, many companies have had to increase prices A successful price increases could increase profits The main cause of the price increase is due to the persistent cost inflation is global The increase in productivity does not match with rodent Pricing has steadily increased profit margins, prompting the company to raise prices on forever Enterprises often raise prices above the increase in the price of materials predicted that even higher inflation Another factor leading to price increases as demand story in transition Price increases accordingly to ensure that businesses not incur losses lead to bankruptcy + Expand distribution channels To expand the market and create highly effective in ensuring wide distribution and bring products to the target market of businesses tend to offer their products through intermediaries Simultaneously through a distribution system accordingly, the company will gain a competitive advantage in the market as well as help businesses succeed in business Therefore, the business is currently focused on developing distribution channel system and properly completed +Create barriers to competitors A company with a competitive advantage will get higher profits the industry average Profit as a signal to competitors that the company owns some capacity to make a difference with value allows it to create superior abilities The barriers to competition are key elements of brand decisions The barriers to competition are all factors that may make it difficult for a competitor to copy one or more of the capacity to make a difference by the company Barriers to greater competition competitiveness increasingly sustainable company for the benefit of the company - Benefits for consumers + Buy high-quality products Be guaranteed about the safety of life, health, property, and rights of partners trading and using goods and services provided by organizations and individuals doing business Be provided with accurate information about the organizations and individuals trading goods and services needed ; trading content; origin, origin of goods; be provided with bills, vouchers and documents relating to the trading and other necessary information about the goods and services that consumers purchase and use Select goods, services, organizations and individuals trading in goods and services which are suitable for their needs and economical situations; decide whether to be a part of the transaction and other related content agreements when participating in transactions with organizations and individuals trading in goods and services Comment on organizations and individuals’ trading in goods and services on price, quality of goods, services, room service, trading methods and other content related to transactions between consumers and organizations and individuals trading in goods and services Be counseled, guided and supported with the knowledge about consuming goods and services + Confident when using products Bring safety when using quality products, consumers can have peace of mind when using products of famous domestic as well as local enterprises + Affirming the value of themselves As customers are more and more intelligent consumers and there are more people join this control group, owning an expensive is not the only thing need to make them satisfied New requirements arise: "difference" to mark their social status, to be stand out in the influential group How to find the right products with advantages, limited number, functional or special materials, complex producing techniques; or how to find the specific or longstanding reputation brand Customers often choose the brand that are not so popular and they have their own specific reasons why they are their choice and sometimes they prefer to stick with the professional brand How to build up a good brand name - Begin with a brand name The brand name and logo are the two factors most recognizable image for the brand The brand is represented by tangible logo design, brand name, the impressive design here depends primarily on the color and typography to create an impressive and memorable Typically, only select colors and fonts 2.3 feels "somehow" seeing - Select the core personality to the brand The successful brand has its own personality A US study of 60 successful brands showed them tied to a specific character as "honest", "open", "reliable", "sexy", and "room ceiling." So take the unique elements in the product to make up the brand, type in the customer's wishes To get this to have a formal study of the market and identify the target audience, thereby building brand image appealing in the eyes of consumers -Understand your market and competitors Market research can prepare you for changing markets and prevent your business being left behind by the competition Market research involves collecting and analyzing information about your market, including your customers and competitors It is vital to research any new market you are moving into to avoid wasting time and money on failed projects There are main ways to conduct market research: desk research, field research, commercial agencies Growing your business without understanding your competitors is risky Knowing who your competitors are, and what they are offering, can help you to make your products, services and marketing stand out It will enable you to set your prices competitively and help you to respond to rival marketing campaigns with your own initiatives Your competitor could be a new business offering a substitute or similar product that makes your own redundant Competition is not just another business that might take money away from you It can be another product or service that's being developed and which you ought to be selling or looking to license before somebody else takes it up - Promote your brand globally, special market online Your brand will need to three things: create trust, identity and buzz With this, your brand makes a promise It gives a face to your company name, which people will trust to put their faith into for desired results and then sing praises about your services to their friends The key to having a successful online advertising campaign and promoting your brand is to be able to amalgamate media and target specific audience Promoting your brand is essential if you hope to make it recognized and have a wide user base - Always maintain your domestic marketing strategy Marketing strategy is the process of planning and implementing company policies towards realizing company goals in accordance with the company vision Marketing strategies include general ones such as price reduction for market share growth, product differentiation, and market segmentation, as well as numerous specific strategies for specific areas of marketing It takes a lot of time and effort to develop and maintain a marketing campaign that resonates with your intended audience A Maintain strategy is seldom a passive strategy In reality, the Maintain strategy can also be one which requires a large investment and possibly an extensive amount of time for key personnel The way to keep a good brand alive - Connect brands with consumers In the Digital Age, your company must have a website and its brand should be on social media Social media gives consumers and brands a direct connection Consumers easily convey their opinions about various brands Through sites like Facebook, Twitter, Pinterest and more, brands can make important information available for their loyal consumer This can include exclusive sales, promotional offers, discount, rewards, entertaining content, etc… Companies can make more use of this opportunity by posting details about the product, posting questions, asking consumers to share their views on a new product, suggest a flavor for a specific food brand This process makes consumers feel more involved in the marketing process and makes them trust the brand more Keep your brand alive in traditional media, too, making yourself available for interviews Media appearances act as a third-party endorsement, casting you as an authority in your field If you were quoted in a newspaper article last year, then you’re last year’s news Even worse, if your competitor is quoted in an article today, they’ve become more relevant than you and they are winning the personalbranding war - Upgrade form and features of the product The rules of branding are changing and every brand needs to embrace constant evolution in order to keep up in this dynamic age The brands that succeed need to be invested time and money into understanding what their customers want To preserve, grow, and maximize your brand equity, you need to invest in design, messaging, and online aesthetics worthy of your most valuable intangible asset User experience, quality assets, messaging, core values, and, a logo, are all part of the brand If you invest in your brand now, you’re much less likely to find yourself defending your brand in the future - Customer Gratitude A great way to keep the human element alive and strong within your corporate social accounts is to feature the human side of your customers + Work with your customer success or service team to understand who your customers are and how they’re using your product + Visit customers in their own environment and document the meeting Showcase their surroundings, their challenges, and their triumphs + Celebrate diversity Your users likely don’t use their product in exactly the same way Celebrate the differences in your customer stories Your readers will be more likely to see themselves in your customers ... released on September with starting price in the US market of iPhone is $ 299 (16Gb), $ 399 (64Gb) and $ 49 9 (128GB) Marketing programs For example, when there is a promotion to encourage people... taste, preferences and personalities, the scene of the user pay such products For example: in 19 84 the company released America Express "Platinum Card" Type of card is positioned superior products