Welcome to Group presentation    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   Brands: definition and importance    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   I,INTRODUCTION II,BODY 1.Definition 1.1.Brand-as defined by American Marketing Association 1.2.Brand-as defined by the organization of the World Intellectual Property Organization(WIPO) 1.3.Concept connotations 2.Importance 2.1.The function of brand 2.2.The value and benefits of strong brands 3.Example of s strong brand    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG OU TLI NE   I.INTRODUCTION • The word “brand” is derived from Norse meaning “to burn”.It refers to the practice of producers burning their mark(or brand) onto their products • Brands are powerful intrusments of strategic marketing on the road to long term profit • A brand is an excellent vehicle through which a product can be differentiated from its competitors • Brands have always been important    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   1.Definition 1.1.Brand-as defined by American Marketing Association The American Marketing Association defines a brand as “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” A brand is a product or service whose dimensions differentiate it from other products or services designed to satisfy the same need 1.2 Brands - as defined by the Organization of the World Intellectual Property Organization (WIPO) A brand is a concept in the consumer product with the sign of the manufacturer attached to the surface, on the packaging of good in order to confirm the quality and origin of the product The brand is usually associated with the ownership of the manufacturer and usually authorizes a trade representative for final approval    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   1.3 Concept connotations There are two aspects associated with the brand: -Psychology -experience The experience of a brand is to sum up what the consumer feels when exposed to the branded product The psychological aspect, or image of a brand, is a symbolic construct created in the mind of the consumer and evokes all the information and expectations associated with that branded product or service    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   2.Importance 2.1.The function of brand 2.1.1 Identify and differentiate the brand Identify A brand identity is the face of your business Your brand identity is a collection of visuals and messages like your icon, logo, tagline, colors, stationary and packaging It can generate loyalty from your clients and make your employees proud to work for you Differentiation Your differentiation is what you offer or that sets you apart from other companies similar to you How can Identify and differentiate the brand You can use brand identify elements that identify and differentiate the brand from other brands such as: Name , Logo, Celebrity Endorsements, Slogans, Packaging    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   2.1.2.Provide imformation and advice: Ten tips on branding  Focus on what your business achieves for its customers  Take ownership of your brand  Be honest  Keep your brand simple by focusing on a small number of key brand values  Be consistent  Be thorough  Involve employees  Communicate your brand  Meet and exceed what your brand promises  Manage your brand    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   2.1.3 Create the feel and trust Trust is one of the most common emotions tapped by marketers to sell products and services Using Market Research to Effectively Leverage Trust and market research should begin with asking consumers what they expect from the brand To ensure that marketing campaigns, brand extensions, and so on consistently meet consumers’ expectations for the brand Trust is the cornerstone of any relationship brand, and just like relationships in life , if there is no trust or trust is lost, then there is no relationship 2.1.4.Bring the economic benefits  Premium pricing  Lower cost of sales  Lower cost of promotion  Higher market share  Higher stature    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   2.2.The value and benefits of strong brands 2.2.1, The value of strong brands 2.2.1.1.Attract investment A positive brand is a business asset because it differentiates the business Investors are well aware that brand recognition gives a company a competitive edge.  Branding is a message sent to the marketplace, but it can also help you deliver a message to investors 2.2.1.2 Brands are considered intangible assets Positive associations with a given product or company contribute to a brand's equity These associations are created when a superior product is coupled with a relevant, clear and unique message, yielding a brand image that is memorable and easily recognizable Since brand equity is an intangible asset, as is a company's intellectual property and goodwill, it cannot be easily accounted for on a company's financial statements    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   2.2.1.3.Build and maintain customers loyalty to brand  Loyalty Rewards Programs  Improve Customer Service  Communicate 2.2.1.4.Brand name will be protected by the law to avoid imitation cofirming the advantage of the enterprise features Trademark law provides the exclusive right to use a mark that serves to distinguish the goods of one person from another It is used to identify the source of a particular product Before launching a new business, product, service, or patented invention in the marketplace, it is important to undertake a comprehensive trademark search and obtain a clearance for your mark    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   2.2.2.The benefits of strong brands 2.2.2.1 Convince consumers to use products Customers tend to be more convinced to buy products from reliable or popular brands instead of less well-known ones 2.2.2.2.Create the pride of employees Emloyee engagement, including the need to surpport and improve the employer’s brand, will positively affect the existence of a brand 2.2.2.3 Create competitve advantage For example, when more and more customers are willing to buy its products or services, a company can get better pricing from the same vendors its competitors are using    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   2.2.2.4, Increase the effectiveness of advertising and marketing When there is a business power, it will increase the efficiency of the advertising market and distribut.Create the strenght when negotiating with suppliers 2.2.2.5, Develop bussiness New products persuade the distributor to cooperate in launching new products and persuade consumers to accept the product 2.2.2.6, The effect increases the stock price: When a business owns strong brands, it will easily attract and retain talent, easily establish a professional management system, easily invest in advanced technology or research and development A strong brand will create good conditions and create advantages in all the business and development of the company    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   3.Example of a strong brand Have you ever heard about Apple? Maybe all of you know that’s the most famous branding for iPhone, iPad, Macbook etc , in the world So why it’s famous?    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   III,CONCLUSION  Branding informs your audience about what they can expect from you  Branding increases your value  Branding gives you the power to stand out  Branding bootst your recognition  Branding promotes trusts    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   THANK FOR LISTENING    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   ... information and expectations associated with that branded product or service    LOGO TÊN ĐẦY ĐỦ CỦA CÔNG   2.Importance 2.1.The function of brand 2.1.1 Identify and differentiate the brand Identify. .. to you How can Identify and differentiate the brand You can use brand identify elements that identify and differentiate the brand from other brands such as: Name , Logo, Celebrity Endorsements,... from the brand To ensure that marketing campaigns, brand extensions, and so on consistently meet consumers’ expectations for the brand Trust is the cornerstone of any relationship brand, and just