[BRAND COMMUNICATION – PART 1 ] [Hương Giang - Vân Hương]

1. OVERAL DEFINITION

OMO

Coca Cola

Brand idea Communication

idea Ad idea

Considered as brand essence, brand positioning, which provoke consumer to think different, act as vision of brand

Communicate unique values proposition to consumer, direct toward brand big ideas

Specific ideas within a specific time

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Unleash human potential Chuyen gia giat tay

vet ban

Tet lam dieu hay, ngai gi vet ban

Share happiness Open Hapiness Happy Factory

1. DETAILED DEFINITION

All of them are covered by a context, in which consumer connect tightly with the brand. Without context, brand idea cannot connect with communication and advertising idea

Brand idea Communication

idea Ad idea

Competitive Environment

Period Moment

Unleash human potential Dirt is good Tet lam dieu hay,

ngai gi vet ban

All products help human solve basic difficulities in

the life

Period 2005- now: when customers are perceived well about functional benefits

Tet moment: biggest traditional festival of Vietnamese, when

everyone spend times cleansing old things to prepare for new things

OMO

3. KEY SUCCESS FACTORS

Brand idea

Communication idea • Linkage to brand big ideas • Share common interest • Relevant language: Make sure consumer can be able to understand it • Trigger and initiative from insight • Authentic

Based on Brand Key model => Harmonized with all aspects of Brand Key model

Advertising idea Linkage to communication ideas (True Beauty) Speak in a simple – easy to understand yet different way so consumer can understand. Keep it Simple and Stupid (KISS) Ex: Volvo Truck initiates the ideas of perfectly moving, light, elegant and well-organized engines by “funny idea” of celebrity. Great campaign ideas can choose to approach in this angle to be successful: + Transformation: Apple – Think Different + Ownability: Tide – White (Tide “own” the word - WHITE) + Simplicity: Dove – The Beauty Patch + Orginality: + Surprise: Volvo – The epic Split + Magnetism + Infectiousness + Contagiousness + Egocentricity + Likability

3. KEY SUCCESS FACTORS

4. EXAMPLE: SINGAPORE - BRAND BIG IDEA

Destination Singapore is a beautiful collection of many elements, a multiplicity of ideas. This is a place of plush modernity and rich cultures, of inspring arts and state – of- the- art technology, all effortlessly ordered and welcoming

4. EXAMPLE: SINGAPORE – COMMUNICATION IDEA

4. EXAMPLE: SINGAPORE – ADVERTISING IDEA (for Vietnam market)

Representor: MC Vu Anh Tuan

Activities

-Website: yoursingapore.com - Viral clip: Chuyen kham pha 4 ngay cua Anh Tuan tai Singapore - Truyen thong bao chi (online media, VTV)