The Necessity of Improving Aurora Travel & DMC’s Brand Image .... 81 CHAPTER 3: PROPOSED SOLUTIONS TO IMPROVE AURORA TRAVEL & DMC'S BRAND IMAGE DEVELOPMENT ACTIVITIES .... 66 Chart 2.4:
Significance of the Study
Current State of Vietnam's Tourism Industry as of Late 2022
Vietnam's tourism industry is recovering after nearly two years of suspension due to the Covid-19 pandemic The government reopened tourism on March 15, 2022, leading to the restoration of numerous international flight routes.
In December 2022, Vietnam welcomed 707.1 thousand international arrivals, marking an 18.5% increase from November and a remarkable 41.2 times higher than the same month the previous year, following the country's tourism reopening and the resumption of international flights For the entire year, international arrivals totaled 3,661.2 thousand, which is 23.3 times higher than in 2021; however, this figure remains 79.7% lower than pre-pandemic levels in 2019.
In 2023, Vietnam welcomed approximately 3,661.2 thousand international visitors, with 3,277.2 thousand arriving by air, which constitutes 89.5% of total arrivals and marks a remarkable 29.5-fold increase from the previous year Land arrivals totaled 380.9 thousand, representing 10.4% of the total and an 8.4-fold increase, while sea arrivals accounted for just 3.1 thousand visitors, or 0.1%, reflecting a 5.1-fold rise Major source markets for visitors to Vietnam include South Korea, the United States, and various Southeast Asian nations.
Remaining Limitations in the Tourism Industry and Vietnamese Tourism
The tourism and passenger transport industry is facing significant challenges despite recovery opportunities, primarily due to internal issues A survey by Vietnam Report from October to November 2022 identified the top three challenges: weak workforce quality (36.7%), labor shortages (29.1%), and a lack of diverse tourism products (25.3%) These factors hinder the overall perception of Vietnam's tourism brand among international visitors, as their experiences often do not meet expectations.
To enhance tourism, it's crucial to not only improve transportation infrastructure, accommodation, and entertainment but also to create new tourism products that reflect current trends A Vietnam Report survey reveals that travelers seek detailed information about tourism services, sustainable development linked to nature conservation, engaging messaging, technology to enrich their experience, and brand imagery featured in films and music videos.
Limitations in Aurora Travel & DMC’s Brand Image
Aurora Travel & DMC is a reputable player in the tourism sector, dedicated to providing exceptional travel experiences Nevertheless, similar to its industry peers, Aurora confronts challenges in enhancing its brand image.
In today's digital age, a strong online presence is essential for enhancing brand image, yet Aurora Travel & DMC currently faces limitations in this area A comprehensive online strategy, including a user-friendly website, active social media profiles, and positive online reviews, is vital for effectively reaching and engaging its target audience Without these elements, Aurora may find it challenging to connect with potential customers and grow its brand.
Negative customer reviews can severely damage a brand's image, particularly in the tourism industry Aurora has encountered challenges in managing media crises stemming from customer experiences, largely due to insufficient coordination among stakeholders This disorganization not only complicates crisis response but also significantly impacts the overall perception of the brand.
Customer expectations in the travel industry are rapidly evolving, particularly in the wake of the pandemic The recent extension of Vietnam's visa duration has sparked a heightened interest among tourists to explore more diverse experiences However, Aurora's current focus on basic destinations and lack of experiential offerings restricts product variety, making it challenging to engage new and younger travelers.
Travelers are becoming more aware of the environmental and social effects of their travels, prompting tourism brands to showcase their dedication to sustainability and responsible practices Aurora actively participates in community initiatives and contributes to the destinations it serves; however, these efforts are not seamlessly integrated into its product offerings, leading to inconsistencies in its sustainable brand image.
Maintaining brand image consistency across all communication channels and products is essential for professionalism and enhances customer understanding of the brand Aurora should implement clear standards and processes for brand representation, ensuring alignment between departments like Marketing and Sales, so that all employees can effectively convey a unified brand image.
Aurora Travel & DMC should enhance its brand strategy by prioritizing a robust online presence, proactive reputation management, customer-focused services, and a dedication to sustainability By concentrating on these key areas, the company can bolster its brand image and consistently provide outstanding travel experiences for its customers.
The Necessity of Improving Aurora Travel & DMC’s Brand Image
Improving the brand image of tourism requires collaborative efforts from both government agencies and companies, as they must enhance their credibility and quality to align individual benefits with broader industry interests To address ongoing challenges and propose effective solutions for brand image development, I have initiated the study titled "Solutions for Improving the Brand Image of Aurora Travel & DMC."
Literature Review
Studies Related to Brand Image
Long-Yi Lin and Ching-Yuh Lu's 2010 study examined how brand image and consumer trust influence purchase intention The research underscored the critical need for companies to consistently improve their brand image and emphasized the importance of utilizing brand image in relational marketing strategies.
A study by Moh Erfan Arif and Nafisah Devina Sari (2022) investigated the role of brand image, destination image, and relationship communication in the competitive landscape of the tourism industry The research aimed to analyze how brand image and electronic brand communication impact tourists' intentions Findings highlighted the necessity for tourism companies to prioritize these branding elements to effectively navigate competition.
Chien-Ting Chiang and Ying-Chien Chen's 2022 study examined how destination brand image affects the travel experience in Taiwan, highlighting the significance of identity in shaping perceptions The research emphasized the need for updated policies and marketing strategies to enhance tourists' views of Taiwan's tourism brand, ultimately aiming to improve the overall travel experience.
Research Objectives and Research Tasks
The thesis utilizes qualitative and quantitative research methods to thoroughly evaluate the current brand image of Aurora Travel & DMC The study aims to identify limitations and challenges, proposing actionable solutions to improve the company's brand image development strategies Key research objectives focus on enhancing the effectiveness of these branding efforts.
Identifying the factors impacting the brand image of Aurora Travel & DMC
Analyzing the limitations and challenges in building and maintaining the brand image:
Proposing solutions to improve the brand image
Study concepts, theories, and models related to brand image and brand building in the tourism sector
Aurora Travel & DMC's brand image is currently shaped by customer perceptions that reflect both positive experiences and areas for improvement Effective marketing strategies are essential in enhancing this image, yet challenges remain in communicating the brand's value proposition clearly to potential clients Key factors influencing the brand image include customer feedback, competitive positioning, and market trends, while limitations such as inconsistent messaging and resource constraints pose significant challenges in building and maintaining a strong brand presence.
Develop specific solutions to improve and enhance the brand image, strengthening the company's competitiveness in the market.
Research Purpose
The study "Solutions to Improve the Brand Image of Aurora Travel & DMC" aims to:
Analyze the current brand image of Aurora Travel & DMC in the market, including customer perceptions, competitive positioning, and factors influencing brand identity
To effectively enhance the brand image of Aurora Travel & DMC, it is essential to identify the limitations and challenges currently faced, which will help clarify the root causes of existing issues By proposing specific and feasible solutions, the company can strengthen its brand image, build trust among customers, and improve its competitiveness in the market, ultimately attracting both domestic and international clientele.
Research Subjects
5.1 Research Entity: Brand development activities at Aurora Travel & DMC 5.2 Research Focus: The brand image of Aurora Travel & DMC.
Research Scope
Research Content
The study focuses on both theoretical and practical aspects of brand image building and development strategies for Aurora Travel & DMC Specifically:
This article explores essential theories related to branding and brand image, particularly focusing on the tourism sector It evaluates the current status of Aurora Travel & DMC's brand image by analyzing customer perceptions, the effectiveness of its marketing strategies, communication approaches, and overall competitiveness in the market.
Analyze challenges and limitations in the company’s current brand development strategy
Propose strategic solutions to enhance the brand image, improve brand recognition, and build customer trust
The study will focus on both theoretical and practical aspects of tourism brand development strategies for Aurora Travel & DMC.
Survey Scope
The survey will be conducted at the headquarters of Aurora Travel & DMC in Hanoi, Vietnam The scope of the survey includes:
Collecting data on marketing activities, brand promotion efforts, and customer development strategies implemented by the company
Interviewing and gathering opinions from employees involved in brand building and development, focusing primarily on the Sales and Marketing departments
Gathering feedback from a group of current and potential customers to understand perceptions and satisfaction levels regarding the Aurora Travel & DMC brand.
Survey Participants
Internal employees: Staff from the Sales and Marketing departments who are directly involved in brand-building activities and customer engagement
Customers: A selection of the company’s current customers (both domestic and international) and potential customers, to gather objective assessments of brand recognition and impressions
The survey participants include employees from the Sales and Marketing departments at Aurora Travel & DMC
The survey tool utilizes a 5-level Likert scale, ranging from Very Poor to Very Good, to evaluate the quality of various activities It aims to assess the analysis of target customer characteristics and needs, the alignment of marketing strategies with diverse customer segments, and the precision of collecting and processing customer information.
A survey was conducted with 200 employees and managers from the Marketing and Sales departments, focusing on their involvement in customer engagement strategies The process included distributing a questionnaire, collecting responses, and aggregating the results according to evaluation levels.
The gathered data will be organized and classified by evaluation levels ranging from Very Poor to Very Good An analysis of the results will focus on the percentage and frequency of responses to each question, enabling an assessment of the effectiveness of activities aimed at identifying target customers.
Research Timeline
The research will use data and information collected in October 2023 to assess the current situation and objectively evaluate the findings Proposed solutions will be developed in November 2023.
Content Scope
Study concepts and factors influencing branding and brand image in the tourism sector
Assess Aurora Travel & DMC's current brand image, including customer perceptions, marketing effectiveness, and comparisons with competitors
Identify limitations and obstacles in building and maintaining the company’s brand image.
Research Methodology
Document Research Method
The document research method serves to organize the theoretical foundations of brand development and strategy formulation, while also analyzing, comparing, and evaluating findings to highlight the similarities and differences between this study and prior research.
This method entails the collection, synthesis, and analysis of theoretical foundations from a variety of sources, including specialized books, journals, scientific reports, research papers, industry websites, theses, and dissertations Its primary objective is to elucidate the research landscape, relevant concepts, theoretical foundations, and associated findings on both domestic and international levels.
This study employs document research to analyze comparable studies within the industry, highlighting shared challenges and effective solutions related to the selected topic Furthermore, it examines pertinent industry articles and statistical data to establish a solid theoretical foundation for the thesis.
Survey Method
The survey method is designed to collect insights from both managers and employees regarding the current status of brand image development within the company, focusing on both subjective and objective factors that impact this perception.
To improve Aurora Travel & DMC's brand image, a survey will be conducted among managers and staff in the Marketing and Sales departments This questionnaire will focus on prioritizing solutions for the identified issues and exploring strategies for enhancement.
Interview Method
This research aims to enhance the brand development strategy for Aurora Travel & DMC by conducting interviews with key leaders and managers who shape the company's brand image Through these insights, we will identify current challenges and gain a clearer understanding of the leadership team's vision.
The research aims to conduct interviews with selected leaders, managers, and employees who participated in the survey to gain deeper insights into the survey topics The interview questions will include open-ended inquiries to further clarify the leadership's vision The data collected from these interviews will be analyzed to complement the quantitative findings of the study, utilizing an open-ended questionnaire format for comprehensive analysis.
Research Questions
What factors influence the brand image of Aurora Travel & DMC?
What is the current state of Aurora Travel & DMC's brand image?
What are the limitations and challenges in the strategy of building and developing the brand image?
What solutions can help improve and enhance the brand image of Aurora Travel & DMC?
Structure of the Thesis
Concept
A brand is defined as a distinguishing name, term, sign, symbol, or characteristic that sets one seller's goods or services apart from others (Dibb et al., 1997) This definition highlights the multifaceted nature of branding However, it can be difficult for supporters of this perspective to account for phenomena like fluctuations in brand value over time, despite consistent tangible factors, or the differing franchise pricing experienced by various customers.
A comprehensive perspective is offered by Aaker (1991, 1996) and even Kotler
Branding encompasses both tangible and intangible elements that differentiate products and services from competitors, as noted in 1994 It reflects the overall impact of a company's activities on consumer perceptions Importantly, brand responsibility is not limited to a single department; every employee plays a role in shaping how the brand is perceived.
A brand encompasses more than just a name or identifying features such as labels and trade names; it is fundamentally shaped by consumer perception and evaluation of its attributes, which together form its strength or value This trust in a brand goes beyond mere identification, as it resides in the minds and hearts of consumers, employees, and stakeholders alike, ultimately transforming from a business plan into a powerful symbol of connection and loyalty.
Comparing Corporate and Product/Service Brands
Corporate Brand: Represents the image, reputation, and prestige of the entire organization or group Reflects core values, objectives, vision, and company culture
Often built on elements such as company history, commitment to quality, business ethics, and community impact
A product or service brand represents the reputation and identity of a company's offerings, emphasizing unique characteristics such as quality, distinctiveness, and customer benefits This branding is typically shaped by market demands, research and development, and strategic marketing efforts.
A corporate brand encapsulates the overall image of a company, while a product or service brand emphasizes individual offerings Both types of branding are crucial for developing customer relationships and building trust in the marketplace.
Brand characteristics serve as a message from the company, while brand image reflects consumer perception Over time, the concept of brand image has evolved; as noted by Ditcher (1985), it encompasses not just the product's attributes but the overall sum of consumer perceptions about a brand According to Keller (1993), brand image is defined by the associations a brand evokes in the consumer's mind.
Kotler (1988) defines brand image as a collection of distinct beliefs about a brand, which encompasses its name, visual symbols, product attributes, advertising benefits, sponsorships, and promotional items This image is shaped by how consumers decode messages and interpret symbols (Nandan, 2005, p 268), reflecting the brand's market positioning and consumer perceptions of its products (Kotler, 1988).
Brand image is the subjective perception customers have of a brand, influenced by their individual experiences and shaped by factors such as selective perception, distortion, and retention (De Chernatony & McDonald, 2003; Keller, 2008; Reizebos, 2003) This perception plays a crucial role in consumer decision-making, particularly after they have gathered information about the brand and its alternatives (Ataman & ĩlengin, 2003).
A brand image is defined by the comprehensive perception consumers hold about a brand, shaped by their associations with it To cultivate a favorable brand image, companies must focus on more than just a catchy name; they need to consistently engage in efforts across all elements that influence brand perception, ultimately generating positive emotions among consumers.
According to Plummer (2000), the factors that shape brand image can be divided into two main categories:
➤ Physical Elements: These are the brand's attributes, such as packaging design, logo, brand name, and the functionality and usability of its products
➤ Psychological Elements: These refer to the emotions, beliefs, values, and personality that consumers perceive as describing the brand’s products Similarly, Rangkuti (2007) divides these elements into three parts:
● Product Attributes: These are brand-related issues, including packaging, product content, price, taste, and more
● Consumer Benefits: Relating to the benefits of using the brand’s products
● Brand Personality: Reflecting customer responses after using the brand
Keller (2008) defines brand image as the perceptions customers hold about a brand, shaped by the associations stored in their memory These associations can take various forms, reflecting both product characteristics and unrelated aspects Given the multitude of associations linked to each brand, they can be categorized into thousands of types Generally, brand associations are divided into two main categories: brand performance and brand imagery, each with its own subdivisions.
Brand performance refers to the essential qualities of a brand linked to its product or service, emphasizing the fulfillment of customers' functional needs It is typically assessed through the brand's objective quality and its effectiveness in addressing customers' practical, aesthetic, and economic requirements There are five key attributes and benefits that define brand performance.
(1) Primary and Secondary Attributes: Customers often retain an impression of the performance level of primary attributes and may sometimes note particularly unique or innovative aspects
Reliability, durability, and service support significantly impact perceptions of product performance Key factors include the speed and accuracy of delivery and installation, along with the promptness, politeness, and helpfulness of customer service Additionally, the quality of repairs and the efficiency of service time play crucial roles in shaping customer satisfaction.
Efficiency, productivity, and empathy are crucial elements in service delivery, as customers often evaluate performance based on their interactions Efficiency involves effectively meeting customer demands, while productivity focuses on the speed and responsiveness of the service Additionally, empathy plays a vital role by ensuring that customers receive trustworthy and considerate attention to their needs.
(4) Style and Design: Customers may associate products with a high aesthetic value, so brand performance can also depend on sensory factors such as shape, sound, and even smell
(5) Price: A brand’s pricing policy may generate associations related to its price level, frequency, or promotional price differences in customers' minds
Brand imagery includes the external characteristics of a product or service, reflecting how the brand meets customers' psychological and social needs It represents the abstract perceptions people have about the brand, beyond its physical offerings This imagery captures the intangible elements of the brand and can be categorized into four distinct groups.
A customer portrait encompasses the imagery and associations tied to the individuals or organizations that engage with a brand These associations are influenced by demographic factors, including gender, ethnicity, income, and marital status, as well as psychological factors such as worldview, career, assets, and social issues Understanding these elements is crucial for brands to effectively connect with their target audience.
The Importance of Brand Image Development
Developing a strong brand image is essential for the long-term success of any business in today's competitive landscape A brand transcends its name or logo, embodying values, trust, and the overall customer experience (Aaker, 1991) By cultivating a robust brand image, businesses can differentiate themselves and create a solid foundation for sustainable growth (Keller, 2003).
Developing a strong brand image is crucial for building reputation and trust with customers, leading them to prefer its products or services over competitors As consumers grow more selective, a positive brand image becomes vital for nurturing long-term relationships and solidifying the business's position in the market.
Developing a strong brand image is crucial for differentiation and competitiveness in today's market An effective brand image strategy allows businesses to stand out, as it creates unique and appealing brand features that provide a sustainable competitive advantage Customers are more inclined to recognize and prefer brands that showcase distinct strengths over their competitors.
Third, a strong brand image creates lasting value and benefits When built on core values, a brand becomes a stable foundation that attracts customers (Aaker,
1991) Consistency in brand messages and values fosters trust and loyalty, helping businesses retain customers and expand their potential customer base (Keller,
Brand image development is essential for fostering customer loyalty, as positive experiences and the fulfillment of customer expectations encourage repeat business and ongoing support for the brand.
1980) Customer loyalty extends beyond repeat purchases to positive word-of- mouth recommendations, generating powerful organic marketing
A strong brand significantly enhances brand equity, serving as a crucial intangible asset that reflects a company's growth and strength to investors A positive brand image not only increases company value but also fosters trust among partners and creates new business opportunities Moreover, effective brand image development is essential for long-term business growth, as it lays a solid foundation for future expansion A reputable brand can withstand market fluctuations and facilitate entry into new markets, ensuring sustained success over time.
Brand image development is essential for any business strategy as it enhances reputation, fosters differentiation, and drives competition It also creates sustainable value, cultivates customer loyalty, and boosts long-term company worth In today's marketplace, where brands symbolize experiences and values, effective brand image development is crucial for business survival and growth.
Goals of Brand Image Development
Establishing strong brand recognition is crucial for a business, as it allows customers to easily identify the brand through distinct elements such as its logo, color scheme, slogan, and key products This recognition helps the brand differentiate itself in a competitive market and fosters initial connections with customers By enhancing visibility, brand recognition ensures that customers recall the brand when they require its products or services.
Building and reinforcing customer trust is essential for developing a strong brand image When customers trust a brand, they feel confident in selecting its products or services Trust is cultivated through product quality, excellent customer service, transparency, and alignment with the brand's values This objective focuses on fostering long-term customer relationships rooted in satisfaction and trust.
To achieve differentiation and competitiveness, brands must establish a unique value proposition in a crowded market Developing a strong brand image allows companies to highlight distinct qualities that provide a competitive edge This differentiation can arise from various factors, including product quality, innovative design, exceptional service, or a unique customer engagement strategy.
1980) Differentiation draws customer attention and helps maintain the brand’s market position
Enhancing customer loyalty is essential for developing a strong brand image A trusted brand with a positive reputation encourages customers to return and consistently choose its products or services These loyal customers contribute to stable growth and act as brand ambassadors, promoting offerings through word-of-mouth This loyalty not only lowers marketing expenses but also creates a competitive edge in the marketplace.
Enhancing brand value is crucial for attracting investors and gaining community trust A positive brand image impacts customer perception and plays a vital role in shaping the company's reputation and financial stability A well-regarded brand is seen as a valuable asset by investors, aiding in capital acquisition and opening doors for growth, collaboration, and sustainable development (Keller, 2003).
Components of Brand Image Development
The Brand Pyramid model, created by American marketing professor Kevin Lane Keller, was first introduced in his 1998 book "Strategic Brand Management." This model, often referred to as the Customer-Based Brand Equity model, emphasizes the importance of building strong brand relationships through a structured approach.
Brand Equity (CBBE) model, helps businesses build and manage their brands based on customer perceptions and experiences The model consists of:
Brand identity encompasses essential elements such as the brand name, logo, colors, typography, and other visual components that form the first impression for customers Creating a cohesive and memorable brand identity that aligns with a company's core values is vital for establishing a strong brand image A well-defined brand identity not only distinguishes the brand in the marketplace but also effectively communicates the company's values and commitments (Keller, 2021).
Brand positioning is crucial for establishing a unique identity in the customer's mind, helping to differentiate a company from its competitors It involves identifying the brand's values and benefits while targeting a specific audience To achieve effective positioning, companies must conduct thorough market research and develop a deep understanding of their customer base.
Effective communication and promotion play a crucial role in shaping a brand's image Utilizing advertising, social media, events, and marketing campaigns is essential for introducing and solidifying this image among customers It is important for companies to develop advertising messages that reflect their brand positioning and ensure consistency across all communication platforms The brand message must effectively communicate core values, commitments to customers, and what sets the brand apart from competitors (Kotler & Armstrong, 2019).
Brand experience includes every customer interaction with a brand, influencing perceptions from purchase to after-sales service A positive brand experience strengthens customer loyalty and creates lasting impressions It encompasses products, customer feedback, support services, and various touchpoints such as websites and mobile apps Therefore, businesses must prioritize customer satisfaction in every interaction to build trust in their brand (Schmitt, 2021).
A strong brand not only attracts new customers but also fosters long-term relationships by engaging with them regularly Companies should listen to customer feedback and adapt their brand strategies to meet actual needs Building a community around the brand through loyalty programs, customer events, and social media engagement enhances connections and promotes lasting relationships.
In brand development, companies often encounter unforeseen crises, including negative customer feedback, product problems, or adverse news that can harm their reputation To mitigate these effects and swiftly restore brand image, it is crucial to have a robust brand crisis management plan in place This plan should encompass prompt responses, transparent communication, and a willingness to acknowledge and rectify mistakes when necessary (Ryan, 2022).
Optimizing Brand Image on Digital Platforms
In today's digital landscape, maintaining a strong brand image across websites and social media is essential for businesses Companies must implement strategic approaches to enhance customer engagement on these platforms, focusing on optimizing content, visuals, and interactions This ensures that the brand is consistently presented in a positive light (Argenti, 2020).
Measuring and Adjusting Brand Development Strategy
Assessing the effectiveness of brand development activities is crucial for companies to ensure their strategies are aligned with goals Key metrics like brand recognition, customer satisfaction, loyalty, and revenue should be utilized to evaluate the success of brand image initiatives By analyzing these results, businesses can refine their strategies for improved outcomes (Argenti, 2020).
Brand Image Development Methods
1.5.1 Brand Positioning Method in Brand Image Development
The brand positioning method is essential for establishing and enhancing a brand's image by defining its desired place in customers' minds This strategic approach goes beyond simply acknowledging the brand's presence; it serves as a vital tool for differentiation, enabling the brand to stand out from competitors.
Effective brand positioning starts with an in-depth market analysis that examines consumer trends, evolving customer needs, and competitive pressures By understanding the market landscape and competitors, businesses can pinpoint market gaps and strategically position their brand to stand out This approach involves not only addressing technical elements such as pricing and product quality but also recognizing the emotional and psychological connections that the brand can establish with customers (Keller, 2021).
To effectively position a brand, businesses must gain a deep understanding of their target audience, including their needs, preferences, and behaviors This insight is essential for shaping the brand's values and messaging For instance, a brand targeting younger consumers should embody creativity and dynamism, aligning with contemporary trends, whereas a brand aimed at middle-aged individuals may prioritize sustainability, reliability, and convenience.
Core values define what a brand promises to its customers and differentiate it in the market Businesses must clearly articulate these values, encompassing product quality, service excellence, credibility, ethical practices, and societal contributions Aligning these values with customer needs and market demands is essential, and they should be consistently communicated across all marketing efforts By positioning the brand around its core values, businesses enhance customer recognition and trust (Keller, 2021).
1.5.3 Methods for Measuring and Improving Brand Image
In the competitive landscape of today, evaluating and enhancing brand image is crucial for effective brand development strategies This measurement assesses the success of brand-building efforts and offers valuable insights into customer recognition and perception of the brand (Argenti, 2020).
Brand awareness is a vital metric that gauges customer familiarity with a brand, assessed through surveys, market research, and search engine data analysis This measurement reveals how effectively customers can recall and recognize the brand in comparison to competitors (Ryan, 2022).
Measuring customer satisfaction is essential for understanding how pleased customers are with a brand's products, services, and overall experience This assessment can be achieved through surveys, questionnaires, and analyzing customer feedback High levels of satisfaction typically indicate that the brand is providing value that exceeds customer expectations.
Customer Loyalty: Measuring loyalty assesses customer commitment to the brand This can be evaluated through repeat purchase rates, referral rates, and participation in loyalty programs
Monitoring engagement on media channels such as social media, websites, and digital platforms provides valuable insights into customer responses to brand activities This metric encompasses likes, shares, comments, and overall interactions with brand content, helping to gauge the effectiveness of marketing efforts.
Process of Improving Brand Image
Regular measurement is essential for businesses to identify weaknesses in their brand development strategy, as low customer satisfaction scores can signal problems with product or service quality By analyzing these metrics, companies can pinpoint specific areas that require improvement.
To optimize brand development strategies, businesses must analyze collected data to make informed adjustments This process may include refining messaging, enhancing product quality, and improving customer experiences By ensuring these modifications are data-driven, companies can significantly increase their effectiveness and overall impact.
To ensure ongoing success, businesses must consistently monitor key metrics after implementing improvements, allowing them to assess the effectiveness of their changes This continuous measurement and enhancement process is vital for maintaining and enhancing brand perception among customers.
Benefits of Measuring and Improving Brand Image
Sustainable development relies on consistent measurement and enhancement, enabling brands to evolve sustainably by fine-tuning their brand-building efforts This strategy not only ensures ongoing competitiveness but also fosters long-term value for customers.
Flexibility and adaptability are crucial for businesses to swiftly respond to market changes By continuously monitoring trends and making necessary adjustments, brands can effectively meet evolving customer demands, ensuring they remain relevant and competitive in the marketplace.
Measuring and enhancing brand image is crucial for resolving issues and improving reputation By focusing on continuous improvements in quality, service, and customer experience, brands can significantly strengthen trust and loyalty among their customers.
Brand Image Development Strategy
To create a successful brand image development strategy, it is essential to conduct a thorough environmental analysis that encompasses both external and internal factors This analysis is vital for pinpointing the opportunities and challenges that the brand may encounter.
1.6.1.1 External Environmental Analysis a Macro Environment
Michael Porter's 5 Forces Model serves as a valuable framework for assessing the competitive landscape and guiding businesses in crafting their brand image strategy Each component of this model influences brand development and sustainability, establishing a basis for informed strategic decision-making.
The emergence of new competitors in the market challenges established businesses, as these newcomers often introduce innovative marketing strategies and unique customer engagement techniques To safeguard and enhance their brand image, companies must cultivate a distinctive identity that sets them apart and makes them irreplaceable Ongoing innovation in communication and the creation of brand value are essential for mitigating the adverse effects of new market entrants (Michael Porter, 1985).
Suppliers are crucial for maintaining product and service quality in businesses, as their bargaining power can impact production costs and material availability, ultimately influencing brand image To foster brand development, companies must build sustainable relationships with suppliers, ensuring quality and stability in the supply chain This approach not only strengthens the brand's reputation but also enhances customer trust (Michael Porter, 1985).
In today's market, customers wield considerable influence over their purchasing decisions, making it essential for businesses to prioritize customer-centric strategies By focusing on delivering outstanding customer experiences and fostering strong relationships, brands can enhance their image and build loyalty A commitment to customer satisfaction not only drives sustainable growth but also strengthens competitive advantage, as highlighted by Michael Porter in 1985.
In competitive markets with numerous substitutes, businesses encounter significant pricing pressures, necessitating a strong focus on differentiation to enhance brand image By developing unique values that are difficult for competitors to imitate, companies can secure a distinct position in the minds of consumers This emphasis on differentiation and innovative value creation not only mitigates the threat posed by substitutes but also boosts brand recognition among consumers (Michael Porter, 1985).
Competition within the industry is a key factor affecting brand development
In today's competitive landscape, creating a unique and recognizable brand image is crucial for gaining market share Companies must adopt effective marketing and communication strategies while consistently innovating their products to sustain their market position By successfully managing their brand image, businesses can differentiate themselves and foster greater customer loyalty.
The IFE Matrix is a strategic tool designed to assess a company's internal environment by evaluating crucial factors like product quality, operational processes, management capabilities, and marketing strengths By utilizing the IFE Matrix, businesses can gain a comprehensive understanding of their internal conditions, enabling them to make informed strategic adjustments that promote sustainable brand development.
The Internal Factor Evaluation (IFE) Matrix is a strategic tool that assesses the internal factors impacting a company, originating from the strategic management methods of Fred R David, a notable figure in corporate strategy formulation.
Internal factors in the IFE Matrix include strengths and weaknesses, which directly impact business operations and brand image development
Strengths encompass key advantages such as a strong brand reputation, high-quality products or services, broad distribution networks, and innovative marketing strategies These elements enable businesses to differentiate themselves in the marketplace and capture customer interest effectively.
Businesses must address their weaknesses, which can include limited financial resources, inexperienced staff, and weak competitive capabilities, as these limitations can significantly impede brand building and overall development.
Step 2: Assign Importance and Rate Factors
To enhance brand development, businesses must categorize and assess various factors by assigning each a weight between 0.0 and 1.0, ensuring that the total weight across all factors equals 1.0 Subsequently, each factor is rated to determine its significance in the overall evaluation.
1 to 4, with 1 representing poor performance and 4 representing excellent performance (Fred R David)
To evaluate brand development, each factor is assigned a weight and rating, with the score for each factor calculated by multiplying these two values The overall score is derived by summing all individual scores, providing a comprehensive overview of the company's strengths and weaknesses in brand development.
The IFE Matrix is a valuable tool in strategic management, utilized across various industries, including retail and tourism, to evaluate internal factors such as customer responsiveness, service quality, and employee performance Large retail companies leverage the IFE Matrix to enhance customer satisfaction, while the tourism and hospitality sectors focus on aspects like staff training and brand image management The insights gained from the IFE Matrix enable companies to refine customer experiences and boost operational efficiency, ultimately strengthening their brand image and competitiveness (Fred R David).
Identifying target customers is essential for developing a strong brand image This process entails analyzing and selecting specific customer groups to engage with, allowing the brand to create tailored imagery and messaging that enhances connection and engagement By clearly defining target customers, brands can concentrate on key audiences and effectively allocate resources and marketing strategies.
To identify target customers, businesses should begin by analyzing the characteristics of current and potential customers, including demographic, psychographic, and behavioral factors
Implementing a Multi-Criteria Decision-Making (MCDM)
Aurora has implemented the Multi-Criteria Decision-Making (MCDM) model to enhance its management strategies, as highlighted by Hoang et al (2024) This model facilitates the evaluation of decisions by considering multiple factors Aurora focuses on three critical areas: Business Management, Corporate Social Responsibility (CSR), and Shareholder Governance These factors not only signify distinct elements of the business but also demonstrate Aurora's dedication to upholding sustainable standards both within the organization and in its external practices.
Figure 1.1: Pyramid Model of Sustainable Competitive Advantage
Source: Hoang Dinh Phi et al (2024)
The pyramid model demonstrates that by enhancing internal capabilities, businesses can effectively allocate resources towards governance, environmental, and social initiatives Strengthening foundational elements allows companies to pursue higher objectives like market expansion and profit growth, ensuring long-term sustainability and competitiveness This approach highlights that a sustainable competitive advantage originates from internal development, which in turn supports external ambitions, ultimately leading to increased market presence and improved brand value.
1.6.8 Developing a Measurement Scale for Research
To comprehensively analyze and improve brand strategy, the author applies a combination of the CBBE model by Keller, SERVQUAL, IMC, and Expectation-
First, the CBBE model by Keller is used to measure customer perception and response to brand positioning statements At this stage, businesses need to assess
Brand Salience to determine whether customers can easily understand and
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Doanh nghiệp cần chú trọng vào các hoạt động ESG để cải thiện hình ảnh thương hiệu và tạo ra lợi thế cạnh tranh Việc tích cực thực hiện các tiêu chí môi trường, xã hội và quản trị không chỉ giúp nâng cao uy tín mà còn thu hút khách hàng và nhà đầu tư Hơn nữa, một thương hiệu mạnh mẽ từ các hoạt động ESG sẽ góp phần vào sự phát triển bền vững và gia tăng giá trị lâu dài cho doanh nghiệp.
In Chapter 1, we streamline the content by removing irrelevant and lengthy sections, focusing instead on the theoretical aspects of ESG and enhancing brand image We emphasize recognizing the core values of the brand, followed by an analysis of Brand Meaning to ensure the positioning statement effectively conveys the brand's unique message Brand Response is assessed through customer perceptions regarding the clarity, appeal, and persuasiveness of the positioning statement Lastly, we evaluate Brand Resonance to measure customer engagement and loyalty towards the brand.
To evaluate the alignment between a brand's positioning statement and its actual services, the author utilizes the SERVQUAL and IMC models The SERVQUAL model measures the gap between customer expectations and actual experiences across five dimensions: reliability, responsiveness, assurance, empathy, and tangibles, ensuring that services fulfill the promises made in the positioning statement Concurrently, the IMC model assesses the consistency and effectiveness of the brand's messaging across various communication channels, focusing on message consistency, relevance to target audiences, and customer reach efficiency Additionally, the Expectation-Perception Gap model is employed to identify discrepancies between customer expectations and real experiences This involves gathering data on customer expectations through surveys and comparing it with service evaluations and feedback, allowing businesses to pinpoint areas for improvement and adjust services or communication strategies accordingly.
Integrating these models offers a holistic understanding of customer perceptions and responses, ensuring that the brand positioning statement reflects genuine experiences This approach enables businesses to optimize their brand image, improve communication effectiveness, and build stronger relationships with customers.
CURRENT STATE OF BRAND IMAGE DEVELOPMENT
Market Analysis
The PESTEL model, an evolution of the original PEST framework introduced by economist Francis J Aguilar in 1967, incorporates six key factors: Political, Economic, Social, Technological, Environmental, and Legal This comprehensive model serves as a vital tool for businesses to analyze the macro external environment, enabling them to make informed strategic decisions in response to external influences on their operations.
A 2018 study in the Journal of Business Strategy applied the PESTEL model to examine Starbucks' global brand image development, revealing that political, economic, social, technological, environmental, and legal factors significantly influenced the brand The research emphasized Starbucks' strategic use of lifestyle changes and the growth of the middle class to promote its premium coffee offerings Additionally, the company's commitment to sustainability, including the use of eco-friendly materials and emission reduction initiatives, was highlighted Ultimately, the study concluded that by effectively responding to these PESTEL factors, Starbucks cultivated a premium, environmentally conscious brand image that resonates with a global customer base.
A 2020 study published in Global Marketing Management utilized the PESTEL model to analyze the factors influencing Apple's brand development strategy in the international market It highlighted the importance of technological advancements, noting Apple's substantial investment in research and development (R&D) for innovative products Economic challenges, such as currency fluctuations and tariff policies in key markets like China and the U.S., were also examined Additionally, legal compliance with user data privacy regulations was crucial in bolstering Apple's reputation as a trustworthy brand The study concluded that Apple effectively harnessed PESTEL factors to sustain its market leadership and enhance its global brand value.
Aurora Travel & DMC conducts a comprehensive external environment analysis to assess the macro and microenvironmental factors impacting its operations This evaluation employs the PESTEL model, which examines political, economic, social, technological, environmental, and legal influences, alongside an analysis of industry competition.
Political factors are crucial to the business operations of Aurora Travel & DMC, as shifts in government policies and political stability have a significant effect on the tourism industry and the company's overall performance.
The Vietnamese government regards tourism as a key economic sector contributing directly to national GDP Vietnam’s tourism policies encompass various measures to strengthen the industry’s development:
The government is implementing strategies to boost international tourism, such as launching new international flight routes and enhancing tourism marketing efforts Initiatives like the Vietnam Tourism Promotion program play a crucial role in promoting Vietnam's image worldwide This presents Aurora Travel & DMC with the opportunity to broaden its international clientele and elevate inbound tourism revenue.
Vietnam has streamlined its visa processes to attract more international tourists, including visa exemptions for select countries and the implementation of e-visas These changes have improved Vietnam’s competitiveness within Southeast Asia Aurora Travel & DMC can leverage this opportunity by focusing on new international markets, particularly those from countries that benefit from visa exemptions.
The government is significantly investing in tourism infrastructure by expanding airports, building transportation routes, and developing lodging facilities in key tourist destinations like Phu Quoc, Da Nang, and Ha Long This initiative aims to boost tourist capacity and improve service quality, thereby creating new opportunities for travel companies such as Aurora Travel & DMC to enhance their offerings.
Financial and technical support programs are designed to foster the growth of domestic travel businesses Policies aimed at small and medium-sized enterprises (SMEs), including tax incentives and reduced fees for travel-related licenses, provide a conducive environment for Aurora Travel & DMC to boost its competitiveness and broaden its operational scale.
Vietnam is focusing on sustainable tourism by implementing regulations that promote eco-friendly and community-based tourism investments This shift presents opportunities for Aurora Travel & DMC to create green tourism products, including ecotourism and community-based experiences, aligning with emerging consumer trends.
International Relations and Political Stability
Vietnam's political stability positions it as a key destination in Southeast Asia, significantly enhancing its appeal to international tourists This stable environment fosters tourism investment and development, allowing Aurora Travel & DMC to effectively manage risks associated with political changes.
Vietnam is enhancing diplomatic relations with developed nations such as the United States, Japan, South Korea, European countries, and Australia These relationships, bolstered by free trade agreements like CPTPP and EVFTA, are significantly boosting tourism and international arrivals As a result, companies like Aurora Travel & DMC are successfully attracting tourists from these countries, benefiting from increased trade and travel opportunities.
China stands as Vietnam's primary source of tourists, making the economic and diplomatic ties between the two nations essential for boosting Chinese visitor numbers To foster bilateral tourism, the Vietnamese government actively engages in negotiations and signs tourism cooperation agreements with China Aurora Travel & DMC should persist in targeting the Chinese market by developing products and services specifically designed for this demographic.
Geopolitical factors and international security significantly influence inbound tourism to Vietnam, as political tensions and armed conflicts in various regions can lead to decreased tourist arrivals from impacted markets.
Implications for Aurora Travel & DMC
Aurora Travel & DMC can capitalize on favorable visa policies and stable political conditions to boost international tourism To effectively seize these opportunities, the company must stay informed about evolving policy trends and international relations.
Target Customer Identification
In today's competitive tourism industry, Aurora Travel & DMC recognizes the importance of identifying target customers for brand growth and business success The company has effectively segmented the market, analyzed customer behaviors, and established a robust process for identifying its ideal clientele.
Market segmentation is essential for identifying target customers, and Aurora Travel & DMC categorizes its clients primarily by demographic factors like age, gender, and income Customers aged 25 to 50 are more likely to travel frequently and can afford premium travel services As a result, the company tailors its products and services to meet the specific needs of this age group.
Customer segmentation takes into account psychographic and behavioral factors, focusing on individuals who appreciate cultural, culinary, and nature exploration These customers typically lead active lifestyles and are inclined to invest in unique, high-quality travel experiences By understanding these needs, Aurora can capitalize on opportunities to create personalized services that cater to this target audience.
Aurora Travel & DMC has conducted thorough market research to effectively identify target customers by surveying both current and potential clients, gaining valuable insights into their needs and desires Utilizing data analytics tools, the company has analyzed customer trends and preferences, which has facilitated the development of detailed buyer personas.
The profiles encompass demographic, psychographic, and consumer behavior data, offering the company a thorough understanding of its target audience Additionally, strategically choosing customer outreach channels such as social media, email marketing, and online advertising is essential for enhancing customer engagement.
Table 2.2 Survey Results on Quality of Target Customer Identification
Poor Poor Average Good Very
Does the company conduct market research to identify target customers?
Is target customer information updated regularly?
Does the company use analytical tools to better understand customer needs?
How well do marketing campaigns meet the needs of target customers?
Do you feel the company's services align with target customer desires?
Survey responses to questions related to market research and customer needs demonstrate a high percentage of employees rating these activities as "Good" or
The company's performance rating of "Very Good," between 47% and 57.5%, highlights its strong foundation in recognizing target customers and delivering appropriate services Employees understand the crucial role of identifying target customers in the brand development strategy, reflecting the company's investment in educating and training staff on the importance of customer-focused development.
Despite a majority of positive feedback, 20-25% of employees rated the target customer identification activities as average or below, indicating a need for the company to improve its market research processes and update customer information to enhance these activities.
Employee feedback reveals inconsistencies in how marketing campaigns meet customer needs, highlighting the importance of ongoing input from both employees and customers To strengthen brand strategy, the company should cultivate an open work environment that invites contributions from all team members, fostering alignment and sustainable growth in effectively identifying and serving target customers.
Figure 2.1 Survey Results on the Quality of Target Customer Identification
Brand Positioning Statement
Aurora Travel & DMC stands out as the premier option for travelers in search of genuine and sophisticated experiences in Vietnam and Southeast Asia We focus on offering customized tours that honor local cultures and promote environmental sustainability, ensuring our clients enjoy memorable adventures.
This statement clearly indicates that Aurora Travel & DMC caters to travelers seeking unique, high-quality experiences, demonstrating a strong understanding of its target market and customer needs
Aurora’s strong emphasis on personalization and environmental commitment distinguishes it in the travel industry As modern travelers prioritize sustainable and eco-friendly options, this focus serves not only as an effective marketing strategy but also highlights the company’s dedication to social responsibility.
Aurora Travel & DMC goes beyond traditional tours by crafting deep cultural experiences that foster connections with local communities This unique approach enhances customer loyalty by creating positive memories and emotional ties, ultimately encouraging repeat visits.
Aurora's positioning statement is crucial for shaping its marketing strategies and improving services By consistently updating and evolving its tours to cater to customer demands and align with sustainable tourism trends, the company can sustain its competitive advantage.
Aurora Travel & DMC’s brand positioning statement embodies the company’s core values and business goals, emphasizing personalized experiences and environmental protection This focus not only enhances customer satisfaction but also supports sustainable growth in the tourism industry.
Table 2.3 Survey Results on the Quality of Aurora Travel & DMC’s Brand
Poor Poor Average Good Very
Is the company’s brand positioning statement clear and easy to understand?
2 Does the statement represent the company's core values? 11 24 52 40 14 200
Does the statement attract the attention of target customers?
Does the company implement communication strategies consistent with the statement?
Do customers feel that the company’s services align with the statement?
Figure 2.2: Survey Results on the Quality of Aurora Travel & DMC’s Brand
The brand positioning statement received mixed feedback, with 60 respondents rating its clarity as "average," 34 as "good," and 7 as "very poor." This suggests a generally positive understanding of the brand positioning among respondents, highlighting the need for improvement in clarity to enhance overall perception.
"average" and "good" reflects success in conveying the brand message However,
23% of respondents found the statement unclear (rating it "very poor" or "poor"), suggesting that some aspects of the statement could be refined to meet customer expectations better
Regarding the company’s core values, 52 respondents felt the statement conveyed these values adequately, while 40 rated it "good" and 11 "very poor." The
An "average" rating from 52 individuals suggests that there is significant potential to better highlight the company's core values To enhance this, the company should consider revising its messaging to more clearly articulate these values This can be achieved through improved communication strategies, targeted marketing efforts, or comprehensive training programs, empowering employees to understand and effectively represent the brand’s values.
In a recent survey, 46 respondents considered the appeal of the company's message to target customers as "good," while 52 rated it as "average." This indicates that, despite successfully attracting attention, 26% of participants found the communication methods, content, and brand values lacking To boost customer engagement, the company should focus on enhancing the quality and presentation of its content.
A recent survey revealed that 51 respondents rated the company's communication strategies as "average," while 36 rated them as "good" and 25 as "very good." This feedback highlights the necessity for the company to enhance its communication impact, particularly given the significant number of average ratings To better connect with the target audience, the company should reassess its communication channels and explore modern tools, such as social media, to strengthen its outreach and effectiveness.
A significant majority of respondents, 44 out of 72, expressed satisfaction with the service alignment of Aurora Travel & DMC, indicating that the services effectively meet the brand statement and customer expectations However, with 19 respondents rating the alignment as "poor" and 9 as "very poor," there are identifiable areas for improvement To enhance service alignment further, the company should actively listen to customer feedback and implement necessary adjustments.
The survey results highlight the strengths and weaknesses in Aurora Travel
DMC's brand positioning statement shows strengths in clarity and service alignment; however, it needs improvements in core values and communication strategy By enhancing these aspects, DMC can strengthen its brand image and foster greater customer loyalty.
Defining Core Values and Mission
Aurora Travel & DMC’s core values shape the company’s interactions with customers, partners, and the community These values reflect its vision and guide its operational principles
Aurora Travel & DMC is committed to delivering exceptional travel experiences by prioritizing attentive and thoughtful service The company focuses on actively listening to customer needs, ensuring high satisfaction and creating memorable journeys.
Quality in Service Delivery: From tour planning to customer support, the company upholds high standards, working with trusted partners and suppliers to ensure top-quality services
Innovation and Creativity: Aurora Travel & DMC continually seeks new ideas and creative services to deliver unique, memorable travel experiences
Sustainable and Responsible Tourism: The company is committed to sustainable practices, environmental protection, and supporting local communities through responsible tourism initiatives
Professional, Knowledgeable Staff: The company takes pride in its team, skilled in local culture and tourism Their dedication and professionalism are vital to creating exceptional travel experiences for customers
The mission of Aurora Travel & DMC reflects its purpose in serving both customers and the community Here is an example mission statement:
Discover the natural beauty, vibrant culture, and warm hospitality of Vietnam with our diverse travel experiences We prioritize professional and attentive service, ensuring each journey is memorable Committed to sustainable practices, we aim to positively impact local communities while enriching your travel adventure.
Defining core values and a clear mission is essential for Aurora Travel & DMC to establish a strong brand image, which in turn cultivates customer trust and loyalty This solid foundation is crucial for the company's growth and expansion in the competitive tourism industry.
Table 2.4: Survey Results on the Quality of Core Value and Mission
Identification by Aurora Travel & DMC
Poor Poor Average Good Very
1 Has the company clearly defined its core values? 10 15 55 80 40 200
Has the company’s mission been clearly communicated to employees?
Does the company conduct activities to promote core values?
Do employees understand the company’s core values and mission?
Do customers perceive alignment between the company’s services and its core values?
A survey of 80 respondents rated the core value definition as "good," while 40 rated it as "very good," demonstrating a general clarity in the organization's core values However, the 55 ratings of "average" highlight the necessity for enhanced communication of these values to all stakeholders.
Regarding mission communication to employees, 70 rated it as "good" and
50 as "very good," showing a reasonably strong understanding of the company’s mission within Aurora Travel & DMC Nevertheless, 20% of respondents rated it below "good," indicating a need for enhanced internal communication
For activities promoting core values, 75 rated them "good," yet 65 rated them
"average," signaling the need to focus on executing these activities to reinforce understanding and implementation
Regarding employees’ understanding of core values and mission, 69 rated it as "good." However, with 14 "poor" ratings, the company could improve employee understanding through training or workshops
Customer satisfaction regarding service alignment with core values is evident, with 66% rating it as "good" and 54% as "very good." Nonetheless, 17% of customers believe there is still room for improvement, underscoring the necessity of ongoing customer feedback for enhancing service alignment.
Aurora Travel & DMC has made notable progress in articulating its core values and mission, as indicated by recent survey results However, to enhance both employee and customer understanding of these values, the company should focus on further improving its communication strategies across the organization.
Chart 2.3: Survey Results on Evaluating Core Value and Mission Statement
Identification Activities of Aurora Travel & DMC
Brand Image Consistency
In an increasingly competitive tourism industry, maintaining a consistent brand image is crucial for the success of Aurora Travel & DMC
In 2021, Aurora Travel & DMC implemented a robust branding strategy by creating a new brand identity, featuring a modern logo that embodies dynamism and professionalism The fresh color palette of green and light yellow evokes a nature-inspired ambiance, while the slogan "Explore the World with Aurora" emphasizes the company's commitment to providing customers with thrilling travel experiences.
The initial marketing campaign effectively leveraged social media platforms like Facebook and Instagram, using engaging images and videos from previous tours to draw in customers Livestream sessions that introduced services and answered customer inquiries fostered a strong connection with the target audience As a result, the company experienced a 30% increase in Facebook followers and a 35% rise in Instagram followers within six months, alongside a 20% growth in new customers attributed to consistent interaction with its followers.
Aurora Travel & DMC utilized online surveys post-trip to gather customer feedback, revealing that 85% of respondents were satisfied with their travel experience Additionally, 78% of customers perceived the brand as professional and classy This valuable feedback enabled the company to gain insights into customer expectations and make necessary improvements to its products and services.
In 2022, Aurora Travel & DMC enhanced its brand image by standardizing its identity across all advertising materials, the website, and internal documents A significant initiative was the website upgrade, which prioritized user-friendliness and alignment with the brand message The newly optimized mobile-friendly site allows customers to effortlessly browse information and book tours anytime, anywhere.
The company partnered with influencers and travel bloggers to enhance its international reach, resulting in blog posts and experience videos from Aurora’s tours garnering millions of views and boosting brand visibility This strategic combination of promotional programs and advertising efforts contributed to a remarkable 25% increase in international customers compared to the previous year.
In 2022, Aurora Travel & DMC successfully launched an internal brand training program, conducting workshops for all employees, including sales, marketing, and tour guides, to ensure a unified brand message This initiative led to 92% of employees feeling more confident in their ability to represent the company to customers.
In 2023, Aurora Travel & DMC focused on achieving comprehensive digitalization in brand management and development by implementing a new Customer Relationship Management (CRM) system This system enabled the company to efficiently manage customer information and personalize experiences for different target groups By analyzing data from the CRM, Aurora Travel gained valuable insights into customers' needs and preferences, allowing them to create tailored products and services.
In 2023, the "Aurora – Destination of Unique Experiences" campaign made significant strides by showcasing both traditional and lesser-known travel destinations This initiative offered various tours to remote areas, emphasizing unique cultural experiences that appealed to adventure-seeking travelers As a result, tours to new destinations saw a 40% increase compared to the previous year, contributing to 30% of the company's total revenue.
Aurora Travel & DMC implemented loyalty programs to strengthen relationships with returning customers, offering birthday gifts, discounts on future trips, and exclusive VIP events This initiative led to a 60% repeat customer rate, marking a 15% increase from 2022.
Table 2.5: Survey Results on Evaluating the Consistency of Brand Image
Activities of Aurora Travel & DMC
Poor Poor Average Good Very
Level of consistency of brand image elements in marketing campaigns?
Does the company take steps to maintain brand consistency across communication channels?
Coordination among departments in maintaining brand image?
Consistency in the use of logo and brand identity system?
Alignment between communication message and brand’s actual image?
Chart 2.4: Survey Results on Brand Image Consistency at Aurora Travel &
A survey revealed that 75 respondents rated the consistency of brand elements in Aurora Travel & DMC's marketing campaigns as "Good," and 45 as "Very Good," demonstrating a strong appreciation for brand consistency among staff However, there were 5 ratings of "Very Poor" and 15 of "Poor," indicating that some campaigns still lack visual cohesion While the overall perception of brand image consistency is positive, a thorough analysis of the areas rated as "Poor" and "Very Poor" is essential for targeted improvements, particularly in diverse markets or customer segments with varying demands.
The company’s efforts to maintain brand consistency across communication channels saw 80 respondents selecting "Good" and 38 "Very Good," while 7 rated it
"Very Poor" and 20 "Poor." Maintaining brand consistency on communication channels was positively evaluated, with 118 respondents (nearly 60%) rating it as
While most feedback was positive, some customers highlighted inconsistencies in brand presentation across various platforms such as social media, the website, and email marketing This indicates a need for the company to reassess its strategy for ensuring consistent content and visuals across all customer interactions.
Interdepartmental collaboration in maintaining brand image had 70 respondents rating it "Good" and 42 "Very Good," but 18 rated it "Poor" and 8
Effective collaboration among departments is crucial for maintaining a consistent brand image; however, survey results indicate significant challenges in internal coordination Many departments either lack a clear understanding of brand principles or are not fully informed about branding strategies Enhancing internal communication can help align all teams with the same brand goals and standards.
Consistency in logo and brand identity usage received 78 "Good" and 46
Aurora Travel & DMC has achieved a notable reputation, receiving predominantly "Very Good" ratings, with minimal negative feedback The company has effectively maintained its logo and brand identity across various media and campaigns, with only slight variations To sustain its high standards, it is essential for Aurora Travel & DMC to continue ensuring consistent usage of its logo and brand identity across all marketing platforms and channels.
Alignment between brand messaging and brand reality is a strong point for Aurora Travel & DMC, with 85 respondents rating it as "Good" and 51 as "Very Good." This successful alignment has bolstered customer recognition and trust However, to preserve its positive reputation, the company must analyze negative feedback to ensure that its messaging accurately reflects its actual services and commitments.
The survey results indicate that Aurora Travel & DMC is successfully upholding brand image consistency in its marketing campaigns and brand identity However, there is room for improvement in interdepartmental collaboration and communication By ensuring strict adherence to branding guidelines across all departments and channels, Aurora can strengthen and sustain its brand image.
Developing Brand Personality
From 2021 to 2023, Aurora Travel & DMC focused on enhancing its brand personality through technology innovation, global expansion, and cultural diversity, while also prioritizing trust and customer engagement These strategic initiatives significantly improved Aurora's brand image and resulted in impressive business outcomes.
In 2021, Aurora Travel & DMC focused on technological innovation to enhance customer experience and optimize operations in response to the COVID-19 pandemic's adverse effects on the global tourism industry A significant achievement was the introduction of a mobile app, enabling customers to manage their schedules, book tours online, and access 24/7 support.
Aurora implemented a Customer Relationship Management (CRM) system to enhance customer engagement and personalize services, enabling the company to effectively track customer behavior and provide tailored products and services.
Recent technological advancements have led to impressive outcomes, with 65% of customers utilizing the mobile app, highlighting its accessibility and convenience Additionally, 88% of users rated their app experience as "Good" or "Very Good," indicating high satisfaction with the service innovations Notably, customer return rates increased from 22% to 30%, primarily due to enhanced care quality facilitated by the CRM system These statistics illustrate that technological innovation has significantly improved customer experience while also fostering greater interaction and loyalty.
In 2022, Aurora Travel & DMC adopted a globalization strategy to enhance its international presence by partnering with associates in Europe, the US, and Southeast Asia This initiative introduced a variety of cultural tourism products tailored to diverse customer preferences, ranging from leisure and nature exploration to local cultural experiences By participating in major international travel fairs and launching effective digital marketing campaigns, Aurora successfully distinguished itself from competitors and expanded its brand presence in new markets.
In 2022, Aurora achieved remarkable international business outcomes, with global market revenue reaching 35% of total revenue, reflecting a 20% increase from 2021 The company established partnerships with 15 new international associates, marking a 50% growth compared to the previous year Additionally, the number of international customers surged from 8,000 to 12,000, demonstrating a 15% growth rate and highlighting the effectiveness of Aurora's business strategies and market expansion efforts.
Aurora's strategies in globalization and cultural diversification have expanded its market presence and established the brand as a leading tourism company, adept at providing unique travel products that cater to the diverse needs of global customers.
In 2023, Aurora Travel & DMC enhanced its brand reputation by fostering trust and nurturing long-term relationships with customers The introduction of a loyalty program provided exclusive benefits for frequent travelers, while regular customer appreciation events were held to deepen connections and create unforgettable experiences.
Aurora also improved its customer support policies by offering flexible itinerary changes and refunds in emergencies This flexibility has reassured customers and strengthened their trust in Aurora’s services
Aurora's loyalty program achieved remarkable success, with the loyalty rate increasing from 30% to 38% by the end of 2023 Customer satisfaction is evident, as 92% of participants rated the quality of care and policy flexibility highly, showcasing their trust in Aurora's services Furthermore, revenue generated from loyal customers accounted for 28% of total revenue, reflecting a 12% increase from the previous year and significantly contributing to the company's growth.
Building trust and long-term engagement with customers has established a solid foundation for Aurora Travel’s brand, creating a distinctive image and enhancing business sustainability
Between 2021 and 2023, Aurora Travel & DMC experienced remarkable growth through strategic initiatives aimed at enhancing brand personality The company successfully leveraged technology innovation, embraced globalization, and focused on building customer trust, resulting in increased customer satisfaction, revenue growth, and a diverse international clientele This success highlights Aurora Travel & DMC’s robust brand position and its potential for sustainable growth moving forward.
Table 2.6: Survey Results Assessing the Quality of Aurora Travel & DMC
Poor Poor Average Good Very
1 Does the company clearly define its brand personality? 10 25 60 80 25 200
Do communication activities accurately reflect the company's brand
Do customers recognize and perceive the brand personality when using the services?
Does the company regularly evaluate and adjust its brand personality?
Is consistency across all communication channels ensured?
Source: Survey results by the author
Defining brand personality is crucial, yet a survey reveals that only 40% of employees feel it has been clearly established, with just 12.5% rating it as "Very Good." Additionally, 17.5% of employees believe the current definition is inadequate, indicating inconsistencies in internal understanding and communication of the brand.
Chart 2.5: Survey Results Assessing the Quality of Aurora Travel & DMC
A recent assessment revealed that 61% of employees rated the quality of communication within the company as "Good" or higher, highlighting the overall effectiveness of communication activities However, with 11.5% of employees expressing dissatisfaction, there is a clear need for improvement in message delivery across various channels To enhance brand recognition, the company should focus on reviewing and upgrading its communication campaigns while increasing engagement through social media and other online platforms.
Customer perception of brand personality is crucial, with only 37.5% of customers viewing it positively and 30% rating it as "Average." This highlights the need for improvements in the customer experience To enhance brand perception, Aurora Travel should conduct additional surveys to gain insights into customer expectations and perceptions, allowing for adjustments in services and communication methods to foster a more favorable impression.
A notable 20.5% of employees believe that the assessment of brand personality is insufficient, highlighting a gap in the continuous evaluation process that has hindered brand development at Aurora Travel To address this issue, the company should implement a regular feedback system from both employees and customers to effectively monitor brand growth and consistency, enabling the early identification of problems and timely adjustments.
Despite generally positive feedback on communication consistency, 16.5% of respondents indicated that it has not been fully realized Inconsistent messaging can create confusion regarding the brand's identity To address this, the company must ensure that all communications, including advertisements and social media, convey a cohesive theme Implementing a brand communication guide will aid employees in understanding and consistently applying the messaging across all platforms.
In conclusion, Aurora Travel & DMC has made progress in building its brand personality, but there are still many opportunities for improvement
Strengthening communication consistency, continuous evaluation, and focusing on customer experience will help the company grow stronger in the future.
Measuring Brand Image
Aurora has implemented a customer survey program aimed at understanding customer needs and satisfaction In 2021, the company surveyed 1,000 customers, achieving an 85% satisfaction rate This increased to 90% in 2022 with a larger sample of 1,500 customers, and further rose to 92% in 2023 with 2,000 surveyed These results indicate not only an improvement in service quality but also Aurora's success in effectively addressing customer expectations.
In the digital age, enhancing online presence is essential for success Aurora's website traffic was just 5,000 visits per month in 2021, prompting the company to invest in content optimization and social media advertising This strategy paid off, as website traffic doubled to 10,000 visits per month by 2022, alongside a 30% increase in social media engagement due to a budget of 500 million VND on Facebook and Google ads By 2023, website traffic surged to 20,000 visits per month, showcasing the effectiveness of Aurora's digital marketing efforts.
In 2022, Aurora launched a customer loyalty program that attracted 3,000 members in its first year, offering appealing benefits and personalized services By 2023, membership grew to 5,500, resulting in a 45% repeat customer rate, a 15% increase from the previous year, which not only boosted revenue but also fostered a loyal community Additionally, Aurora prioritized employee training as a key strategy, conducting six training sessions in 2021 for all employees on customer service and communication skills In 2022, three more sessions were held with a 95% participation rate, and 90% of employees reported satisfaction with the training quality By 2023, regular coaching sessions improved customer service skills for 98% of employees, enhancing overall customer experiences.
Aurora also paid attention to participating in major tourism events from 2021 to 2023 For example, its participation in the Vietnam International Travel Fair
In 2023, the company successfully attracted 10,000 new customers, leading to a substantial rise in tour bookings in the subsequent months This surge not only boosted brand recognition but also broadened the company's network, fostering valuable connections with both customers and partners.
Between 2021 and 2023, Aurora Travel & DMC undertook significant initiatives to enhance its brand image, including customer surveys, boosting online visibility, establishing a loyalty program, training staff, and engaging in tourism events These efforts have improved service quality and strengthened brand reputation, enabling Aurora to solidify its position in the tourism sector while fostering customer trust and paving the way for sustainable growth in the future.
Table 2.7: Survey Results Assessing the Quality of Aurora Travel & DMC
Poor Poor Average Good Very
1 Quality of customer surveys conducted by the company 10 15 50 85 40 200
2 The level of online presence of the company 5 10 45 70 70 200
3 The company's customer loyalty program 8 12 40 90 50 200
4 Quality of employee training at the company 12 18 60 75 35 200
5 The company's participation in tourism events 12 18 60 75 35 200
Source: Survey results by the author
Chart 2.6: Survey Results on the Quality of Brand Image Measurement
Activities at Aurora Travel & DMC
According to survey results, 62.5% of customers rated the quality of the surveys as "Good" or "Very Good," highlighting Aurora's dedication to listening to customer feedback and enhancing service quality However, with 12.5% of customers expressing dissatisfaction with the survey quality, there is a clear opportunity for Aurora to refine its survey methods to better capture and reflect customer opinions.
Aurora has achieved a commendable online presence, with 70% of customers rating it as "Good" or "Very Good," indicating success in its digital communication and brand promotion efforts However, 7.5% of customers believe that the online presence could be stronger, highlighting the need for Aurora to further invest in digital marketing to enhance its brand recognition and expand its reach within the online community.
Aurora's loyalty program has garnered significant customer attention, with 70% rating it as "Good" or "Very Good," indicating a positive influence on customer loyalty Nevertheless, 10% of customers expressed dissatisfaction, highlighting the need for further enhancements to increase the program's value and appeal, ultimately fostering a committed customer community for sustainable growth Additionally, survey results reveal that 55% of customers rated the quality of employee training as "Good" or "Very Good," reflecting Aurora's investment in improving customer service skills However, with 15% of customers finding the training quality lacking, it is essential for Aurora to review and enhance its training programs to equip employees with the necessary skills to effectively meet customer needs.
Participation in tourism events garnered positive feedback, with 55% of customers rating it as "Good" or "Very Good." This engagement boosts brand recognition and fosters strong relationships with customers and partners Nonetheless, 15% of customers expressed dissatisfaction, indicating a need for Aurora to enhance its participation strategy to leave a more impactful impression.
The survey results indicate that Aurora Travel & DMC has made significant strides in enhancing its service quality and brand image, demonstrating success in addressing customer needs Despite this progress, there remain areas for improvement To strengthen its position in the tourism industry, Aurora must continue to develop and refine its strategies while focusing on delivering exceptional customer experiences Dedicated and professional service will be crucial for fostering strong customer loyalty, ultimately expanding Aurora’s influence and promoting sustainable growth in the future.
Evaluation of Brand Image Development Strategy at Aurora Travel & DMC
Aurora Travel & DMC has strategically defined its target audience, focusing on individuals aged 25 to 50 with significant spending power, utilizing demographic, psychological, and behavioral insights By leveraging market research tools to create detailed buyer personas, the company successfully developed tailored products that resonate with its customers The effectiveness of their marketing campaigns is reflected in the positive feedback received, with 47–57.5% of responses rated as "Good" or "Very Good," showcasing a strong foundation for engaging their target market.
Aurora Travel & DMC has crafted a clear positioning statement that highlights its commitment to personalization and environmental sustainability, aligning with current trends in sustainable tourism This brand message reflects a strong understanding of the target market, particularly those interested in unique cultural experiences Survey results show that over 47% of respondents rated the clarity of the brand statement as "Good" or "Very Good," with positive feedback on the alignment of services This coherence has fostered customer loyalty and strengthened the brand’s image.
The company has effectively established its core values by prioritizing quality, innovation, and sustainability in its services, while also providing unique travel experiences Survey results revealed that 80 respondents rated these initiatives as "Good" and 40 as "Very Good." The mission was clearly communicated to employees, with ratings of "Good" from 70 and "Very Good" from 50 Additionally, core value promotion activities received positive recognition from employees, and customers rated the services in alignment with these values, with 66 marking them as "Good" and 54 as "Very Good." This reflects a successful integration of brand values with customer experiences.
Aurora Travel & DMC has successfully launched a new brand identity featuring a modern logo, vibrant color scheme, and a clear slogan, which has positively impacted customer perceptions Their marketing campaigns effectively utilized this cohesive branding, boosting recognition and fostering deeper connections with customers The company also enhanced social media engagement and partnered with influencers, significantly elevating the brand's image and attracting new clients Consistent messaging that aligns with the brand’s offerings has further strengthened customer trust and loyalty.
The company successfully enhanced its brand personality through technological innovation, globalization, and customer engagement, leading to a significant increase in customer loyalty from 22% to 30% due to an improved mobile app and CRM system Additionally, international market expansion and partnerships with global entities resulted in a 20% revenue boost, solidifying Aurora’s position in the global market Loyalty programs and effective communication strategies further elevated brand awareness, with 61% of employees acknowledging a strong representation of brand personality in communications.
Lastly, Aurora Travel & DMC made significant progress in measuring and improving brand image Customer satisfaction rates increased steadily from 85%
From 2021 to 2023, customer satisfaction surged from 72% to 92%, highlighting the success of enhanced surveys and service improvements The company's online presence saw significant growth, with website traffic increasing fourfold and social media engagement improving notably Additionally, the loyalty program gained 5,500 members, boosting repeat customer rates to 45% Employee training and participation in travel events further elevated service quality and brand visibility.
Approximately 20–25% of employees rated the target customer identification process as average or below, indicating inconsistency in execution Infrequent updates to customer data and a scattered approach to meeting customer needs in marketing campaigns highlight the need for improvement To optimize its target customer identification strategy, the company should enhance feedback collection from both employees and customers.
While the positioning statement demonstrated some effectiveness, it requires refinement, as 23% of respondents found it unclear This indicates a need to enhance the content to better showcase core values Additionally, there was a lack of consistency between the communication strategy and the positioning statement, with 25% of respondents expressing dissatisfaction.
The term "average" underscores the necessity for improved communication channels to better engage customers Furthermore, 26% of participants indicated that the current messaging does not effectively capture customer interest To enhance appeal, the company should focus on refining the quality and delivery of its messages.
Despite some positive aspects, there are areas that need improvement Survey results indicate that 55 respondents rated the clarity of core value identification as "Average," highlighting the need for better communication of these values to stakeholders Additionally, 20% of employees rated the transmission of the company's mission as "Average" or below, suggesting a need for enhanced internal communication through training sessions and workshops Core value promotion activities also received an "Average" rating from 65 respondents, indicating a lack of distinctiveness Furthermore, while customers recognize the alignment between services and core values, 17% expressed dissatisfaction, prompting the company to consider feedback and adjust services to ensure consistency with its core values.
Inconsistent marketing campaigns and communication channels were highlighted by 11% of respondents who rated them as "Poor" or "Very Poor," indicating a need for improved uniformity across platforms Additionally, internal collaboration among departments was deemed suboptimal, with 13% of employees rating coordination as "Poor" or "Very Poor." Although the logo and brand identity received positive feedback overall, specific campaigns exhibited instances of inconsistent usage.
A significant portion of employees (17.5%) lacks a complete understanding of the brand personality, while 11.5% are dissatisfied with communication efforts, highlighting the need for improved message consistency Furthermore, only 37.5% of customers resonate with the brand personality, emphasizing the importance of enhancing service experiences The lack of a continuous evaluation process and inconsistent messaging are undermining branding effectiveness To ensure ongoing brand development, Aurora Travel must address these critical issues.
Despite improvements, 12.5% of customers rated survey quality as unsatisfactory, highlighting the need for optimized survey methods While online presence has enhanced, 7.5% of customers still find it lacking, indicating a need for stronger digital marketing efforts Furthermore, although loyalty programs and employee training received positive feedback, they fell short for about 10-15% of customers To tackle these issues, Aurora should implement innovative strategies and continuously enhance the customer experience across all areas.