Research on building and developing the brand of vietnam national chemical industtry group – VINACHEM

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --- CHU PHƯƠNG LINH RESEARCH ON BUILDING AND DEVELOPING THE BRAND OF VIETNAM NATIONAL CHEMICAL INDUSTRY GROUP - VINACHEM NGHIÊN CỨU

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH

-

CHU PHƯƠNG LINH

RESEARCH ON BUILDING AND DEVELOPING THE BRAND OF VIETNAM NATIONAL CHEMICAL

INDUSTRY GROUP - VINACHEM

NGHIÊN CỨU XÂY DỰNG VÀ PHÁT TRIỂN

THƯƠNG HIỆU TẬP ĐOÀN CÔNG NGHIỆP HÓA

CHẤT VIỆT NAM - VINACHEM

LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

HÀ NỘI - 2019

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH

-

CHU PHƯƠNG LINH

RESEARCH ON BUILDING AND DEVELOPING THE BRAND OF VIETNAM NATIONAL CHEMICAL

INDUSTRY GROUP - VINACHEM

NGHIÊN CỨU XÂY DỰNG VÀ PHÁT TRIỂN

THƯƠNG HIỆU TẬP ĐOÀN CÔNG NGHIỆP HÓA

CHẤT VIỆT NAM - VINACHEM

Chuyên ngành: Quản trị kinh doanh

Mã số: 60 34 01 02

LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

NGƯỜI HƯỚNG DẪN KHOA HỌC: TS PHẠM VĂN HỒNG

HÀ NỘI - 2019

DECLARATION

The author confirms that the research outcomes in the thesis is the result of author’ independent work during study and research period and it is not yet published in other’s research and article

The other’s research result and documentation (extraction, table, figure, formula and other document) used in the thesis are cited properly and the permission (if required) is given

The author is responsible in front of the ThesisAssessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration

Hanoi, May 2019

Chu Phuong Linh

ACKNOWLEDGEMENTS

I would like to express my gratitude to all those who gave me the possibility

to complete this dissertation I want to thank Vietnam National Chemical Industry Group for giving me the permission to do the necessary research work and to use Vinachem data

I am deeply indebted to my supervisor Pham Van Hong PhD, Vice Dean of Hanoi School of Business and Management - Hanoi National University whose help, stimulating suggestions and encouragement helped me in all the time of research for this dissertation

Besides my advisor, I would like to thank to MBA studying course and the team of HSB’s lecturers and supporting staffs Without partcipating the course, as well as the caring and responsibility of them, I could not have opportunity to access and absort the useful knowledge for framing my comprehensive understanding about business administration

Especially, I would like to thank my family for all the support and encouragement not only during this Master course, but also my life

Hanoi, May, 2019

Chu Phương Linh

TABLE OF CONTENTS

DECLARATION i

ACKNOWLEDGEMENTS ii

ABBREVIATION vi

LIST OF FIGURES vii

INTRODUCTION 1

CHAPTER 1: THEORETICAL OF BRAND BUILDING AND DEVELOPMENT 9 1.1 Overview of Brand 9

1.1.1 Concept and characteristics of the brand 9

1.1.2 The role of the brand 12

1.2 Processing of brand building and development 14

1.2.1 Building brand vision 14

1.2.2 Brand Positioning 15

1.2.3 Brand identity system 17

1.2.4 Brand communication 22

1.2.5 Brand Assessment 288

1.2.6 Brand Protection 28

1.3 The basic elements ensure the successful branding 29

1.3.1 Leaders 29

1.3.2 Commitment of Leadership 30

1.3.3 Products 30

1.3.4 Resources of businesses 31

1.3.5 Internal Communications 31

Summary of Chapter 1 33

CHAPTER 2: CURRENT SITUATION OF BUILDING AND DEVELOPING THE BRAND OF VIETNAM NATIONAL CHEMICAL INDUSTRY GROUP – VINACHEM 34

2.1 Overview of Vietnam National Chemical Industry Group - Vinachem 34

2.1.1 The process of formation and development 34

2.1.2 Organizational structure and business lines of Vietnam National Chemical Group37

2.1.3 Business Results 3740

2.2 Current situation of brand building and development at Vietnam National Chemical Industry Group 41

2.2.1 Building Brand vision 42

2.2.2 Brand Positioning 43

2.2.3 Brand identity system 44

2.2.4 Brand Communication 47

2.2.5 Brand Protection 52

2.3 Situation of factors to ensure successful branding of Vietnam National Chemical Industry Group 53

2.3.1 Leader 53

2.3.2 Commitment of Leader 56

2.3.3 Products 57

2.3.4 Resources 63

2.3.5 Internal communication 65

2.4 Evaluation of brand building activities of Vietnam National Chemical Industry Group 67

2.4.1 Results 67

2.4.2 Limitations and causes 68

Summary of Chapter 2 70

CHAPTER 3: SOME SOLUTIONS TO IMPROVE BUILDING AND DEVELOPING BRAND OF VIETNAM NATIONAL CHEMICAL INDUSTRY GROUP - VINACHEM 71

3.1 Orientation and objectives of Vietnam National Chemical Industry Group 71

3.1.1 Vision: 71

3.1.2 Mission 71

3.1.3 Branding goals up to 2025 71

3.2 Solution to improve brand building of Vietnam National Chemical Industry Group73 3.2.1 Solution to improve branding apparatus of Vinachem 73

3.2.2 Solutions to identify target market and brand positioning 75

3.2.3 Solution to design brand identity system 76

3.2.4 Solutions to improve communication and trade promotion activities 78

3.2.5 Other solutions 82

3.2.6 Implementation plan of proposed solutions 82

3.3 Some recommendations 86

3.3.1 For the State 86

3.3.2 For Vietnamese chemical enterprises 87

Summary of Chapter 3 88

CONCLUSIONS 89

REFERENCES 90

LIST OF FIGURES, TABLE

Figure 2 1 Organizational structure of Vietnam National Chemical Industry Group 37

Figure 2.1 Business results of Vietnam National Chemical Group period 2016-2018 41

Table 2 1 Customers’ assessment of “clean” culture 44

Table 2.2 Evaluate the popularity of new customers with culture 44

Table 2.3 Evaluation of Vinachem's brand identity system 46

Table 2.4 The situation of expenses for brand communication activities of Vinachem in the period 2016-2018 47

Table 2.5 Expenses for promoting and advertising Vinachem products in the period of 2016 - 2018 49

Table 2.6 Evaluation of accessibility to information about Vinachem 51

Table 2.7 Comments of customers and partner about Vinachem 51

Table 2.8 Evaluation of Vinachem products 59

Table 2.9 Prices of some exported products for domestic consumption by Vinachem 60

Table 2.10 Prices of some products of type 2 consumed on the domestic market of Vinachem 61

Table 2.11 Prices of some chemical products of some chemical companies across the country 62

Table 2.12 Customer’s assessment of Vinachem’s staff 64

Table 2.13 Evaluate the satisfaction level of staff and employees with activities Vinachem personnel organization and management 66

1 The urgency of the subject

In the development of the world economy in general and Vietnam's economy

in particular, when goods are produced more and more, competition between suppliers is also increasingly fierce, the role of brand is very important for businesses participating in the market Branding is one of the most important factors contributing to creating competitiveness, attracting customers, creating business prestige and really is an important asset of the business While foreign enterprises have long been aware of the extremely important role of the brand, have focused on investment, brand promotion and achieved great success, only a few years ago, after

a series of Vietnamese trademark cases that have been violated at home and abroad, Vietnamese businesses are more interested in branding Building a brand for yourself is becoming an urgent issue for Vietnamese businesses, especially since our country joined the World Trade Organization

During the integration period today, the chemical industry in the country is still in the stage of growth and development, chemical enterprises are facing difficulties in quality competition, product prices and must catch up with high management and technical skills of countries in the region and the world In the production of detergents, paints and ink multinational corporations are dominating the market and the Domestic enterprises mainly only process for them with the desire to have a part in the market to survive

Vietnam National Chemical Group (hereinafter refered to as VINACHEM) is

a multi-owned enterprise, in which state ownership is dominant, operating under the model of Parent Company - Subsidiary, established under Decision No 2180 TTg dated 23 December 2009 by the Prime Minister on the basis of reoder and reorganizing Vietnam National Chemical Corporation, managing forty-one subsidiary companies and 5 foreing joint ventures with over 30,000 employees in some fields such as: fertilizers, pesticides, detergents, rubber products, paint and petrochemicals, drycells and storage batteries, and basic chemicals

medium-sized, so they are currently subject to direct and fierce competition from foreign corporations with financial potential as well as modern technologylevel and development strategíe This requires domestic chemical enterprises to make more efforts in production to find their own way Moreover, until now, Vinachem does not have any plans to develop their Group brand, although some Vinachem subsidiary company brands have developed significantly and hold high positons in Vietnamese market So most people know Vinachem’subsidiary company brands, but they are unfamiliar with Vinachem Group brand Therefore, researching and developing a strong brand, building Vinachem brand is becoming ever more important as Vinachem faces an increasingly global and competive marketplace Due to that reason, I chose the

topic "Research on building and developing the brand of Vietnam National Chemical Industry Group - VINACHEM" as my master's thesis topic

2 Overview of research situation

2.1 Foreign research situation

In recent times, there have been a number of authors studying abroad on brands published through publishing books and doctoral dissertations such as:

- Thi Thu Huong Luc, PhD thesis, web branding at Vietnamese manufacture

enterprises, University of Fribourg, March 22nd, 2013: “Lục Thị Thu Hường (2013)

- Al Ries &Laura Ries (2002, 2009), with: The 22 Immutable Laws of

Branding and 11 Immutable Laws of internet Branding Both books are translated

in Vienamese, published by Knowledge Publishing House, 2010

- Robert D Kintigh (2012), How to Brand Yourself Online, Truth Mastery, 1

edition (December 21, 2012): The book is about new opportunities for businesses, especially small businesses with the opportunity to build their own brand without being too dependent on the budget

The content of these studies refers primarily to some new issues in branding Besides, the research methods of these works mainly focus on synthesized methods

- statistics, collation - comparison, case method and few works using social investigation method However, these studies have not mentioned fully and comprehensively the contents necessary for the building and developping of brands

of enterprises, especially those affecting the process of building and developing brand of these businesses

2.2 Research in the country

In the country, the research on the brands of enterprises has some researches:

- Tran Thi Anh Tuyet (2010), "Strategy to build and develop the trademark of Trong Duc Electronics Center", Master's thesis in economics, Hanoi National Economics University This study focuses on systematizing the theoretical basic of brand, the project has focused on assessing the status of developing the brand name

of Trong Duc Electronics Center of Duong Trong Duc Co., Ltd in the past time through customer surveys In order to evaluate the factors affecting the brand of Trong Duc Electronics Center Basic for brand building through identifying the company's brand vision and goals to build a branding strategy Provide solutions to build the brand name of Trong Duc Center

This study focuses on systematizing the theoretical basis of the brand, assessing the status of business operations

- Nguyen Van Tam (2012), "Building the Co-opmart brand of the association

of commercial cooperatives in Ho Chi Minh City", Master's thesis in economics, Ho Chi Minh City University of Economics This study focuses on systematizing the theoretical basis of brand, assessing the status of business activities of Co.opmart supermarket and orienting to build and develop the brand of Co.opmart supermarket

by position analization of factors affecting brand Based on the development goal

to raise solutions for developing brand Co.opmart supermarket

- Le Thi Ngoc Trinh (2014), "Building brand of Vinh Tien Group", Master's thesis, Hong Bang International University The topic of the author Le Thi Ngoc Trinh focuses on assessing the status of branding of the company through the status

of branding and trademark registration Besides, the author also assesses the status

of brand development of the company's products through brand promotion activities Thereby assess the achievements and failures of the company's brand building and development activities to offer solutions to build and develop the

- Huynh Thi Thuong (2014), "Building a brand of Goldmilk milk powder of Van An Manufacturing and Trading Co., Ltd.", Master thesis, Dong Bang International University The content of the project, in addition to systematizing the theoretical basis of the brand, the project has focused on assessing the brand development status of Goldmilk milk powder in the past time At the same time, through the factors affecting the brand, vision, mission, core values and goals of the Goldmilk brand such as: market segmentation status and target market identification, brand positioning, current brand development strategy, the status of implementing brand development policies And most importantly, this essay has evaluated the results and brand protection through customer surveys Since then give some solutions to build and develop Goldmilk milk powder brand

- Phung Viet Quang (2013); "Developing brand Viglacera - Viglacera Corporation" master’s thesis in business administration, Danang University This thesis focuses on assessing the status of Viglacera brand development of Viglacera Corporation in the past time At the same time, through the factors affecting the brand, vision, mission, core values and goals of the Goldmilk brand such as: market segmentation status and target market identification, brand positioning, current brand development strategy, the status of implementing brand development policies Since then give some solutions to build and develop Viglacera brand of Viglacera Corporation

- Doan Van Sinh (2013); "Developing the brand of Petrol Petrolimex, master thesis in business administration, Danang University." The topic has taken steps to build and develop Petrolimex brand of Petrolimex Danang Gas Company in recent years Petrolimex Gas market of Petrolimex Da Nang Gas Co., Ltd joined the market very early, had a wide distribution system, large-scale and methodical facilities and good financial ability, high quality products However, Petrolimex

Da Nang Gas Co., Ltd is still competitive with many difficulties, developing inadequate with its potential and advantages Strengths, advantages of products and Petrolimex Gas brand are not well -known and selected to use Since then give

some solutions to develop Petrolimex brand of Petrolimex Danang Gas Company Limited

- The article "Vietnam brand development to the global" published in Vietnam Entrepreneur magazine April 5, 2019 by Huong Loan shows that Vietnamese businesses are very actively building brands, creating images of businesses and products on the domestic and international markets We strongly believe that, in the near future, there will be Vietnamese brands that are widely known in the global market

- The article "Development of Vietnam's agricultural product brand based on regional and regional exploitation" published in Finance magazine April 28, 2019

by Assoc Nguyen Quoc Thinh shows the current situation of brand development of Vietnamese agricultural products, analyzes favorable factors as well as presents some problems and difficulties in developing trademarks for Vietnamese agricultural products

- Article "Helping Vietnam's brand to develop sustainably" published in Nhan Dan newspaper on April 19, 2019 by Le Thi Binh The article analyzed in the process of increasing integration of Vietnam into the world economy today, outstanding competitiveness is a decisive factor for the success of enterprises in the market Brand is a valuable intangible asset - showing the most comprehensive and focused strengths of businesses to make a difference compared to competitors Meanwhile, most Vietnamese enterprises are small and medium-sized, most have not had much investment conditions for branding Therefore, supporting branding

of goods and services of enterprises to increase added value, promote exports, as well as enhance the ability to identify goods and services on the market is extremely necessary necessary in the process of integration and development of the country

In general, the above articles have introduced the concept of brand, brand characteristics, brand components, brand role, building orientation and brand development However, at the moment there is no author who studies the brand in the chemical industry, so the study of the topic: "Research on building and

VINACHEM" is not overlapped with other research projects and has high practical significance

3 Research objective of the topic

- Systematize the theoretical basis of branding, research and business brand

4 Objective and scope of the research

4.1 Subjects of the research

The objective of this dissertation aims to help build a Vinachem Group brand strategy suitable for Vinachem in the future through researching existing models

4.2 Scope of the research

- Spatial scope: A typical research thesis at Vietnam National Chemical Industry Group – Vinachem

- Scope of the content: The thesis focuses on researching the contents of construction research and brand development activities at Vietnam National Chemical Group including: Building brand vision; Brand Positioning; Building a brand identity system; Marketing activities; Brand evaluation; Protection and brand development

- Time scope: Information and data used to evaluate brand research and development activities at Vietnam National Chemical Industry Group were collected in the period from 2015 to 2017 Awards proposed solutions to 2025, vision 2030

5 Research method

5.1 Methods of synthesizing, analyzing and comparing existing data:

The thesis uses traditional research methods, analysis and synthesis of secondary data according to the system approach Secondary data include: information data from reports, website, internal documents, research works at

Vietnam National Chemical Group - VINACHEM Reference information related to the brand theme of domestic and international organizations and researchers Study syllabus, references, specialized journals, in-depth studies in the field of construction and brand development

Descriptive statistical methods are used to describe the basic characteristics of data collected from empirical research in different ways Descriptive statistics and inference statistics provide simple summaries of patterns and metrics This method

is used to describe the basic characteristics of statistical data from a variety of sources The thesis uses this method to reflect the basic situation, information about the situation of building and developing the brand of Vietnam National Chemical Industry Group through absolute, relative and average numbers, shows in tables, data tables, graphs and diagrams

Comparison method is a method to consider the analysis criteria by relying on comparing data with some basic criteria to clearly see the variation or difference of each analysis criteria This standard may be an indicator of this period compared to the previous period, the business results of this year and other years This method has two forms: absolute comparison and relative comparison The absolute comparison based on the difference of the two comparative indicators is only the basis of the analysis and the basic criteria Relative comparison is the ratio (%) of the analysis period compared to the original indicator to indicate the level of completion In this thesis, the author combines both relative and absolute comparisons This combination will complement each other, help authors have specific targets on volume and value, and see the growth rate of the number of air routes, fleet

Reasoning method - deductive reasoning, deduction from the general to the particular - Inductive reasoning: To gain new knowledge, it must go from private information to a general conclusion This method allows the use of specific premises, which are accepted knowledge to gain new knowledge

5.2 Method of survey

15 middle-level officials, subsidiary companies of the Group, the rest are partners and customers

- Design survey questionnaire:

Part A: General information about individuals investigated This section provides general informations such as:

+ Personal information: Vinachem experts, Leaders of Vinachem, Vinachem’s Parner, Customers, Subsidary company, …

+ Some other informations

Part B: Surveying factors affecting brands

In this section, the author relies on the 7P service marketing model to ask questions related to the brand identity and product system; price policy; distribution channel; promote (mainly provide information to customers people, processes, facilities) From there, analyze the level of brand identity, customer loyalty to VINACHEM brand Besides,it also offers solutions to overcome problems that VINACHEM are facing

- Handling research results:

After the questionnaires were collected, the author proceeded to remove unsatisfactory votes by mathematical statistical methods The author uses Excel software to calculate the average value to describe the aspects of the survey, the percentage (%) to clarify the elements of the survey sample according to survey criteria Research results are presented in the dissertation in the form of numbers, billboards

6 The structure of the thesis

In addition to the opening, the conclusion The thesis is structured into 3 Chapters including:

Chapter 1: Theoretical basis of brand building and development

Chapter 2: Current situation of building and developing Brand of Vietnam National Chemical Industry Group - VINACHEM

Chapter 3: Some solutions to improvebuilding and developing brand of Vietnam National Chemical Industry Group- VINACHEM

CHAPTER 1 THEORETICAL OF BRAND BUILDING AND DEVELOPMENT

1.1 Overview of Brand

1.1.1 Concept and characteristics of the brand

1.1.1.1 Concept of the brand

Brand is one of the important factors contributing to maintaining, expanding and developing domestic and foreign markets for businesses, improving trade civilization, contributing to combating unfair competition In the context of international economic integration of our country, businesses are facing fierce competition, especially when many foreign goods penetrate into Vietnam market Therefore, it is very necessary for businesses to build a brand for their goods and services Discussing brands has many different points of view:

* From traditional point of view:

According to David Ogilvy author in OnAdvertising book: "Brand is the intangible asset of the product: Name, packaging, price, development history, product reputation, and how it is advertised "

According to the American Marketing Association: "Brand is a name, design, logo, or any other feature to distinguish this seller's product or service from another seller's products and services."

According to Jay Baer, "Branding is the art of organizing what you want people to think about your company with what people often think of your company."

And vice versa, according to author Cheryl Burgess - Blue Focus Marketing author

of The Now Revolution: "Branding is the reason for consumers to choose products"

"Your brand is whatever your customers say about it .", Neil Feinstein - True North

According to Jeffrey Harmon - Orabrush, "Attention is a scarce resource." Brands are experienced marketers created to win the battle for consumer attention ”

Definition of the World Intellectual Property Organization (W/PO):

"Trademark is a sign (tangible and invisible) specifically to identify a product or a certain product that is produced or provided by an individual or an organization For businesses, brand is the concept in consumers about products and services with signs of enterprises attached to the surface of products and services to affirm quality and origin Branding is an important intangible asset and for large businesses, the brand value of the business accounts for a significant portion of the total value of the business ”

Phillip Kotler said: "A brand is a name, term, sign, symbol, or design or a combination of all of that, to identify a person's goods and services sell or group of

sellers and to distinguish from competitors ”

* From general point of view:

According to Ton That Thuyet Thiem: "The brand includes everything that customers / markets / society really feel about businesses or / and products - services provided by businesses that want to communicate to your partners ”

According to Nguyen Quoc Thinh and Nguyen Thanh Trung: "Brand is primarily a term used in marketing; is a set of signs to distinguish these goods and services of this production and / or business establishment from goods and services

of the same type of another enterprise, an image of a kind and a group of goods chemistry or service or business in the minds of customers ”

According to An Thi Thanh Nhan - Luc Thi Huong: “The brand is the sum of all material, aesthetic, physical and emotional factors of a product including the product itself, name, symbol, image and all representations of that product, gradually created over time and occupy a clear position in the minds of customers

The product, from a general point of view, is only a component of the brand, primarily providing benefits to meet the needs of consumer functions

* From legal point of view:

According to Article 4, Section 16 of the Intellectual Property Law:

"Trademarks are signs used to distinguish goods and services of different organizations and individuals"

In general, through all of the definitions above, we can see that most of the

definitions and concepts of branding are always associated with goods and businesses that are associated with trading and business activities However, it is not enough to just encapsulate the brand terminology within the scope of trade Therefore, according to the author, the term brand should be expanded, not only for business organizations but also for social organizations

With the scope of research of the topic, the author understands: "Brand is a collection of signs (both tangible and invisible) that customers / public feel through the experience of consuming products / services through mutual interaction between customers / the public or decoding messages from suppliers of products / services or created in other ways to distinguish goods, services or groups of goods and services of this supplier with other suppliers or to

differentiate between suppliers ”

* Differentiate between Brand and Trademark:

So far, the term "trademark" and "brand" are mentioned a lot on the mass media, on economic exchanges and business administration and on the internet environment The brand views are mainly in the following six directions:

First, identify "brand" with "trademark", with this view of building and developing "brand" and " trademark " as one

Secondly, there is only the term "brand" without the term "trademark", in this respect, mainly the arguments given are based on the provisions of relevant laws In fact, the laws of Vietnam and many countries do not stipulate the term " trademark " but instead the term "brand" However, the term " trademark " is also mentioned in a number

of relevant legal documents of Vietnam, typically the 2012 Advertising Law

Thirdly, "trademark" is the transformation from "brand" after being registered with the state management agency for trademarks and commercialized on the market

Fourth, "brand" and " trademark " are different, "brand" is a tangible element while "trademark" the invisible element With this understanding, building "brand" and "trademark" are two different activities

Fifth, "brand" and "trademark" are just terms translated into Vietnamese

“Tradename - tên thương mại”, “Companyname - tên công ty” hay “Label - tem nhãn”, so the translation Art into Vietnamese with the term "brand" is not really meaningful The term brand is adapted from the English term "Brand" with the meaning "deep imprint"

Sixth, "brand" is a broad concept including "trademark", with this view, building "brand" also includes the construction of "brand" And this is also the author's point of view in this thesis

1.1.2 The role of the brand

1.1.2.1 The role of brand for businesses

Firstly, a good brand can help businesses set up a high price system and

less dependence on advertising and promotion programs While for brands that are not well-positioned, they often have to use a lot of promotion policies to support sales Thanks to the high price policy, the company will increase profits when the volume of products consumed increases, the selling price is different Thus, the added value is due to the brand brought to the business

Secondly, the brand helps businesses maintain traditional customers, while

attracting new customers, potential customers, and even customers of businesses that are competitors In fact, consumers are often attracted to, desiring to buy well-known brand goods because they want to be appreciated, want to be stylish in their consumption

Third, the brand will help businesses reduce expenses for trade promotion

and marketing activities Brand is also an effective marketing and trade promotion tool of enterprises to attack targeted markets, support enterprises to implement penetration policies and expand markets

Fourthly, the brand brings certain competitive advantages for businesses, creating

barriers to help businesses have conditions to defend and oppose other competitors Normally, famous and reputable brands will create a solid foundation, bring sustainability

in competition and easily create trust from customers and partners

Fifth, a strong brand will create a foundation for development through

brand expansion Sony is a typical case, the company has relied on Sony brand to

expand into the field of laptops with Sony Vaios brand name, or into games like Sony Play Station A strong brand will reduce spending communication fee is very much when expanding the brand

Sixth, thanks to the famous brand, the process of distributing products of

enterprises is conducted more smoothly and more efficiently Similar to customers, the points of sale are more apprehensive when distributing unpopular products Besides big brands will easily receive the cooperation of distributors in marketing programs

In addition, branding is the most effective tool against market erosion over time, the brand is only meaningful to the business in the market when it plays a big role for consumers

1.1.2.2 The role of brand for consummers

Firstly, the brand plays a role in creating consumer confidence in the

prestige, quality and price of goods they choose to consume The brand helps consumers know the origin, quality, reputation, utility, of the product, believing that the goods have been verified and accepted by the majority of consumers over time Thus, the brand helps the market set up a balanced information channel for consumers, so that consumers do not have to spend much time searching and

considering buying products that they have

Second, the brand will contribute to protecting the legitimate interests of

consumers The brand is always protected by the State to prevent fake and

counterfeit products to deceive consumers

Third, the brand encourages consumer psychology of goods and services with

famous brands In the elite society of high-income consumers, they are not only willing to pay for the value of the product but also pay for their satisfaction when purchasing a well-known brand If a person uses a BMW or Mercedes car, they will feel completely different from other normal cars, feel they become more important,

more stylish and these emotions will increase User satisfaction for the product

1.2 Processing of brand building and development

The process of brand building and development is the synthesis of the work and the steps taken, arranged in a certain order to ensure the scientific, effective and realistic

The process of Brand building and development is shown as following diagram:

Source: [10]

In fact, the implementation of brand building and development, each enterprise has different ways and sequences of conduct depending on the views and perceptions of each business However, businesses that own famous brands are enterprises that have a process of building and developing brands in a scientific and methodical way based on sustainable branding and customer orientation

For brand building and development activities in the traditional environment, author An Thi Thanh Nhan and Luc Thi Thu Huong introduced the branding

process for business enterprises in general including steps :

1.2.1 Building brand vision

Brand vision provides a direction for the future, a brand's aspiration for what it wants to achieve Vision is an image, a vivid picture of what's possible in a future brand When it comes to an intention, a strategic purpose, we often visualize it with

an image of the future The vision implies the meaning of an excellent standard, an ideal thing It is a choice of one of the best values of a brand Vision also has the nature of a uniqueness, which refers to creating something special

Brand vision is a brief and transparent message that guides long-distance activities for a brand The role of vision is like a lens that converges all the power of

Building Brand vision Brand Positioning

Building the Brand identity system

Brand Communication Brand Assessment

Brand Protection

Figure 1 1 The process of Brand building and development

a brand into one thing Businesses through vision will be able to guide what is to be done and what is not a brand's work

After setting up the marketing information system and analyzing and evaluating information, enterprises will build a brand vision This is a brief and transparent message, the orientation of the company's activities and also the development orientation for the brand and product through a positioning analysis between the present and the future In other words, the brand vision represents the reason for the existence of the business and the desire to rise to the position in the market The brand vision has some roles such as: Unifying the development purpose of business and create consistency in leadership; orientation of resource use; build metrics for brand development and create a premise for building development goals; motivate employees towards common development goals

1.2.2 Brand Positioning

The concept of "brand positioning" was first introduced by renowned brand strategist Jack Trout in an article "Positioning is a game people play in today's me-too market place" (roughly translated: Positioning is current market games with imitations of products) published in Industrial Marketing magazine in 1969 The concept was then analyzed and presented by Jack and his colleague Al Ries with many interesting examples in Positioning: The battle for your mind (McGraw-Hill 1981) Since then, the theory of brand positioning has been widely applied by businesses around the world in building brand strategy So what is positioning really and what role does it play in branding a business?

Brand positioning is making a mark on products in the minds of target customers, since they donot know the brand until they know the brand, recognize the brand, use the brand, remember the brand and ultimately loyal to the brand Brand positioning is not what we do for a business or a product, but what we

do to the minds of our target customers Positioning is essentially a "sweet" attack aimed at deepening the minds of customers with the expectation of gaining special customers' love through their long-term memory of the brand

Brand positioning is a concept within the competitive strategic category of businesses based on an in-depth analysis of the core competencies and high professionalism of businesses located in a constantly changing business environment The long-term and sustainable development of an enterprise must be based on a true and accurate positioning platform, avoiding too high positioning, too low or misleading or distracting consumers

In summary, the author understands: "Brand positioning is the process of

building and communicating the typical values of your brand into the minds of your target customers Or, from an enterprise perspective, brand positioning is the act of designing and synthesizing business images and offers so that it can continue to occupy

a special position that is impressive and valuable in the mind target customers ”

Businesses must locate brands because:

Firstly, the explosion of media and the increase in the amount of communication

has profoundly affected the way people receive information The network of overloaded information has changed the whole communication work and affected people

Secondly, brand positioning will lay the foundation for all strategic marketing

decisions both in the short and long term, which directly and seamlessly influence decisions about product policies, pricing, distribution and promotion

Thirdly, brand positioning helps businesses identify where they are and makes

customers know where they are, how can business blame customers not buying the products in thousands of products that customers have the right to choose

The steps for brand positioning include:

Step 1: Identify target customers:

Target customers (or target markets) are meant to be groups of individuals or groups of people whose products are targeted In other words, they are the ones who can afford to buy the company's products Therefore, determining the right object will help to make the positioning more accurate

For details of the company's target customer portrait can be based on 4W analysis:

- Who: Who is user of the brand?

-Why: Why do customers choose? or customers buy for what reason? The answer is the customer’s superiority

- Where: Where are they? Which class?

- When: When do customers use the product? That is, when do customers often use products for what purpose?

Step 2: Analyze competitors

Brand competitors can be direct competitors and indirect competitors

Direct competitors are business competitors in the industry, directly exploiting the same customers Indirect competitors are business competitors of products / services that can replace the products that the company is trading

Target customers of businesses can also be objects of other businesses The essence of positioning is to create a product personality in the minds of consumers Therefore, businesses need to understand the position, strengths and weaknesses of competitors to choose aspects of their positioning

Step 3: Research the properties of the product

All attributes that affect the decision to buy from customers need to be studied carefully, from which businesses will find "loopholes" to conduct positioning It is possible to analyze product attributes based on the following aspects: product / service quality, price, technology-facilities, people, after-sales policies

Step 4: Select a positioning plan

After analyzing the above steps, the enterprise proceeds to select the positioning options Based on the advantages compared to competitors

1.2.3 Brand identity system

A brand's identity system is all types and ways that brands can reach customers such as company logos, slogans, music labels, shift companies, packaging, labels; advertising banners and banners; advertising templates on Media; promotional items and publications (Leaflets, posters, catalogs, flags, shirts, hats ); means of transport; company's banner; types of office publications; distribution

system, chain of stores and other forms of PR, events

More simply, the brand identity system is what consumers see and hear about the brand in their daily lives The goal of the brand identity system is not only to create awareness, differentiation, showing specific business personality but also aiming at impacting awareness, creating a sense of scale of the enterprise is big,

professionalism of the enterprise to customers and the public

In addition, for service business enterprises, it is supplemented in the brand identity set that is a way of serving customers, customer service attitude, and a

scientific work process with bold cultural identity of the enterprise

Brand identity system is a tool to promote effective brand, it is an asset that needs to be cared, managed and invested in a long and long way Brand identity

system is important for both businesses and customers:

- Consumers identify and buy products easily: A good brand identity system

will be convincing and highly attractive, it introduces a professional, distinctive and recognizable brand image for Consumers, that is what makes success The brand identity system also gives consumers the sensory values (good quality, nice design ) and emotion (Professional, personality, class ), it creates a psychological desire

to own the product

- More convenient for sales force: Consistency of brand identity system and

the use of synchronous media will make the relationship between buying and selling become easier and closer Now consumers buy products proactively, they are confident to make purchasing decisions because they believe in the brand as well as

the superior values that brands bring to them

- Impact on company values: Creating shareholders' confidence, easily calling

for investment capital, having many advantages in raising and maintaining stock prices Brand reputation is one of the most valuable assets of the company The success of a Brand greatly depends on building community awareness, strengthening reputation and creating values A strong brand identity system will help quickly build brand assets through growth in terms of awareness, understanding, and consumer loyalty to the brand, making it valuable brand growth

in a sustainable way

- Create pride for employees of the company

- Create a competitive advantage: Create strengths when negotiating with

suppliers, distributors in terms of prices, payment, transportation,

- Reduce advertising and promotion costs: Effective role, brand identity

system creates a good impression of products, services, businesses through professionalism, unity and resonance will create images a brand of a strong and valuable brand to customers and the public

Designing a brand identity system or brand design is one of the important stages in the branding process Brand design is about creating, arranging and arranging elements of the brand to create the impression of the business and its products in the minds of customers Under a narrow sense, brand design will include specific tasks such as branding, creating logos and symbols for brands, designing brand slogans, packaging design of goods and construction build brand personality

The consistency of the Brand Identity System (also known as the Brand Identity Kit) and the use of synchronized media will make the relationship between buying and selling easier and closer Now, consumers buy products proactively, they are confident to make a purchase decision because they believe in the brand as well as the value that the brand brings to them

The strong brand identity system must have a specific idea, different, easy to remember, unified and must show its own cultural identity to convey the brand's core values Brand identity system is formed from the creative combination of visual and language elements In the process of creation, images and words must also exude the beauty of hidden aesthetics

The goal of the brand identity system is not only to create awareness, differentiation, to express specific business characteristics, but also to influence awareness, create a sense of scale of the business, Professionalism for customers and the public Because the brand identity system is strategic and long-term, setting such criteria is a very important requirement for the process of creating a brand

identity system Identifiable elements such as brand names, logos, colors, typefaces and brand formats when created they will be used for decades

Elements of brand:

The first of the branding process is to select and design for a product or service a name, logo, logo, design style, packaging and other distinguishing elements based on segmentation attributes of products, markets, tastes and consumer behavior of target customers and other factors such as law, culture and beliefs We can call the different components of the brand as brand elements The use of brand elements is also varied, depending on the branding strategies adopted by the company Elements of brand included:

Firstly, the brand name may be the product name, company name:

Brand name is the first and most important factor that makes it possible to

identify, recall, differentiate and orient customers to buy and use the company's products The name of a brand needs to meet such factors as simple, easy to remember, easy to read, expressing ideas of businesses that can be easily transferred

in many languages

The second is the image

In fact there are many similar businesses and products, which vary in quality and this is difficult to communicate effectively to customers because it depends on the perceived quality of each customer When names and products / services are difficult to distinguish, symbols / symbols are the central element of brand assets, which are characteristics to distinguish brands A good logo takes the company out

of silence, showing its strength and value Symbols can be a shape, objects, packaging, people, scenes, cartoon characters

The third is the slogan (slogan):

The slogan is a sentence containing and conveying descriptive and convincing information about the brand

Advantages when using slogans: names and symbols / symbols are important parts of brand assets, but they are limited because they are too short and compact While a slogan or slogan can be extended or shortened at will, as long as it matches the positioning strategy The slogan is not limited by legal aspects or words such as

names and symbols Thus the slogan has the effect of adding links to the brand, can neutralize ambiguities in the name or symbol The slogan contributes to increasing awareness and retention of brand names in customer memory by emphasizing and repeating the brand name many times The slogan can increase brand awareness by directly and strongly related to the benefits of consuming the product, thus evoking expectations and promoting customers' shopping motivation

Forth is the brand music

Music is the use of sound to enhance brand recognition for customers The soundtrack can be a piece of music or a short, easy-to-remember, repeatable song, composed based on the core values of the brand and product Music is usually placed at the beginning or the end of an advertisement Music usually carries fast or slow melodies, fun or solemnity depending on the personality of the brand and product If it is a product for children, the music needs to be lively, if it is a beauty product for women, the music should be gentle and charming The music often prints deeply into the customer's memory for a long time if it is heard often during a period Normal music is more difficult to change than other elements in the brand,

so it needs to be carefully selected

Fifth is the brand image

Brand image and brand portraits are often equated because they both talk about how brands appear before customers However, these are two specific and meaningful concepts for the brand

Brand image is how the brand is represented by logos, colors, designs, images, etc Meanwhile, brand portraits show brand identity and culture

Sixth is the product packaging design

It can be said that the relationship between the packaging of goods and the brand is an indispensable and consistent relationship, reflected in the brand presence

on the packaging Not only that, packaging is also an integral part of the brand, making an important contribution for consumers to quickly identify products The ability of packaging to contribute to the development and success of a brand is

sometimes huge As is the case with cosmetics, the proper use of packaging will serve as a message to confirm the level of goods and brands

The packaging must provide convincing and convincing information about the benefits of the product as well as how to use it and facilitate the travel and protection of the product from damage Packaging should create convenience for customers when using products such as easy to open, easy to close, easy to hold, easy to store, easy to take products out

Seventh is the brand value

Brand value is the financially significant value that customers are willing to pay when buying a brand or part of a brand such as a brand's product, a brand's service, etc With a business, Brand value is the assurance of income streams of businesses

This element includes outstanding features and characteristics that customers will immediately think about when they see the logo or hear the brand name, trust in the brand and loyalty to the product products of the same brand This factor is also called "brand association."

1.2.4 Brand communication

Brand communication is the process of using communication tools to create messages, images and other brand information to target customers Today companies often use a mix of tools to maximize efficiency

Brand communication is an important activity in creating, maintaining and developing brands, brand communication not only in the first phase of market penetration but also contributes to maintaining consumer awareness about trade effect throughout the development process of the business Communication brings great effect to the brand, in order to bring the brand to the public and let the public feel about the brand and brand value in consumer products Purpose of brand communication:

- Creating brand awareness: A new market penetration brand requires promotion programs for customers to know about the brand's existence First of all,

to increase awareness of target customers, at present, create awareness of the

brand's existence for new customers or in new markets, ultimately raising awareness

of a new brand in part of the new market segment has never been approached

- Create an understanding of the brand: Communication programs are considered programs that bring knowledge to target customers, change customers' impressions and reinforce brand trust or acquire utility information for customer purchase decisions

- Persuade buying decisions: This through different media programs to stimulate emotions On the basis of brand trust, customers will make a reasonable buying decision

- Maintain customer loyalty: It is possible through market surveys and purchasing power to reevaluate customer loyalty to their brand In addition, meetings and exchanges with customers, especially loyal customers, are paramount for a manufacturer to make a good impression and show their interest in customers

In addition, the cost of finding new markets is much higher than the cost of doing well in maintaining the loyalty of old customers

a) Advertising in mass media

According to the evaluation of marketing experts and professional marketing services organizations, today the branding through advertising tools on the mass media (TV channels, radio channels and printing channels) ) no longer appeals to the target audience (customers) as before and even the communication effect is somewhat reduced due to the development of information technology leading to many new types of entertainment On the other hand, life is more and more active and busy

so people have more external communication needs (mobile life) while spending on advertising activities on the media information is increasing rapidly, averagely increasing each year from 1 5% - 25% However, according to the latest research results published in Tuoi Tre Newspaper No 290/2017 (5253) on October 22, 2017, more than 60% of Asians believe in advertising, of which 73% of people People believe in television commercials (TVCs), 72% believe in print ads (Print - Ad)

Advertising in the media (in recent years, considered by the practice of marketing as a traditional advertising tool) has the function of building images and

(company) The advantage of this tool is the strong impact (thanks to the technology

of television, digital, sound effects, colors .), the wide range of influences (wide coverage) leads to many people can receive know at the same time, rich program However, the disadvantage of this tool is that the ability to convey the brand's message to the target audience is limited due to the short duration and high cost (even very high compared to small and medium enterprises), requiring the frequency of advertising to be large, regular, especially difficult to control and evaluate the effectiveness directly

b) Advertsing directly to customers

Advertising directly to customers is a form of conveying the brand's messages, products, information about marketing programs, business philosophy directly to customers by and through the internet, email, hand letter, leaflet, catologue, phone This is a fairly popular form that is used by most companies with different levels, the advantage of this tool is less expensive and cost effective The result is high thanks to direct delivery to each target customer, control of the number and audience The drawback of this form is narrow scope

c)Advertising at the point of sale

The message at the point of sale allows you to reach customers at the "golden moment" when they are making a purchase decision Retailers and brands in Vietnam have also just begun to discover the power of that moment In fact, 70% of buyers make decisions at the point of sale Therefore, a TV ad even if it impresses customers, but at the point of sale, if the product does not attract the attention of the buyer, it also means that the ad has failed A message at the point of sale can be used to:

- Inform customers of special information

- Notice of new products

- Announcing special events or promotions

- Increasing brand awareness

To accomplish the above objectives, a series of advertising forms will be mobilized by shoppers marketers From broadcasting ads on LCD screens located at

the point of sale, to signs, banners, banners, leaflets, etc The closer the ad placement is to the product display, the better the opportunity to impress buyers right at the time of the decision of brand selection However, to do that, it is necessary to build good relationships with retailers, sometimes pay a lot of money

to be able to hire an "eye-catching" position

The most "hot" trend to convey the message to shoppers is advertising on LCD screens located in commercial centers, supermarkets With the expectation

of product messages approaching buyers in the right place where, advertising in supermarkets is to motivate buyers to buy goods, not to relax However, this type of advertising has certain limitations, such as not being able to use sound (according to the advertising ordinance), so there are many limitations in conveying the message

In addition, many consumers who have been bombarded with advertisements are easily allergic when being "adhered to" by commercials

d) Organising events and sponsorships

The basic purpose of sponsorship is to evoke positive relationships between events and possible brands of sports, arts or philanthropic brands in the minds of consumers This is done by naming events or by displaying the company's logo at events or places and event broadcast media

Donations are very complex and it is not simply a request for funding because you need a great proposal When done properly, it is not just about sponsoring your activities, but will create a meaningful relationship between organizations, sponsors and objects that will help you add value to your business Significant career To have a good and long-term relationship with sponsors, you should ideally look for a long-term sponsor who can invest in your sponsorship proposals because they trust and receive value your profits as well as the benefits of working with you In summary, sponsorship is commercially significant, but it is not easy to mobilize funding so you need to keep in mind some issues

This is a form of organizing and exploiting sponsors of art, music, culture, social and sports events to create conditions for customers to have more

particularly effective if you know how to properly exploit the programs with cultural and ethnic traditions as the recent programs attract a lot of viewers and are highly appreciated

PR is a very flexible communication tool in the field of marketing communication: direct or telephone sales, sponsorship and exhibition activities PR

is currently widely used by organizations from non-profit activities to commercial business activities: charities, organizations, political parties, businesses, amusement parks, medical services sacrifice The main role of PR is to help businesses deliver messages to their customers and their important public groups When transmitting these messages, PR helps products easily get into customers' perceptions, or more specifically, to help customers easily relate to each brand when faced with a brand Moreover, PR messages are less commercial because of the use of intermediaries or articles in newspapers, because they contain a wide variety of information, so they are easy to get sympathetic and easily accepted by the public

f) Promotion for distribution chanel

Promotions for distribution channels include "push" marketing activities to encourage distribution intermediaries to try to distribute their products These activities are very popular to support sales staff to increase market coverage, while limiting development and penetration of competitors' channels The forms of selling distribution channels often apply such as: buying 10X donations 01X, bonuses for

displaying, rewarding sales targets (month, quarter or year), training - training, coordinating advertising with agents

Referring to the distribution channel is the mention of revenue sources, direct tools that bring profits to each manufacturing enterprise However, in the "home, people who make brand" with aggressive advertising strategies on TV, Internet, social networks, events, newspapers are "expensive" and require creativity and professionalism career then the distribution channel has emerged, becoming a reasonable choice, "touching" to consumers and greatly affecting the construction of brand identity of businesses

The impact of distribution channels in branding is often in two ways: First, it increases brand accessibility, brand interest, and is able to transform into a shopping decision But what's more important is that it helps products appear more, thereby increasing brand awareness for consumers

g) Promotions for consumers

Promotions for consumers are activities to create more value from brands for consumers when buying products These are activities to pull-marketing customers These activities aim to create more motivation to stimulate potential customers to choose to buy products, create close relationships between brands and customers Promotional forms for popular consumers, such as: winning prizes, giving samples, giving coupons, accumulating points, and giving enclosed products

1.2.5 Brand Assessment

The assessment of brands through the level of brand awareness, level of product value awareness and clear association in the minds of customers, especially brand loyalty In addition, the brand assessment is also based on the increase in sales that the brand has contributed in combination with the costs spent

Brand is the most valuable intangible asset for every business But how to evaluate the brand, measure the return on investment for the brand is a complex issue and requires scientific methods to measure and evaluate There are several ways to evaluate brands as follows:

- The company can assess itself through surveys, direct interviews with consumers about aspects of the brand from which to adjust the brand accordingly

- Thanks to a 3rd party, but the company specializes in conducting evaluation surveys Usually if they ask a third party to evaluate the brand based on its brand value This evaluation model, there are 2 famous models:

* Measure the brand value of David Aker

Aker has launched several brand assessment criteria based on:

- Loyalty measurement: difference, satisfaction, loyalty

- Measurement of leadership: perceived quality, popularity

- Association: The value of awareness, brand personality

- Measure awareness: brand awareness

- Measure market behavior: Market share, market price and distribution coverage

* Young & Rubicam model: based on 4 standards:

- Distinction: distinguish between one brand and another

- Relevance: of individuals with brands

- Appreciation: the level of customers love a brand

- Knowledge: brand awareness and understand what the brand stands for

1.2.6 Brand Protection

Brand protection: Strong and reputable brands in the market if enterprises do not register copyright will be objects for other unfair competition enterprises can register their copyright and sell products similar to these brands

In that case, the business will lose the right to use the brand and must dispute, litigate to regain the brand which takes time, money and effort So in the process of building and developing brands, businesses need to register copyright under national or international regulations to protect their legal rights

According to Article 788 of the Civil Code, ownership of industrial property objects is established by a protection certificate issued by a competent state agency The form of trademark protection registration is to recognize the brand and the

owner in the national register of product brands and issue the product brand protection registration certificate to the owner

1.3 The basic elements ensure the successful branding

1.3.1 Leaders

Awareness of business leaders This is the first factor affecting branding Whether branding is decided depends on the leaders themselves The Board of Directors' deep understanding of the brand and the brand's effect, the need for businesses to build a brand will create a determination to achieve and towards achieving the goal

Just like any community group, a leader of the business has a great influence behind every successful brand For large companies, this could be the CEO For smaller ones, it is usually the owner

The staff is responsible for branding Developing an effective and feasible close-fitting strategy for implementation requires executives to be responsible, knowledgeable, knowledgeable about the brand, enthusiastic at work while mastering all business activities Then this staff will create a brand strategy with high practicality In contrast to the weak, bureaucratic attitude of the staff will lead

to the construction of a far-reaching theory Now the brand is still relatively new to

us, so to build a strategy that is reasonably safe is not easy Recognizing the right problem, using the right tool with the right method depends on the level of the staff performing the task

To coordinate the efforts of team members and guide a strategic vision for a brand, someone stepped up and directed "the ship" The leaders solve complications

page They are also professional motives and know how to maximize the power of different team members

1.3.2 Commitment of Leadership

Enterprises often mention sustainable competitive position - competitive advantage is maintained for a long time even when there are rivals in the target market Most of the competitive advantages of businesses cannot exist forever, so businesses need to invest in creativity to make a difference and commit to taking advantage of all market opportunities, to increase value constantly for brand

Currently, businesses often use one of the following competitive strategies: competition by difference, competing with prices, competing with distribution systems or competing with customer-oriented communication Companies that have succeeded in applying one of these strategies find that competitive advantage often does not last long With the development of technology, the competitive advantage created from the difference is increasingly fragile because competitors will constantly release products with similar features in the short term Besides, customers always demand high quality products so prices are no longer the most important factor they care about Therefore, the competitive advantage that businesses need to create will not only be the difference in price, product or distribution system, but also the level of awareness and customer preference for the brand Therefore, the leadership's commitment to building and developing the brand

is the foundation for retaining customers and creating a strong reputation between

businesses and consumers

1.3.3 Products

The first and very important factor affecting the Brand is Quality: good and stable product quality is a natural factor for the existence of such products and brands in the market However, we can analyze here that is with the development of science and technology, the majority of products are the basic uses of the product are the same But if the product of the Enterprise does not have outstanding properties, there is a difference from the competitors, it will not attract customers Enterprises must create products with new attributes or uses to create a difference

from competitive competition to attract customers In this regard, it will be specified

in the section "The role of Product Quality for Brands of enterprises"

Function of the product: Today along with the development of conventional science and technology products have the same basic uses To be able to attract customers and stand firm in the market, the product needs to be supplemented with additional functions, which will give customers a comprehensive sense of the product and the brand We find that in many ways to help consumers know and can understand the function and utility of the product, the best and most effective way is that the customer introduces the product to company When a person uses the company's products and the next time they still use the product, they understand the advantages and disadvantages of using the product Since then they can introduce to their friends, so it is only a very small task but can satisfy customers' needs to make products more and more perfect, reduce the disadvantages of making products more and more improve, reduce disadvantages Since then products are trusted by many customers, product brand is confirmed

1.3.4 Resources of businesses

Resources of businesses Financial resources are an important factor for the successful construction and implementation of a brand strategy For businesses with strong financial potential, it is not difficult to build a strong brand for them On the contrary, for limited financial enterprises, it is not entirely simple Financial resources will force businesses to make careful choices so that the efficiency achieved is optimal compared to the cost With limited resources, the strategy must

be carefully calculated The sense of branding is necessary and important and the determination to implement is very good but cannot be done at all costs, beyond the existing conditions of the business Is that business strategy capable of doing it? This is the question that planners and strategists need to ask before choosing a

strategy

1.3.5 Internal Communications

Internal communication is the activity of building, maintaining and