Mktg1417 a1 _ Assignment 1A Reflection 1A

Reflection 1

Reflection practice-based
tasks

Group: 07
Course Name: Global Branding

Course Code: MKTG1417
Campus: SGS Campus

Due date: 7 November 2022
Word Count: 700

MKTG1417_Global Branding

I. INTRODUCTION
Recently, Vietnam's cosmetics market to become the hotspot for both local and global cosmetics
brands (Pham 2022). Particularly, L’Oréal was the global largest and leading personal care and
beauty cosmetics brand, which dominated the Vietnam cosmetic market many decades ago
(Statista 2022). I adore L’Oréal because I have a bias that French cosmetics are much better than
others in both quality and technology. However, lately, Co Mem emerged to become one of the
most trusted Vietnam local natural cosmetic brands, producing 100% safe, non-skin toxic, and
environmentally friendly products (EnterpriseAsia 2022). I was attracted by this brand due to its
message of promoting Vietnam local cosmetic brand competitiveness.
II. BRAND EQUITY ANALYSIS

1. Brand Awareness
Co Mem is a 100% Vietnam natural cosmetic local brand that is completely available in the
Vietnam market, therefore Co Mem brand awareness is only domestic. On the other side,
L’Oréal (Paris) is a global brand and successfully reaches out to a variety of customers in 130

different countries worldwide including Asia, America, and Europe, demonstrating a higher
brand awareness (Ippalapelli 2018). Thus, L’Oréal’s brand awareness is at a much higher level
compared to Co Mem brand. Detailedly, Co Mem Vietnam only reaches potential customers
through the 2 most active social media in Vietnam such as Facebook and Instagram with 935k
active followers and 856k likes on Facebook, and 19.1k Followers on Instagram (Figure 1&2).
While, L'Oréal penetrates diverse media platforms such as Snapchat, Twitter, Facebook, and
Instagram (Loreal 2018). L’Oréal achieves 10M followers on Instagram and engages with 36M
followers on their official Facebook page (Figure 3&4). According to GoogleTrends, the
customer’s interest overtime of L'Oréal defeats Co Mem (Figure 5). Due to reaching a wider-
range of customers and a larger number of followers on social media, L’Oréal obviously results
in a higher brand awareness level than Co Mem Vietnam.

Figure 1: Co Mem HomLab Vietnam official Facebook Page (Facebook 2022)

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Figure 2: Co Mem Homlab Vietnam official Instagram Page (Instagram 2022)
Figure 3: Instagram official page of
L’Oréal Paris cosmetics (Instagram 2022)

Figure 4: Facebook official page of L’Oréal Paris cosmetics (Facebook 2022).

Figure 5: Interest Overtime of L’Oréal Paris
and Co Mem brand (GoogleTrends 2022).
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2. Brand Association
Mentioning Co Mem, I immediately recall its logo with an image of soft 4-leaf clover
surrounded by flowers and trees rising to form a house, recalls me of the message of Co Mem
cosmetics will nurture and elevate Vietnamese women's beauty. I recall Co Mem with attributes

of “Healthy and True”, “100% Vietnam natural herbal”, and “Cheap”, bringing me positive
feelings and trust, as my reason-to-buy because I’m still a student, while L’Oréal is associated
with “high price” and “middle-to-high income” (CoMem Homlab 2022). Distinguished from Co
Mem, L’Oréal’s logo is not an image, it is merely a verbal sign with exceptional written style
“L’Oréal”. Co Mem launched regional project of planting 2 hectares of forest in Ninh Thuan
(VnExpressed 2022), while L’Oréal conducts media global campaign “Women of Worth -
Because You're Worth” (2021) strengthening customers’ interests, increasing their memory links
that led to higher brand association (BrandVietnam n.d). L’Oréal invited many global super
celebrities such as Beyonce or Jennifer Lopez to do ambassadors, so its brand association will be
more than Co Mem. L’Oréal achieves high level of good sentiment for its brand, with 89.4%
positive, and only 10.6% of negative responses and international customers’ positive attitudes
(Figure7&13), L’Oréal (36M likes) possesses more likes than Co Mem (835k) on their Official
Facebook Page. So, L’Oréal has more brand association than Co Mem (Facebook 2022).

Figure 6: The Loreal mentions (Brand24 2022)

Figure 7: Loreal Source and Sentiment (Brand24 2022).

3. Perceived Brand Quality
L’Oréal was highly appreciated, receiving lots of 5-star reviews by global customers due to its
outstanding customer service, high-quality products, advanced technologies and premium
ingredients (Figure 13). Furthermore, customers feel Loreal take care them, understand and listen
their feelings by personalized recommendations make L’Oréal’ brand quality are evaluated more
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proficient than Co Mem Vietnam. Co Mem also gains many positive reviews with 5-star ratings
on Homewebsite and Shopee for good products (Figure 9). L’Oréal Vietnam receive favorable
reviews and large subscribes for 46,7 N subscribes on YouTube, higher over 10 times than Co
Mem (4,33 N subscribes), that drive higher level of trust and confidence to L’Oréal cosmetics
(Figure 10&11) L’Oréal receive a high consumer rating of 4.36 starts from 296 reviews from

Facebook survey, 80.4% positive reviews (Figure 12). L’Oréal achieved 36M likes on Facebook
page, much larger than Co Mem’s likes (856k likes) illustrating L’Oréal elevated customers’
interests (Figure 1&8). Generally, L’Oréal gains higher perceived brand quality than Co Mem.

Figure 8: The Loreal social analytics results (Social-search 2022)

Figure 9: Customer reviews of Co
Mem products (Co Mem Homlab
2022)

Figure 10: Loreal Paris Vietnam (YouTube 2022)

Figure 11: Co Mem (YouTube 2022).
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Figure 12: Loreal Paris overview
(Sitejabber n.d)

Figure 13: Good reviews of Loreal
products and services (Sitejabber n.d)

4. Brand loyalty
Personally, Co Mem gives me reasons to love their brand due to “Affordable”, “Safe” and
“100% made in Vietnam'' which motivates me to become its brand evangelist rather than
L’Oréal, so my Co Mem brand loyalty is higher. However, L’Oréal official store in Shopee
achieve 4.9/5 stars and increase to 1.4M loyal followers, 15.5k reviews with 14.8k ratings of 5-
star and promise to comeback, accounting for 95%, whereas Co Mem has smaller loyalties range
with 333,5k followers, rating 4.9/5 (Figure 14), having 9.4k active reactions with 95.7% of 5-star
rating reviews (Shopee 2022). To be grateful to loyal customers, Co Mem discounts 20% off
products on opening days and holidays, while L’Oréal gives loyal customers exclusive vouchers

of 100K. On Facebook (Vietnam), L’Oréal page achieves 35Million likes which highly
dominants Co Mem (856k likes), and on average, there are 100 interactions on L’Oréal each
post, whereas, Co Mem is more outstanding comparing interactivity with average of 200-300
interactions for posts (Facebook 2022). Overall, L’Oréal’s brand loyalty level is high, compared
to Co Mem at a certain level.

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Figure 14: Co Mem Official store
(Shopee 2022)

Figure 15: Loreal Paris Official store
(Shopee 2022)

5. Brand Proprietary assets:
To protect brand assets, L’Oréal registered 498 patents in 2017 and Intellectual Property –
Brands rights prior to launch to safeguard brand intellectual property, hence L’Oréal name is
legally protected (L’Oréal 2017). While, Co Mem is in danger of being copied products and
brand name since it hasn’t register copyrights (CoMem Homlab 2022).
III. CONCLUSION

Based on the analysis of five elements above, it can be considered the global brand L’Oréal
have the higher level of Brand Equity, compared to Co Mem_a Vietnam local brand.
IV. REFERENCES
Brand Vietnam (n.d) L’Oréal Paris - Chinh nu - Vi ban xung đang, Brand Vietnam, accessed 5
November 2022, />ban-xung-dang

Brand24 (2022) Loreal, Brand24, accessed 5 November 2022,
/>sid=938648614#or=0&cdt=days&dr=4&va=1&d1=2022-10-07&d2=2022-11-06

Co Mem Homlab (2022) Is Co Mem Cosmetics Good? Homelab Cosmetics Customer Reviews,
Co Mem Homelab, accessed 6 November 2022, />khong
Enterprise Asia (2022) 4 Local cosmetic brands that are turning heads in Vietnam’s beauty
scene, Enterprise Asia, accessed 6 November 2022, />item/4-local-cosmetic-brands-that-are-turning-heads-in-vietnams-beauty-scene/
Facebook (2022) Co Mem HomLab Vietnam official Facebook Page, Facebook, accessed 4
November 2022, />
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Facebook (2022) Facebook official page of L’Oréal Paris cosmetics, Facebook, accessed 4
November 2022, />Google Trends (2022), Interest Overtime of Loreal and Co Mem brand, Google Trends, accessed
6 November 2022, />%2F0366v2
Instagram (2022) Co Mem Homlab Vietnam official Instagram Page, Instagram, accessed 4
November 2022, />Instagram (2022) Instagram official page of L’Oréal Paris cosmetics, Instagram, accessed 4
November 2022, />Ippalapelli P (2018) Loreal Social Media Presence, Loreal Media, accessed 5 November 2022,
g/author/ippalap1/
Loreal (2017) Protecting its assets, Loreal Annual Report, accessed 5 November 2022,
/>property-protecting-assets

Pham C (2022) Vietnam’s Emerging Cosmetics Industry: Strong Potential for Growing Market,
Vietnam Briefing, accessed 6 November 2022,
/>potential-growing-market.html/
Shopee (2022) Co Mem Official store, Shopee, accessed 6 November 2022,
/>
Shopee (2022) Loreal Paris Official store, Shopee, accessed 6 November 2022, />lorealparis_officialstore?
categoryId=100630&entryPoint=ShopByPDP&itemId=3156042540&upstream=search

Sitejabber (n.d), Loreal Paris overview and good reviews of Loreal products and services,
Sitejabber, accessed 6 November 2022,
/>%20has%20a,1st%20among%20Anti%20Aging%20sites.

Social Searcher (2022) The Loreal social analytics results, Social Searcher, accessed 6 November
2022, />wblng=&ntw=&psttyp=&searchid=&period=&value=&fbpage=&q5=Loreal

Statista (2022) L’Oréal- Statistics & Facts, Statista, accessed 6 November 2022,
/>VnExpress (2022) Co Mem accompanies Green Happiness to plant forests in Ninh Thuan,
VnExpress, accessed 5 November 2022, />phuc-xanh-trong-rung-o-ninh-thuan-4510806.html

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YouTube (2022), Co Mem, YouTube, accessed 5 November 2022,
/>YouTube (2022), Loreal Paris Vietnam, YouTube, accessed 5 November 2022,
/>
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