How to build up a good brand name?

How to build up a good brand name?

1. Overview of brands
1.1 Elements of brands.
+ Use a name: the word or words used identify a company, product, service or
concept.
Such as: TOYOTA, HONDA, VINAMILK, NOKIA, VIETTEL….
+ Design a logo: The visual trademark that identifies a brand.
Such as:

+Use a slogan: Simple and catchy phrase accompanying a logo or brand, which
encapsulate a product's appeal or the mission of a firm and makes it more
memorable.
Such as
Toyota’s Slogan: “Let's go places”
Honda’s Slogan: “Tôi yêu Việt Nam”
Vinamilk’s Slogan: “Vươn cao Việt Nam”


Nokia’s Slogan: “Connecting People”
Big C’s: Slogan: “Giá rẻ cho mọi nhà”
Mobifone’s Slogan: “Mọi lúc-mọi nơi”
Viettel’s Slogan: “Hãy nói theo cách của bạn”

1.2 The importance of brands.
- Importance of brands with company
+ The protection of the law
When there is no direct relationship, face to face, the brand is seen as a means of
ensuring for genuine products and uniform quality; promises or agreements
between manufacturers and consumers.
The brand helps businesses meet the purposes to identify easily the product to deal

or look for the origin of product. It helps businesses to take inventory, calculate and
perform another records in the operation.
The brand allows businesses to be protected legally about features or characteristic
forms of the product. The brand will commit a standard or level of quality product
and meet customers' wishes. Loyalty and the brand allow businesses to predict and
control the market.
+ Improve sales and profits of the business
Putting a high price policy: the good brand can help companies to establish a
policy of higher prices and less dependent on promotions. For example, Apple is a
famous brand in the world which has a long life; so, when they launch new
products which always have very high rates and customers always expect. The
latest is the Iphone 6, when it is released on September 9 with starting price in the
US market of iPhone 6 is $ 299 (16Gb), $ 399 (64Gb) and $ 499 (128GB).
Marketing programs. For example, when there is a promotion to encourage people
to use to try new flavors or new features of the product, consumers will respond


better when they see a familiar brand. The main reason is that consumers have
confidence in the quality and reputation of the product.
Maintaining customer loyalty: customers are loyal to the brand that will help the
company to maintain the old customer in a long time. Loyalty will be created by
the 4 elements of brand equity as: brand awareness, perceived quality, brand
attributes and other proprietary factors. Perceived quality and brand attributes plus
the popularity of the brand will create confidence and reasons for customers to buy
the product, as well as the elements will affect the satisfaction of customers.
Increased loyalty to the brand is a very important role at the time of purchase when
the competitors always create and have outstanding products. The brand loyalty is
a component of brand equity but also affected by brand equity. Loyalty to the
brand is one of the values that the brand equity brings to the company.
Extending the brand: the brand equity will create a platform for growth through

brand extension. Sony is a typical case, the company was based on the Sony brand
to expand into the field of Sony Vaio brand laptop, or to fields such as Sony Play
Station games.... A strong brand will reduce the traditional costs after the brand
extension.
Expanding distribution channels: A good brand helps to expand and take advantage
of distribution channels. Similar to the customer, the selling point will be more
hesitant to distribute the product which is not famous. A strong brand supports a
large area to display the products on the shelf. Besides a major brands will easily
get cooperation of distributors in the marketing program.
+ Compete with rivals
A good brand brings competitive advantage and will create barriers to restrict new
competitor entry the market. When viewing in terms of brand attributes, the Tide is
the detergent of many families in washing and this is a default attribute which is
very important for this market segment. Therefore, another brand will be hard to
compete with the Tide in the segment of washing. With a firm position about the
perceived quality, brand Acura has been established a huge competitive advantage
that competitors can hardly overcome. It will be very difficult to convince
customers that there is another brand with better quality. That is the advantage of
the Acura brand.


In addition, a good brand is also leveraged to attract talent and maintain talent in
the business.
- Importance of brands with consumers
The brand is originated from human perception of the product - the service they
receive. Therefore the brand is created by the awareness and confidence of the
people.
Brands potentially affect consumers on ethical aspects of sense of responsibility, on
several aspects of social life. Through stories compelling ad and culture, it works
no small advantage in raising awareness about expanding consumer views about

the ecological impact, making silk citizenship story through which guide
consumers to the good, the beautiful and positive, as well as Light made in the
story and life. This is why OMO success through PR campaigns with significant
future OMO - as shining white.
Thanks to the function of brand awareness it becomes a tool for consumers to
easily choose goods under the brand consistent with the requirements and
preferences, the level of quality you want. If consumers want high-end cars, they
will choose Lexus brand because they are making the means to build a modern car,
elegant and stylish ... So we can see brands have a practical significance through
stories help consumers identify orientations of use, selection of goods, the brand
allows them to save considerable time and effort in buying products and goods for
the purpose and their interests, make a psychological comfort, convenience for
consumers when shopping.

In addition, a brand also confirms the role, personality, image of each consumer in
the eyes of others, it makes the user with a unique style. Brands partly reflect taste,


preferences and personalities, the scene of the user pay such products. For
example: in 1984 the company released America Express "Platinum Card". Type of
card is positioned superior products and only those customers who were new firms
may invite the cardholder at $ 300 while the cards usually only about $ 50. Despite
very high prices but the demand for this product always exceeds supply because
customers feel the position and his style is raised when using products with famous
brand.
Trademarks identify the origin of the product manufacturer and allow consumers
liability rules for a manufacturer or distributor of concrete. More importantly,
brands can current special significance for consumers. Brand plays a significant
role in the signaling of product characteristics to the Consumers.
2. The benefits of brands

2.1. Benefits from a good brand name
- Benefits for companies
+ Add new customers.
The customer is a vital element of a company. A brand products means that product
has been the trust by the majority of customers in the segment where the target,
therefore, according to mass psychology, the new customer segment that entered
production the proportion of the target customers that choose products and services
that have higher brand. The company can attract more new customers through
marketing programs. The main reason is that consumers have confidence in the
quality and reputation of the product.
+ Give high price policy
In recent years, many companies have had to increase prices. A successful price
increases could increase profits. The main cause of the price increase is due to the
persistent cost inflation is global. The increase in productivity does not match with


rodent Pricing has steadily increased profit margins, prompting the company to
raise prices on forever.
Enterprises often raise prices above the increase in the price of materials predicted
that even higher inflation. Another factor leading to price increases as demand
story in transition. Price increases accordingly to ensure that businesses do not
incur losses lead to bankruptcy.
+ Expand distribution channels
To expand the market and create highly effective in ensuring wide distribution and
bring products to the target market of businesses tend to offer their products
through intermediaries. Simultaneously through a distribution system accordingly,
the company will gain a competitive advantage in the market as well as help
businesses succeed in business. Therefore, the business is currently focused on
developing distribution channel system and properly completed.
+Create barriers to competitors

A company with a competitive advantage will get higher profits the industry
average. Profit as a signal to competitors that the company owns some capacity to
make a difference with value allows it to create superior abilities. The barriers to
competition are key elements of brand decisions. The barriers to competition are
all factors that may make it difficult for a competitor to copy one or more of the
capacity to make a difference by the company. Barriers to greater competition
competitiveness increasingly sustainable company for the benefit of the company.
- Benefits for consumers
+ Buy high-quality products
Be guaranteed about the safety of life, health, property, and rights of partners
trading and using goods and services provided by organizations and individuals
doing business.
Be provided with accurate information about the organizations and individuals
trading goods and services needed ; trading content; origin, origin of goods; be
provided with bills, vouchers and documents relating to the trading and other


necessary information about the goods and services that consumers purchase and
use.
Select goods, services, organizations and individuals trading in goods and services
which are suitable for their needs and economical situations; decide whether to be
a part of the transaction and other related content agreements when participating in
transactions with organizations and individuals trading in goods and services.
Comment on organizations and individuals’ trading in goods and services on price,
quality of goods, services, room service, trading methods and other content related
to transactions between consumers and organizations and individuals trading in
goods and services.
Be counseled, guided and supported with the knowledge about consuming goods
and services.
+ Confident when using products

Bring safety when using quality products, consumers can have peace of mind when
using products of famous domestic as well as local enterprises.
+ Affirming the value of themselves
As customers are more and more intelligent consumers and there are more people
join this control group, owning an expensive is not the only thing need to make
them satisfied. New requirements arise: "difference" to mark their social status, to
be stand out in the influential group. How to find the right products with
advantages, limited number, functional or special materials, complex producing
techniques; or how to find the specific or longstanding reputation brand.
Customers often choose the brand that are not so popular and they have their own
specific reasons why they are their choice and sometimes they prefer to stick with
the professional brand.

3. How to build up a good brand name.
- Begin with a brand name


The brand name and logo are the two factors most recognizable image for the
brand. The brand is represented by tangible logo design, brand name, the
impressive design here depends primarily on the color and typography to create an
impressive and memorable. Typically, only select colors and fonts 2.3 feels
"somehow" seeing.
- Select the core personality to the brand.
The successful brand has its own personality. A US study of 60 successful brands
showed them tied to a specific character as "honest", "open", "reliable", "sexy",
and "room ceiling."
So take the unique elements in the product to make up the brand, type in the
customer's wishes. To get this to have a formal study of the market and identify the
target audience, thereby building brand image appealing in the eyes of consumers.
-Understand your market and competitors

Market research can prepare you for changing markets and prevent your business
being left behind by the competition. Market research involves collecting and
analyzing information about your market, including your customers and
competitors. It is vital to research any new market you are moving into to avoid
wasting time and money on failed projects. There are 3 main ways to conduct
market research: desk research, field research, commercial agencies.
Growing your business without understanding your competitors is risky. Knowing
who your competitors are, and what they are offering, can help you to make your
products, services and marketing stand out. It will enable you to set your prices
competitively and help you to respond to rival marketing campaigns with your own
initiatives. Your competitor could be a new business offering a substitute or similar
product that makes your own redundant. Competition is not just another business
that might take money away from you. It can be another product or service that's
being developed and which you ought to be selling or looking to license before
somebody else takes it up.
- Promote your brand globally, special market online


Your brand will need to do three things: create trust, identity and buzz. With this,
your brand makes a promise. It gives a face to your company name, which people
will trust to put their faith into for desired results and then sing praises about your
services to their friends. The key to having a successful online advertising
campaign and promoting your brand is to be able to amalgamate media and target
specific audience. Promoting your brand is essential if you hope to make it
recognized and have a wide user base.
- Always maintain your domestic marketing strategy
Marketing strategy is the process of planning and implementing company policies
towards realizing company goals in accordance with the company vision.
Marketing strategies include general ones such as price reduction for market share
growth, product differentiation, and market segmentation, as well as numerous

specific strategies for specific areas of marketing. It takes a lot of time and effort to
develop and maintain a marketing campaign that resonates with your intended
audience. A Maintain strategy is seldom a passive strategy. In reality, the Maintain
strategy can also be one which requires a large investment and possibly an
extensive amount of time for key personnel.

4. The way to keep a good brand alive
- Connect brands with consumers
In the Digital Age, your company must have a website and its brand should be on
social media. Social media gives consumers and brands a direct connection.
Consumers easily convey their opinions about various brands. Through sites like
Facebook, Twitter, Pinterest and more, brands can make important information
available for their loyal consumer. This can include exclusive sales, promotional
offers, discount, rewards, entertaining content, etc… Companies can make more
use of this opportunity by posting details about the product, posting questions,
asking consumers to share their views on a new product, suggest a flavor for a
specific food brand. This process makes consumers feel more involved in the
marketing process and makes them trust the brand more.


Keep your brand alive in traditional media, too, making yourself available for
interviews. Media appearances act as a third-party endorsement, casting you as an
authority in your field. If you were quoted in a newspaper article last year, then
you’re last year’s news. Even worse, if your competitor is quoted in an article
today, they’ve become more relevant than you and they are winning the personalbranding war.
- Upgrade form and features of the product
The rules of branding are changing and every brand needs to embrace constant
evolution in order to keep up in this dynamic age. The brands that succeed need to
be invested time and money into understanding what their customers want. To
preserve, grow, and maximize your brand equity, you need to invest in design,

messaging, and online aesthetics worthy of your most valuable intangible asset.
User experience, quality assets, messaging, core values, and, a logo, are all part of
the brand. If you invest in your brand now, you’re much less likely to find yourself
defending your brand in the future.
- Customer Gratitude
A great way to keep the human element alive and strong within your corporate
social accounts is to feature the human side of your customers.
+ Work with your customer success or service team to understand who your
customers are and how they’re using your product.
+ Visit customers in their own environment and document the meeting.
Showcase their surroundings, their challenges, and their triumphs.
+ Celebrate diversity. Your users likely don’t use their product in exactly the
same way. Celebrate the differences in your customer stories. Your readers will
be more likely to see themselves in your customers.