Brand indentity prolem based on customer percive a casestudy of mrbachkhoa

UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------

MASTER OF BUSINESS ADMINISTRATION

BRAND IDENTITY PROBLEM BASED ON
CUSTOMER PERCEIVE: A CASE STUDY OF
MRBACHKHOA

Researcher: TRAN CAO TRI
ID: 22130085
Supervisor: TRAN HA MINH QUAN

Ho Chi Minh City – Year 2016


Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

ACKNOWLEDGEMENT
Firstly, I would like to express our gratitude to my supervisor– Mr. Tran Ha Minh Quan,
who has been constantly giving me helpful advices and orientation during our thesis
process.
Secondly, I would like to thank MrBachKhoa’s BOD and managers for their sincere
participations in the interviews; and thank for my respondents who spent their time for my
surveys.
Finally, I am thankful to our families and friends for their sincere supports during this
period. I also would like to thank my classmates for all the constructive criticism and
recommendations that helped me to develop and improve the research.

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

TABLE OF CONTENT
Acknowledgement……………………….……………………….…………..……….……...01
Chapter 1: Abstract………..…………………….………………………………..….….….03
Chapter 2: Problem identification..………….…………….………………………...…….04
2.1. Company background.………….…………………….……...…………………………..04
2.2. Situational analysis.………….……………………………..…...……………………….05
2.3. MrBachKhoa’s brand perspective……..……………….………….…………………….09
2.4. Consumer’s perspective of MrBachKhoa ……..…………………..….………………...19
Chapter 3: Cause findings and validication..………….……………………..……...…….29
3.1. Comparison.…….…….…………………...……………………...……………………...29
3.2. Cause-effect map….……………….…………………………………………………..…33
3.3. Cause validation.………………….………………………………………………….…..33
Chapter 4: Solution……………………………………………….…..…………………….36
4.1. Alternative 1……………………………………..……….……...………….……….…..36
4.2. Alternative 2……………………………………..………….……………….…………..39
4.3. Master timeline and estimated budget….…………………………….………..….……..41
Chapter 5: Conclusion and limitation ……………..…………………….…….…………42
References…………………….……………………….…….………….……...…………….44
Appendix………………….……………………….…………...…….………………...…….45

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

CHAPTER 1: ABSTRACT

Problem:
This thesis is about investigate what is real problem in MrBachKhoa when there was lot of
symptom in revenue, competition capacities and brand. One of potential problem is brand
identity of MrBachKhoa based on company’s perspective and brand image based on
consumers’ perspective seem not correspond effectively. Communication between the
company and the customer is a useful way to understand the core of the brand identity and
its role in the market place. Therefore, we wish to answer the following problem:
Does the brand identity of MrBachKhoa agree with consumers’ image of MrBachKhoa?
Is it a problem of MrBachKhoa and how to solve or improve in better way?
Purpose:
The purpose of the thesis is to describe and understand the brand identity of MrBachKhoa
and how well it corresponds with the brand image of the customers.
Methodology:
In this thesis both an exploratory as well as a conclusive research is applied. To attain
general information about MrBachKhoa which is the digital retail store concept and
reading literature to gain knowledge about the subject, an exploratory research approach is
used. To evaluate the finding we have used a conclusive approach. Further, we have used
the qualitative method in this thesis.
Conclusions
After having studied the brand identity and the brand image of MrBachKhoa, we have
experienced difficulties for MrBachKhoa to communicate the brand identity that they want
to be. This conclusion is based on the fact that the image of MrBachKhoa does not
completely correspond with the brand identity.
However, MrBachKhoa has achieved in some. We finally present our recommendations to
MrBachKhoa and future studies of the subject.

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

CHAPTER 2: PROBLEM IDENTIFICATION
2.1. Company Background
The Bach Khoa Computer. JSC is currently distributing digital mobile devices in 38 cities
and provinces of Vietnam, through a network of more than 85 stores and nearly a thousand
employees. The first store was launched in May 1997 in HCMC, which was the first player
in Vietnam computer market.
The key products of BKC are mobile phones, PC, tablets, laptops, and accessories. BKC is
not only do business in B2C, but also in B2B with many big firms such as Lazada, Tiki,
Vinpro, FPT, etc. Bach Khoa Computer has three participations: the south, the middle and
the north. The Bach Khoa Computer in the South is the biggest participation, which has 23
stores in 15 cities and provinces.
Organizational Structure
BOD

CEO

CFO

CMO

CCO

Finance Dep.

Marketing Dep.

Store Managers

HR

Figure 1: Organizational Structure Chart
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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

2.2. Situational analysis
In a digital world where markets become more and more competitive, where access and
offer of different products increase and where products become more and more similar, the
importance of brands gain essential meaning. Aaker (2009) explained that brands have
become a major player in modern society and shape our lives, which represent immaterial
assets that often have greater financial value than material assets. Keller (2003) suggested
that brand is a name that influences buyers, by creating mental associations and
relationships built up over time among customers and distributors. A product can be copied
by a competitor but a brand is unique. “A product can be quickly outdated, a successful
brand is timeless”
Competition among different digital retail stores is increasing in HCMC. This industry has
developed and the increasingly competitive retail environment is one cause behind the
store’s offer of more equivalent products. Simultaneously as the range of similar products
increase the brands have not been strengthen or are not acknowledged.
With this system in nearly 15 years, BKC has been developed and got a good position in
the digital retail market. However, in nearly years, something was wrong. The sale revenue
has decreased during 4 year from 2012 to 2016
Figure 2: Sales Revenue
Year

2012

2013

2014

2015

2016

(half

year)
Revenue (Billion

421.302

381.227

363.615

306.24

148.971

VND)

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

Sales Revenue (Billion VND)

450
400
350
300
250
200
150
100
50
0
2012

2013

2014

2015

2016 (half year)

The managers reveal many problems which have influences on the sale revenue. They
claimed that in fact the competition abilities of BKC has been decreasing which lower than
competitors in HCMC. During the latest years, new stores brand has appeared such as
Guphukien.com, DidongViet and old brand have been built more stores such as
Thegioididong, FPTShop, VienthongA in HCMC. With well investment in diversify range
of product and service, they give to customers a lot of good choice.
Since 2014, BKC has had a lot of change in business concept and extend product line to
increase BKC’s competition capacity. The BOD also decided to renew the brand name
from Bach Khoa Computer to MrBachKhoa in 4th quarter of 2014. In their voice, brand is
one of the most challenging problems of the company when not too much customer think

about BKC when trying to buy a new digital devices. They have a bias with the name “Bach
Khoa Computer” so they choose another rivals instead, such as Thegioididong.com, FPT
shop, Viettel Store, or other smaller such as DiDongViet, GuPhuKien, etc.
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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

In order to satisfy this wide base of different customers’ needs, MrBachKhoa offers
products in the premium price segment as well as the lower price segment, regular as well
as unique for consumers should be able to find some accessories products that they can’t
find anywhere else. It prioritizes to be diversify, lively and eventful by focusing on
experiential retailer. In BOB perspective, they want the customers to associate
MrBachKhoa as the best accessories store in town.
In order to investigate this claim, researcher has a short interview with buyers and nonbuyers of BKC. The respondent didn’t claim MrBachKhoa as the best accessories provider
like it want to be. Most of them can’t clarify what is MrBachKhoa or product which it sells.
Computer, IT school or software are the first perception of them.
In their mind, the most important thing when they seeking for hi-tech product is useful
information: search it online, references from their friends or relatives. However, BKC
usually lacks of both of these elements. When they have been searching on internet, they
rarely to see an article or data about MrBachKhoa, instead they are easy to touch with
TheGioiDiDong, FPT… Interviewees who surfed in MrBachKhoa website, said that
website is quite hard to use without good structure.
Additional, it is also lack of word-of-mouth from their friend or relatives, who they seem
as their hi-tech guru. Some of their “guru” said that their experiment in MrBachKhoa was
not satisfaction enough. They claimed MrBachKhoa give them lower value than the other
did such as TheGioiDiDong, VienThongA, H-Nam Mobile… so they can’t recommend

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

MrBachKhoa for another. These elements show that MrBachKhoa has not completely
succeeded with their market communication.
In the buyer side, they mention a lot of about another problem: the visual of MrBachKhoa.
In their opinion, the decoration with boring main color is not outstanding and attractive in
comparison with other stores. “It’s boring and didn’t make a noise or impression on the
street”. The image and logo at store make them confuse because of inconsistence: they feel
that different space of store has different name and color. People can’t identify what
MrBachKhoa brand stand for. Somehow, the perspective of customer could not meet the
company perspective like the BOD expect.
As mentioned above, the BOD decided to renew the brand name from Bach Khoa
Computer to MrBachKhoa in 4th quarter of 2014. But after nearly 2 years, how well a
company has communicated the brand identity which reflected in the mind of the
customers?
As above interview, our customer can’t identify a well image for our brand. In fact,
nowaday in digital retail market, when the product is just any other commodity and the
price becomes relevant, if customers do not recognize the brand and can’t identify
themselves with one, which means that customer loyalty is low. When necessary they will
not hesitate to look for other alternatives.
We claim this as a potential concern in the company, which could be one of causes make
low brand awareness and low brand image, which decrease MrBachKhoa’s competition

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

abilities in market. Hence we try to investigate more in brand identity which the company

want to communicate with customer.

Not Satisfy
Lack of WOM
Product/ Service

Ineffective
Market Comm.

Low brand
awareness
Lack of online
info
Low brand
equity

Unclear Brand
Identity

Unclear brand
image

Decrease Sales
Revenue

Competitive
Market

Change business
concept

In order to understand what MrBachKhoa expect to communicate their brand with the
consumer, we dig deeply when interview company’s managers & customer. We have
chosen to use opened questions were used in order to attain a deeper understanding of the
respondents’ actual perception and what they are based upon.
The interview company’s managers result will structure in the following sections, which
focus on present the brand identity. It’s also have quick look to the business concept, brand
associations, market communication and customer needs of MrBachKhoa.
2.3. MrBachKhoa’s perspective
Since the completion of MrBachKhoa as a digital mobile store, the brand has developed
and a renew brand building process has recently started. MrBachKhoa views its brand as a

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

central part in the development towards becoming “Best in hi-tech accessories product”,
which is the vision of the new brand.
The purpose with the re-branding process is to strengthen the brand and to market
MrBachKhoa, in order to attract more customers and increase the growth. The brand
building is a continuous process and goes far beyond just the surface that the customers
see, for example the logotype. It is a tool for communicating the identity of MrBachKhoa,
which creates an image in the consumers’ minds.

(Old LOGO)

(New LOGO)

2.3.1. Brand identity of MrBachKhoa

Applied the elements in the identity prism of Kapferer (2012), on MrBachKhoa by defining
these elements in the sender - MrBachKhoa, which is expressing a picture of the company.
In its turn, the customers observe the image of MrBachKhoa depending on how well
MrBachKhoa succeeds in communicating their identity.
Physique
According to Mr. Quan, the founder, MrBachKhoa rebranded as the best place for hi-tech
accessories in town, where diversify digital products not only phone, tablet, computer but
also focus on accessories and easy to choose.

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

The stores are situated in the big streets of HCMC which tend to have consistency
decoration. There are also include in the mall center chains such as Coop Mart, Big-C. The
logotype of MrBachKhoa is visible and placed in entrance, doors, standee, experiment
shelve space, etc.
Personality
It is essential to have a personality that express what kind of person MrBachKhoa wants to
be perceived as, who they are and what they stand for.
Mr. Quan share that when rebranding, MrBachKhoa wants to be perceived as a modern
gentleman which above 30 years old and good experience in hi-tech. He is active, outgoing
and experienced. He is also stabile, secure, trustworthy. He likes technical, IT and social
network.
Culture
It is of significant importance for MrBachKhoa because there are not different too much
between stores in town. The core values MrBachKhoa want to point are hospitably,
professional, lively, diversify, accessible and the culture is the source of these values. BOD
of MrBachKhoa believe that these elements are the core values of the brand which regularly

communicated from the company management to the employees.
Hospitably

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

According to Mr. Quan, welcoming means that MrBachKhoa wants the costumers to feel
welcome and comfortable when entering the store, through kindness, good service and
creating a pleasant environment. This is shown by, for example, welcoming signs in the
parking lot, some decorations by the sitting areas in the middle of the store, sale staffs
behavior. “Store managers have to open and close the door when every customer enter is
the first step to show the culture of us”, he said.
Professional
Mr. Quan notes this attribute as one of point he want the customer remind about. He
mention professional in customer service, sales advice, guarantee, even delivery or
decoration. In his words, “in any case, customer is the best”.
According to Mr. Quan, it is important that the employees are aware of this core values
and it is an important stage in the brand building process. The employees can help
communicating what MrBachKhoa want to be through their service and the way of treating
the customers. That is reason why professional is also one of KPI of sales team to estimate
the performance. The managers want highlight professional will be one top of mind to
guide all staffs in MrBachKhoa.
Lively
Lively is one of MrBachKhoa’s most important values, which has always been highly
prioritized. To fulfil this value, MrBachKhoa has organized different events frequency,
such as mini game shows in stores, sale-off activities, launching product exhibitions, etc.

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

Further actions made in making MrBachKhoa a lively atmosphere and more experiential
store is the broad range of products. In order to stay competitive and attract more
customers, Mr. Linh – Marketing Director, claims that MrBachKhoa will expand the range
of events in the future.
Diversify
Mr. Quan wants the customers to associate MrBachKhoa with the wide range of products
and mentions that customers can buy various products, such as mobile devices
(smartphone, tablet), PC (computer, laptop, software), hi-tech accessories. He points out
that it is important to continue to let new products line establish in MrBachKhoa.
Consumers should be able to find products such as accessories that they can’t find
anywhere else.
Accessible
Accessible refers to the location of MrBachKhoa, which in the big street of the city of
HCMC, which increases the accessibility and makes it easier to park at shop. MrBachKhoa
has chosen to have longer opening hours, even on weekends, in order to be as accessible
as possible. The shops in MrBachKhoa is open every day of week from 8a.m to 10 p.m.
Relationship
The MrBachKhoa brand want to satisfy customers’ needs via its variety of stores and
products. Sometimes the customers’ want to buy hi-end mobile devices, sometimes they
want to buy a PC or a software. Sometimes customers are unique and want to special
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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

accessories for their devices. Mr. Quan believe that all demand could be satisfy in one

place: MrBachKhoa.
They are trying to be an experiential digital mobile center. The management of
MrBachKhoa want to take action towards a more experiential retailer, hence connect well
strong with customer to gain loyalty and return buying.
Reflection
MrBachKhoa gives customer a unique buying experience and delectation. It is always
accessible for everyone and easily gives them not only what they want but also the good
atmosphere. It satisfy their needs, where is a diversify place where the customer can find
everything for mobile devices, PC, software, accessories.
Self-image
When choosing MrBachKhoa for buying, the BOD believe that customers can reflect
themselves are smart and modern users. They are careful and brainy when choose a good
product and good service in one of best modern store in the town.
In summary, the fact of the brand identity which the company want to claimed
MrBachKhoa consists of the following words:
- Physique – Hi-tech retailer store, accessories, in big street
- Personality – Modern gentleman, experienced, stabile, secure, trustworthy, social
network.

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

- Culture – Welcoming, lively, professional, diversify, accessible
- Relationship – Satisfy customer, strong connection, loyalty and returning.
- Reflection – Diversify product, unique atmosphere, accessible for all customer
- Self-image – Smart, modern, careful.
2.3.2. Business concept
When rebranding, MrBachKhoa’s vision is to become “Best player in the market of

accessories product”, which means not to be focus too much in PC market and mobile
devices. To reach the vision, MrBachKhoa has developed a business concept: the brand
will have a category of products and services that meet to the demands of the customer.
MrBachKhoa will appear as the most modern and experiential digital mobile accessories
store in HCMC. More space of store has be for hi-tech accessories which in the best eyecatching booth.
2.3.3. Brand associations
Mr. Quan wants the customers to associate MrBachKhoa with the wide range of products
and mentions that customers can buy various products, such as mobile devices
(smartphone, tablet), PC (computer, laptop, software), hi-tech accessories. He points out
that it is important to continue to let new products line establish in MrBachKhoa. Specially,
consumers should be able to find products such as accessories that they can’t find anywhere
else.

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

Other associations, which Mr. Linh mentions is welcoming, and an overall good service
and quality in the shops. It is essential for the employees to have knowledge about
MrBachKhoa’s vision and the core values, in order to work on communicating these
associations and live up to a good service that MrBachKhoa wants to be associated with.
It is also important to have a nice environment in MrBachKhoa, in order for customers to
associate MrBachKhoa as welcoming.
MrBachKhoa prioritizes to be eventful, by events taking place in the store and by focusing
on experiential retail. According to Mr. Linh it is important that the shops are eventful as
well and that the shop is like an experience, which is why the employees are being
encouraged to make the shop more eventful.
2.3.4. Market communication
MrBachKhoa’s most essential media choices are PR, outdoors advertising, internet

advertising, events.
In front of store, MrBachKhoa’s logotype will appear in some billboard or banner and radio
commercials. MrBachKhoa’s product booklet is distributed exclusively to special business
associates. In the booklet there are many valuable categories product line of MrBachKhoa.
They have recently also make leaflet, which can be give information about hot product or
promotion in store.
MrBachKhoa’s marketing department has been ran many online campaigns, which are
advertising and developing MrBachKhoa brand which is the good place to buy digital

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

things. MrBachKhoa is also available on their homepage, www.MrBachKhoa.com. There
is information about products, price, promotion, guarantee policies, stores address, etc.
This is a way of connecting the consumers to the store and not going to the same store
somewhere else.
Since MrBachKhoa is situated in an attractive market, there are also many online articles
written about different incidents in MrBachKhoa. This type of publicity could be both
positive and negative, but Mr. Linh - Marketing Director, believes that the negative
publicity has decreased over the past years. The total amount of paid publicity for 2015
was more than 10 articles. This was written in different newspapers such as 24h.com.vn,
kenh14.vn, news.zing.vn, pcworld.com, etc.
The advertisement of MrBachKhoa has changed over the past years. Before, advertisement
of MrBachKhoa could just be a picture of the logotype on the main entrance. Today,
MrBachKhoa’s advertisement is based more on emotions, where you can see two people
interacting for example. This type of advertising is better corresponding to the brand
identity that MrBachKhoa wants to communicate, such as being lively and that
MrBachKhoa wants to offer experiential retail. This kind of advertisement is also easier

for customers to relate to, as creating more emotion and Mr. Linh believes that it better
represents how MrBachKhoa wants to be perceived.
As mentioned before, it is essential that the employees are aware of MrBachKhoa’s core
values and the vision in order to transmit that to the customers. The staffs of MrBachKhoa

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

regularly receive information from the management of MrBachKhoa to be able to stay
updated about activities and events. It is also important that they receive information about
the core values, says Mr. Linh, which is why there has been a weekly meeting for stores
managers in MrBachKhoa.
2.3.5. Customer needs
According to Mr. Linh, the target group of MrBachKhoa is broad and consists of youths,
families and elder people. Faced with competition from other big brands like
Thegioididong, VienthongA, FPT store, it is of great importance to meet the needs of their
consumers. The way to do so is by offering a broad range of stores. In MrBachKhoa, people
can buy mobile devices (smartphone, feature phone, tablet), PC (computer, laptop),
software and hi-tech accessories.
In fact, PC market in nearly few year was not expend, because of decreasing consume
needs. And in mobile devices segment, there are bigger competitor such as Thegioididong,
VienthongA, FPT stores. However, not too much people have a loyalty brand when trying
hi-tech accessories.
Hence, MrBachKhoa renew brand and focus on hi-tech accessories and to satisfy this wide
base of different customers’ needs, MrBachKhoa offers products in the premium price
segment as well as the lower price segment, regular as well as unique for consumers should
be able to find some accessories products that they can’t find anywhere else.

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

2.4. Consumer’s perspective of MrBachKhoa
We have explained the perspective of MrBachKhoa. Further follows the consumers’
perceive and how they perceive the image of MrBachKhoa.
Based on our interview and our secondary data we have formed a questionnaire to find
answers to our sub research problem which is to find out how the intended image is
perceived by the customers. The questionnaire consists opened questions. The consumers’
perspective indicates the experienced quality and how the consumers perceive the new
brand of MrBachKhoa.
The interview customer’s perspective result will structure in the following sections, which
focus on present the brand image of MrBachKhoa.
2.4.1. Brand Image
Image is the way the customer perceives a brand. Hence the researcher asked respondent
such questions to understand what image they have of MrBachKhoa.
Physique
The respondents were asked how they would explain MrBachKhoa or Bach Khoa
Computer as a destination in which they can find that different itself from other shop.
As a buyer, Mr. Dung Nguyen said that he knows Bach Khoa Computer is one of the best
provider in computer include laptop and PC in HCMC. However, he didn’t know the name
has changed from Bach Khoa Computer to MrBachKhoa. He also believed that the brand

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

is belong to Bach Khoa HCMC University, because he saw a big store of BachKhoa
Computer is in front of this university.
Ms. Diem Nguyen is the same idea. Having twice time shopping, she said that she knows
Bach Khoa Computer has diversify products, including computer, mobile, accessories…
But she is no idea about new name of MrBachKhoa. In her voice, she can’t see the change
because the store was not different in visual: logo, name in billboard, colors. She though
the new name is not more impressive than the older one.
Another buyers, Mr. Chien Tran - who buy a smartphone in Feb 2016, said that he was
have a convenience when choosing an accessories for his new phone. He is quite surprise
because he imaged MrBachKhoa looks like a small store with laptop or phone. After
visiting, he though MrBachKhoa is a good choice to buy digital product because of its
diversification with many product categories.
With the people who didn’t have experience in shopping in MrBachKhoa. Ms. Thao Do,
who choose HNam Mobile instead MrBachKhoa when buying her smartphone, she did not
see the name when searching product information. She said that she just think about
computer or a university when heard the brand name. Ms. Huong Nguyen shared same idea
“MrBachKhoa sounds like an IT college or software company”
In summary of MrBachKhoa’s physique, computer (laptop and PC) is top in mind of
buyers, and IT school or software firm is the answer of non-buyers.
Personality
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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

When the respondents were asked if the brand MrBachKhoa were a person, who would it
be, many answer from both buyers and non-buyers.
Mr. Dung Nguyen though that MrBachKhoa sounds like a seriously man with knowledge
in technology, a name of old teacher who can guide you in that major.
Ms. Thao Do says “MrBachKhoa is a name of a man who know everything like a “live

encyclopedia”. He has knowledge and experience who you can trust.
Ms. Diem and Ms. Huong Nguyen have the similar ideas. They said that MrBachKhoa
make them image about an elder: more than 60 years old, unsociable, slowly and inflexible.
However, he gained a lot of experience and can give you great advices to do.
Another opinion from Mr. Chien Tran. He thinks MrBachKhoa is a gentleman within
middle age. He is the best in IT, software and hi-tech. He is clever and stabile with careful
thinking.
In summary, most answer for personality of MrBachKhoa sounds like a middle age men
who has a good knowledge in technology and looks like have some “IT-man character”:
smart and careful to trust, but unsociable and boring to communicate.
Culture
When the respondents were asked how they would explain MrBachKhoa or Bach Khoa
Computer culture, an opinion from a buyer, Ms. Diem Nguyen told when she came to store,
she feel little strange such as “lack of something make good atmosphere in store”. Although

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

the store is in big street but hard to find out because its color doesn’t stand out. She said
“honestly I think it is quite cold, lack of warm and fun in the first see like I fell in
Thegioididong or VienthongA”. However, the salesman was so enthusiastic advices to
have a good choice, so she was quite satisfied.
Mr. Dung Nguyen, who buying a laptop in MrBachKhoa, show his viewpoint that while
he chooses MrBachKhoa because one store is front of Bach Khoa University and on a big
crowded street, so it easy to access. The products category is diversify. However, Mr. Dung
also shared that he has some experience in buying hi-tech product, hence he think
MrBachKhoa product is still complex and don’t have sale promotion frequency like
TheGioiDiDong, VienThongA, etc. Other opinion is want more space for experience

product area and more activities in store (such as event, unique promotion).
Mr. Chien Tran said that the sales team was friendly. “The store manager open the main
doors when I entry, and then have another salesman guide me in the store”. Chien think
they were professional when make customer feel comfortable in a good way. He says “It’s
easy to pick accessories when they are next to the phone categories where I buying”.
However, the second time when Chien came back, he had a chance to join a sale-off event
in MrBachKhoa. He told that his experience in event was quite boring. “The sale-off
product is not good quality and not in best price. Almost of them are old or from China, so
make people afraid that can be buy an out-of-date product”. The atmosphere is nothing
special activities “while the other competitor did it better” so he did not enjoy and buy

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

anything. He said for example, when TheGioiDiDong launching a new product line, they
create a big promotion event with crazy sale-off, colorful and make a noise so get
impression.
Mr. Dung and Ms. Chien both said that the visual of store is regular in boring ways. With
main color is green, Mr Chien said it is quite peaceful, but not create impression or fun
feeling to create inspire like TheGioiDiDong, VienThongA… The visual is also not
identical: the logo and name of brand in outside such as billboard, main door are different
with inside (standee, brochure…), so that make him confuse.
In other side which non-buyer, responders can’t really put a finger on what MrBachKhoa
try to convey after they hear or see the brand.
Relationship
In response, only Mr. Chien Tran thinked that MrBachKhoa gave him a quite good
relationship after visiting. He said the professional of store managers in the first see and
then the enthusiasm of sales team was impressive, which made him feel comfortable.

“Although it still has other fault, MrBachKhoa is the one of the choice for me when I
consider to buy hi-tech products”, he says.
Mr. Dung and Ms. Diem gave a same feedback when they had a neutral relationship with
MrBachKhoa.

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Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

Mr. Dung’s opinion is between him and MrBachKhoa is in a normal connection. “Just a
choice for buying. Something good and also something bad in the store”. If the others have
better in price, location, policies… he will choose them instead MrBachKhoa, according
his word.
After twice times experience visiting, Ms. Diem said that she would consider to come back
or not because of comparison with other competitors. “The price is quite the same, so I will
be back where I fell more fun and happy. While I experience the warm and colorful visual
in TheGioiDiDong or VienThongA, it’s not in MrBachKhoa.”
In the side of non-buyer, Ms. Thao said she didn’t try visit the store before. Maybe she can
try in the next time if she looks for some interesting information about her seeking product
in MrBachKhoa.
Other non-buyer, Ms. Huong said that she has a good relationship with TheGioiDiDong
when she is a membership and them always give her a good deal for buying.
“TheGioiDiDong give me almost of comfortable and satisfaction which I hope. So that it’s
so hard to change my choice to MrBachKhoa”.
Reflection
When asking the question about the refection of MrBachKhoa, most of visitors claimed
MrBachKhoa is a hi-tech store which is diversify of product. “The store satisfies my need
when I am seeking for a hi-tech product”, Ms. Diem claim. Mr. Chien, who after visiting
and purchasing, said that he has to change his previous mind-set about a small store with

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