1.

DUREX
MARKETING  Younger age = less experienced: start sexual life -> Highlight “Safe and Quality"
A business has 2 central functions: Marketing and Innovation  Maturity = more experienced -> “Comfort and Natural"
 Compatible couples -> “Unique and Exclusive"
It emphasizes the importance of marketing and innovation as the two core functions that
drive business success.
- Agree: reciprocal relationship  Young and inexperienced consumers (16-24 years old): at the beginning of their
- Innovation: engine of growth to drive comp go ahead of competitors sexual lives, they are used to using condoms mainly to prevent an unwanted
o Provide new values to customers pregnancy and to avoid STD (Sexual Transmitted Disease). They are in demand for
- Marketing: focus on external growth: how businesses reach out to potential groups safe and quality product.
of customers  Older consumers (25-35 years old): they already have a sexual experience and take
into account comfort and natural sensations.
o Gain insights on market demand, to use products to adapt to customers’ need
 Couples of all ages, being together for a long time: they like to spice up their
o Communication channel in transferring their innovated value to market relationship with new experiences.
- Not deny other functions’ importance for firms -> 2 above = top priorities
→ Without effec ve marke ng, a company may struggle to a ract customers and generate Brand positioning: Value-based selling
revenue, while without innovation, a company may fall behind its competitors and fail to
adapt to changing market conditions.
Case study: DUREX  Based their value on “Love and sex"
1 billion is the number of condoms that Durex sold in 1 year. Durex has achieved  Promote their brand with the capability of Durex of bringing love, trust and sensuality
impressive growth by successfully positioning its brand through different campaigns, at the same time
despite not being the best quality condom on the market.  Consumers think that Durex can bring them love, sex and safety
The brand has become a household name that people think of when it comes to sex  Attach their brand with the term“Love education": involved sexual learning +
products. So how Durex do it? In this presentation, our: awareness raising campaigns within younger adolescents and adults

Objective: Corporate branding’s strategy and implementation within recent years Mix Marketing (4Ps):
Reasoning: intimation to younger age and sex education for young generation Product: 4 kinds of products:
Key ideas:  Condoms
 Brand essence: coherent values  Pleasure gels and lube
 Segmentation: what are their customers? what products they provide for each  Toys
category?  Massage and gels
 Position: how they implement value-based strategy Price: quality and reliability. -> Price policy sets up by Durex with prices above the market
 Leverage: how they extend and diversify average => Use brand reputation to ask for price premium
 Marketing content: outstanding remarks Promotion:
 Double message: sex pleasure and importance of protecting.
 Humor is an integral part of Durex advertising campaigns and it is also part of the
Brand essence : Durability, Reliability and Excellence.
Branding in Swiss way: Transcending commercial purposes, Durex also promotes the brand identity.
destigmatization of supposedly sensitive topics in Asian countries, including Vietnam. E.g: “Earth Hour” is a worldwide event launched by World Wildfire Fund (an NGO) and it
-> Focus on localization marketing takes place every year. Concept is simple: turn-off the lights during 1 hour from 8:30 to
9:30 PM (local times) during the last Saturday of March.
-> Communication campaign with a movie based on humor: proposed to take advantage of
the event to both save his marriage and the planet, making the Earth Hour event a “Love
 Acknowledge: fine line between conveying positive messages and merely being Hour”.
offensive or ridiculous
 Implement: honest, relatable approach and avoid confusing or misleading message
Place: Durex uses both direct and indirect channels to promote its products.
 Direct channel refers to Internet;
Brand segmentation:  Indirect channel refers to either retailers (eg: pharmacy, grocery stores,
supermarkets) or wholesalers (vending machines).
Divided based on age + experience level to provide products with appriopriate functions:
• The POME group (Point of market entry): customers who have never had sex or have
already had sex without condoms, aged 18-24.
Brand leverage:
• The Core users: customers under 45 who are the most active in sex.
 Brand stretching: Durex offers a range of products that includes condoms, lubricants,
and sex toys.
  Extension of the Core Range (Line Extension): Extension of the existing  Use social network + platform -> trendy, entertaining content for positive interaction
product category within younger customers + highlight HUMOR + trend catching phases in their
 Durex offers a wide range of condoms with various types and content
features. Some of the types of condoms offered by Durex include:
Ultra-thin condoms, Flavored condoms, Latex-free condoms, Large
condoms, Small condoms, Extra strength condoms
 Also, Durex execute Near Brand Extension: Extension of the brand into
related product categories (often into supportive, complementary product
categories):
 Durex started as a brand focused on the production of condoms, and
it has expanded its product line with additional products such as
lubricants, sex toys, and massage gels. Those are complementary
products of condoms.
 Far Brand Extension: Extension of the brand into categories not directly
related to the existing core product
 Co-branding: Durex has collaborated with
 Durex and (RED): In 2017, Durex partnered with (RED), an organization
founded which raise awareness and funds for the fight against HIV/AIDS.
Together, they launched a limited-edition Durex (RED) condom, with a portion
of the sales going towards the Global Fund to support HIV/AIDS prevention
programs in Africa.
=> Help the brand to build their reputation in fighting against HIV/AIDS with 3. Earned
healthy sexual life  Influencers' collaboration: cooperated with several content production partners to
share sex education content + Promote through celebrity's reputation
4. Paid
 Durex and fashion brands: Although not as prominent, Durex has
occasionally partnered with fashion brands for unique promotional
collaborations. For example, Durex collaborated with designer Alexander
Wang in 2014 to create limited-edition condom packaging for an event during
New York Fashion Week. This collaboration helped position Durex as a
fashionable and trendy brand while also promoting safe sex.

=> Increased brand awareness: Co-branding can help Durex reach new
customer segments and markets by associating itself with other well-known
brands. This can increase overall brand exposure and awareness.
Enhanced brand image: By partnering with brands that share similar values or
objectives, Durex can strengthen its image as a socially responsible and
innovative company. Such collaborations can help reinforce the brand's
commitment to promoting sexual health and wellbeing.

Marketing content:
1. Owned
 Biggest challenge Durex faces when operating in Vietnam is that the market
penetration level of the condom industry is still very low, at around 19%. Asian
culture often makes people shy and reluctant to openly discuss sexual topics.
 Durex has proposed a strategy to collaborate with content production units to
create practical and beneficial educational content for young people. Simultaneously,
this strategy aims to promote Durex's products.
o Pioneer: Podcast users for sex education
o Awareness raising campaign series on safe sex around several universities
2. Shared
 2. Tiktok Creating engaging content: TikTok's success is largely due to its unique approach to
content creation. The platform encourages users to create short-form videos that are
Q7: Search best practice examples that show how Brands are successfully engaging and entertaining, which helps to keep users coming back and build a sense of
implementing “things” we spoke about in marketing 1 community around the platform.
1. About TIKTOK User-Generated Content: TikTok is primarily a platform for user-generated content, which
TikTok is a video-sharing app that allows users to create and share short-form videos on any means that brands can leverage this to encourage their audience to create content around
topic. It’s mainly mobile-based, although you can still watch TikTok videos using the web their brand. Brands can launch user-generated content campaigns that encourage users to
app. The platform allows users to get creative with their content using filters, stickers, create content related to their products or services, using a specific hashtag.
voiceovers, sound effects, and background music. Collaborating with partners: TikTok partners with brands, influencers, and other
According to the latest TikTok stats, the app has been installed 3 billion times. It also boasts stakeholders to create co-branded content and promotions. This helps to extend the reach of
1 billion active users on a monthly basis. This is impressive considering that the platform the brand and build relationships with other players in the digital ecosystem.
only had about 133 million monthly active users when it was first introduced in 2018. The Collaborative Content: TikTok has a feature called "Duets" that allows users to create
significant user growth speaks volumes about the platform’s popularity and engaging nature. content in collaboration with another user. Brands can leverage this feature by creating
This exponential growth can be explained as TikTok has focused more on customer- branded content that encourages users to duet with the brand's content, which can help to
oriented, which means they meet the needs for entertainment of customers from different increase brand awareness and engagement.
age groups. Until now, the platform is no longer just for lip-syncing as when the it’s first Providing a personalized experience: TikTok's algorithm is designed to deliver
introduced. Creators on the platform are getting extremely creative with their content, putting personalized content to users based on their interests and behavior on the platform. This
together funny sketches and informative videos. Entertainment and dance continue to be the helps to create a more engaging and relevant experience for users, which in turn
most popular types of videos on TikTok. A plenty of educational content covering topics strengthens their relationship with the brand.
ranging from health to investing also can be found. Responding to user feedback: TikTok actively listens to user feedback and makes
changes to the platform based on that feedback. This helps to build trust and loyalty among
users, who feel that their opinions are being heard and valued.
Brand Architecture Scenarios
2. Brand and reputation guided stakeholder management
TikTok is using one house branding.
a, Brand Identity
 Tiktok challenges: launch different challenges on the platform, engaging users to
Vision & Mission: TikTok is the leading destination for short-form mobile video. Our mission
participate and create their own videos
is to inspire creativity and bring joy.
 Tiktok Live: streaming features, creating opportunities for creators to interact with
Brand personality: casual, funny, enthusiastic, flexible
their followers and create a sense of community.
Brand architecture: One firm
 TikTok Shop to cater to the needs of advertisers and businesses. This has helped to
Corporate identity: Provide fast access to short and skippable content, tutorials aimed at
streamline their offerings and make it easier for users and advertisers to navigate the
specific preferences and interests. A platform to create, share, and feel belonging in a space
platform.
of self-expression
Why?
b. Reputation: TikTok has built a reputation as a platform that values creativity, authenticity,
Building a sense of community
and inclusivity. They have also been transparent about their policies and efforts to ensure
Strengthening the brand: creating identity for the platform
users safety and privacy. This has helped them to build trust with their stakeholders,
Brand Leverage
including users, creators, and advertisers.
TikTok has leveraged its brand in multiple aspect to attract partnerships and collaborations
Customers: Positive reputation among several customer segments
with major brands and celebrities.
Compared to other social media sites, TikTok has a younger audience base, with 69 percent
Brand stretching:
of users falling into the 13 to 24 year-old category -> Achieve the mission and identity
Start merely as a social media platform where the only function was recording & uploading
Attract more customers, other brands to diversify content
short clips. Tiktok has diversify its service to adapt with the rising demands of its users
Media:
Horizontal diversification: live streaming function, music distribution/ promotion via video
Vertical: Allow longer clips, develop visual effects, sounds…
lateral: Tiktok shop - ecommerce – Fee
3. Brand Relationship Process
The brand relationship process means managing all sources of information about a Brand lincensing:
product/service a customer or a prospect is exposed to Following the launch of tiktok shop and livestreaming service, tiktok allow retailing
TikTok has developed a close relationship with its users and creators by fostering a sense of businesses of all size to engage themselve into the platform and sell their products along
community on the platform. They regularly feature popular creators on their Discover page with a fee.
and collaborate with them on campaigns and challenges. TikTok has also launched Tiktok also increase its brand awareness by spreading titles such as “tiktok dancers”, “tiktok
initiatives like the Creator Fund to support its creators and provide them with new
star”... which help to increase profitability
opportunities. Brand reporting
Building brand awareness: TikTok uses various marketing strategies to promote its brand Instead of focusing on only the financial aspect of reporting, tiktok proves their understanding
and increase awareness among potential users. This includes influencer marketing, social about their consumers via ESG and frequent market reports.
media advertising, and other forms of digital marketing. -> tiktok named as world fastest growing brand by brand global 500 2022 report
Co-branding:
They develop relationship with celebrities. they have partnered with brands like Pepsi and
Dunkin' Donuts to launch viral campaigns and challenges on the platform.
3. APPLE
Or they collab with universal music and artists to promote their music with certain fee. These
collaborations have helped to reinforce TikTok's brand image, reach new audiences. and Analyze Apple touris c Na on branding (how, what, where) in Asian countries (China, Indonesia,
gain leverage. Thailand,...)?
QUANH
2 parts: ….. & HOW DEVELOPMENT IN TOURISM STIMULATE THESE ASIAN COUNTRIES’
NATION BRANDING
A. HOW APPLE MARKETING STRATEGIES BOOSTED TOURISM IN ASIAN
COUNTRIES
Apple has implemented severals strategies in the past to promote tourism in Asian countries like
China, indonesia or thailand.

1. First, Brand Identity: In China, Apple has created unique advertisements and marketing
campaigns that incorporate local culture and landmarks such as the Great Wall of China
and traditional Chinese culture.
1. For example, in 2018, Apple released a series of short films shot entirely on the
iPhone X that showcased the beauty of China's landscapes and culture.
=> RESULT: positive brand perception and an emotional connection with the local
audience, which contributed to increased brand awareness and improved brand
engagement.

2. Second, Target Audience: Apple identified the target audience and tailored its marketing
campaigns to their interests and preferences.
1. For example, in 2017, Apple collaborated with the Tourism Authority of Thailand to
launch a photo contest that encouraged tourists to capture their experiences in
Thailand using the iPhone 7.
2. in 2021, Apple launched a campaign called "Shot on iPhone" that showcased the
beauty of Thailand's landscapes and culture through photos and videos taken by
iPhone users.
=>in turn RESULTed in: increased tourism & economic growth for the country, as the
campaign appealed to the target audience's interests and preferences.
(THƯ)
3. Thirdly, Online Presence: Apple has created dedicated websites and mobile applications for
each country that showcase its unique features and experiences. For example, in Indonesia, Apple has
launched a dedicated website that highlights the beauty and diversity of the country's landscapes,
culture, and people.
=> RESULT: These actions of Apple increased brand awareness and improved brand
engagement, as the online presence allowed Apple to reach a wider audience and showcase
the unique aspects of the country.

4. Moving to the next part, which is Partnerships and Collaborations: Apple has
collaborated with local tourism boards and travel agencies to promote tourism in these countries. For
example, in Thailand, Apple has partnered with Thai Airways to offer special discounts on flights for
Apple customers.
=> In conclusion, Apple has increased tourism and economic growth of the country
(NHUNG) 1. Personal branding Steve Job contributes to apple’s branding reputation
5. Fifth, Content Marketing: Apple has created high-quality content such as videos, photos, We want to mention Apple as the best practice because this brand includes many aspects of branding.
and blog posts that showcase the unique features and experiences of each country. It is undeniable that Steve Jobs’s personal brand sticks with Apple’s branding reputation for many
1. For example, in China, Apple has created a series of short films that showcase the years.
country's cultural heritage and natural beauty.
2. In Thailand, Apple has recently released a video that showcases the beauty of the
country's natural landscapes and cultural traditions. We also want to mention Steve Job's influence in Asia.
=>As a result, Apple’s content marketing strategy has raised brand awareness and Steve Jobs' personal brand had a significant impact on Apple's branding in Asian. Jobs was a highly
improved brand engagement respected figure in China, and his personal brand was associated with innovation, creativity, and
6. Finally, Experiential Marketing: quality. This helped to elevate Apple's brand image in China and make it a highly desirable brand
1. Apple has organized experiential marketing campaigns such as cultural festivals, food among Chinese consumers.
fairs, and music concerts to showcase the unique identity of each country. For However, following Jobs' death in 2011, Apple faced some challenges in maintaining its brand image
example, in Thailand, Apple organized a series of workshops that offered tourists the in China. The company faced increased competition from local Chinese brands and also faced
opportunity to learn about Thai cooking, culture, and language. criticism for not understanding the Chinese market. Despite these challenges, Apple remains a highly
2. Due to the COVID-19 pandemic, Apple has shifted its focus to virtual experiences respected brand in China, and its products are highly sought after by Chinese consumers.
and events to promote tourism in these countries. For example, in Indonesia, Apple
recently organized a virtual event called "Today at Apple" that featured online
workshops and experiences focused on the country's culture and history.
=> Therefore, the experiential marketing strategy again increased brand awareness and 2. How this Lead to nation branding of the US
improved brand engagement, The link between US nation branding and Apple's touristic nation branding in Asian countries like
(NGỌC LINH) China, Thailand, and Indonesia can be analyzed in several ways.
B. HOW DEVELOPMENT IN TOURISM STIMULATE THESE ASIAN COUNTRIES’
NATION BRANDING:
Firstly, as an iconic American brand, Apple's success and positive brand image contribute to the
Apple's implementation of tourism nation branding in Asian countries was successful in promoting
broader perception of the United States as a hub of innovation, creativity, and technological
the unique features and experiences of each country and creating a positive brand perception
expertise. The popularity of Apple's products in Asian countries is often seen as a reflection of
among the local audience.
American culture and values, such as innovation, quality, and design, which in turn reinforces
1. By incorporating local culture and landmarks into its advertisements and marketing
positive associations with the United States.
campaigns, Apple was able to create a strong emotional connection with the local audience
and reinforce the country's cultural heritage. have tended to focus on their appeal as a
destination, such as Thailand and the Maldives, are equally keen to broaden their image Secondly, Apple's success as a brand in Asian countries also contributes to the region's economic
to users. and cultural development, which can indirectly benefit the United States. The popularity of
2. Apple's targeted approach to the local audience's interests and preferences, as well as its Apple's products and retail stores in Asian countries drives demand for the company's services, which
partnerships with local tourism boards and travel agencies, helped to increase tourism and in turn generates revenue and creates jobs for both Apple and its local partners. Additionally, the
economic growth for the countries. The businesses that offer high-quality and recognizable tourist destinations created by Apple's retail stores in Asian countries attract visitors, which can have a
products often prefer to open their own stores, instead of relying on the services of third-party positive impact on the tourism industry in the region.
retailers. To a great extent, Apple has also adopted this strategy because in this way, the
company can significantly improve customers’ shopping experiences
3. In addition, Apple's strong online presence and content marketing efforts allowed the Thirdly, Apple's marketing strategies in Asian countries often leverage local culture and values,
company to reach a wider audience and showcase the unique aspects of each country. which can help to create a sense of cultural relevance and connection with local consumers. By doing
(PHẠM LINH) so, Apple is able to appeal to a wider audience and reinforce positive associations with the United
4. The experiential marketing approach used by Apple allowed the company to create unique States, as the company is seen as being culturally sensitive and relevant.
and immersive experiences for the local audience and showcase the country's unique features and
experiences.
5. The virtual events and workshops organized by Apple allowed the local audience to engage Finally, Apple's commitment to corporate social responsibility in Asian countries can also help to
with the country's culture and history and helped to create a positive brand perception among reinforce positive associations with the United States. For example, the company has invested in
them. renewable energy and environmental sustainability initiatives in China, which demonstrates its
Overall, Apple's implementation of tourism nation branding in Asian countries was successful in commitment to being a responsible corporate citizen. This can help to create positive associations
promoting the countries as travel destinations and creating a positive brand perception among the with the United States, as it reinforces the perception of the country as a leader in sustainable business
local audience. The result was increased tourism and economic growth for the countries, as well as practices.
improved brand awareness and engagement for Apple.
Analyze Apple touristic Nation branding (how, what, where) in Asian countries (China, Indonesia,
Thailand,...)? Overall, the link between US nation branding and Apple's touristic nation branding in Asian countries
is multifaceted and complex, with Apple's success and positive brand image contributing to the
broader perception of the United States as a hub of innovation and creativity, while also benefiting the
region's economic and cultural development. Apple's marketing strategies and commitment to
corporate social responsibility in Asian countries also help to reinforce positive associations with the —------------------------------------
United States, contributing to the overall success of the country's nation branding efforts in the region. The United States' nation branding is a complex and multi-faceted concept that involves many
factors, including politics, culture, history, and economics. Nation branding is an essential tool
for countries seeking to enhance their global reputation, attract foreign investment, and
APPLE’S tourist nation branding IN CHINA: increase tourism.
In China, Apple has implemented a number of practices to enhance its brand image and appeal to
Chinese consumers.
One way that Apple has contributed to the US's nation branding is through its retail stores. Apple's
retail stores are known for their sleek and modern design, and they often serve as cultural landmarks
One of the key strategies that Apple has employed in China is localization. This involves adapting its in major cities around the world. In China, Apple's stores have become popular tourist attractions,
products and marketing campaigns to suit the specific needs and preferences of Chinese consumers. with some visitors even taking guided tours of the stores. By promoting its retail stores as tourist
For example, Apple has introduced features like QR code scanning and payment through WeChat and destinations, Apple has helped to elevate the US's image as a modern and innovative country.
Alipay to cater to the local market.
Another way that Apple has contributed to the US's nation branding is through its marketing
Apple has also invested heavily in building a strong retail presence in China, with dozens of stores campaigns. Apple's marketing campaigns are known for their emotional appeal and their ability to
across the country. These stores are designed to provide an immersive and engaging shopping capture the spirit of American culture. By promoting its products as quintessentially American,
experience, with expert staff on hand to assist customers and offer product demonstrations. Apple has helped to reinforce the US's image as a land of opportunity, creativity, and innovation.

In addition, Apple has also partnered with Chinese companies to enhance its brand image and appeal In addition to promoting the US as a travel destination, Apple has also helped to promote Chinese
to Chinese consumers. For example, it has partnered with China Mobile, the world's largest mobile tourism to the United States. Apple's marketing campaigns in China often highlight the beauty and
carrier, to offer its products to their customers, and has also collaborated with Chinese celebrities to diversity of American landscapes and attractions, such as national parks and iconic landmarks. By
promote its products through social media. promoting Chinese tourism to the United States, Apple has helped to strengthen the economic ties
between the two countries and enhance their overall relationship.

Overall, Apple's approach to branding in China involves a combination of localization, investment in

retail, and strategic partnerships to build a strong and compelling brand image in this important In conclusion, the link between the US's nation branding and Apple's touristic nation branding in
market. China is significant. Apple has been able to leverage its strong brand recognition and reputation to
promote the US as a desirable travel destination for Chinese tourists. Through its retail stores and
marketing campaigns, Apple has helped to reinforce the US's image as a modern, innovative, and
INDO & THAILAND diverse country, while also promoting Chinese tourism to the United States.
In Indonesia and Thailand, Apple has also implemented various strategies to enhance its brand image
and appeal to consumers in these markets.
—------------------------------------------------------------

In Indonesia, Apple has focused on improving access to its products through partnerships with local
retailers and online marketplaces. For example, Apple has partnered with Blibli.com, one of
Indonesia's largest online marketplaces, to offer its products to Indonesian consumers. Apple has also
opened retail stores in major cities like Jakarta, where customers can experience its products firsthand WHY BEST PRACTICES?
and receive expert advice and support.
Through convincing to stakeholders (based on brand identity)
=> create value to support the spirit
In Thailand, Apple has similarly invested in building a strong retail presence, with several Apple THINK DIFFERENT “Misfit, rebel, trouble makers” but cannot be ignored - crazy enough to change
stores located in Bangkok and other major cities. Apple has also partnered with Thai mobile carriers the world
like AIS, dtac, and TrueMove H to offer its products to their customers. THINGS changed, CORE VALUE stays the same
10/4/2023
Apple is a multinational technology company that designs and develops consumer electronics,
Like in China, Apple has also tailored its products and marketing campaigns to the local market in computer software, and online services.
both Indonesia and Thailand. For example, Apple has included support for local languages like  Unique brand identity, personality
Bahasa Indonesia and Thai in its products, and has created localized marketing campaigns that  Good customer relationship management
highlight the unique features and benefits of its products for consumers in these markets.

Focus on value: Apple focuses on their Unique Value Proposition (UVP). Apple is not afraid to
Overall, Apple's approach to branding in Indonesia and Thailand involves a combination of retail price its products based on their value. They market the UVP of their products, how they improve
investment, strategic partnerships, and localization to build a strong and compelling brand image in
these important markets.
the aspects of their customers' lives and quote the price for it. Loyal customers see the worth  However, Apple has
and readily pay the price. o responded with a commitment to sustainability and ethical sourcing, and has
been recognized for its efforts in these areas.
o Additionally, Apple has consistently focused on user privacy and security, which
Brand and reputation-guided stakeholder management: has helped to build trust with its customers.
 end-to-end encryption and data minimization
—------------------------------------
TARGET AUDIENCE: middle-class and upper-class users who can pay higher for products that
Brand relationship: Apple has built a strong brand relationship with its customers by creating a
provide them with an incredible user experience.
unique brand personality and experience that is both innovative and user-friendly. This is exemplified
=> This means that these users have a higher disposable income and are willing to pay more for as
through its iconic logo, sleek design, and the Apple Store experience, which has become a destination
high-priced products as Apple's.
for Apple fans and tech enthusiasts.

Apple's main purpose is to create products that enrich people's daily lives. That involves not only
Apple uses Twitter primarily as a platform for customer support and engagement, rather than as a tool
developing entirely new product categories such as the iPhone and the Apple Watch but also for direct marketing or promotion. By using Twitter to respond to customer inquiries and feedback in
continually innovating within those categories.
real-time, Apple is able to build and maintain a positive relationship with its customers.

Brand essence: Apple's brand essence is "Think Different," a slogan that was introduced in the late
Here are some examples of how Apple uses Twitter to build and manage customer relationships:
1990s as part of a marketing campaign. This essence captures Apple's commitment to innovation and
 Responding to customer inquiries: Apple's Twitter account (@AppleSupport) is dedicated to
creativity, and its focus on challenging the status quo. helping customers with technical issues, product questions, and other inquiries.
 Offering tips and advice:
Brand identity: Apple's brand identity is built on a few key elements:  Engaging with customers: Apple's Twitter account also engages with customers by liking and
 Design: sleek, minimalist design aesthetic of its products and its retail stores. retweeting tweets that mention the brand or its products. This helps to create a sense of
 Innovation: Apple is also known for its commitment to innovation, as evidenced by the many community around the brand and encourages customers to share their experiences with others.
groundbreaking products it has introduced over the years, such as the iPhone, iPod, and  Sharing news and updates: Finally, Apple uses Twitter to share news and updates related to
MacBook. its products and services. This includes announcements about new product releases, software
 User experience: Apple places a strong emphasis on the user experience, with a focus on updates, and other important news. By keeping its followers informed, Apple is able to
making its products easy to use and intuitive. maintain a strong relationship with its customers and keep them engaged with the brand.
 Brand personality: Apple's brand personality is sophisticated, innovative, and cool, with a
focus on lifestyle and aspirational qualities.
Apple Store customer experience:
Brand mission: “To bringing the best user experience to customers through innovative hardware,
Apple Store associates are trained to walk customers through five distinct service steps, which
software, and services.” Apple's brand mission is to create innovative products that enhance
beautifully spells-out the acronym APPLE:
people's lives. This mission is reflected in the company's product development and marketing
strategies, which focus on creating products that are both functional and desirable. A: Approach customers with a personalized, warm welcome
P: Probe politely to understand the customer’s needs
Apple's brand positioning:
 Innovative: Apple is positioned as a brand that is at the forefront of technology and P: Present a solution for the customer to take home today
innovation. Its products are known for pushing the boundaries of what is possible and
introducing new technologies and features. L: Listen for and resolve issues or concerns
 Premium: Apple is positioned as a premium brand that delivers high-quality, premium E: End with a fond farewell and an invitation to return
products. Its pricing strategy reinforces this positioning, as Apple products are often priced
higher than those of its competitors.
 Design-focused: Apple is positioned as a brand that places a strong emphasis on design and
aesthetics. Its products are known for their sleek, minimalist design and are often seen as Brand leverage: Apple has successfully leveraged its brand to create a range of highly desirable
fashion accessories as well as functional devices. products and services, including the iPhone, iPad, Macbook, and Apple Music. These products are not
 User-friendly: Apple is positioned as a brand that is easy to use and intuitive. Its products are only highly functional, but they also serve as status symbols for consumers who want to be associated
designed to be user-friendly, with a focus on delivering a seamless user experience. with the Apple brand. Although Apple started as a technology company that makes only computers
 Aspirational: Apple is positioned as a brand that embodies a certain lifestyle and set of (Macs), it soon extended its product line to include music players (iPods), mobile devices (iPhones),
values. Its products are often seen as aspirational and are associated with creativity, and tech accessories (Apple Watch and Earpods). Even though all these new products are different,
innovation, and success. the extension works because Apple didn't drift too far from its parent product category. Instead,
—------------------------------------- it leveraged its brand name to make penetrating the market a success.
 Apple has faced criticism in the past for labor practices in its overseas factories and for its Brand extensions that drive core growth
impact on the environment.
The iPod, iPhone and iPad have all been hit products in their own right, bringing a new level to
useability and design to their respective markets. In addition, they have introduced millions of people
4. STARBUCK
to the Apple operating system. Many of these new Apple customers have gone on to buy a Mac
computer. They are attracted by the same levels of design and use-ability in the Mac, and also by the Starbucks entered the Vietnamese market in 2013 by opening 1 store in the city centre of Ho
idea of having a seamless, smooth connection between their mobile devices and their computer. Chi Minh City. Typically, Starbucks employs a saturation strategy by entering new markets
2. Innovation applied back to the core with hundreds of stores to choke out competition. However, Starbucks entered the
One of the less obvious ways brand stretching has benefited the core is through "innovation transfer". Vietnamese market in partnership with a Hong-Kong-based investment company, Maxim
Apple has taken technology from the iPhone, such as "pinching" (using your fingers to expand or Group, and prioritized market research into location and distribution strategies before
contract photos and images), and used to upgrade the Mac line of products. This makes the Mac entering the market. In 2022, the number of Starbucks stores in Vietnam reached more than
better, but also creates another intuitive link between the iPhone/iPad and the Mac. 80 and is set to reach 100 in 2023. (not rapid growth, still developing)
In conclusion, Apple's brand stretching has benefited the core Mac business not because of an image
halo, but because of an integrated business model, where the new products directly drive the
Vietnam is the largest Robusta coffee producer and in top 5 coffee exporter worldwide.
awareness and desirability of the core.
Moreover, Vietnam already had its own coffee culture and cafes prior to the arrival of
 Highest equity? Starbucks. However, due to an influx in western culture, Vietnamese young people’s needs
Brand architecture scenario: for western culture experiences and engagement has increased. Starbucks was able to set
Apple has adopted a brand architecture scenario known as a "branded house," where all products and the stage for success by meeting their needs. From now on, we will scrutinize the factors
services are connected to the main Apple brand. With continuous improvement and its focus on which made Starbucks brand stand out in Vietnam.
delivering high-quality products and services, Apple has flourished as a trusted source for innovative
tech products like the iPod, iPhone, iMac, Apple TV+, and iPad. This approach helps to reinforce the
brand's core values and messaging across all products and services. Strategy Analysis
Targeted customers:

Overall, Apple's success in brand marketing can be attributed to its strong brand relationship, effective
brand leverage, strategic brand architecture scenario, and commitment to brand and reputation-guided  Age group: 18-40
stakeholder management.  Lifecycle: Young & adults
 Gender: Male & Female
 Income: Middle & higher income
 Location: Big cities
Because Starbucks brings a Western atmosphere as well as high quality products.
Especially, Vietnam has many young people who have been influenced by western
culture and are receptive to new experiences. Starbucks knew that leveraging its
international appeal would engage successfully with the large young population of
Vietnam.

Marketing Mix

1) Product
An extensive wide range of exceptional products more than 30 blends and single origin
premium coffees and handcrafted beverages

The company also has an ongoing product innovation process that aims to offer new
products to attract and keep more customers. Starbucks showed respect towards the local
culture by selling localized coffee and goods. Vietnamese coffee is very specific, in that it
has strong flavour and a creamy taste. Starbucks launched Vietnamese coffee which is
called Café sua da in Vietnam and Asian Dolce latte. This exclusive menu shows its
adaptability and humble attitude, which led to Vietnamese people feeling as though their
needs are respected by the company. Also, Starbucks developed special cups adorned with
the Ao Dai, a Vietnamese traditional symbol, which subsequently became a popular souvenir
for tourists

2) Price
Through this pricing strategy, Starbucks maintains its high-end specialty image
Its products are more expensive than most of competing products. Starbucks pricing written on the cup; this helps Starbucks obtain the premium brand status and fight
strategy is to “upsize” the drinks for free in case the customer bring their membership card. competition. The unique selling proposition concept helps Starbucks differentiate
their products and services and gain competitive advantage over competition.
Starbucks price in Vietnam is lower than in US due to lower income & operating costs Starbucks is known for their good customer service and in-store experience, for
customers can either spend some time in the shop and benefit from the friendly and
(Sara Senatore - New York-based analyst at Sanford C. Bernstein & Co) cozy environment and Wi-Fi, or they can rapidly purchase their beverage and
continue on their way. In both cases the customer is meant to take away a unique
3) Place
experience.
In Vietnam, the company offers most of its products through Starbucks cafés
The coffee shops are located at Ideal places for meeting friends and family
EXTENDED MARKETING MIX:
Starbucks first store in Vietnam - Ho Chi Minh City's busiest roundabouts (near Burger King When it comes to product, three types are identified: served beverages and food,
restaurant, Ben Thanh Market) Center of the city's tourist trade coffee for home, and mugs for sale. Beverages tend to bring the most profit; however
Focus on big cities: 3 first Starbuck stores were opened in Hanoi in 2014 and 1st store in Hai mugs have become more of a culture to individuals around the world and helped
Phong in 2017 Starbucks create their signature product worldwide. Packaged coffee that can be
enjoyed at home was introduced last and is now available in stores.
4) Promotion
 Advertising: Through print media and the Internet With more than 35,000 stores around the world, Starbucks is famous for their ideal
 Sales promotions: locations, in the United States we can find stores even in small villages. Authentic
Starbucks card members enjoy Starbucks Rewards (Complimentary handcrafted beverage, quality was one of the core value propositions of Starbucks from the very beginning.
brewed coffee and/or whole bean coffee, slice of cake on birthday month) and 30% off for With this many stores, promotion does not happen through television or radio, but
one Frappuccino when purchasing any Merchandise collection on Vietnamese important
rather through word of mouth, location in various parts of the city, and their online
holidays or celebrations. In conclusion, the success of Starbucks in Vietnam was possible
because of the respect for the local culture and market research as well as cultivating
presence.
international atmosphere and quality standards.
Fidelity cards can be used to gain loyalty however the social and ethical image along
Thêm: with efficient public relations on social media are the main drivers of Starbucks'
marketing. The ethical behaviour creates an image to which customers want to
https://www.navee.asia/kb/chien-luoc-keting-cua-starbucks-tai-viet-nam/ associate themselves with.
mar
When you hear the name “Starbucks”, you probably picture its iconic siren or The staff at Starbucks is highly trained and taught to deal with problems quickly
mermaid-like logo mark. Starbucks is planning to move its focus beyond coffee and following company's models (Bdaily, 2013). Motivation at Starbucks is high since
into other beverages and food products was when the company logo was redesigned social responsibility is also applied to its employees who can develop careers and
in 2011 to remove the words “coffee” and “Starbucks”. This logo is in use till date and have adjusted working times (Nelson, 1998).
is one of the most visual and recognisable elements of the company.
The process of product manufacturing at Starbuck's is transparent and publicly
You might also think of the color green, their “tall, grande, venti” naming convention, accessible
colorful tea drink posters, or the smell of dark roasted coffee.
Marketing strategy
Starbucks introduces a strategic business unit specialised in tea, as mentioned
Starbucks is a great example of a company that has built their marketing strategy above; tea sales represent a large potential in countries like Britain or Ireland. In
around their customers and ethical behaviour. Starbucks does not only sell 2013, coffee sales at Starbucks are already acquired and the company must now
beverages, but also a social image because most consumers want to be associated focus on the tea market. Translating this information into a BCG Matrix, coffee at
with this brand which is perceived as a high quality upper-middle class location. Starbucks is already a "Cash Cow" which brings profit without any further investment
Throughout our presentation, Starbucks' marketing strategy will be described using or effort needed. The introduction of tea would fall under the "Question mark"
the positioning and marketing mix. Strategic marketing will further be used in category, a low market share but a high business growth rate. If the introduction of
complement with tools such as BCG Matrix. more tea products would become successful in the UK, the product could even shift

STARBUCKS' POSITIONING: At Starbucks, customers are buying an expensive

product of high quality (tangible), but they also have the personalised in-store
experience enhanced by the trained employees, for example, the customer's name is
to a "Star" category to later join the "Cash Cow".
Social media is also a part, for they have a very strong presence on websites such
as Twitter and Facebook where they interact and maintain a relationship with their
customers. Despite this effort, customers complain that Starbucks takes too long to
answer their questions and generally replies off topic.
Social media combined with the loyalty card facilitates observes the churn rate,

Starbucks is handling relationship marketing in an efficient way by creating an

interactive environment similar to social media and by supporting the community
spirit. Customers appreciate sharing their ideas for improvement on their website
"My Starbucks Idea" and therefore feel more loyal towards the brand.

Product management and product life cycle

At Starbucks the core product is a hot or cold beverage, the tangible product is tea or
coffee, the augmented product is the tangible good in combination with the
personalised friendly service and the potential product could be the evolution of the
product portfolio towards other beverages such as alcoholic drinks. Represented on

the PLC graph,

while coffee sales are acquired and are at a maturity stage, Starbucks must still
make an effort on the brand management for tea and discover a way to develop the
evening alcohol sales. The products are the starting point to creating value for
customers; if they are high quality products that are differentiated from other
companies, the customer will remember this and forge his or her idea of the brand.
Once these product attributes are determined, brand equity comes into place to
communicate and confirm the company's values.

Customer Relationship management

At Starbucks the membership card plays a role in tracking the number of sales per
customer and helps determine whether it is worth investing in keeping this customer
or not. Starbucks' store managers are equipped with personal laptops that help them
share their experience with other store managers via the company cloud, and they
can exchange opinions to improve customer satisfaction. One of the most successful
CRM launches was the Starbucks mobile app through which customers could pay at
Starbucks.
 5. DOVE  The Real Beauty campaign: Launched in 2004, the Real Beauty campaign aimed to
challenge narrow beauty standards and promote positive self-image. The
campaign featured women of different ages, shapes, sizes, and skin colors in
Brand essence advertisements and encouraged consumers to embrace their own unique beauty.
The brand essence of Dove is "real beauty." This essence reflects the brand's core belief The campaign was a huge success and helped establish Dove as a leader in the
that beauty should be a source of confidence and empowerment for everyone, regardless of body positivity movement.
their age, shape, size, or skin color.

The "real beauty" brand essence is expressed through Dove's marketing campaigns,  The Self-Esteem Project: In 2006, Dove launched the Self-Esteem Project, which
which often feature diverse models and promote body positivity and self-esteem. aimed to educate young people about self-esteem and body image. The project
The brand's messaging emphasizes the idea that beauty comes from within, and that by included workshops, online resources, and a range of educational materials. The
feeling good about oneself, one can radiate confidence and beauty to the world. project has reached millions of young people around the world and has been
recognized for its positive impact on self-esteem.
Dove's "real beauty" essence is also reflected in its product offerings, which are designed
to nourish and enhance natural beauty. The brand's skincare and body care products are
formulated with moisturizing and nourishing ingredients that promote healthy, glowing skin.  The Campaign for Real Beauty Sketches: In 2013, Dove launched the Campaign
for Real Beauty Sketches, which featured a forensic sketch artist drawing women
based on their self-descriptions and then drawing them again based on descriptions
from others. The campaign aimed to highlight the discrepancy between how
women see themselves and how others see them, and to encourage women to
see their own beauty. The campaign was widely praised for its emotional impact
and won several awards.
The effects of Dove's marketing strategy have been significant. The brand has established
a strong emotional connection with its target audience and has differentiated itself from
other personal care brands by promoting positive self-image and self-esteem. Dove's
campaigns have been widely praised for their creativity and impact, and have helped to shift
the conversation around beauty standards and body positivity. The Real Beauty campaign,
in particular, has been credited with starting a global movement around body positivity and
has had a lasting impact on the beauty industry. => from product mindset to value mindset

Brand architecture

Brand positioning
 Vision: We believe beauty should be a source of confidence, and not anxiety. That’s
why we are here to help women everywhere develop a positive relationship with the
way they look, helping them raise their self-esteem and realize their full potential.
 Core values: Dove is committed to helping all women realize their personal beauty
potential by creating products that deliver real care
 Identity: Dove's brand personality is transparent, confident, and inspiring

Marketing campaigns
Dove's marketing strategy is centered around its commitment to promoting positive self-
image and self-esteem, and its campaigns have been recognized for their creativity and
impact. Some of the highlights of Dove's marketing strategy include:
 6. VINAMILK is supported by its focus on quality, nutrition, and sustainability, which have helped to build
trust and loyalty among its customers. Additionally, Vinamilk's marketing efforts, such as
sponsorships and promotions, have helped to reinforce its brand identity and build
Which brands to analyze? awareness among potential customers.3

Vietnam Dairy Products (Vinamilk) is Vietnam's largest food processor and deals in a wide
variety of dairy products, including milk and yogurt. It is said to account for about 50% of
Vietnam's dairy market.
Brand and Reputation guided stakeholder management
7. VP BANK
Vinamilk is a leading dairy brand in Vietnam and has gained a strong reputation for
producing high-quality products. Effective stakeholder management is critical for
maintaining this reputation and ensuring the company's continued success. Vinamilk's
stakeholders include customers, suppliers, employees, investors, government regulators,
and local communities. To manage its stakeholders effectively, Vinamilk must understand
their needs and expectations and communicate transparently and openly with them. The
company's customer-focused approach has helped it to build strong relationships with its
customers and maintain a high level of brand loyalty. Its commitment to sourcing milk from
local farmers and investing in their development has also helped to build strong relationships
with suppliers and local communities. Vinamilk's reputation for quality and sustainability has
made it an attractive investment opportunity, and the company has continued to deliver
strong financial results, further enhancing its reputation with investors.
Overall, Vinamilk's success is built on effective stakeholder management, which has allowed
it to build strong relationships with its stakeholders and maintain its reputation for quality and
sustainability

Brand Relationship Process

Vinamilk's brand relationship process involves creating awareness of its brand and
products, generating interest among potential customers, encouraging them to try the
products, fostering adoption, and building long-term customer loyalty.
Vinamilk uses various marketing strategies to achieve these steps, including advertising,
promotions, and sponsorships, as well as providing high-quality products, excellent customer
service, and effective communication with its customers. The brand also focuses on
creating a positive brand image by emphasizing its core values, such as quality,
nutrition, and sustainability. By focusing on building strong relationships with its
customers, Vinamilk aims to maintain a positive reputation and become a leading dairy
company in Vietnam.

Brand Architecture Scenarios

Vinamilk has a strong brand architecture, with a clear brand hierarchy that includes its
corporate brand and several product brands. One scenario for Vinamilk's brand architecture
could involve expanding its product line and creating sub-brands for specific product
categories, such as yogurt, cheese, and milk. Another scenario could involve creating a
separate brand for premium or organic products to target a more upscale market
segment. Alternatively, Vinamilk could focus on consolidating its brands under a single
master brand to create a more unified brand image and simplify its marketing efforts.

Brand Leverage

Vinamilk has a strong brand leverage, which refers to the ability of a brand to extend
its equity and value to new products or services. Vinamilk has leveraged its strong brand
equity to introduce new product lines, such as yogurt, cheese, and ice cream, under its
existing brand name. The company has also expanded its presence in international
markets, leveraging its reputation for high-quality dairy products. Vinamilk's brand leverage