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  • BRAND - AAE Group

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    This document compares the communications strategies of two competing brands: Tweet a Coffee and "Những cuốn sách đổi đời, bên những tách cà phê đổi đời". Both brands aim to increase brand recognition and build their image. However, they differ in their approaches, with Tweet a Coffee focusing on profit through gift card sales and events, while "Những cuốn sách đổi đời" emphasizes public relationships and appeals to youth. The analysis concludes that "Những cuốn sách đổi đ

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    Strategic brand management

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    BRAND -AAE Group

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    This document compares the communications strategies of two competing brands: Tweet a Coffee and "Những cuốn sách đổi đời, bên những tách cà phê đổi đời". Both brands aim to increase brand recognition and build their image. However, they differ in their approaches, with Tweet a Coffee focusing on profit through gift card sales and events, while "Những cuốn sách đổi đời" emphasizes public relationships and appeals to youth. The analysis concludes that "Những cuốn sách đổi đ

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    11 views13 pages

    BRAND - AAE Group

    Uploaded by

    thinkpad x1
    This document compares the communications strategies of two competing brands: Tweet a Coffee and "Những cuốn sách đổi đời, bên những tách cà phê đổi đời". Both brands aim to increase brand recognition and build their image. However, they differ in their approaches, with Tweet a Coffee focusing on profit through gift card sales and events, while "Những cuốn sách đổi đời" emphasizes public relationships and appeals to youth. The analysis concludes that "Những cuốn sách đổi đ

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 13

    AAE

    GROUP
    S T R AT E G I C B R A N D M A N A G E M E N T

    ASSIGNMENT
    Choose two competing brand
    then
    compare
    the
    communications strategies for
    them. What are the reasons for
    the
    differences?
    For
    the
    similarities?
    Which
    brands
    strategy do you think is more
    effective? Why?

    VS

    Tweet a coffee

    Nhng cun sch i i, bn nhng


    tch c ph i i

    Tweet a coffee
    Twitter User

    Attract more customer


    Change awareness
    Increase brand recogniti
    27,000 fans
    34% Customer bought gift card
    Cost $ 180,000

    Nhng cun sch i i, bn nhng


    tch c ph i i
    Youth & Teenagers
    Public
    relationship
    Building Brand Image & Brand
    Recognition

    SIMILARITIES
    Objective
    s

    Provide Information

    Increase brand recognition


    Building brand image

    DIFFERENCES

    The way they


    do!

    DIFFERENCES
    Like a Event

    Gain Profit

    Public relationship

    Not for Profit purpose

    WHAT IS MORE EFFECTIVE?


    Differentiate culture
    and serving

    Successful
    IMC

    True targeted
    customer

    Specific
    orientation

    ANALYSIS
    Tweet a coffee
    - Twitter not common in Vietnam

    ng cun sch i i, bn nhng tch c ph

    form to young generation


    eminate the meaning of reading book

    THANK YOU
    F O R Y O U R AT T E N T I O N

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