Brand positioning (brand shaping)

- World of the coffee, Coffee of the world - its brand-shaping slogan helps
products to develop in the international market, King Coffee's way of
developing products is different from most other products and companies.
Another company, King Coffee of TNI Corporation was launched and
conquered the international market and then returned to Vietnam.
- With the belief "Our products bring success and happiness to everyone",
King coffee is always committed to the quality of its products and services,
bringing customers the most satisfaction and satisfaction. King Coffee also
always tries to further improve the quality of its products and services so that
it can satisfy the needs of customers not only in Vietnam but also around the
world.
- Values Since its launch, the company has identified the core values that the
company pursues as "Great ambition" "Continuous innovation and breakthrough"
"Excellent execution" "Creating value and developing sustainable development"
"responsibility to society and the community". And this is also the style King
Coffee company always aims for.
Brand name selection
King Coffee - a brand name with a large scope, a large international vision
Protecting the brand name
- King Coffe has registered intellectual property rights named "king coffee" and is
protected by law
-Different packaging design for each product counterfeiting the product.
- King Coffee's product packages are manufactured according to standards and are
widely published to the market so that customers can accurately identify the
product's identity.
-In order to increase customer awareness with its brand, King Coffee now has
more than 28 stores nationwide, in addition to distribution chains, supermarkets
and now King Coffee has also started a campaign. franchise strategy.
- Establish an effective brand infringement feedback and warning system,
contributing to creating consumer confidence in the product.
Brand Sponsorship
King coffee is a product launched as a brand of national brands, which create their
own products, manage their own businesses, and have their own branded factories.
Brand Development
King coffee là New Brand Name ( brand extension)
New Product category
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King Coffee có một chuỗi sản phẩm, phù hợp với nhu cầu của rất nhiều đối
tượng khách hàng, từ những người thích cà phê hạt cho tới những người thích
rang xay, những người thích pha máy hoặc thích pha phin, hoặc có người thích hoà
tan hay những loại đặc biệt như cappuccino, espresso v.v. Về văn hoá, dòng cà
phê đen Pure Black và cà phê sữa King Coffee 3 in 1 được ưa chuộng không
những ở Việt Nam mà còn ở những nước châu Á khác như Hàn Quốc, Thái
Lan, Trung Quốc, Singapore…Bên cạnh những sản phẩm chuẩn vị truyền
thống, King Coffee còn có đa dạng các loại sản phẩm đủ để thỏa mãn mọi nhu
cầu sử dụng cà phê của nhiều quốc gia khác nhau trên thế giới
ví dụ như ở Mỹ, sản phẩm cà phê Americano của King Coffee lại được ưa chuộng
nhất bởi họ thích cà phê có vị đắng đậm, sâu và mạnh mẽ
Ở Ý lại khác, họ thích uống loại cà phê Espresso của King Coffee hơn bởi lớp bọt
kem sữa ngọt thanh chuẩn phong cách cà phê Ý.
King Coffee has a series of products, suitable for the needs of many customers.
Culturally, Pure Black coffee and King Coffee 3 in 1 milk coffee are popular not
only in Vietnam but also in other Asian countries such as Korea, Thailand, China,
Singapore... Besides the traditional standard products, King Coffee also has a
variety of products to satisfy all coffee needs of many countries. different countries
in the world.
For example, in the US, King Coffee's Americano coffee products are the most
popular because they like coffee with a strong, deep and bitter taste.
In Italy, it's different, they prefer to drink King Coffee's Espresso because of the
sweet and creamy foam of the Italian coffee style.

Everything must start from the roots, strong brands must start with good products.
Therefore, each King Coffee bean sent to customers must always be the best
products, worthy of the label as the result of the hard work of farmers and workers
since the coffee beans are still on the market. cultivation, to a rigorous selection
process, and then to the factory to produce safe and delicious products according to
international standards. Do you think, is it easy for a Vietnamese specialty to be
known in 120 markets around the world? And does such a brand deserve to be
promoted well, so that customers can identify it everywhere, and Vietnamese
people can be proud of their country's products

bamboo airways is a new airline and currently it will have to compete with any airline and the quality
of Bamboo compared to other airlines is nothing different to attract customers

There are many famous fashion brands on the market such as Zara, and H&M. I
would like to ask Canifa what is the unique element of their product that helps
them position the brand in the market.