BRAND

MANAGEMENT

FEBRUARY
16 2023
FRIDAY
LECTURERS: NGUYỄN THỊ MAI HƯƠNG
Team 9
PHAN MINH HÙNG
LÝ THỊ THÚY NHI
NGUYỄN XUÂN QUỐC
TRIỆU GIA ĐẠT
NGUYỄN TRUNG BÁCH

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MENU
I. WHAT IS YOUR OPINION ?…….……………...1

II. WHAT LESSONS HAVE YOU LEARNT ?……1

III. DO ANY VIET BRANDS HAVE AN

EMOTIONAL COMPORNEMT AND CONSUMER
HAVE A GREAT DEAL OF STRONG FEELINGS
FOR THE BRAND ?………………………………2

3.1. Bitis ……………………………………………………2

3.2. Vinamilk……………………………………………….3

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I. WHAT IS YOUR OPINION ?

- I think that Coca-Cola have created a new product without

thinking about what their customers really wanted was a huge
mistake. Cause Coca-Cola has been deeply ingrained in the
American consumer's mind from youngs to olds is the same-
old-classic with right amount of sugar, the sudden change of
the traditional Coca-Cola flavor to be sweeter has affected
consumers in terms of brand awareness.

II. WHAT LESSON YOU HAVE LEARNT ?

We found 4 ideas in the case study:
 American icon : when Coca-cola stop producing the origin
coca-cola to made the new coke with slighly sweeter
flavor , they went wrong. Coca-cola clearly is not only just
seen as a beverage or an soft drink for refreshments but
it is also considered by customer like an american icon.
By re-new the coke , it no longer be american icon.

 Emotional conect and strong feeling of customer for the

old coke : emotion and affection feeling customer for the
brand is not come from the brand itself but come from
their product (old coke) . At the moment the coca-cola

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 turn their back on their own product , they also turn their
back to what have built their empire.

 Brand and communication : the coca-cola have losing the

brand battle to their opponent ( pepsi ) when they trying
to made New Coke tasted sweeter and more like Pepsi. It
made the new coke become a cheap replication of pepsi.
At this point they clearly failed to differentiate the brand
with other brand (in this case is pepsi)

 Creating and lauching new product : you can come up

with the new and innovative product which your
customers are looking for, but never stop making the
original product that give your company margin and
reputaion.

III. DOES ANY VIETBRAND HAS EMOTIONAL

COMPONENT & CONSUMER HAVE A GREAT DEAL
OF STRONG FEELING FOR THE BRAND ?

3.1. Bitis:

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the brand is the biggest footwear’s brand of vietnam in the past
for 40 years with the core product is bitis’s sandals. With slogan
“nâng niu bàn chân việt” ,the brand famous for their durabilities
of their product .
There is a time that every vietnamese considered bitis sandals
is one of the best choice of those parent who have kid is
student. The brand and the product itself became an
unforgettable memory of their childhood.
A proof for the emotional component and strong feeling that
customers giving for the brand is when the Bitis come back the
footwear industry in 2016 with Bitis’s hunter, Vietnamese who
have been used to other shoe brand like
Adidas,Nike,Converse…is willing to give bitis’hunter a try and
giving positive feedback. Bitis’s hunter created a great fever in
the youth community and constantly "sold out" as soon as it
was on the market .

3.2. Vinamilk:

with a long-standing brand name and mission to bring to the

Viet Nam community top quality and nutritious nutrition sources

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with its own respect, love and high responsibility for human life
and society. Vinamilk is trusted by consumers and is supported
by society.
Vinamilk is the most chosen fast-moving consumer goods
(FMCG) manufacturer in Vietnam. This is achieved through
superior product quality and strong consumer awareness of the
Vinamilk brand, along with the company's nationwide
distribution system with a history of more than 40 year of
development.
A proof for the affection that Vietnamese giving for Vinamilk
that their brand is always the first-to-pick when they looking for
dairy product, according to the Brand Footprint report of Kantar
World Panel just released in 2021, with Consumer Reach
Points that are superior to other brands in the ranking, Vinamilk
continues to be the most chosen brand in Vietnam. 4
consecutive years from 2017 to 2021 .

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