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Nguyen Kim Rebranding - Agency Brief
Nguyen Kim Rebranding - Agency Brief
Project: Rebranding NK Prepared by: Nguyen Viet Tiep Date: 10 Feb, 2019
1) Project Introduction
- Nguyen Kim used to be the No.1 in the electronic retailer in Vietnam.
- Nguyen Kim brand is only top of mind from middle age but NOT by young generation
- Nguyen Kim doesn’t have clear proposition and USP toward consumers.
- It’s time for Nguyen Kim to re-define:
1. Who NK are
2. What do NK believe in
3. How are NK different
4. How are NK changing things
Primary: 25 to 55 yrs, 60% Males (CE), 40% Females (SDA) who are stable income, price hunter and have
demand to upgrade current or to buy new electronics, ABC class in urban.
Secondary: 18-24 yrs, Males & Females, who are young, dynamic, and love to hunt the tech devices with
special offers.
9) Personality
Overall: Tell the story of the “Nguyen Kim” brand and its reason to believe.
We will use the 4C’s evaluative framework – Cut-through, Coherent, Compelling, and Consistent. Once a
Creative has been fully developed, communication activations will have specific success measures (relating to
both communications and business performance).