I.

Introduction

There is no denying that today building a successful brand is one of the factors that
determine whether a business is successful or not (file 1). The importance of creating a
connection between brands and consumers or even forming relationships with them,
the purpose of finding or retaining loyal customers. This report is conducted for the
purpose of brand audit to measure and evaluate the quality of Biti's brand image of
Binh Tien consumer goods manufacturing company.

II. Objective

This study was conducted to solve the problem of improving Biti's existing brand
image and brand positioning. Therefore, to implement this problem, the team needed
to explore Biti's current health effectively. Through a brand audit, research what
consumers want from the product as well as what they know about Biti's to create lead
profiles as well as strategic actions to determine the location of the product or service
offered. Through this, the implementation of brand checks helps to better understand
the issues of the current wants and needs of the target audience. This report will
outline a rough vision of a "mental map" for the brand. In addition, a brand audit is
used as an evaluation tool, determining the presence, preference, and uniqueness of
Biti's brand through consumers, while better understanding customers.

III. Background
III.1. History

Comes from a family tradition of making shoes since the 1960s. In 1982, Mr. and Mrs.
Vuu Khai established Van Thanh Company with 20 workers to produce footwear for
export to Eastern European countries and the Soviet Union under the exchange
program during that period. In 1986, Mr. and Mrs. Vuu Khai Thanh bought Binh Tien
Company, merged with Van Thanh Company, specializing in manufacturing high
quality footwear and comedy for Vietnam and exporting to Eastern Europe and
Western Europe. In 1990, after a period of research with the aim of improving product
quality, Mr. and Mrs. Yu Kaicheng boldly went to Taiwan to learn new technology and
then invested in machinery from Taiwan, manufacturing new products - EVA foam
footwear with the best quality at that time and in 1992 officially changed its name to a
consumer goods manufacturing company use Binh Tien – also known as Biti's. Up to
now, Biti's currently owns 2 production bases, 7 branches, 2 trade centers, 2 sales
centers, 156 marketing stores and more than 1500 agents nationwide and exports to 40
countries worldwide, including markets such as: Russia, Ukraine, United Arab
Emirates (UAE), Bahrain.

III.2. Positioning

Biti's is a brand specializing in trading, providing a wide range of Vietnamese shoes

and sandals. Biti's mainly focuses on product quality criteria, and the brand has
succeeded in leaving the brand image price and building in customers' minds in
Vietnam, making them think that "Vietnamese high quality goods". It is considered
one of the successes of brand positioning according to product quality is also a
breakthrough thinking compared to competitors. Biti's current competitors include a
local competitor, Shangding, and two international competitors, Addidas and Nike.
Compared to the customer segment, Biti's targets higher-end customers than Thuong
Dinh, Thuong Dinh targets middle-aged customers and provides products with lower
prices but not too outstanding quality. For Nike and Addidas there is a more modern
design but because it is a global brand, so these two brands do not focus too much on
Vietnamese consumers, so the values offered are not good compared to Bitis.

Biti's has its differences from its competitors. Firstly, compared to prices, Biti's offers
many different prices to suit many customers. Compared to international brands, Biti's
is more affordable but still ensures good quality. In terms of quality, Vietnamese shoe
and footwear brands always use high-quality materials along with applying advanced
technology to products. Especially in terms of brand, Biti's is a long-standing
Vietnamese brand trusted by Vietnamese consumers.

Although Biti's has many differences from other competing brands, there are still
some similarities with its competitors. For example, adherence to the same safety and
quality standards as other brands to ensure consumer safety and product functionality.
Besides, in terms of distribution channels, Biti's uses similar distribution channels
with other shoe and footwear brands such as opening retail stores or online platforms
to expand their target audience reach.

A brand with a keen sense representing Vietnamese users is Biti's. Biti's has a series of
scholarship sponsorship activities throughout 2007 until now, which is the red thread
that binds generations in the company. Besides, the project provides clean water for
highland people in 2016. Accompanied by the heart-stirring advertising campaigns
"go to return" by singer Son Tung MTP, Soobin Hoang Son also achieved many
successes, creating strong emotions in the hearts of viewers. As a result, the
company's in-house marketers adopted the five-word brand mantra "Embrace Ban
Chan Viet." Therefore, Biti's along with its products and how they are sold must
respect the core values conveyed by the brand mantra.

III.3. Brand porfolio

Biti's is a brand from Vietnam. The brand began to expand its brand portfolio to cater
to customers with different needs. Biti's includes brand categories such as:

Biti's Hunter, this is a famous brand of Biti's, strongly focused on the production of
sports shoes.

Biti's cool Kids club, this is a brand of products specially designed for children:
Biti's Sandal, is one of Biti's simple but quality product lines:

There are also some other products such as sandals, high heels, western shoes, football
shoes ,...