How to build up a good brand name?

1. Overview of brands
1.1 Elements of brands.
+ Use a name: the word or words used identify a company, product, service or
concept.
Such as: TOYOTA, HONDA, VINAMILK, NOKIA, VIETTEL….
+ Design a logo: The visual trademark that identifies a brand.
Such as:

+Use a slogan: Simple and catchy phrase accompanying a logo or brand, which
encapsulate a product's appeal or the mission of a firm and makes it more
memorable.
Such as
Toyota’s Slogan: “Let's go places”
Honda’s Slogan: “Tôi yêu Việt Nam”
Vinamilk’s Slogan: “Vươn cao Việt Nam”


Nokia’s Slogan: “Connecting People”
Big C’s: Slogan: “Giá rẻ cho mọi nhà”
Mobifone’s Slogan: “Mọi lúc-mọi nơi”
Viettel’s Slogan: “Hãy nói theo cách của bạn”

1.2 The importance of brands.
- Importance of brands with company
+ The protection of the law
When there is no direct relationship, face to face, the brand is seen as a means of
ensuring for genuine products and uniform quality; promises or agreements
between manufacturers and consumers.
The brand helps businesses meet the purposes to identify easily the product to deal

brand extension. Sony is a typical case, the company was based on the Sony brand
to expand into the field of Sony Vaio brand laptop, or to fields such as Sony Play
Station games.... A strong brand will reduce the traditional costs after the brand
extension.
Expanding distribution channels: A good brand helps to expand and take advantage
of distribution channels. Similar to the customer, the selling point will be more
hesitant to distribute the product which is not famous. A strong brand supports a
large area to display the products on the shelf. Besides a major brands will easily
get cooperation of distributors in the marketing program.
+ Compete with rivals
A good brand brings competitive advantage and will create barriers to restrict new
competitor entry the market. When viewing in terms of brand attributes, the Tide is
the detergent of many families in washing and this is a default attribute which is
very important for this market segment. Therefore, another brand will be hard to
compete with the Tide in the segment of washing. With a firm position about the
perceived quality, brand Acura has been established a huge competitive advantage
that competitors can hardly overcome. It will be very difficult to convince
customers that there is another brand with better quality. That is the advantage of
the Acura brand.


In addition, a good brand is also leveraged to attract talent and maintain talent in
the business.
- Importance of brands with consumers
The brand is originated from human perception of the product - the service they
receive. Therefore the brand is created by the awareness and confidence of the
people.
Brands potentially affect consumers on ethical aspects of sense of responsibility, on
several aspects of social life. Through stories compelling ad and culture, it works
no small advantage in raising awareness about expanding consumer views about

2.1. Benefits from a good brand name
- Benefits for companies
+ Add new customers.
The customer is a vital element of a company. A brand products means that product
has been the trust by the majority of customers in the segment where the target,
therefore, according to mass psychology, the new customer segment that entered
production the proportion of the target customers that choose products and services
that have higher brand. The company can attract more new customers through
marketing programs. The main reason is that consumers have confidence in the
quality and reputation of the product.
+ Give high price policy
In recent years, many companies have had to increase prices. A successful price
increases could increase profits. The main cause of the price increase is due to the
persistent cost inflation is global. The increase in productivity does not match with


rodent Pricing has steadily increased profit margins, prompting the company to
raise prices on forever.
Enterprises often raise prices above the increase in the price of materials predicted
that even higher inflation. Another factor leading to price increases as demand
story in transition. Price increases accordingly to ensure that businesses do not
incur losses lead to bankruptcy.
+ Expand distribution channels
To expand the market and create highly effective in ensuring wide distribution and
bring products to the target market of businesses tend to offer their products
through intermediaries. Simultaneously through a distribution system accordingly,
the company will gain a competitive advantage in the market as well as help
businesses succeed in business. Therefore, the business is currently focused on
developing distribution channel system and properly completed.
+Create barriers to competitors

Bring safety when using quality products, consumers can have peace of mind when
using products of famous domestic as well as local enterprises.
+ Affirming the value of themselves
As customers are more and more intelligent consumers and there are more people
join this control group, owning an expensive is not the only thing need to make
them satisfied. New requirements arise: "difference" to mark their social status, to
be stand out in the influential group. How to find the right products with
advantages, limited number, functional or special materials, complex producing
techniques; or how to find the specific or longstanding reputation brand.
Customers often choose the brand that are not so popular and they have their own
specific reasons why they are their choice and sometimes they prefer to stick with
the professional brand.

3. How to build up a good brand name.
- Begin with a brand name


The brand name and logo are the two factors most recognizable image for the
brand. The brand is represented by tangible logo design, brand name, the
impressive design here depends primarily on the color and typography to create an
impressive and memorable. Typically, only select colors and fonts 2.3 feels
"somehow" seeing.
- Select the core personality to the brand.
The successful brand has its own personality. A US study of 60 successful brands
showed them tied to a specific character as "honest", "open", "reliable", "sexy",
and "room ceiling."
So take the unique elements in the product to make up the brand, type in the
customer's wishes. To get this to have a formal study of the market and identify the
target audience, thereby building brand image appealing in the eyes of consumers.
-Understand your market and competitors

specific strategies for specific areas of marketing. It takes a lot of time and effort to
develop and maintain a marketing campaign that resonates with your intended
audience. A Maintain strategy is seldom a passive strategy. In reality, the Maintain
strategy can also be one which requires a large investment and possibly an
extensive amount of time for key personnel.

4. The way to keep a good brand alive
- Connect brands with consumers
In the Digital Age, your company must have a website and its brand should be on
social media. Social media gives consumers and brands a direct connection.
Consumers easily convey their opinions about various brands. Through sites like
Facebook, Twitter, Pinterest and more, brands can make important information
available for their loyal consumer. This can include exclusive sales, promotional
offers, discount, rewards, entertaining content, etc… Companies can make more
use of this opportunity by posting details about the product, posting questions,
asking consumers to share their views on a new product, suggest a flavor for a
specific food brand. This process makes consumers feel more involved in the
marketing process and makes them trust the brand more.


Keep your brand alive in traditional media, too, making yourself available for
interviews. Media appearances act as a third-party endorsement, casting you as an
authority in your field. If you were quoted in a newspaper article last year, then
you’re last year’s news. Even worse, if your competitor is quoted in an article
today, they’ve become more relevant than you and they are winning the personalbranding war.
- Upgrade form and features of the product
The rules of branding are changing and every brand needs to embrace constant
evolution in order to keep up in this dynamic age. The brands that succeed need to
be invested time and money into understanding what their customers want. To
preserve, grow, and maximize your brand equity, you need to invest in design,