HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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NAMING IS NOT ENOUGH

The Founder Institute

07th August, 2014

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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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Don’t just create a name,

Develop a Brand Identity!

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What is a Brand

The American Marketing Association defines a brand as the

"name, term, design, symbol, or any other feature that

identifies one seller's goods or service as distinct from those

of other sellers."

Your brand identity is the representation of your company's

reputation through the conveyance of attributes, values, purpose, strengths, and passions. Your company ’ s

Personality !

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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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BrandDiscovery

BrandDevelopment

BrandExecution

To fully understand

about the brand

 Analyze and brainstorm for

brand identity

The Brand Building Process

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BrandDiscovery

BrandDevelopment

BrandExecution

To fully understand

about the brand

 Analyze and brainstorm for

brand identity

The Brand Building Process

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To fully understand the brand, we need to know:

Snapshot

Brief

Background

Objective

BrandSpark

 Vision

Essence

Strategy

Brand Personality

Target Market

BrandScape

Challenger

Brand position

Discovery

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Snapshot

Brief

Background

Objective

BrandSpark

 Vision

Essence

Strategy

Brand Personality

Target Market

BrandScape

Challenger

Brand position

Discovery

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The Creative Brief

• Summary 

• Objective 

• Background 

• Target Audience

• Deliverables 

• Timeline 

• Budget 

•   Etc…… 

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Snapshot: Objectives

• To be recognized as the choice web search in

Vietnam and a leader in localized search technology

• To differentiate the brand from its major global and

local competitors

• To be able to expand regionally in other South East

Asian countries

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Brand Spark: Vision

To improve the lives of Vietnamese through relevant and organizedinformation and content

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Brand Spark: Essence

A reliable brand that is useful and helpful in my life

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  Brand Spark: Brand Personality

Functional Emotional

Intelligent

Reliability

Mobile-

aware

Responsive

Flexible

Open

Informative

Reliable

Accurate

Friendly

Personal

Open

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Brand Spark: Target Market

• Consumers

 – Young User: under 30 years old

 – Target Communication Group: 20-28

 – Early Adaptor Focus: Advanced technology-aware geeks

• Customers

 – Advertisers of small and medium size business

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Brand Spark: Strategy

Follower Sharer Leader

Lifestyle/value add

Tech/Quality

Entertainment/Lifestyle

OUR PRODUCTS

- Search quality

- Web directory

- News search

Google

 Yahoo

Zing

US

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Discovery

Snapshot

Brief

Background

Objective

BrandSpark

 Vision

Essence

Strategy

Brand Personality

Target Market

BrandScape

Challenger

Brand position

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Brand Scape: Challengers

• Global search engine (no local

office in Vietnam)

• Have localized service for

Google.com.vn and for advertisers

• Major market share ~ 90%

• Best global search technology,

however the localization of search

technology is poor

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Brand Scape: Challenger Matrix

Search Engine  Technology  Content  Lifestyle  Comment 

Google  High  High  Medium 

Global search engine

Best results thus far

Useful value-add services 

Yahoo Search  Medium  Medium  High 

Global search engine

Average search results

Focused on portal strategy 

Xalo.vn  Medium  Low  Medium 

Result only show content from

xalo.vn network (music, news,

mobile, dictionary) 

Timnhanh.vn  Low  Low  Medium 

Yahoo clone using Google

engine

Currently reduced activity 

Socbay.vn Medium  Medium  Low Results focus on their localcontent (music, news,

dictionary) 

Baamboo.com

(www.soha.vn) Medium  Medium  Low 

Result only show sites from its

network with focus on music

http://musik.soha.vn 

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Brand Scape: Positioning

Technology

GlobalContent

Lifestyle

LocalContent

?

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The Brand Building Process

BrandDiscovery

BrandDevelopment

BrandExecution

To fully understand

about the brand

 Analyze and brainstorm for

brand identity

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Brand Development Process

Naming Logo Brandcollateral

Brandidentityguideline

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Development: Naming

Naming strategy

Concept territory:ideation and

brainstorming

Establish messageand Communication

hierarchy  –  Style/Mood boards

Explore form andstructure  –  Prephotography

Conceptdevelopment

Presentation ofnaming

Refine selectednaming

Messaging &

ExecutionFinalization

Test Extend to keySKUs

Finalize naming ofall

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  Development: Brand Collateral

Design

• Design development

• Design application

• Design approval

Delivery

• Retouching

• High-resolution file preparation to spec

• Color correction

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Development:

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Development:Brand Identity Guideline

• Set goal andobjectives

• Content analysis

and structure

Discovery

• Content selection

 Compilation

Compilation• Refine selected design

• Messaging & ExecutionFinalization

• Test Extend to key SKUs

• Planogram Visualization

• Production Meetings &Design Feasibility

Design anddevelopment

• Finalize Content

& Layout for All

Document• High-Resolutionfile preparation toSpec

• Color correction• Press Check/Printing

Delivery

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The Brand Building Process

BrandDiscovery

BrandDevelopment Brand

Execution

To fully understand

about the brand

 Analyze and brainstorm for

brand identity

8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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