HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan

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



















Don’t just create a name,

Develop a Brand Identity!



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 !







BrandDiscovery

BrandDevelopment

BrandExecution

To fully understand

about the brand

Analyze and brainstorm for

brand identity

The Brand Building Process



BrandDiscovery

BrandDevelopment

BrandExecution

To fully understand

about the brand


brand identity




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



Snapshot

Brief

Background

Objective

BrandSpark

Vision

Essence

Strategy

Brand Personality

Target Market

BrandScape

Challenger

Brand position

Discovery



The Creative Brief

• Summary

• Objective

• Background

• Target Audience

• Deliverables

• Timeline

• Budget

• Etc……

http://localhost/Users/Quan/Google%20Drive/Business/Training/Founders%20-%20Naming/Creative%20Brief%20Template.docx






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





Brand Spark: Vision

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



Brand Spark: Essence

A reliable brand that is useful and helpful in my life



Brand Spark: Brand Personality

Functional Emotional

Intelligent

Reliability

Mobile-

aware

Responsive

Flexible

Open

Informative

Reliable

Accurate

Friendly

Personal

Open



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



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



Discovery

Snapshot

Brief

Background

Objective

BrandSpark

Vision

Essence

Strategy

Brand Personality

Target Market

BrandScape

Challenger

Brand position



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



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

http://musik.soha.vn/

http://musik.soha.vn/



Brand Scape: Positioning

Technology

GlobalContent

Lifestyle

LocalContent

?




BrandDiscovery

BrandDevelopment

BrandExecution

To fully understand

about the brand


brand identity



Brand Development Process

Naming Logo Brandcollateral

Brandidentityguideline



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





Development: Brand Collateral

Design

• Design development

• Design application

• Design approval

Delivery

• Retouching

• High-resolution file preparation to spec

• Color correction



Development:



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




BrandDiscovery

BrandDevelopment Brand

Execution

To fully understand

about the brand


brand identity



Logo

Documents

HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan