Final Thesis presentation

1. A STUDY OF TRUST FOR
DOMESTIC BRANDS
Le Xuan Truc

2. WHAT? - Definitions and theories
WHY? - Culture, perception, domestic brand
WHO? - A portrait of Vietnamese consumer with
respect to trust
HOW? - A snapshot of trust relationship between
Vietnamese consumers and domestic brands
CONCLUSION
RECOMMENDATION

3. WHAT?
Definitions and theories

4. What does TRUST mean to you?
INTERVIEW
‘I believe that I will not be cheated’
‘Trust is the foundation decision making’
‘Trust is the confidence based on the past experience’
‘It would be very difficult to trust a person/product/brand again,
if that person/product/brand fails my expectation’

5. ‘The foundation of brand is trust’

6. Trust Level

7. Trust Equation - RISK

8. Perceptual Process
.

9. WHY?
Culture
Perception
Domestic brands

11. Do you trust domestic or
international brands?

12. WHO?
A portrait of Vietnamese consumer
with respect to trust

13. “A PERSON LIKE ME IS NOW
THE MOST TRUSTED”

14. 123 Respondents…

15. 123 Consumers trust in…
Family
Friends
Seniors

16. 123 Consumers explain
about brand trust
‘My experience in using it’
‘good packaging, good quality - consistency ’
‘I trust the brand because it has a long history of
establishment and I have used it in a long time’
‘my friends have used it’ - ‘my family recommend it to me’
Or simply … ‘it is International’

17. Vietnam Culture
High Power Distance Index (PDI) with
respect to seniority in relationship
Low Individualism (IDV) A ‘We’ is more
important than an ‘I’
Masculinity (MAS) infer a feminine
80 society - emotional
70
50 Uncertainty Avoidance (UAI): the
40 openness to new ideas and culture
20 diversity; still very risk-adverse.
High Long-term orientation (LTO)
PDI IDV MAS UAI LTO values thrift, perseverance, long term
and absolute truth.

18. I am Young and
quite open to new I’m vey much
ideas and culture. influence others i.e.
Low in my family, friends
ethnocentrism and seniors. I trust
them
I trust
international I am
brands more feminine
I am I value
Risk-Adverse long-term
relationship,
high brand loyalty
& trust

19. A Typical Vietnamese
Consumer

20. HOW?
A snapshot of trust relationship
between Vietnamese consumers and
domestic brands

21. TRUST- An Interpersonal
relationship
Life-long
Acquaintance Friendship
partner

22. Make acquaintance by
Advertising
It leads to trial.
‘Trial leads to Trust’
Association -Ads recall the good
experience
TVCs are still the King to trigger the
consumer interest and attention.

23. Vietnam Ad Savvy
Super Consumers
7 Post Modern
Advertising itself
6 Symbolic
Abstract Values
Low competition 5 Lifestyle
Functional + Emotional
4 Metaphor
Consumer Benefits High competition
3 Endorsement
Functional Benefits
2 Hard Sell
Comparative Attributes
1 Straight Sell
Product Attributes
Naïve Consumers

24. PR entrust brand through
3rd party
PR encompass the trustworthiness of
the brand
PR reduces risk such as rumors and
harmful information

25. Trust is not just about you
and the brand !
Trust is established not only based on
an actor's own experiences (individual
trust), but also based on the trust that
other actors (collective trust)

26. Family, friends and society
collectivism
need of affiliation
ideal social self image

27. ‘Today’s consumers
resemble dynamic swarm’
DDBO Chicago, 2008

28. VOX
POPULI

29. I recommend…

30. Understand the Vietnamese
consumers
Choose right Match-makers
Make sure the consumer
experience is consistent
inside out

31. Brand Trust model

32. In concrete…

33. an interpersonal relationship
managed by individuals but influenced
by the society
varies for different level of relationship
It takes great time and effort to make
sure that we understand the other well
and be able share a good lifetime
experience
It happens the same to brand trust…

34. simply place the name of
the brand into the person,
we will see how we trust
the brand

35. Prepared by Le Xuan Truc
Advised by Mr. Cheah Kuan Yean