The document outlines 10 steps for developing a brand strategy: 1. Analyze business goals and key stakeholders to identify brand requirements. 2. Develop customer segmentation based on needs, competition, and market economics to find profitable segments. 3. Two case studies demonstrate how properly identifying target segments (teenage girls in Vietnam and high-income families) led to brand success, while improper segmentation contributed to another brand's failure. 4. Developing a brand vision, promise, positioning, personality, narrative, and identity system helps translate the business strategy into an effective brand strategy that resonates with customers.

2. STEP 1 Extract Explicit Short & Long-term Business Goals as
Drivers of Brand Vision
STEP 2 Conduct Key Stakeholder Analysis to Capture Implicit
Brand Requirements
STEP 3 Develop Customer Needs - Drivens Segmentation
with Perspectives on Competiton & Segment Economics
STEP 4 Develop a Brand Vision linked to the Corporate or
Business Unit Business Strategy
STEP 5 Develop a Brand Promise
STEP 6 Develop a Brand Positioning
STEP 7 Develop a Brand Personality
STEP 8 Develop a Brand Narrative
STEP 9 Develop a Brand Identity System
STEP 10 Translate Brand Promise into Customer Experience Design
1
2
3

3. STRENGTH:
Fresh beer without sterilization
Keep a lot vitamins & nutrition
POSITONING: “Bia tươi đóng chai đầu tiên tại VN”
TARGET SEGMENT: Premium
(Price: Laser > Heineken > Tiger)
• Sponsor for Binh Duong Football Cup - Laser Cup
• TVC “Đi trước một bước”
à Raise awareness
BUT…Vietnamese consumers still perceived “bia
tươi” just like “bia hơi” - kind of cheap beer for
average-low income people
- “Đóng chai” positioning stop Laser from growing long-
term (beer can consumption is large). At that time,
Heineken (VBL): 70% premium beer market already
After 8 months
=> LASER FAILURE FACTORS: Consumer understanding
(Laser have to change “fresh beer” perception first);
Segmentation; Economic situation (Laser didn’t see the
growth possibilities clearly from the start)
=> Can’t create niche market like Laser want to
Lencii – Top of mind for every teenage girls in choosing
silk for “Ao dai”
How could Lencii make this happen?
- Thai Tuan realized that 20% students are in wealthy
families and willing to pay for stylish silk with high price
for fashion school => tap to this niche market.
POSITIONING: “Áo dài cho những học sinh nữ sành điệu”
TARGET SEGMENT:
Teenagers in Highschool in urban cities
Live in wealthy families
STRENGTH:
Stylish High quality
Why did they succeed?
⇒ Choose the right segmentation to tap base on both
consumer’s perspective (stylish,well-design) and
economic situation (high-income families are
increasing)
⇒ Efficient communication to target consumer through
exact touch-points ( Social Media, Hot V-Teen
competition..)
⇒ Create successfully niche market
THE SUCCEESSTHE FAILURE
=> Choosing the RIGHT TARGET consumer which has economical growth will be
the FOUNDATION for brand strategy and vice versa.

4. - 66% of marketers don’t know what a
customer is worth and are thereby
losing a significant increase in sales.
(r2integrated.com)
- Customer-centric companies were
60% more profitable compared to
companies that were not focused on
the customer.
(Research by Deloitte Touche Tohmatsu
Limited)
v Observation:
Consumers now:
- Smarter with the help of social media (can easily read
comments, reviews and compare products)
- More selective in brands they chose to spend money
1. Consumer 1st ?
WINNING BRAND:
START WITH YOUR CUSTOMERS, NOT YOUR PRODUCTS
put consumers first
connect in a relevant way
1.Step 1 Develop Customer Needs - Drivens Segmentation
with Perspectives on Competiton & Segment Economics

5. 2. Segmentation:
basis ?
Consumers have DIFFERENT needs, desires and
priorities
à NOT POSSIBLE to meet all those expectations
à Use that consumer data to systematically group
consumers with common attributes
à Discover the POTENTIAL NICHE MARKETS
à Develop new consumer insights (relevant with
brand core)
OR Create niche products (new brand)
“Segmentation: the basis for offering
superior value to particular customer
groups and thus for developing a STABLE
& PROFITABLE MARKET POSITION.”
(Do or Die: Market Segmentation and Product Positioning,
by Ravi Kalakota and Andrew B. Whinston)
The objective of business is
to earn profit
Customer segmentation is to
help companies identify their
most profitable customers
+
=
Segmentation first
Step 1 Develop Customer Needs - Drivens Segmentation
with Perspectives on Competiton & Segment Economics

6. WHY?
3. Economics ?
The attractiveness of a target market:
• Size
• Growth possibilities
• Promise of the long-term profitability
(Marketing Management, by M. C.
Cant,J. W. Strydom,C. J. Jooste)
Brand can use those base to determine how large & profitable the target market is BUT NOT ENOUGH
àBrand must combine it with perspectives of the existing & future economics of that industry
to see the potential profitability clearly
àSegmentation become more useful & actionable
Consumer segmentation base
• Demographic (age, gender, income,
family stage, v.v)
• Geographic (location)
• Psychographics (lifestyle, characteristics,
value & belief, v.v)
Brand need to find which segments of customers that are
attractive FROM A PROFIT PERSPECTIVE
THIS STEP is needed to be done FIRST in order to understand deeply
about consumers , find the long-term profitable & potential market
1,2,3
Step 1 Develop Customer Needs - Drivens Segmentation
with Perspectives on Competiton & Segment Economics

7. Step 2: Extract Explicit Short- and Long-Term Business Goals as Drivers of Brand Vision
The important step here is developing long term strategy for a brand. This is a articulated description of the business such as how it creates value and how
compete in their chosen industries. An effective strategy should act as bridge between the past and the future. It involves judgments and decisions about
when to commit and be willing to bet, when to delay making a commitment, when to kill something that won’t work and when to change the rules of the
game.
The first step is define who your stakeholders are. It can include the CEO, CFO, VP Brand, VP
Marketing to VP Operations.
The next step is to work out their power, influence, interest and intent.
The final step is to develop a good understanding of the most important stakeholders so that
you know their requirements and so you can work out how to win their support.
3 STEPS to Conduct Key
Stakeholder Analysis
3
1
2
Step 3: Conduct Key Stakeholder Analysis to Capture Implicit Brand Requirements
This is getting stakeholder (project team members) inputs for brand requirements and their opinions.
The benefits of using a stakeholder-based approach is that you can use the opinions of the most powerful stakeholders to shape your branding projects at
an early stage. Their input can also improve the quality of your project and well help you to gain the resource needed. By communicating with them early
and frequently can ensure that they fully understand what you are doing and understand the benefits of your project.
ϖ Will provide services deployed on all provinces / cities, deployment of fixed telephone
network, expand investment VDSL internet line 2+ target of 50-55% Ftel is shifted to 2015
compared with 25-30% of customers in Hanoi and HCMC. Ho Chi Minh from the nodules using
ADSL 2+ services to VDSL 2+).
ϖ Promote globalization, provide solutions and best practices, promote the development of
customers in Southeast Asia and Japan in the global economy.
ϖ To raise market share: FPT Telecom now holds 30% market share of telecommunications
services. In the period 2010-2015 will increase its market share to 40% in telecom services.
ϖ Maintaining and improving growth in the coming years from 40% to 45% and maintain the
development orientation of the company
ϖ In the period from 2010-2015, FPT growth targets of 30% over the previous year in terms of
revenue and profit before tax
FPT Telecom's objective is simply integrating all services
that helps consumer get all services in one step in their
daily lives.
Example, in the period 2010 to 2015, FPT Telecom aims to
operate telecommunications services are consolidated and
developed the company to become the leading enterprises
in Vietnam for telecommunications services, as follows:
FPT Telecom - Leading enterprises in
Vietnam for telecommunications services
BUSINESSGOALS
VISION

8. Step 4: Develop a Brand Vision Linked to the corporate or business unit business strategy
Crafting a brand vision forces you to think through where you want the brand to be over the longer term to support the corporate strategy. It
helps the management team achieve consensus on the longer term goals and the level of branding support that is required to achieve those
goals. It also provide guidelines to determine what kind of research to put in place to monitor brand building progress and return-on-investment.
Most of all it gives you a starting point and a mandate to start developing other elements to support the delivery of the brand promise.
“To establish Starbucks as the premier purveyor of the finest coffee in the world
while maintaining our uncompromising principles while we grow.”
A brand vision reflects and supports the business strategy,
differentiate from competitors, resonate with customers, energize
and inspire employees and partners, and precipitate a gush of ideas
for marketing programs. When absent or superficial, the brand will
drift aimlessly and marketing programs are likely to be inconsistent
and ineffective.
The brand vision model (formerly the brand identity model) is one
structural framework for the development of a brand vision with a
point of view that distinguishes it from others in several ways:
• A brand is more than a three-word phrase.
• The extended vision elements provide a useful role.
• The brand vision model is not a “one size fits all” model.
• The brand vision is aspirational.
• The brand essence represents a central theme of the brand vision
• The brand position is a short-term communication guide for reaching you target
audience.
Become the company most known for changing the worldwide poor-quality
image of Japanese products.
A computer on every desk and in every home; all running Microsoft software.

9. Step 5: Develop a Brand Promise
A brand promise is totally different from brand strategy or performance. It is about people. A promise is conveyed by everything people see, hear, touch, taste, or
smell about your business. Most importantly, a brand promise humanizes the mission statement and makes it easy for everyone in the organization to understand how
company creates value and how they impact the customer experience directly and indirectly in a way that adds or detracts value from it.
“The Ultimate Driving Machine”
This bold statement is the driving force behind BMW’s brand. They aim to
produce only the most efficient and elegant vehicles and their brand promise
states this with confidence.
“To inspire moments of optimism and uplift.”
Coca-Cola’s brand promise takes a bit of a different route. It does not
mention the product or service, but instead aims to convey a mindset held by
all of those that are a part of the company. With a brand promise like this,
Coca-Cola positions themselves as a lifestyle brand that is about much more
than just manufacturing popular drinks.
“We are Harley Davidson.”
Harley Davidson have had a number of different brand promises through the
years, but all of which revolve around the simple fact that there is nothing like
a Harley. The cultural icon needs little explanation, and so their most recent
brand promise doesn’t attempt to be anything but simple and to-the-point,
promising a consistent experience with their company every single time.
Step 6: Develop Brand Positioning
Three questions must be answered. What is the brand for? Who is the brand for? When is the brand for? and Who are the brand’s competitors.
What is the brand for?
The meaning of your brand.
Who is the brand for?
Your most profitable segments.
When is the brand for?
The occasion when the purchase or consumption takes place.
Who are the brand’s competitors?
Who are the direct and indirect competitors that threaten your brand’s mind,
heart, and market share?
OLONG TEA PLUS – Uống cho ngày thêm nhẹ.
What is the brand for?
The lightness both mentally and physically in people’s stressful life.
Who is the brand for?
Man and women aged 18-35 mostly in cities suffering a stressful daily routine
or care about health.
When is the brand for?
Cooling, used for more nutritious meals
Who are the brand’s competitors?
Green Tea brand: Trà xanh 0 độ, C2
Other competitors: Dr Thanh
Way to create Your Brand Promise?
• What is the value proposition of the brand to its
constituents?
• What are the points of parity and differentiation
between the brand and its competition?
• What are the attributes (the values/beliefs) of the
brand?
• What, then, is the brand promise?

10. Step 7: Develop Brand Personality
This is the emotional character and association in consumer minds about your brand with certain human personality traits, such as, expression,
interaction and behaviors, etc.
STEP 8: Develop Brand Narrative - Brand story
Your brand narrative is what people say about you, and how they connect emotionally with your product or service.
It is all about storytelling of your brand, what people say about you and how they connect emotionally with you product or service.
A good brand narrative is the incomparable force multiplier. This is because
people naturally want to be part of something bigger, they want to matter, and
they want their lives to have meaning. Most of all, they want to become part of a
gripping narrative.
With a consistent and compelling brand narrative, employees become
ambassadors for your brand and products; stakeholders promote them; earned
media becomes easier to obtain and, perhaps most importantly, you can create
a buzz within the industry and target audiences. And it’s as easy as telling a story.
“Somehow we’ve come to believe that greatness is a gift,
reserved for a chosen few. For prodigies. For superstars. And the
rest of us just stand by watching. You can forget that. Greatness
is not some rare DNA strand, it’s not some precious thing.
Greatness is not more unique to us than breathing, We are all
capable of it. All of us!”
Axe Personality
Axe men's toiletries brand has the kind of personality that sends the ladies running.
He's a middle school aged kid who managed to sneak into the college spring
break festivities.
Axe is sarcastic, lewd, girl-crazy, excitable, and completely immature. In every
execution, Axe manages to annoy women by continually bringing up stereotypes
(women can't resist chocolate), and portraying us as easily manipulated, and
there for mens' pleasure. It has more, less easily described, but completely
offensive ads that could only appeal to an emotionally stunted horndog.
All in all, Axe is the kind of guy you didn't need a mother's warning to stay away
from in high school. Axe's brand personality might come across in a real guy as
having no personality at all, or at least no class.
What is brand personality?
Personality traits are what the brand will live and die for
Brand Personality is a set of human characteristics associated with a brand,
like human personality, is both distinctive and enduring
Both are built over a period of time.
Why use brand personality?
Enriches understanding
Helps gain an in-depth understanding of consumer perceptions of and
attitudes towards the brand
Contributes to a differentiating identity
Can differentiate brands especially where brands are similar in product
attributes
Communicates the brand identity with richness and texture
Creates brand equity

11. One of the key drivers to build brand strength are creating a distinct brand identity.
Brand Identity is not just the logo.
Brand Identity System is a collection of VISUAL
COMPONENTS working together to create a
unified & consistent brand assets.
A logo is the CENTRAL, IDENTIFIABLE
VISUAL element that helps customers
discover and remember a brand.
log
o
LOGO
IDENTITY
SYSTEM
(Logo; Key colors; Color pallete; Typography; Consistent image style)
1 Sans Serif font
1 Handwriting font
Step 9: Develop a Brand Identity System

12. Brand Promise:” Prudential always listens and
understands people in order to improve consumer
life quality”
⇒ How they translate into “customer experience”?
- Competitively various price with large range of
products which solve different needs of consumer.
- Consumer will be listened and understood carefully
and promptly through their tools on website and
consumer events
- Endeavor to provide the greatest satisfaction for
consumer through hotline/customer service system
that every problem will be solved within 30mins
- Prudential staff are friendly and supportive to serve
their consumers
- Prudential organizes and sponsors competitions,
activities which aim to develop Vietnamese
education, support troubled lives => improve life
quality
• When a brand experience strategy is developed, we need
to come up with ideas about how to deliver the brand
promise
⇒ Focus on Customer Experience Strategy
• Some questions that we can base on to find out the best
way translating brand promise into consumer experience:
1. How do we provide a snapshot of what if is like a day in
the life of consumer? How could we make their life easier?
2. With that, how do we identify opportunities to create
customer engagement?
3. How do we map these customer engagement
opportunities against the brand vision?
4. What are the economic implications of these ideas?
5. How do we measure progress and success? What are
the key matrics?
Step 9: Translate Brand Promise Into Customer experience vision
for Brand Delivery

14. Step 1: Develop Customer Needs–Driven Segmenta8on with
Perspec8ves on Compe88on and Segment Economics
• Budweiser’s targeted segmentation is the premium beer.
• At the time AB InBev decided to come to Vietnam (2014), they see many potentials in this market:
• 1. Segment growth
• Beer consumption: 2.3 billion litres/yea (the biggest beer consumption in southeast asia)
• The total beer market has the average growth of 15% /year
• Sales of beer in the market is expected to increase an average of 10% per year in the period 2010 – 2020
• 2. Customer behavior
• Vietnamese people drink beer the most when they are with friends (24%)
• 25% of drinkers enjoy beer in bar/pub/beer club, this ratio increases in premium beer segmentation
• The appearance of bar/pub/beer club increases continually to satisfy customers’ rising demand on night life
• The trend of EDM increases, with the milestone of “The Remix” in the end of 2014
• People require the more premium beer than Heineken to express themselves in premium parties
• 3. Price
• With the universalization of Heineken, people have got acquainted with the price of premium beer, and they are willing to pay a higher level of money
for this segmentation
• In conclusion, this segment profitability is extremely high, and Budweiser is the global strongest brand, so Budweiser decided to come to this market.

15. Step 2: Extract Explicit Short and Long-Term
Business Goals as Drivers of Brand Vision
• Short term goals:
• Come to Vietnamese beer market, focus on premium segmentation,
build a factory to attack on this attractive segmented market
• Long term goals:
• Do not focus on benefits, gradually acquired market share of the leading
beer company in Vietnam, especially in premium segmentation
• Develop more products in lower segmentation, pu?ng pressure on the
other brewers base on financial strengths.
• Become Asia’s fastest growing beer brand

16. Step 3: Conduct Key Stakeholder Analysis to
Capture Implicit Brand Requirements

17. Step 4: Develop a Brand Vision Linked to the
Corporate or Business Unit Business Strategy
• We are the “King of Beers”, which own the highest quality with
best flavor in the world. Along with the services and
relationships, we will add to life’s enjoyment, enrich as well as
entertain a global audience, and deliver superior returns to our
shareholders.

18. Step 5: Develop a Brand Promise
• Budweiser delivers to customers a masterpiece among beer
products, which is different comparing with other brands even in
every steps of manufacturing, so as to fulfill the joyfulness of
customers.
• Reasons to believe:
• Long-time brewing recipe, from 1876
• The number one beer brand in American and over the world
• Use the best fresh, natural ingredients in the world, with key process
of beer brewing, beer marination in cella before special packaging.
Everyday, all factories in the wolrd send the samples to headquarter
of BUD to check and ensure the consistent quality.

19. Step 6: Develop Brand Posi8oning
• What is the brand for?
• Bring the premium image and identity to drinkers, give them the feeling of enjoying the ”King of Beer” in
America and over the world, as well as fulfill their joyfulness in parties.
• Who is the brand for?
• Budweiser is the premium beer that target young customers from 21 to 30 years old. Those customers
always desire to show their own identity, do not afraid of being different. They always want to try new
things, love joyful and crowded events. Most of them drink beer when hanging out with friends.
• When is the brand for?
• Consumers of Budweisers will drink beer especially in parties, bar/pub/beer club, when gather with friends
or relations, when they want to express the identities, express the feeling of joyfulness.
• Who are the brand competitors?
• All beer brands target on premium segmentation in Vietnamese market, including Heineken and Sapporo

20. Step 8: Develop a Brand Narra8ve
• “Budweiser, with the spirit of “Not Backing Down” from 1876,
does not follow the trend, does not serve everyone, just for the
ones who want to be different, deserve to enjoy best beer flavor,
the King of Beer: Filtered out from the most perfect ingredients,
brew in 30 days for perfect balance flavor, the first beer brewed
with Oak wood, and have one premium quality across 140
years.”

22. Step 10: Translate Brand Promise into
Customer Experience Design
• Campaign “SamesameBUDdifferent” – the perfect differences
from best premium beer from America
• Social channel: Clip chain about Budweiser manufacturing
process
• EDM parties sponsorship, target on people desire having own
different identities.
• Brand ambassador: Hoang Touliver, Toc Tien – Vietnamese best
EDM producer and singer, always have different and high
quality choices, not only on music, but also on lifestyle and beer
flavor.