d CHAPTER 8+9

REFLECTION 3

Nguyen Ngoc Bao Tran_B1112014381

d

BRAND EQUITY
Brand equity is generally understood as the
values ​of a brand, assessed through the brand
image in the customer's perception and their
actual experiences & behaviors related to the
brand of that enterprise
d

ELEMENTS
OF BRAND
EQUITY
Aaker's Brand Equity Model
d
POSITIVE VS NEGATIVE
BRAND EQUITY
A business can maintain its dominant
The brand awareness is position with competitors
large => Value of that
brand is "positive" Expand its product lines

Customers have bad experiences Affect existing product lines

under the brand name
when using the brand's
products/services
=> Brand's value is "negative"
A long-term negative impact on
the brand positioning strategy
d
Positive Brand Equity
Starting as a company providing overseas food, the business
built its reputation partly on the prestige and personal brand
value of CEO Pham Nhat Vuong. VinGroup is also famous as
a socially responsible enterprise, regularly organizing charity
activities and making many contributions to the community

Although the product offered by this brand has similar features to

the products of other brands, demand, loyalty and price are
higher than any mobile brand. Typically, the moment many
people wait for a few hours, even up to days, just to be able to lay
their hands on the new iPhone. This seemingly inexplicable sales
frenzy proves that there's more to it than the quality and new
design that make it desirable. Consumers perceive it as something
of value, and this is exactly what increases its global value.
 d
Negative Brand Equity

Volkswagen became the focus of international media

attention when it admitted to the US Environmental
Protection Agency (EPA) that it had secretly installed
software on devices in the US, allows full activation of
the pollution control feature only when the vehicle is
checked for emissions by the authorities. Shares of
Volkswagen, the German car giant, have plunged
since the company admitted falsifying emissions test
d
PRODUCT LIFE-CYCLE

A process describes the change in sales and profits

of a product from the time it is introduced to the
market until it is withdrawn from the market
4 stages: Introduction, Grow, Maturity, Decline
How the product life-cycle relates to a firm's marketing
objective & marketing mix action

Introduction Growth Maturity Decline

d
EXAMPLE
Launched in the early 2000s, Hao Hao penetrated
the potential instant noodle market in Vietnam. The
company has taken careful market research steps

Stage 1: Launching to the market

Launched the most powerful media promotion campaign on VTV3 or HTV7, along with the
appearance of famous comedians of that time, immediately creating a good feeling with consumers.
To meet the huge demand from consumers, in 2003, Acecook completed the system of noodle
factories from Hung Yen to HCMC
d Stage 2: Growth

Hao Hao noodles began to gradually occupy the market share of instant noodles in VN, continues its media
programs to maintain growth, including: participating in sponsoring a number of major TV programs,
continuing to buy advertising spots on VTV3 or HTV7 to maximize the number of new customers

Stage 3: Sustainable development

- Officially occupied the No. 1 market share in VN

- Began to reduce the media budget, focusing on promoting
the in-depth aspect

- Began to face challenges, such as the birth of Masan's

Omachi noodle brand (with the famous slogan: Rất ngon mà
không sợ nóng), directly competing noodle brands (Gấu Đỏ
noodles, Cung Đình noodles..)
d
Stage 4: Improvements to
prolong the Product Life Cycle

- Launch of the Handy Hao Hao product line

in the form of a convenient plastic cup,
choosing 2 famous KOLs to accompany this
product are Hoai Linh & Toc Tien.

- Acecook considers alternatives with other

Hao Hao products (the launch of Pho De
Nhat noodles, other instant noodles such as
noodle soup, beef noodle soup, etc)
 d
REFERENCE LIST
Aaker’s Brand Equity Model. (2016). Retrieved 27 October 2021, from
http://www.simplynotes.in/mbabba/aakers-brand-equity-model/

Ewing, J. (2021). Volkswagen will seek damages from former executives accused in emissions fraud. Retrieved 27 October
2021, from https://www.nytimes.com/2021/03/26/business/volkswagen-emissions-winterkorn-stadler.html

Young, R. (2015). PRODUCT LIFE CYCLES AND NEW PRODUCT DEVELOPMENT Professor Chip Besio Cox School of Business
Southern Methodist University. - ppt download. Retrieved 28 October 2021, from https://slideplayer.com/slide/7591077/

Mì Hảo Hảo. (2021). Retrieved 29 October 2021, from https://acecookvietnam.vn/san-pham/mi-hao-hao/