Frontiers of Branding

Dr. Mirjam Hauser

Student name: Le Hoang Viet Anh

Student ID: 20679923
Applied Project
Session 2
Creation and Communication of Brand Value & Positioning

Brand awareness is very important as it’s the basic of marketing funnel and a
crucial foundation to acquire customers. It reflects the presence of your business/products
in the minds of the prospects/customers.
To have strong brand awareness, you need to effectively create the strategy for
brand positioning in order to carve the image of your brand in the mind of customers.
There are 4 elements of brand position: Target market, Frame of reference, Point of
Differences (POD & POP) and Reasons to believe (RTB); in which Target market is the
most import element in my opinion – if the business defines the target market incorrectly,
there’s higher chance of failure to attract its prospects and transform them to customers.
Vietnam Airlines (VNA), the national airline of Vietnam, has recently turned their
focus on the new target market: late millennials and GenZ. How do they do it?
Firstly, VNA started to join TikTok from July 30th, 2021. TikTok has rising
significantly in 2021 and becomes the 4th most popular social media channel in Vietnam,
in which 71% of Vietnamese GenZ are spending their free time on it (recent survey by
Q&Me). With good video contents in 2022, it will be easier for VNA to reach out to the
young target market.
https://qandme.net/en/report/social-media-usage-change-during-the-lockdown.html
Frontiers of Branding
Dr. Mirjam Hauser

Secondly, the rising of Vietnamese Rap with the successful of shows (Rap Viet),
VNA signed a cooperation agreement on joint development and cultural promotion with
SpaceSpeakers Group on December 18th, 2021. SpaceSpeakers Group consist of some
of the most well-known artists in Rap as well as Vietnamese music industry, such as
Touliver, Binz, Rhymastic, Soobin, etc. The entertainment company will become the
music consulting organization for VNA – they are producing VNA theme song in order to
communicate and promote its image to customers, especially the young generations that
used to look at VNA as a more traditional airline compared to VietJet or Bamboo.
http://spirit.vietnamairlines.com/vi/emagazine/news-114/vna-and-spacespeakers-group-
sign-a-2-year-agreement-on-development-from-2021-to-2023-12543.html
This cooperation is also in line with the new market trend in 2022, which is the
music marketing. It has been a very effective strategy in Vietnam in recent years as the
customers love catchy tunes that are performed by their favorite artists, in which they are
also more interested in the products that being advertised in the music video. Recent
success story is from Honda Vietnam, where they sponsored for well-known artists in
creating music videos to promote its products and have achieved millions of views in a
short period of time: Singer Min’s “Hít Vào Thở Ra” with more than 15 million views in 2
months and Rapper Đen’s “Mang Tiền Về Cho Mẹ” with more than 43 million views in just
3 weeks.
Frontiers of Branding
Dr. Mirjam Hauser

https://www.youtube.com/watch?v=Q3xlEH3_HGA

https://www.youtube.com/watch?v=UVbv-PJXm14

To summarize, all 4 elements are needed in order to have an effective brand

positioning strategy in order to form a strong brand awareness. However, identify the
correct target market that are fits with the business SWOT is the critical step and should
be researched and brainstormed intensively.