Nguyen Thuy Vy 22060386

From a newcomer in the highly competitive coffee industry in Vietnam, The Coffee House
has successfully carved out a niche for itself among customers and coffee lovers alike.
Standing out in a crowded market was not an easy feat, but TCH achieved it by forging an
authentic brand image that resonates with its target audience, and through its community
building activities that unite its loyal supporters. This essay delves into the secrets behind
TCH's success in building a robust brand community, which has helped it differentiate itself in
the crowded coffee market. Through various models and frameworks, exploring the beyond
benefits and values that TCH provides to its customers

Crafting a Community of Coffee Lovers: The Coffee House's Journey towards Building
a Stronger Brand Loyalty

The image of a brand can be shaped by a range of elements linked to secondary

associations, primarily brand knowledge and the way customers interact with brand
communities (Ho, 2017). By creating a brand community and encouraging customer
participation, businesses can foster a stronger sense of brand loyalty and connection between
the customers and the brand. The Coffee House (TCH) provides a successful example of
constructing a brand community to increase brand loyalty. By targeting modern-day millennials
and GenZ students, TCH has created a customer-centric culture that places the customer at
the center of its efforts to create a range of products. These products cater specifically to this
group, encompassing space, architecture, menu variety, staff attitude, and personalized
engagement through stories, blogs, and a refined app. TCH invested in creating a welcoming
and "safe" space for its customers, aware that coffee shops can be a place where customers
can socialize and connect in a way that is different from pubs, enabling them to organize
events that promote engagement with the community (McAlexander et al., 2002). For
instance, the " Hội Phá Cổ" and "CloudTea - Hẹn Hôn" were held to unite members in the
community, helping everyone to celebrate over a cup of coffee. Offering a loyalty program on
the mobile app is one of the ways that TCH provides extra benefits to its customers. For fixed
points, members will receive special custom gifts made just for them. The annual wrap-up is
also customized for each member and sent at the end of the year, giving customers a special
feeling of how they have bonded and connected with the brand over the past years. The free
birthday cake program for each member is a notable and popular benefit, which fosters a
strong connection between members and the brand. Through its emphasis on customers and
the creation of a community, TCH successfully established a loyal customer base, making it
the second most successful coffee chain in the market.

Beyond Coffee: Unveiling the Exceptional Perks The Coffee House (TCH) Offers to
Build a Stronger Bond with its Customers

Modern marketing is focused on developing long-term relationships with customers, which is

achieved through engagement, building customer connections, and fostering a sense of
community between the brand and its customers. Guided by the Seventh Level of
Engagement Framework, brands lead their customers through a systematic process that
comprises identifying target customers, creating suitable content and delivering it to the right
audience . This helps customers establish connections and reach the highest level, where
they become evangelists spreading positive word-of-mouth feedback. TCH employs
incentives, sweepstakes, and mini-games across all media channels, creating membership
perks that reach beyond traditional offerings to include partnerships with non-industry brands
such as

Nguyen Thuy Vy 22060386

PNJ, Biti's, and Elsa Speaking, etc. TCH's content strategy focuses on cultivating customer
generated imagery and community content, enabling customers to reflect on their
experiences, feel proud of their association with the brand and the community, and actively
share their experiences and images with others. This approach instills a sense of trust and
familiarity among customers, thus making activating brand loyalists and supporters much
easier.

The Power of Brand Resonance in Cultivating a Stronger Brand Community

With several strategies in place to foster behavioral loyalty, attitudinal attachment, sense of
community, and active engagement, The Coffee House (TCH) has successfully built a brand
community essential to achieving brand resonance in the CBBE model. TCH's loyalty program
rewards returning customers with exclusive discounts, free drinks, and birthday treats,
developing behavioral loyalty towards the brand. A distinct brand identity as a workaholic
coffee brand delivering excellent products and a cozy ambiance, combined with exceptional
customer service further develops attitudinal attachment towards TCH. Active engagement is
prioritized through TCH's social media presence, with customers encouraged to share their
experiences online, further building engagement with the TCH brand. Especially, the sense of
community is one of the main pillars on which TCH has built its brand resonance, as it has
successfully developed a community-centric approach through various initiatives like poetry
nights, live music, and workshops, all aimed at bringing members in this community together
and fostering a sense of belonging and togetherness around the brand, while also providing
experiences that are unique, engaging, and shareable, further contributing to the
development of a strong brand community.

Exceeding Expectations: Unveiling the Incomparable Value The Coffee House (TCH)
Brings to its Customers

The Coffee House's strength lies in the sense of community it has nurtured, providing
multiple values to its members as per the Elements of Value Pyramid. Beyond satisfying
customers' basic needs for coffee and food, TCH's value proposition offers emotional benefits
such as a sense of belonging through community initiatives, encouraging social interaction
and creating a deeper emotional bond. Moreover, The Coffee House community offers
aspirational benefits, like self-esteem, as it is seen as a trendy and fashionable place to
frequent, which can improve the customers' self-image. TCH's distinct brand identity as a
workaholic coffee brand delivering excellent products and a cozy ambiance, combined with
exceptional customer service, further develops customers' attitudinal attachment towards
TCH, making them feel valued and appreciated. The top level of the pyramid reflects TCH's
exclusive high-end experience and sense of fulfillment, creating a loyal community of coffee
lovers. By going beyond functional benefits and creating an engaged community of loyal
customers, TCH has built a highly differentiated brand with a clear competitive advantage.

Transformative Recommendations to Elevate The Coffee House (TCH) Community

Experience

To enhance its brand community, The Coffee House can create events that engage
customers both offline and online. For instance, by producing videos that showcase the art of
making exquisite coffee and tea, TCH can educate and inspire customers about their products
while building an emotional connection with them. Additionally, TCH can leverage websites
and mobile applications to develop a robust digital community that provides customers with a
Nguyen Thuy Vy 22060386
platform to connect, exchange ideas, and share knowledge. By facilitating such a forum, TCH
can create a deeper sense of belonging among its customers, who can now interact and
collaborate with like-minded individuals who share a common passion for coffee and tea.
These initiatives will undoubtedly deepen TCH's relationship with its customers, enabling
them to feel more aligned and connected with the TCH brand, and ultimately, driving
customer loyalty.

In conclusion, TCH has indeed achieved remarkable success in building a strong brand
through its community building efforts. However, in the ever-evolving market, it is essential to
keep pushing the boundaries and explore new ways to stay competitive and maintain
customer loyalty.

Nguyen Thuy Vy 22060386

Appendix
Loyalty Program:
Nguyen Thuy Vy 22060386
Nguyen Thuy Vy 22060386
Nguyen Thuy Vy 22060386
Đêm hội phá cổ:
Nguyen Thuy Vy 22060386
Nguyen Thuy Vy 22060386
Nguyen Thuy Vy 22060386

‘Hẹn Hôn’ event:

 •
Nguyen Thuy Vy 22060386
Nguyen Thuy Vy 22060386

Nguyen Thuy Vy 22060386

CBBE Model:

Nguyen Thuy Vy 22060386

The Seventh Level of Engagement

Nguyen Thuy Vy 22060386

The Elements of Value Pyramid

Nguyen Thuy Vy 22060386

 Nguyen Thuy Vy 22060386
References List

McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of

Marketing, 66(1), 38–54.

About the framework. (2019, August 14). The Seventh Level. https://the-seventhlevel.com/about-the
 framework/

Almquist, E., Senior, J., & Bloch, N. (2020). The Elements of Consumer Value.

https://doi.org/https://ellisonchair.tamu.edu/files/2020/06/The-Elements-of-Consumer Value.pdf

Ho, H. P. (2017). Antecedents and consequences of brand community image: Research from

Vietnam’s alcohol industry. Western Sydney University (Australia).

Introduction to consumer value. (2002). In Consumer Value (pp. 17–44). Routledge.

http://dx.doi.org/10.4324/9780203010679-5

Phong, T. D. (2021, October 31). Brand love - Chiến lược xây dựng lòng trung thành của khách hàng

từ The Coffee House. Cộng Đồng Kinh Doanh Việt Nam.

https://vietnambusinessinsider.vn/brand-love-chien-luoc-xay-dung-long-trung-thanh-cua

khach-hang-tu-the-coffee-house-a24305.html

Slavin, A. (2018a, October 9). Introducing: The seventh level of engagement series [part 1]. HubSpot.

https://blog.hubspot.com/customers/introducing-seventh-level-engagement-series-part-1 Slavin, A.

(2018b, October 16). Attracting customers: The seventh level of engagement series [part

2]. HubSpot. https://blog.hubspot.com/customers/attracting-customers-seventh-level

engagement-series-part-2

Slavin, A. (2018c, October 23). Engaging customers: The seventh level of engagement series [part

3]. HubSpot. https://blog.hubspot.com/customers/engaging-customers-seventh-level

engagement-series-part-3

Nguyen Thuy Vy 22060386

Slavin, A. (2018d, October 30). Delighting customers: The seventh level of engagement series [part

4]. HubSpot. https://blog.hubspot.com/customers/delighting-customers-seventh-level

engagement-series-part-4

The 30 elements of consumer value: A hierarchy. (2016, September 1). Harvard Business Review.

https://hbr.org/2016/09/the-elements-of-value

Tổ chức sự kiện: Đêm hội Trà Sữa CloudTea. (n.d.). Hẹn Hôn Một Cái. Retrieved March 31, 2023,

from https://www.prviet.com.vn/to-chuc-su-kien-dem-hoi-tra-sua-cloudtea-hen-hon-mot-cai Tran, C.

(2020, July 29). Behind The Success — The Coffee House & Customer Insights: Sự tinh tế đến từ

việc thấu hiểu khách hàng. Medium. https://chloetran96.medium.com/behind-the

success-the-coffee-house-customer-insights-s%E1%BB%B1-tinh

t%E1%BA%BF-%C4%91%E1%BA%BFn-t%E1%BB%AB-vi%E1%BB%87c

th%E1%BA%A5u-hi%E1%BB%83u-kh%C3%A1ch-56a132af1d30

Nguyen Thuy Vy 22060386