brand -aae group
TRANSCRIPT
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A A E
GROUP
S T R A T E G I C B R A N D M A N A G E M E N T
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ASSIGNMENT
Choose two competing brandthen compare the
communications strategies forthem. What are the reasons forthe dierences? For the
similarities? Which brand’sstrategy do you think is moreeective? Why?
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VS
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Tweet a cofee
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“Những cuốn sách đ! đ"!# $%n nhữngtách c& 'h% đ! đ"!(
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Tweet a cofee
Twitter User
Attract more customerChange awarenessncrease brand recogniti
!"#$$$ fans%&' Customer bought gift cardCost ( )*$#$$$
https://www.google.com/search?espv=2&biw=1366&bih=584&q=twitter&spell=1&sa=X&ved=0ahUKEwim_vmYlYnLAhUG6KYKHft1BCsQvwUIGSgAhttps://www.google.com/search?espv=2&biw=1366&bih=584&q=twitter&spell=1&sa=X&ved=0ahUKEwim_vmYlYnLAhUG6KYKHft1BCsQvwUIGSgA
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“Những cuốn sách đ! đ"!# $%n nhữngtách c& 'h% đ! đ"!(
Youth & Teenagers
+uilding +rand mage , +rand-ecognition
ublicrelationship
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SIMILARITIES
/b0ectives
rovide nformation
ncrease brand recognition
+uilding brand image
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DIFFERENCES
The wa) the)*o+
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DIFFERENCES
ublic relationship
1ike a 2vent
3ain ro4t
5ot for ro4t purpose
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WHAT IS MORE EFFECTIVE?
6rue targetedcustomer7ierentiate culture
and serving
8uccessful9C 8peci4c
orientation
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ANALYSIS
Tweet a cofee- Twitter – not common in Vietnam
g cuốn sách đ! đ"!# $%n những tách c& 'h%
orm to young generationminate the meaning of reading book
https://www.google.com/search?espv=2&biw=1366&bih=584&q=twitter&spell=1&sa=X&ved=0ahUKEwim_vmYlYnLAhUG6KYKHft1BCsQvwUIGSgAhttps://www.google.com/search?espv=2&biw=1366&bih=584&q=twitter&spell=1&sa=X&ved=0ahUKEwim_vmYlYnLAhUG6KYKHft1BCsQvwUIGSgA
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THANK YOU
, - R . - / R AT T E N T I - N