hnfi aug 7 naming and positioning: nguyen manh quan
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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan
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NAMING IS NOT ENOUGH
The Founder Institute
07th August, 2014
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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan
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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan
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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan
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8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan
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Don’t just create a name,
Develop a Brand Identity!
8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan
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What is a Brand
The American Marketing Association defines a brand as the
"name, term, design, symbol, or any other feature that
identifies one seller's goods or service as distinct from those
of other sellers."
Your brand identity is the representation of your company's
reputation through the conveyance of attributes, values, purpose, strengths, and passions. Your company ’ s
Personality !
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BrandDiscovery
BrandDevelopment
BrandExecution
To fully understand
about the brand
Analyze and brainstorm for
brand identity
The Brand Building Process
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BrandDiscovery
BrandDevelopment
BrandExecution
To fully understand
about the brand
Analyze and brainstorm for
brand identity
The Brand Building Process
8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan
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To fully understand the brand, we need to know:
Snapshot
Brief
Background
Objective
BrandSpark
Vision
Essence
Strategy
Brand Personality
Target Market
BrandScape
Challenger
Brand position
Discovery
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Snapshot
Brief
Background
Objective
BrandSpark
Vision
Essence
Strategy
Brand Personality
Target Market
BrandScape
Challenger
Brand position
Discovery
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The Creative Brief
• Summary
• Objective
• Background
• Target Audience
• Deliverables
• Timeline
• Budget
• Etc……
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Snapshot: Objectives
• To be recognized as the choice web search in
Vietnam and a leader in localized search technology
• To differentiate the brand from its major global and
local competitors
• To be able to expand regionally in other South East
Asian countries
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Brand Spark: Vision
To improve the lives of Vietnamese through relevant and organizedinformation and content
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Brand Spark: Essence
A reliable brand that is useful and helpful in my life
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Brand Spark: Brand Personality
Functional Emotional
Intelligent
Reliability
Mobile-
aware
Responsive
Flexible
Open
Informative
Reliable
Accurate
Friendly
Personal
Open
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Brand Spark: Target Market
• Consumers
– Young User: under 30 years old
– Target Communication Group: 20-28
– Early Adaptor Focus: Advanced technology-aware geeks
• Customers
– Advertisers of small and medium size business
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Brand Spark: Strategy
Follower Sharer Leader
Lifestyle/value add
Tech/Quality
Entertainment/Lifestyle
OUR PRODUCTS
- Search quality
- Web directory
- News search
Yahoo
Zing
US
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Discovery
Snapshot
Brief
Background
Objective
BrandSpark
Vision
Essence
Strategy
Brand Personality
Target Market
BrandScape
Challenger
Brand position
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Brand Scape: Challengers
• Global search engine (no local
office in Vietnam)
• Have localized service for
Google.com.vn and for advertisers
• Major market share ~ 90%
• Best global search technology,
however the localization of search
technology is poor
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Brand Scape: Challenger Matrix
Search Engine Technology Content Lifestyle Comment
Google High High Medium
Global search engine
Best results thus far
Useful value-add services
Yahoo Search Medium Medium High
Global search engine
Average search results
Focused on portal strategy
Xalo.vn Medium Low Medium
Result only show content from
xalo.vn network (music, news,
mobile, dictionary)
Timnhanh.vn Low Low Medium
Yahoo clone using Google
engine
Currently reduced activity
Socbay.vn Medium Medium Low Results focus on their localcontent (music, news,
dictionary)
Baamboo.com
(www.soha.vn) Medium Medium Low
Result only show sites from its
network with focus on music
http://musik.soha.vn
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Brand Scape: Positioning
Technology
GlobalContent
Lifestyle
LocalContent
?
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The Brand Building Process
BrandDiscovery
BrandDevelopment
BrandExecution
To fully understand
about the brand
Analyze and brainstorm for
brand identity
8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan
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Brand Development Process
Naming Logo Brandcollateral
Brandidentityguideline
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Development: Naming
Naming strategy
Concept territory:ideation and
brainstorming
Establish messageand Communication
hierarchy – Style/Mood boards
Explore form andstructure – Prephotography
Conceptdevelopment
Presentation ofnaming
Refine selectednaming
Messaging &
ExecutionFinalization
Test Extend to keySKUs
Finalize naming ofall
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Development: Brand Collateral
Design
• Design development
• Design application
• Design approval
Delivery
• Retouching
• High-resolution file preparation to spec
• Color correction
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Development:
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Development:Brand Identity Guideline
• Set goal andobjectives
• Content analysis
and structure
Discovery
• Content selection
•
Compilation
Compilation• Refine selected design
• Messaging & ExecutionFinalization
• Test Extend to key SKUs
• Planogram Visualization
• Production Meetings &Design Feasibility
Design anddevelopment
• Finalize Content
& Layout for All
Document• High-Resolutionfile preparation toSpec
• Color correction• Press Check/Printing
Delivery
8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan
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The Brand Building Process
BrandDiscovery
BrandDevelopment Brand
Execution
To fully understand
about the brand
Analyze and brainstorm for
brand identity
8/11/2019 HNFI Aug 7 Naming and Positioning: Nguyen Manh Quan
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