scdadfadfad prepared for time to rest…or time to act? · thao dien pearl, d2 viettel, d10 hanoi...
TRANSCRIPT
PREPARED FOR
June 26th, 2014
Scdadfadfad
TIME TO REST…OR TIME TO ACT? William P. Badger, Jr., Associate Director, Office Services, CBRE Vietnam
2
VIETNAM’S REAL ESTATE MARKET
FROM TRADITIONAL MARKETS…
Dong Xuan Market – Hanoi (1890) Ben Thanh Market – HCMC (1914)
3
VIETNAM’S REAL ESTATE MARKET
HIGH STREETS
Hanoi Old Quarter District 1 – HCMC
4
VIETNAM’S REAL ESTATE MARKET
….TO SHOPPING CENTERS
Vincom Megamall – Royal City, Hanoi
Crescent mall – HCMC
5
VIETNAM’S REAL ESTATE MARKET
AND LANDMARK PROJECTS – COMING UP
Lotte Center Hanoi SC Vivo City – HCMC
6
VIETNAM’S REAL ESTATE MARKET
Vietnam has witnessed high annual growth in retail space
RETAIL EXISTING SUPPLY
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
2008 2009 2010 2011 2012 2013 2014f 2015f
HCMC Hanoi Phnompenh Yangon
Source: CBRE
7
VIETNAM’S REAL ESTATE MARKET
Low retail density indicates room for growth or transition from wet markets/ street
shops to formal trade
SHOPPING CENTRE SPACE PER CAPITA SQM 2013
Source: CBRE Research Source: TNS
0.53
0.07 0.07 0.07 0.03
0.52
0.59
0.43 0.45
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
Kuala
Lu
mp
ur
Ha
no
i
HC
M
Ph
nom
Penh
Ya
ngo
n
Ja
kart
a
Ba
ngko
k
Ma
nila
Sin
gap
or
e
Re
tail
sp
ace
pe
r ca
pita
(sm
)
Retail Space per capita, Hanoi / HCMC vs. Regional markets
8
VIETNAM’S REAL ESTATE MARKET
In 2014, Hanoi supply is twice as much as HCMC’s
RETAIL SPACE: HANOI’S VS. HCMC’S
448
32
41 16 6
2013 Supply
Aeon
SCVivoCity
Thao Dien Pearl
Others
Source: CBRE
HCMC, Retail supply in 2014 (NLA, ‘000 sqm) Retail supply by city (NLA, ‘000 sqm)
HANOI, Retail supply in 2014 (NLA, ‘000 sqm) -
200
400
600
800
1,000
1,200
HC
MC
Han
oi
HC
MC
Han
oi
HC
MC
Han
oi
HC
MC
Han
oi
2011 2012 2013 2014N
LA (
‘000
sm
)
Existing supply New supply 570
23
100
35
24
20 257
2013 Supply
Ho Guom Plaza
Times City (P2)
Lotte Centre
Mo Market Shopping Centre
Lotte (Mipec Tower)
Others
9
VIETNAM’S REAL ESTATE MARKET
Hanoi ranked 1st with 30 new entries in 2013
TOP CITIES FOR NEW BRANDS, 2013
Source: CBRE’s Retail Hotspot s in Asia Pacific 2013
10
VIETNAM’S REAL ESTATE MARKET
Big retailers entering the market
NEW ENTRANTS
New retailers in Hanoi
Upcoming in Hanoi?
Lotte Mart • 1st store in Hanoi
in March 2014
• 2nd store in Hanoi
in September
2014
McDonald’s • 1st store in HCMC in
February 2014, total
area 1,300 sqm
• 2nd opening soon in
HCMC
Starbucks • 3 stores in HCMC
• The 1st Starbucks in
Hanoi is expected to
open in 2014?
Aeon Mall • 1st shopping center in HCMC opened in January
2014 (47,000 sqm GFA)
• Aeon Mall Hanoi expected to open in 2015
Robins Department
Store • Occupied 10,000 sqm in
Vincom MegaMall – Royal
City
11
VIETNAM’S REAL ESTATE MARKET
Completions in 2013 & 2014
NEW RETAIL DEVELOPMENTS
Pico Plaza, Tan Binh
Royal City, Thanh Xuan Times City, Hai Ba Trung Parkson Cantavil Premier, D2
HCMC HN
Aeon Mall Celadon City, Tan Phu
SC VivoCity, D7
Times Square, D1
Thao Dien Pearl, D2
Viettel, D10
Hanoi Square, formerly Hang Da Galleria
Lotte Shopping Center Ho Guom Plaza Lotte Mart (Mipec Tower)
Trang Tien Plaza
12
VIETNAM’S REAL ESTATE MARKET
OFFICE MARKET
13
VIETNAM’S REAL ESTATE MARKET
OFFICE MARKET OVERVIEW The overall Occupier Trend …
ECONOMIC
SOCIAL ENVIRONMENT
EFFECTIVITY
EMOTION
EFFICIENCY
2010 2011
2014
14
VIETNAM’S REAL ESTATE MARKET
OFFICE MARKET ANALYSIS
Asia Pacific, Office rental cycle, Grade A&B, Q4 2013
Shanghai New Delhi Adelaide
Guangzhou
Hanoi
Shenzhen
Tokyo
Melbourne
Singapore
Manila
Taipei
Auckland
Kuala Lumpur
Brisbane
Beijing
Seoul
Ho Chi Minh City
Jakarta
Hong Kong
Bangkok
Canberra
Perth Sydney
Wellington
Bangalore A
K
M S
H
S G
C
W
A T
M
T
J
B B
S
N
P S
H S
B
H
M
B
Mumbai
HCMC
LANDLORDS TENANTS
Grade A and B vacancy rate: y-o-y
Grade A and B asking rent: slightly –
but watch for Grade B supply
HANOI
TENANTS LANDLORDS
Grade A vacancy rate:
Grade B vacancy rate:
Grade A and B asking rent: y-o-y
The Rental Cycle
15
VIETNAM’S REAL ESTATE MARKET
VACANCY AND DEVELOPMENT PIPELINE, % OF STOCK Particularly in some emerging markets
Source: CBRE Research (As of Feb 2014)
High Risk of Oversupply Moderate Risk of Oversupply Low Risk of Oversupply
Sh
en
zh
en
New
De
lhi
Mu
mb
ai
Ba
nga
lore
Sh
an
gh
ai
Gu
an
gzh
ou
16
VIETNAM’S REAL ESTATE MARKET
VACANCY RATE AT HISTORIC LOW IN SOME MARKETS Particularly in some emerging markets
Historic low Historic peak
Current level Long term average
Source: CBRE Research (As of Feb 2014)
Markets above 10-year average Markets below 10-year average
Low risk of oversupply High risk of oversupply
17
VIETNAM’S REAL ESTATE MARKET
OCCUPIER TRENDS Work styles have changed
Technology rapidly changing
our world
Shift work – life balance
From individual to team focus
Changing generations
any time
any place
any device
More complex work
Need for communication
Source: CBRE EMEA Occupier Survey 2013
18
VIETNAM’S REAL ESTATE MARKET
OCCUPIER TRENDS
Optimal work/life balance drivers
EFFECTIVITY
EMOTION
EFFICIENCY
1. Enjoyment at work
2. Flexible workspace
3. Mobile connectivity
Source: CBRE EMEA Occupier Survey 2013
19
VIETNAM’S REAL ESTATE MARKET
OCCUPIER TRENDS
New ways of working
1. Corporate branding
2. Sense of belonging
3. Stylish and colourful
Source: CBRE EMEA Occupier Survey 2013
20
VIETNAM’S REAL ESTATE MARKET
DESIGN TRENDS
Building Criteria for Corporates
1. Location - district, accessibility, transport, address, access to clients
2. Pricing - rent per sq ft, incentive packages
4. Building profile - architecture, street presence, identity
5. Design – floor plate, layout, efficiency
6. Specification - design criteria, quality of finishes, technical resilience
7. Arrival experience - size, finishes, level of service, security
8. Building management - efficiently run, service charges, security protocol
9. Landlord - reputation, "customer“ focused or shareholder focused?
3. Lease Flexibility - lease term, expansion / contraction options
10. Sustainability - BREEAM / LEED rating, green credentials
Source: CBRE EMEA Occupier Survey 2013
21
VIETNAM’S REAL ESTATE MARKET
BUILDING TRENDS
Building profile
1. Architecture
2. Visibility
3. Lighting
4. Art
ICC, Hong Kong
CBRE Appointed Marketing and Leasing Agent
22
VIETNAM’S REAL ESTATE MARKET
BUILDING TRENDS
Design
1. Main lobby
2. Lift experience
3. Natural light
4. Health, safety and security
CBRE Appointed Marketing
and Leasing Agent
Cannon Place, London
23
VIETNAM’S REAL ESTATE MARKET
BUILDING TRENDS
Arrival experience
1. Multiple cafes, restaurants and bars
2. Soft seating areas
3. Trendy and expressive lobbies
4. The ‘shopping center experience’
CBRE Appointed Marketing
and Leasing Agent
TAIPEI 101, Taiwan
24
VIETNAM’S REAL ESTATE MARKET
SUCCESSFUL LEASING STRATEGIES
Research
1. Design
2. Specifications
3. Facilities
4. Management
5. Environment
6. Accessibility
7. Ownership
• Introduced the “Village Concept”
• Business support services
• Community focused
• Building strategic partnerships
“Our goal is to foster a relationship between
the tenant and landlord based on trust. At
the very least, it’s about giving the tenant
peace of mind, but more than that, we
want tenants to feel valued and have a
genuine sense of belonging”.
CBRE Appointed as Marketing and Leasing Agent
Heron Tower, London
25
VIETNAM’S REAL ESTATE MARKET
SUCCESSFUL LEASING STRATEGIES
Create a theme and be more visible
China World Tower, Beijing
CBRE Appointed as Marketing Consultant
Global Destination Inspiring Business
26
VIETNAM’S REAL ESTATE MARKET
SUCCESSFUL LEASING STRATEGIES
Increase your marketing budget
1. Traditional:
• Show suite
• Banners
• Events
2. New :
• Digital
• Social media
• Advertising
27
VIETNAM’S REAL ESTATE MARKET
CBRE GLOBAL OFFICE LOCATIONS
© 2012 CB Richard Ellis (Vietnam) Co., Ltd. This report has been prepared in good faith and with due care by CB Richard Ellis (Vietnam) Co., Ltd. We obtained some of the information above from sources we believe to be reliable. However, we have not verified the accuracy of the information which we obtained from other sources and make no guarantee, warranty or representation about it. We include projections, opinions, assumptions or estimates which are made with careful consideration of factors known to us for example only, and they may not represent current or future performance of the market. This information is designed exclusively for use by CB Richard Ellis clients, and cannot be reproduced without prior written permission of CB Richard Ellis.
THANK YOU
Power brand building with impact For retail & leasing professionals
June 26th 2014, Hanoi
P A brief introduction to our process
How to create a distinctive Brand Personality to build long-term trust
and emotional connection with customers
How to consistently communicate your Brand Personality to appeal to
your target customers at touch-points that drive experience & leasing
We are a multi-national
branding consultancy &
marketing agency team
inspired by the colour of
prosperity, passion and love
Credentials
Since 2004 we create & shape
unique brand personalities
to form emotional connections
and trust with consumers
from Australia to Vietnam
Credentials
Our senior team build long-term partnerships by keeping our promises
Connect with us at: red.tm/team
Ha Tran Chief Accountant
Dung Huynh
Business Strategy Consultant
Uyen Nguyen Client Representative
Director
Chris Elkin Managing Director
Marc Gough Chairman
Lennart Schaberg Creative Director
Tra Nguyen Senior Designer
Dammy Abdulkadri Digital Art Director
Credentials
Our clients include challenger brands & blue chip brands, local & international
Read client case studies at: red.tm/work Credentials
Our real estate and retail clients include local & international developers
Read client case studies at: red.tm/work Credentials
Let’s get started…
As Bill from CBRE have shared… It’s time to adapt to the changing market place and customer needs, wants, desires & changing buying behavior to succeed as the market improves…
Consumers are rapidly evolving
their approach to brand choice &
purchase-behavior decisions
Technology is influencing every stage of the
consumer’s shopping journey
- from personalized promotions, to in-store
research and price checks
Retailers can not survive just by being
“pass through” sellers They have to give consumers clear reasons, an experience, to
choose their stores/destination over competitors
Office leasing customers have more choices
than ever and are extra-cautious, only trusting
the most credible developers - they are
looking for something different
You’re probably here... A vision from the Chairman & Board
Large Leasing & Sales targets
A demanding boss
Hopefully not here…
Your competition has grown … your bosses got more demanding : )
copy your products imitate your sales promotions cut prices target the same customers…
Competitors can…
Copy your products Imitate your sales promotions Cut prices Target the same customers…
But there is an extra way to… Compete more strategically…
Brand asset
GROWTH…
Brand choice
Price premium
Greater ROI
Happy bosses :-)
A brand lives in the
mind of consumers
and is the sum total of
what they experience
& feel about a product
& service
What is a brand?
Proposal
We believe people choose brands on their
perception of it's reputation and it's unique
ability:
To understand and satisfy
their desires on a functional &
emotional level
To express their personality
Brands with
strong personalities
+ emotional connection
= succeed
Brand Personalities
have a clear
understanding of
what they stand for, with
focus & consistency
succeed
So, how can you
create and shape your own
Brand Personality?
Our proprietary
3- step
brand building
process
Proposal
Step one
If your audience can’t identify what
your brand stands for, they won’t
consider it.
“You can’t sell a secret.”
Remember your audience are hardwired
only to notice what is different
Target Audience segmentation
?
? ?
?
?
?
?
Consumer-first:
Demographic
Geographic
Psychographic
Life-Stage
Behavioral
Retail (retail/brand managers)
in Vietnam and overseas
Office leasing managers
Target Audience segmentation – end consumer
aged
30-36
Female -primary target- with 1-2
Children
Married
Director
University
graduate
A-A+ Vy Nguyen Living & working in HCMC
“ I am always striving to improve
myself and my families lifestyle.
I am looking for…”
8
16
9
11
21
20
25
22
23
35
50
46
50
62
61
50
56
54
58
57
49
36
46
34
29
28
28
23
20
20
20
15
13
0
0
0
0
0
0
0
1
0
0
0
Education
Health care products / services
Food & beverages products
Household care products
Communications
Household utilities
Personal equipment
Transportation
Personal care products
Home appliances
Entertainment & dining out
Less Same More Don't Know
-
Consumer spend a mix bag of conserving and maintaining
lifestyle in 2014 vs 2013
59
Source: TNS VIETCYCLE 2014 – Urban only
+
2014 appears to be a mixed bag – Note: F&B increase at 20% noting more spend,
while entertainment and dining out’s sharp decline
15
27
32
10
9
3
4
49
45
36
43
36
45
48
3
10
28
14
29
10
6
60
Urban Rural
The reality of incomes
Source: TNS VietCycle 2014
Base: n = 3,100
Huge disparities in income levels still prevalent between urban and rural Vietnam,
creating further polarization and product and service affordability
(%) USD Monthly
Declared monthly household income % :
A 1,501 +
B 1,001 – 1,500
C 701 – 1,000
D 526 – 700
E 326 – 525
F1 176 – 325
F2 Below 175
Wealthy7
%
Lower
74%
Wealthy
16%
Middle
43%
Lower
41%
Middle
19%
Competitor trends
How will your brand stand out
from the competition?
Competitor trends
The retail market has not only
grown but has evolved
Open Air
Markets Mass
Grocery
Retails
Retail
Centres Malls
Entertainment
Centres
Shop
Houses
View our full services at: red.tm/services
Collate, document and analyze everything
your team have learned…
Collate document & analyze
Step two
View our full services at: red.tm/services
Creating a Brand Personality Framework
allows your team to align and design
around a shared Brand Proposition
To inspire future distinctive, appealing and
consistent brand communications
The Brand Personality Framework is the
written foundation of your future brand
React – Creating a Brand Personality Framework
7. Core Reasons to Believe
Why should your customers believe what you
say?
5. Core Brand Values
What does your brand value
the most? 9. Your Brand
Proposition
6. Core Brand
Personality
What personality
characteristics does your
unique brand have?
8. Your Brand Discriminators
How is your brand distinctive from its
competitors?
1. Competitive
Environment
How does your brand/ services fit
in the market – what are the
drivers and barriers to your brand
success?
2. Target Customer
Segments
Who is going to buy or influence
the choice of your brand?
3. Target Customer Insights
What’s the most valuable insight(s) we
know about the target customers
behavior?
4. Core Brand Benefits
How will your brand/ services benefit
target customers, partners and
shareholders?
React – Creating a Brand Personality Framework – 9 key questions
Proposal
Step three
Proposal
Case Studies
Read case studies at red.tm/work
The Crescent Brand creation
Credentials
Create your
Brand Hierarchy
Investor Brand
Developer / Corporate Brand
Project ‘Umbrella ’ Brand
Project Brand(s)
Structure how your developer brand and
project brands relate to, support and
reinforce each other
Create your Brand Name
Take inspiration from your
Brand Personality Framework
An effective name is:
• Meaningful & distinctive
• Easy to remember and pronounce
• Culturally sensitive
• Future orientated
• Modular / stretchable
• Trademark protectable
• Domain name available Positive Visual
View our full services at: red.tm/services
Create your Brand Identity Guidelines to
express your brand story consistently
View our full services at: red.tm/services
Logo Treatments
This may include stacked, horizontal, small and large versions. It may also cover
different colour amounts.
Do’s and Dont’s
Treatments such as logo rotation, embossing, colour variation and glow effects
are example of what you may want to avoid.
The Brand Colours
Supply PANTONE, CMYK, RGB and Hexadecimal values of the intended house
colours. Consider what their associative colours are too.
House Typefaces
You may give examples of header fonts, secondary fonts and body fonts along
with possible leading and tracking properties.
The Brand Imagery
Giving examples of styles of imagery is crucial to maintaining brand consistency
too. Remember to allow flexibility for brand evolution.
The Brand Identity Guideline Content
Signage- 03
Billboard - 02
Billboard - 05
www.the-crescent.com
10/12/11 www.the-crescent.com
www.youtube.com/redbrandbuilder
Read case studies at red.tm/work
Savico Megamall Brand Creation
Credentials
Read case studies at red.tm/work
Big C Brand Re-positioning
Credentials
Brand audit at project start 2013
Read case studies at red.tm/work
Centre Point Brand launch
Credentials
centre point
tower centre point print campaign introducing the first green office in vietnam
Proposal Proposal
CRM
content
Brand site
event
mobile content social
Licensed brand
paid search OOH
radio
tv sponsorship
UGC
PR
blogs review social
news
mobile
content
owned brand
earned consumer
paid media owners
camera
Proposal
Media touch points
50% of all U.K. in-store sales
will be influenced by digital
services by 2014”
Source: Deloitte
“
In-store conversion rates are
13% higher when shoppers
can use their digital devices
to research products and
services online.”
Source: Deloitte
“
Peer recommendations carry
10 times more weight than
recommendations from
salespeople…. social media
could be 22% of marketing
budgets by 2019 – U.K.”
Source: McKinsey
“
View our full services at: red.tm/services
Connecting with your audience where
they really are these days…
Marketeers need to create a
personalised, consistent ‘omni-
channel’ brand experience, that is
relevant & appealing throughout
the retail experience and
purchase lifecycle”
Source: McKinsey
“
Large shift to digital media across Vietnam
Time spent online increases, across all ages
When and where they access the internet
Online activities aged 25-35
Online activities aged 35-43
Most popular websites in Vietnam
30% of mobile users here have a Smartphone
You must use Search Engine Optimization
(SEO) – to ensure your website is found
You must use Search Engine Marketing
(SEM)
– select key words buying & sponsored links
You must use Social Media – blogs, forums,
facebook, linkedin to be part of the conversation
Use ‘adaptive interface design’ – to
communicate across all digital touch-points
1 in 3 consumers are impacted to purchase by in-store ads, while over two thirds deemed these ads to be influential.
144
65
50 47
38
28
38
Shopping malls/
centers
Modern
department
stores
Supermarkets Convenient
stores
Minimarkets Wet markets
Influence of ads on purchase decision (%) - Nationwide
SOURCE: Q109bc Thinking of your last visit to this type of store, did you notice any new advertising at the store, did it influence you to buy? Base: n= 1041 (nationwide)
In summary…
Our proprietary brand building process
View our full services at: red.tm/services
Give your brand impact™
Brands with impact™ have
strong brand personalities built upon
Emotional Connections & trust with consumers
From first impression to action… Checklist…
- Know WHAT your brand stands for first
- Have a clear FOCUS
- Know HOW to tell your brand story
- CONSISTENTLY
- CONNECT with audiences in new ways
- Use new and digital communication
touch-points where your target audience
really discover, share and EXPERIENCE
your brand to drive sales
Visit our brand building blog at: brandbits.vn Credentials
Credentials
Thank you, we’d love to help you add impact™ to your brand
Please visit: red.tm
Why red brand builders?
Credentials
Brand building is our passion, we genuinely understand and care about your brand, marketplace and customers
We bring over 10 years experience partnering with local and international brands
Our process, international experience and local know-how deliver the right strategic brand direction and expressions to realize your brand’s full potential
We keep our promises and have a strong track-record of successful, long-term client partnerships
For more information visit: red.tm Credentials
Chris Elkin Managing Director
A UK Chartered Marketer and based in S.E. Asia for 14 years, Chris has helped to build many famous brands throughout the U.K., S.E. Asia and Vietnam. Based initially in London, New York and then Singapore, Chris has held a number of big agency regional Asia-Pacific roles, with in-market experience ranging from Japan and Hong Kong to Singapore, Malaysia, Indonesia and Vietnam with brands including Tiger Beer, Levi Strauss, Citibank, Credit Suisse, Malaysia Airlines, Volkswagen and L’Oreal. Chris came to Vietnam in 2005 managing the largest FMCG account in Vietnam. As partner and Managing Director of red, his active clients include a broad range of brands in the FMCG, Retail, Education, Personal Care, Healthcare, Real Estate and Financial Services categories, including partnerships with Unilever, VinaCapital, Viet Capital, VinaMilk, Friesland Campina, Diageo, Phu My Hung, LG Cosmetics, Kimberly-Clarke, Dulux, Big C, Commonwealth Bank, Liberty Insurance, Apollo English and Budweiser.
Credentials Connect with us at: red.tm/team
•To maintain consistency in the brand proposition
•To update and maintain the brand framework & identity - with brand guidelines to ensure that everyone associated understands what the brand stands for and how it will be communicated
Recommended
brand building approach
Brand Design and Management
Brand Awareness Brand Engagement &
Loyalty
•To develop an ongoing marketing campaign based on our local and international target audience insights (considering both B2B & B2C audiences) to amplify the brand story and to support retailer promotions
•The strategy will be to focus on securing potential ‘anchor’ retail tenants initially, with a strong communications presence before the opening of each project
•Progressively communications will then target specific retail
consumer audiences to attract visitors/shoppers. Communication
presence will increase before the opening of each project, anchor
tenant's launch and during key shopping seasons
Recommended
brand building approach
Brand Design and Management
Brand Awareness Brand Engagement &
Loyalty
‘Post opening’
•To develop all necessary branding and marketing collaterals to support an ongoing program of activities/events within The Crescent precinct / Mall
•To provide local area and on-site marketing to support retail tenants:
•To drive foot traffic (getting masses of people to the site)
•To drive cheque average (getting our audiences to spend
as much money and time as possible per visit)
Recommended
brand building approach
Brand Design and Management
Brand Awareness Brand Engagement &
Loyalty
The Crescent Mall Co-operative Advertising Fund
red recommend that part of the Lease cost to the retailers is a contribution to a central marketing fund (a Co-operative Advertising Fund) which is then deployed on behalf of the whole development to create and run a monthly calendar of events, supported by a consumer Loyalty Program:
•To drive traffic to the site (increase penetration of our target audience - the % of available customers who have visited the site)
•To increase visit frequency of those who have visited
(give audiences reasons to keep coming back)
•Support TET, Xmas, Ind’ Day, Victory/Labour Days,
Mall’s Birthday sales promotion etc.
Recommended
brand building approach
Brand Design and Management
Brand Awareness Brand Engagement &
Loyalty
Measurements of Success:
• Brand Equity: - Awareness
- Image
- Perceived quality
• Brand Sales / Leasing B2B:
- Number of inquiries / requests for information
- Number of sales / leasing (and speed of sales)
B2C:
- Total of audience traffic visiting
- Frequency of audience traffic visiting
- Sales
- Website traffic / Loyalty Program participation
• Brand Campaigns - Each campaign will measured against ‘S.M.A.R.T.’ objectives
(Specific, Measurable, Achievable, Realistic and Time bound)
- Measurements should be conducted pre-and-post each campaign
Recommended
brand building approach