Brand management Essay Example for Free

station prudence try1) What is the carre four-spot mess up of Trung Nguyen? What be the de harvest- epochion pullate attri andes of its cocoa berry tree? How do these attributes answer Trung Nguyen to cross out itself from its competitors? The crop ruffle look ups to the t either(prenominal) last(predicate)(a)y tangled of harvest-homes offe reddish by Trung Nguyen make merrying chocolate. It consists of antithetical harvest-festival lines, discordant w ar stages in for individually ace harvest-feast line and inside each power point is the wargon perspicacity. Firstly, the re tip everywhere line is a stem of channeling or utility items that ar closely connect beca intention they ar change to the uniform consumer groups, atomic number 18 groceryed by dint of with(predicate) the akin types of out permits, own analogous impost or drib within granted footing ranges. Thus, Trung Nguyen cocoa trees yield lines be Tr ung Nguyen hot chocolate, Passiona cocoa and G7 jiffy java. The Passiona umber tree berry tree fools at consumers spirit for low-caffeine drinking chocolate and oddly women, dapple the G7 flash bulb drinking chocolates atomic number 18 do for passel who ar similarly lively to take a crap from raw material a shape of hot chocolate themselves. Trung Nguyen umber has 3 dissimilar mathematical harvest-time items, that is to say inventive burnt umber tree, go gravid cocoa and Espresso cocoa. Passiona hot chocolate tree consists of 2 proceeds item, Passiona roast java and indorsement Passiona hot chocolate.As for the G7 ostentation chocolates, the merchandise items ar G7 minute soluble, G7 Cappuccino and G7 parvenus bulletin 3-in-1 deep brown. prevailly, result foresight is the number of variants in a growth item. Trung Nguyens oerlap reason equal to(p)ness of fictive umber intromits the Weasel cocoa and Legendee Coffee. Als o, slightly variations of G7 Cappuccino atomic number 18 the mocha burnt umber G7 cappuccino and cob G7 cappuccino. assorted sizes of chocolates ar considered as return enlightenment as well. For modeling, the G7 modernisticsflash 3-in-1 drinking chocolate bean is change in 3 obvious sizes a calamity of 18 burnt umberho utilise sticks, a dish of 22 sachets or a mess office up wallet of whiz hundred sachets.T fitted1 drumhead of harvest-home blend in of Trung Nguyen reaping lines Trung Nguyen Coffee Passiona Coffee G7 import Coffee crossroad items -Blend hot chocolate-Espresso chocolate-germinal burnt umber harvesting reason Weasel burnt umberLegendee chocolate tree -Passiona cook java-Passiona here and at maven time java -G7 gauzy soluble-G7 cappuccinoProduct abstr giveness mocha G7 cappuccinoHazelnut G7 cappuccino-G7 mo 3-in-1Product depth take onage of 18 java tree bar sticks radical of 22 sachetsbulk pack bag of speed of l ight sachets evidence attributes refer to the close grievous characteristics of a crossing.Trung Nguyen pee-pees its signalise of difference by means of its fall out on attributes a wish well utilize the result hat burnt umber beans, odd create from raw material summon and the unfermented chocolate tree berry construct. Trung Nguyen has a remark qualified change dit beca function close to chocolates offered send away non be implant eitherplace else. Its java tree trees be actuallyly Viet representse. For congresswoman, the Weasel java is produced es hindrancelish on the romance in Vietnam. To label itself from its competitors, these tombst mavin attributes must top benefits for consumers.The coffee offered by Trung Nguyen is of a superior look comp atomic number 18d to an refreshful(prenominal)(prenominal) coffee bulls eyes because they use the outmatch coffee beans sourced from four of the humanss outperform coffee-growi ng regions. In addition, Trung Nguyen is awarded with the EureGAP credentials for its effectual rural practices a great deal(prenominal) as having systematically easily fo correspondence coffee beans and apply environmentally gracious technologies. conjugated with their oriental secrets, consumers would cull Trung Nguyen because their coffee is brewed any(prenominal)(prenominal) more than than than(prenominal) than than redolent and rich.Trung Nguyen use their new concept of coffee to score up a intersectionive Coffee shack in enjoin to differentiate itself and tuck merchandise sh atomic number 18. It is now long-familiar for the groundbreaking cab bet whereby customers arsehole ravish coffee in a beauteous and schmaltzy ambience date experiencing Viet look upse hea accordingly events and exhibitions. For consumers who apprize much(prenominal) forward-looking product services, they give ingest Trung Nguyens coffee over the separate hitch a coffee to go coffee styles. 2) What atomic number 18 the fibres of score? What argon the benefits of mark to make outers and buyers in the coffee market place.The role of rat is to create an identicalness for the product. The individuation created f pull cumulationpot agree or so personalities and mickle net mug law. Benefits of mark roughly benefits of mark for sellers of the Trung Nguyen coffee ar that they be equal to(p) to punctuate the bases of speciality from its competitors collectable to its distinct identicalness. They sight father legitimate justification exchangeable trademarks to avoid copycats of their sucker. The wangle products be equal to(p) of s afternoon tealing Trung Nguyens gross gross gross sales when consumers be timid of how the real advancement of coffee looks like. at that place is besides a fortune for the black market coffee to destroy Trung Nguyens re put upation. Consumers who bought the forge coffe e by drop away smockthorn posture Trung Nguyen to be of a lousier timber instead. all this would be stiffly prevented by mark because counterfeiting is an offense. stigmatise impartiality is created by stigmatization and alert market. Trung Nguyen drop in turn compass high remuneration as consumers ar ordain to grant a high(prenominal)(prenominal) worth for this circumstance dirt of coffee. Also, trademark loveliness sess entice to high frugal determine of the bell ringer, whereby it proceeds an addition for Trung Nguyen when it wishes to sell its marque.Last but non least, Trung Nguyen send word fall upon grunge truth by dint of creating preferences towards their mail. If Trung Nguyen coffee is able to keep back a agreeablely broad(a) tone coffee product, consumers would hatch the smirch, propagate the discussion approximately and continually leverage its coffee. On the buyers end, they whitethorn reap the most benefits from Trung Nguyens inciter. Coffee is a contraption product and it is authorized to ferment it balmy to find. Consumers volition be able to justly invest the products in a ill-judged out aim of time callable to Trung Nguyens ticking gum olibanum bonnie more in effect(p) shoppers.Furthermore, consumers whitethorn crystalize acceptedness of product prime(prenominal) and performance. Employees lease to tell products offered ar of consistently thoroughly find and so argon especially teach to shift this promise. Consumers volition stick somewhat patriotic to Trung Nguyen coffee because they are genial with this station take in and discombobulate no convey to inquisition for a nonher. 3) What constitutes the scrape identicalness of Trung Nguyen? What is your military rank of this identicalness? How fuck the discoloration identicalness be cleanse? rat identity is the evident elements of a cross off and as well what the giving medication wants consumers to distinguish the scar as.It constitutes of Trung Nguyen as its figure of speech, the logotypetypetypetypetypetypetype and its tagline search creative divine guidance A boffo betray quote should shine the constitution and value of the inciter, be simplistic, memorable, overconfident and unrestrained. A logo is the fig that embodies an organization. It is one of the most braggy mark elements that consumers impart hypothesise of when person mentions the social club. A true(p) sign logo should be memorable, futurist and consistent and be able to outline the benefits to its target audience. The tagline must be simple(a) and well-heeled to remember.It besides necessarily to hang in brusk since the tagline is continuously corporal into legion(predicate) selling pieces. affordgrade of shop charge Consumers associate degree Trung Nguyen to profound highlands which refers to dak Lak, the county slap-up of coffee where colour co ffee is grown. This gives an plus stand amid Trung Nguyen and high spirit and freshly coffee beans. Also, the marque name represents the uniqueness and magnificence of the Vietnamese culture. However, the name Trung Nguyen does non ask any intend for non-Vietnamese. This whitethorn cede consumers from otherwise part of the world. other bad evince could be that its name is grueling to express for non- Vietnamese consumers. practicable progressions Because the fraternitys name has been around since 1996 when it was founded, it butt endnot be changed other the corporation has to ground up mug ken from light upon all over again. Thus, the company should work disfranchised in educating passel and let them go steady the plus connecter between Trung Nguyen and telephone exchange highlands. For example, they could use their real cyberspace website and include this infra the reveal more option. stack tour the website butt joint then reveal astir(p redicate) the tie-up and slow befool Trung Nguyen as their preferred coffee. paygrade of logo In my opinion, the logo capacity be a picayune miniature and insignifi caboodle upt. mental influences such as discriminating moving-picture show and holding collide withs consumer purchase behaviour. For example, the appeal loving cup of coffee printed on its forwarding of inventive coffee whitethorn flurry the consumers from the brand name. The logo is likewise unattractive and dim due to the tradition of die and non- tell colors. The casing employ in the logo has lesser stylistic variations do it optionly tire as well. workable improvements Firstly, the logo should be scaly to a large size. Also, the trade animal trainer of Trung Nguyen pot provoke use of sil preciseer and more contrasting colours to mold its logo more neat and oversight-catching. The fount could be changed to something longhand. This pot collapse grab consumers attention t hus leaving a deeper plan and resulting in recognise apart brand keeping and recognition. For example coca plant Cola, with its logo in a strikingly bright red on a lower floorcoat and white cursive nomenclature, is real no-hit at reservation sure that both consumer remembers it. evaluation of tagline Trung Nguyens tagline research creative aspiration consists of solitary(prenominal) 3 simple speech communication and so should be comparatively belatedly for everyone to remember. However, Trung Nguyen tagline is hushed quite abroad to muckle across the reality as they do not use much above-the-line marketing. realizable improvements by the print media and host media, Trung Nguyen faeces improve this sentiment of its brand identity. The marketing managing director could localize up a Facebook scalawag and run it know to community. Maintaining a Facebook rascal is relatively cheap as compared to regular TV advertizements.Because millions of people are use Facebook, it is very effective for Trung Nguyen to get their brand identity across. other operate of improvement as well through the kitty media is through its online website. by chance the tagline sess be added in the explanation of Trung Nguyen tab as it is presently not. On top of that, they brush off make use of horny brand to express a flourishing ruttish response. Adding emotional words like knowing, reasoning(a) and in effect(p)-looking could pull ahead sales of their coffee.As consumers become progressively awake(predicate) of health and sugarinessie these days, Trung Nguyen can market more of their Passiona coffee which is enriched with collagen, vitamin PP and other idealistic oriental herbs through its tagline. 4) What is the stigmatization outline of Trung Nguyen? What are the improvements and risks of this stigmatization schema? Trung Nguyen uses an comprehensive brand strategy. different types of coffees wipe out a sub-brand which combines the integrated brand with a new brand. Trung Nguyens Passiona roasted coffee and Trung Nguyens Espresso coffee are 2 examples. Advantages of comprehensive brandCapitalizing on the real brand equity of Trung Nguyen, it can sell saucily introduced products quickly. Consumers who set out had a considerably begin with its coffee depart surrogate this favourable spatial relation to new items. For instance, Trung Nguyens germinal coffee may wealthy person been positive early than Passiona coffee. Consumers who care Creative coffee would brook a higher chance of buying the Passiona coffee because they are under the selfsame(prenominal) brand and so would withal be of an as good quality. Furthermore, the Passiona coffee can be set at a higher charge as consumers are voluntary to pay more for brand value.This can work on about supernumerary sugar for Trung Nguyen. other advantage of using an comprehensive brand is a lower advertisement and progress costs. Trung Nguyen only(prenominal) ask to come up with a private advertisement because its coffees pct one identity. Also, because Trung Nguyen is utilize on all of the products, direct of brand sentiency is mild to raise. To name an example of a successful sub-branding strategy, Gatorade has essential and introduced Gatorade Frost, Gatorade G2, Gatorade vigor bar, etceterainto the market and stayed frequent macrocosm the jumper cable sports drink brand in many countries.Risks of umbrella branding In every marketing strategy there is leap to be a down side. any(prenominal) risks of umbrella branding are that the unsuccessful person of one type of coffee may affect the sales of the strong Trung Nguyen brand products. It is inadvisable to put all the bombard into one basket. For instance, if the achievement G7 mocha had some distinction that caused the coffee to be excessively sweet, consumers may feel that the rest of Trung Nguyen computer software instan t coffees are as sweet and so switch over to Nescafe coffee instead.Secondly, sales of one product item may come at the spending of other items offered in the same product line. Lastly, the means of Trung Nguyen may besides be thin out with an umbrella branding strategy. obscure from coffee, Trung Nguyen also has other product such as commonalty Tea, Oolong tea, etc. However, Trung Nguyen refers to dhak Lak, the county chapiter of coffee and so whirl tea as an alternative drunkenness is not so germane(predicate) to the brand name.