Next, I will continue to give presentations on the brand value chain and identify the

stages in the brand value chain.

First of all, we will learn about what is the definition of brand value. It is the meaningful
financial value that customers are willing to pay when buying the brand or buying the
brand's products. For companies, brand value is the guarantee of the company's income
streams. So, As you can see on the screen, I show you about the definition of BVC. The
brand value chain is a structured approach to assessing the sources and outcomes of brand
equity and the ways in which marketing activities create brand value. That is, different
people in an organization can influence brand equity because they will be the ones to
directly plan the marketing activities to create brand value, and to promote this stage
people in that organization need to monitor and evaluate brand effects. From there,
produce directional plans for the company's marketing to promote the ability of
customers to be willing to spend money to buy the brand or to buy products of the
company's brand.
The next is to identify the stages in the brand value chain. According to the study of
Keller and Lehman (2003) we can see a total of 4 value stages and there are key factors
that build each value stage. It's a linear process, so each value stage affects the next. The
effect on each subsequent step is determined by its multiplier.
I will tell you a stage for you to imagine. In the early stages, Marketing Program
Investment is a brand value chain that begins with an investment in Marketing programs.
It includes different types of investments such as products, media, commerce, and
employees. This will affect the Customer Mindset, which will be discussed in the next
step. It should be noted that the customer mindset cannot be built overnight, and even
with the effort invested in a single marketing program, it takes time to apply. In terms of
program quality, investment efficiency will be greatly affected by the program's quality,
the development of programs with appropriate content, creating a distinctive highlight
compared to competitive programs, marketing programs that are How well integrated at a
time, the value the marketing program brings, and the marketing excellence are designed
to meet high standards. => However, the program quality of an investment marketing
program determines whether it creates the desired customer mind or not. It can also go
the other way, maybe your brand will get an unwanted mindset from customers if the
quality of your marketing program is not good enough.
In the next stage, the customer mindset is changed as a result of the Program's marketing
activities. These changes are present in the mind of the customer. And the customer's
mindset has existed in the customer's mind in relation to the brand: thoughts, feelings,
experiences, images, perceptions, beliefs, and outfits. In its entirety, the model Brand
resonance captures many aspects of customer mindset. Important methods of customer
thinking are suggested by the resonance model. Awareness includes the depth, breadth,
and usage of the brand. Depth and breadth refer to the customer's ability to recall and
recognize a brand while product usage refers to how and when a product or service can
be used. Besides, It refers to the connections and relationships of a brand with external
parts. Associations can have a positive or negative effect. Therefore, each brand must
identify and communicate the strength, favor and uniqueness (SFU) of the brands and the
perceived benefits of the brand. (Brand affiliation: Strength, preference, and uniqueness
of perceived attributes and
benefits for the brand. Brand associations often represent the primary sources of brand
equity, as they are the means by which consumers feel the brand satisfies their needs.)
Brand attitude is the response of the brand campaign and the actual performance of the
product. Continuous evaluation of a product's performance is required to generate a better
assessment of the customer's point of view, thus leading to a positive brand attitude.
When both the product and the brand successfully satisfy or exceed the customer's
expectations, it attracts the customer to become loyal and committed to the brand.(Brand
Attitude: Overall assessment of the brand about the quality and satisfaction it generates).
This refers to the extent to which customers have used the brand and talked to their peers
about it, looking for relevant brand information. Market conditions are external factors
that represent the extent to which the value created in the customer's mind affects the
overall performance of a marketing program investment. Competitive advantages show
the effectiveness of marketing investments of competing brands. Great marketing
investment is one that uses every available channel, online and offline. Companies can
also use their marketing partners to reinforce the spread of their company's product
information to customers. This will increase the level of recall and awareness of your
company's products in the minds of customers since the constant appearance in the minds
of customers will also greatly affect the performance of the market.
In this final stage, you learned in Chapter 2 that customer mindsets influence how custom
customers react in the marketplace in 6 key ways. The first two are related to premium
price and price elasticity. Companies can charge high prices when customers have strong
positive thoughts about the brand. Also, if the company decides to increase the price of
their product or service, this will not affect the purchasing behavior of their customers.
As a result, the total number of loyal customers will influence a larger share of the total
market. Taken together, the first three results determine the direct revenue stream that a
brand can bring over time. With the brand's success in supporting category and category
expansion and new product launches into related categories, the brand's reach expands.
This will help capture the brand's ability to add enhancements to the revenue stream.
Investing in a successful marketing program will also further reduce marketing
investment costs because the brand has a strong presence in the minds of customers.
From reducing costs for marketing programs will increase profits for companies,
creating a strong brand gives companies a competitive advantage. In addition, market
performance will affect shareholder value. However, investor sentiment will greatly
affect its performance. There are a number of considerations used by both financial
analysts and investors to evaluate brands and their investment decisions: Market
dynamics, brand growth potential, risk profile and closeness. the overall contribution of
the brand to the company's portfolio. Market performance will affect shareholder value.
Given the information given about the brand and a number of other considerations, the
financial markets will then drive arguments and judgments that will affect the financial
significance of the brand's value. The three core metrics include marketing program
investments that will affect a company's stock price, price/earnings ratio, and total market
capitalization.
For example: As you all know, Biti's is a long-standing brand that is very familiar to
Vietnamese customers. But there has been a period of time since the Vietnamese market
had the introduction of many famous brands from countries such as Nike, Adidas,
Converse,....with the "foreigner" hobby, young people gradually forget about the
country's veteran brand that is Biti's. It was not until 2016 that Biti's breakthrough made a
strong impression in the minds of Vietnamese customers with the Biti's Hunter product
line. The whole marketing strategy of Biti's is aimed at spreading and attracting attention
to the brand... Therefore, Biti's chose the first Viral video to be Son Tung MTP's Lac Troi
MV, then Soobin Hoang Sơn's Đi Để Trở Về MV, both of these clips have resonated in
the online community. Biti's chose these two singers because they are very famous people
who influence most of the youth trends at that time. This will appeal to the majority of
young people. After these 2 MVs were released, a series of KOLs posted articles to
spread the word about Biti's Hunter. And as planned by Biti's, the effect of the brand is
that the keyword about Biti's Hunter product becomes one of the most searched
keywords. And to promote customers' purchasing decisions, Biti's simultaneously
launched a series of discounts to promote customers' purchasing ability. The results show
that the return investment has been a complete success: Biti's Hunter sales increased
300% after a week of selling. In just the first 48 hours, Lac drift reached 7 million views
on Youtube. Within 7 days, the shoes of singer Son Tung M-TP "wearing" in the music
video were sold out.