Introduction

A. Background
Local coffee companies and goods are becoming more popular, and new
brands are launching daily. Big national brands can seem remote to people
around the country. As local media has a closer relationship with its
audience, people tend to trust it[2]. The promising growth of local coffee
brands is demonstrated through quality and competitive pricing as well as
good marketing strategies. It has become a new phenomenon in recent years
in all countries, including Vietnam.
Each brand must make its brand principles clear to the public. Many regional
coffee businesses are attempting to use brand narrative as part of their
marketing plan. In the era of digital marketing, it is crucial to implement the
proper brand communication plan if you want to win over consumers' hearts
and minds. Social media, video marketing, and content marketing are all
channels through which digital storytelling approaches may be used. Every
brand has a brand story, the story behind a brand, created to reinforce brand
identity with creative, authentic and engaging elements.
A brand story built with specific characters, creating cohesion and closeness
to target customers will easily go into the hearts of customers and make
customers remember your story and brand [3]. To make their brand appear
more alluring and fascinating, businesses nowadays need to understand how
to include storytelling into their marketing and communication activities.
So, in order to boost marketing and communication activities, particularly
those aimed at promoting a brand, it is important to research the storytelling
approach in this digital era.
B. Business Overview
In this study, local Vietnamese brands like Phuc Long and The Coffee
House will be compared to digital brand storytelling. These two brands are
included in the coffee business as:
- The Coffee House is a new brand compared to other beverage shops
but it has won the hearts of many diners when coming here and of all
ages. Developed in 2016, this chain of stores is still expanding [7].
The Coffee House serves coffee, tea and cake as the main, in addition
to accompanying nuts such as peanuts and cashews. The space of The
Coffee House is large with quality wifi network, always attracting
many people to work, study and chat. Formed from the habits of the
 majority of Vietnamese people, the story of The Coffee House brings
the message of customer comfort and enjoyment [10].
- Phuc Long – established in 1968, has become a name that is too
familiar to Vietnamese consumers. If in the past, Phuc Long was
merely a brand providing premium quality tea and coffee, now, Phuc
Long has been expanding its business scope, not only trading dry tea
and powdered coffee. , but also use these two quintessence to create
extremely delicious drinks, conquering the taste of the Vietnamese
community[5]. Phuc Long's story often focuses on natural, cultural,
healthy jellyfish and culinary values.
C. Research Objective
This study attempts to ascertain how Phuc Long and The Coffee House
have implemented digital brand storytelling and to offer suggestions for
other regional coffee businesses.
Literature Review
A. Brand Storytelling
It is important to first grasp the definition of a brand before learning
about brand storytelling. Brand (or branding) includes all the
distinctive elements that make customers feel about a particular
business, organization or individual[15]. One of the methods for
communicating a company's value to consumers is the use of brand
storytelling.
Brand storytelling is a cohesive, consistent narrative that intertwines
the facts and emotions your brand evokes. It focuses on using a
narrative to connect your customers to your brand by focusing on
your values, mission, and history[14].
B. Brand Story
Every brand has a story to tell its audience. Brand storytelling is
influenced by what your audiences need from you. It’s more than just
the object or service. It’s how it will change their lives or enable them to
meet a challenge. Lots of brands are able to weave this into the
storytelling [14]. There are two aims in terms of brand stories: tactical
brand stories and strategic brand stories.
a. Strategic Storytelling  – connecting media stories directly with field
ministries who are making disciples[16].The strategic brand narrative
will concentrate on the brand story that may be inferred from the
brand's vision or values. A compelling trademark brand narrative has
to have engrossing, real, and authentic aspects. If your signature story
is unrelated to the tactical message you want to deliver, it will fall
 flat. While flawless stories are entertaining, they must also raise your
brand, foster closer connections with your audience, or make the
brand's goal clear. The signature stories include the following:
1) A story.
A signature brand story is exactly what it sounds like: a story with a
beginning, middle, and finish (a resolution).
2)Intriguing. An intriguing story is one that is "thought-provoking,
original, educational, engaging, or amusing.
3)Authentic. It must seem natural for the people, locations, and
obstacles.
4) Engaging: Make individuals want to participate and share their
experiences.
5) Surprise: the event that will inspire certain audience members to
discuss and share.
6) A visual representation: Making the story more concrete helps with
memory retention, impact, and the creation of material that more
effectively conveys the narrative.
7) A significant problem or difficulty that the protagonist of the novel
must face. The obstacle or challenge should be real or based on facts.
8) An empathetic tale character that will elicit the same feelings as the
character does appears in the narrative.
9) Tension and conflict elicit a strong emotional response.
10)Important details help to make the tale
b)Tactical Brand Story
Tactical story, which are utilized for short-term communication and are
more dynamic than strategic stories, are communicated through
advertising, brand promotion films, websites, and other forms of media.
According to the organization's beliefs or structure, tactical tales are
made to help the firm accomplish its short-term communication goals.
C. Customer Engagement
We will analyze the requirements for using tactical brand stories as a method to
promote the brand to the audience in this benchmarking analysis. According to
the aforementioned benchmark, The Coffee House's media marketing is more
varied than Phuc Long's, based on the tactical brand narrative strategy. Phuc
Long doesn't often promote his story and doesn't have as many events as The
Coffee House. The Coffee has a well-planned promotional strategy through
storytelling as it has the most consistent and complete ad mix in its
implementation. The Coffee House involves many different characters in the
process promote their products, including the founder, who can share stories in
every promotion. In addition to images of the founder, employees, and products,
The Coffee House also features images of customers who create the ingredients
in their stories. This has made the majority feel deeply and have a positive
response. Meanwhile, Phuc Long focuses on the historical stories of its brand's
birth. Based on the event aspect, The Coffee has tried to leverage momentum in
developing its brand strategy. Its activities are also related to brand values with
various themes. The Coffee House's events are always associated with the story
and emphasizing emotions, making it easy for customers to receive and
respond. The tactical brand story in The Coffee House is constant in its
marketing, and it can endure and profit from even the most difficult
circumstances. The tactical strategic branding used by these local brands is as
follows: