Giải pháp nâng cao định vị và nhận diện thương hiệu Khóa luận bằng tiếng AnhGiải pháp nâng cao định vị và nhận diện thương hiệu Khóa luận bằng tiếng AnhSolutions to improve brand positioning and brand identity
LITERATER REVIEW
Brand and brand equity
In today's competitive business landscape, branding is essential for marketers and companies alike A strong brand not only aids in product recognition but also differentiates businesses in the marketplace, allowing them to stand out with unique images and identities.
A brand is not just a name; it has evolved into a crucial asset for businesses, garnering increasing attention from both companies and researchers The concept of branding has also progressed into a more comprehensive and sophisticated framework.
In general, we can understand the concept of brand through two main concepts below:
According to the American Marketing Association (AMA), a brand is defined as a combination of a name, term, sign, symbol, or design that serves to identify and distinguish the goods and services of one seller or group of sellers from those of others.
According to Philip Kotler (2013), a brand encompasses names, terms, symbols, or designs, or a combination of these elements, that serve to identify a seller's products and differentiate them from those of competitors.
A brand can be composed of two components:
• The part could be pronounce: Signs that can be spoken into words, affecting the hearing of the listener such as name, slogan, soundtrack
• The part could not be pronounce: It is the sign that distinguishes this brand from other brand by sight such as drawing, image, logo, style, color
According to Huong, P.T.L (2014), brands serve as essential identifiers that distinguish products from competitors However, a brand encompasses more than just a name; it embodies significant value for businesses A strong brand fosters positive associations in consumers' minds, encouraging product enjoyment and driving sales, ultimately leading to increased profits for companies.
Renowned brands like Apple, Facebook, and Google hold significant value in consumers' minds, with Apple exemplifying this as customers are often willing to pay a premium for its products This willingness to invest in a brand underscores the notion that brand equity is an intangible asset and a vital competitive advantage for businesses.
The American Marketing Association (AMA) defines brand equity as the overall value of a brand, which is determined by consumer perceptions This value arises from positive consumer attitudes toward the brand's attributes and the beneficial outcomes associated with its use.
A comprehensive review of the existing literature on brand equity reveals a wide range of definitions and dimensions associated with the concept The diversity of these definitions is illustrated in the accompanying table, highlighting the complexity of brand equity as a multifaceted construct.
A brand's ability to generate higher sales volume or profit margins is significantly influenced by the associations and behaviors of its consumers, channel members, and parent corporation This dynamic not only allows the brand to thrive but also establishes a strong, sustainable, and differentiated competitive advantage over its rivals.
The value consumers associate with a brand, as reflected in the dimensions of brand awareness, brand associations, perceived quality , brand loyalty and other proprietary brand asset
In a market with differentiated brands, consumers implicitly assess the value of a brand, contrasting it with a market lacking such differentiation Brands serve as indicators of product and service quality, reliability, and overall image or status, influencing consumer perceptions and choices.
Brand knowledge significantly influences consumer responses to marketing efforts, as it encompasses the comprehensive collection of associations tied to a brand stored in long-term memory Understanding this relationship is crucial for effective brand marketing strategies.
Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in the memory
Table 1-Some definitions of brand equity
According to Kapferer (2007), brand equity refers to the financial value that a brand adds to its products and services, influencing future customer returns The development of brand assets over time allows a brand to leverage its strengths, ensuring continued value in the future Thus, brand equity serves as a crucial link between past achievements and future potential.
Brand equity is a complex concept and there are many different views on brand equity
In general, the views are consistent with Farquhar's point (1989) that Brand equity is “The added value with which a brand endows a product”
According to Huong, P.T.L (2014), brand equity is a crucial factor that adds value to a product, assessed from both customer and business perspectives This dual approach highlights the importance of understanding brand value in relation to its impact on consumers and companies alike.
Businesses perspective: The value of brand equity is usually calculated according to the accounting and financial parameters of the enterprise
Customer perspective: Brand equity are evaluated based on consumer behavior (frequency of repurchase, loyalty, commitment ) and measured by marketing methods
Customer-based brand equity is crucial for marketers as it informs the development of effective marketing strategies (Keller, 2012) This report will specifically explore the concept of customer-based brand equity.
Brand equity is analyzed from both business and customer perspectives, highlighting their interconnectedness According to Guizani (2008), a brand holds value for a business only when it occupies a significant position in the minds of customers Understanding brand equity involves recognizing these dual definitions and their implications for both parties.
Branding process
2.1 Several challenges of strong branding process
The rise in brand values is evident; however, building and developing a brand presents significant challenges due to intense competition Companies encounter numerous obstacles in establishing a strong and distinctive brand identity, highlighting the need for effective branding strategies in a competitive market.
In today's digital landscape, consumers have access to numerous tools for researching and understanding products, making them more informed and discerning As a result, businesses face increasing challenges in persuading customers to make purchases.
In the context of fierce competition, every business must compete with many of the same brands in its field
The increase in consumer choices through different channels
The shift from traditional media channels like TV and radio to modern digital platforms has transformed marketing strategies While TV commercials are expensive, consumer engagement with these ads has significantly declined As a result, marketers are increasingly prioritizing interactive and electronic marketing methods, including sponsored content, to capture the attention of their audience more effectively.
14 media such as sports programs, advertising at the point of sale, or advertising through music videos, the film attracted many customers
As competition increases, the cost of introducing new products will increase rapidly while falling income will lead to more difficult branding
Today there are many brands doing business in the same field with a high level of competition, so creating a unique difference is really hard for the brand
According to Dr Pham Thi Lan Huong (2014), the process of building a strong brand is the process of branding according to the customer-based brand equity model, including 4 steps:
To enhance brand visibility and create a strong association in customers' minds regarding specific products or their unique needs, it is essential to establish the brand's prominence effectively.
The goal of this step is to establish a strong brand identity in the consumer's mind by enhancing brand awareness through the connection of both visible and intangible associations.
- Step 3: Establish a response to the brand
The purpose of this step is to evoke customers' emotions and assessments with the brand
In order to create a reaction for customers' brands into a faithful and proactive relationship between customers and brands
The customer-based brand equity building model consists of interconnected steps, where the success of each step relies on the preceding one Effectively implementing a strong branding strategy can be challenging.
Strategic branding management process
Strategic brand management involves overseeing all aspects related to a brand to ensure that customers perceive it in the desired way, ultimately aiming to build, maintain, and enhance brand equity.
Strategic brand management process consists of 4 steps:
(2) Plan and implement branding marketing programs
(4) Maintaining and developing brand equity
Brand positioning, as defined by Kotler (2012), involves crafting a company's offerings and image to establish a unique presence in the minds of the target audience Essentially, it highlights how a brand differentiates itself from competitors and defines its place in the perceptions of consumers.
According Huong, P.T.L.(2014) brand positioning plays a very important role in branding The key principle is implementing branding marketing strategy In detail below:
Brand positioning distinguishes your practice from competitors by establishing a unique niche or specialized service offering This strategic approach creates a territory that competitors are hesitant to enter, as doing so risks branding them as a follower rather than an innovator in the industry.
“me-too” firm, an also-ran following in your footsteps
Focusing on a specific target market through strategic positioning allows you to emphasize particular features or benefits of your services This targeted approach not only enhances your reputation as an expert in those areas but also increases your perceived value to potential clients Research shows that specialists experience growth rates twice as high as those of generalist firms.
Positioning your firm in relation to competitors is crucial for guiding service development and pricing strategies By identifying whether you operate as a premium boutique accounting firm or a budget-friendly provider, you can determine which new services to introduce and how to price them effectively to align with your market position.
Clear brand positioning enhances creative decision-making by providing essential insights that guide the entire creative process, leading to more effective communication.
Effective positioning equips your business development team with essential sales tools to attract and secure more clients By establishing a unique brand identity, you enhance your firm's visibility and ensure it remains top-of-mind for potential clients, ultimately helping to outpace the competition.
Focused positioning helps create a strong and engaging message centered on a specific area of expertise, effectively attracting a targeted audience in need of your services This underscores the importance of a brand positioning strategy, which not only offers value to potential clients but also sparks their interest, ultimately persuading them to choose your offerings.
The brand positioning process involves four essential steps: first, identify and analyze target markets; second, assess the competitive landscape and analyze competitors; third, conduct a thorough analysis of the company brand; and finally, establish the similarities and differences that set the brand apart.
Identify and analyze target markets
Identifying and analyzing target markets involves market segmentation, selecting the target market, and assessing customer demand within that market This process is crucial, as each customer possesses unique brand awareness, interests, and needs Therefore, companies must conduct thorough analyses to make informed decisions that foster competitive advantages and effectively meet consumer demands.
Identify competitive nature and analyze competitors
Assess the competitive landscape of your business by evaluating competitors at all levels Establish a competitive reference system and analyze rival brands based on their market image Focus on identifying their strengths and weaknesses while predicting future trends and strategies of your competitors.
To effectively implement a brand positioning strategy, a company must leverage its existing resources It is essential to evaluate whether these resources align with the chosen brand positioning By ensuring that the company’s capabilities support the positioning, a more effective brand strategy can be developed.
After analyzing the target market, competitor strengths and weaknesses, and the company's available resources, businesses can identify similarities and differences that will aid in establishing effective brand positioning.
The brand identity
Brand identity encompasses the visual elements of a brand, including color, design, and logo, which help to distinguish it in the minds of consumers Unlike brand image, brand identity reflects the intent behind branding efforts and how a company aims to shape perceptions among its audience As outlined by Huong, P.T.L (2014), brand identities are defined with specific characteristics that contribute to this distinction.
A brand name is a name (usually a proper noun) applied by a manufacturer or organization to a particular product or service
A strong brand name is essential for effective brand awareness, as it should be short, simple, memorable, and easy to pronounce It is important to avoid names that evoke negative associations or conflict with existing brands to ensure a unique identity in the market.
Logos are essential visual elements, including images, text, and shapes, that represent a business's name and purpose, effectively conveying the brand's identity Companies with a well-designed logo tend to achieve greater recognition and memorability compared to those that lack one.
The logo's color should align with the product's attributes to ensure clear recognition A successful logo is simple, memorable, and meaningful, while also being visually appealing to attract target customers.
Slogan is a method of conveying the most complete and easy-to-understand messages about the brand, which are brief slogans, to convey descriptive and convincing information
Effective brand slogans should be brief, memorable, and aligned with positioning statements, reflecting the brand's personality while remaining true to established strategies.
Songs associated with a brand serve as musical slogans that enhance brand awareness through repetitive melodies and lyrics By capturing customers' attention with catchy tunes, these tracks create a more engaging experience than traditional advertising messages.
Aaker (1997) defines the brand personality as “the set of human characteristics associated with a given brand”
The components of Aaker's brand personality (1997) are based on human personality composition, giving five components of brand personality detail below:
- Sincerity (down to earth, honest, wholesome, cheerful)
- Excitement (daring, spirited, imaginative, up to date)
Register trademark protection
5.1 The process of trademark protection registration
The process of trademark protection registration includes the following steps:
Step 1: Determine the object and scope of protection review
At this stage, the attorney will assess the viability of trademark protection, outlining the extent of coverage for specific products and services, as well as the geographic areas that will be safeguarded.
Step 2: Search, preliminary assessment of trademark status
At this stage, the attorney will perform an initial search to determine if the trademark is identical or closely resembles any existing protected trademarks Additionally, the lawyer will assess whether the trademark fulfills the legal criteria for protection.
Of course, the lawyer's opinion is only used for reference, the final decision belongs to the competent authority
Step 3: Submit the application and monitor the application
During this stage, trademark appraisers will thoroughly review and assess the application for both its form and content The outcome of this appraisal will be communicated through a written notice, which may either propose the granting of a protection title for the trademark or request amendments, or indicate a refusal to grant such protection.
Also at this step, it often arises the need to modify, explain or cancel certain contents of the trademark registration application which are professional skills of the trademark attorney
The verification of trademark registration takes place in the following 3 basic steps: a Verification of forms:
To obtain a Certificate of Trademark Registration, an application must undergo a formal examination to assess its eligibility based on specific requirements This examination evaluates the application's compliance with form standards, exclusion criteria, and the applicant's rights A conclusion is then drawn regarding the validity of the application The examination process typically takes one month from the filing date.
Upon confirming that the application fulfills the criteria for validity, the National Office of Industrial Property will verify the filing date, the count of valid applications, and the priority date Subsequently, the applicant will be informed of the decision to accept the application.
Valid trademark applications are published in the IP Gazette within two months of being accepted The publication includes details about the accepted applications, such as trademark samples and a list of associated goods and services.
A trademark registration application undergoes validation to evaluate the eligibility for a Certificate of Registration based on specified protection conditions The review process for the application content is limited to a timeframe of nine months following its publication date.
Once the specified timeframe has elapsed, if your company's application is deemed valid, the National Office of Industrial Property will initiate the process to grant a Protection Title to your business.
Step 4: Grant the protection title
In case the trademark meets the requirements of the law on trademark protection, the trademark owner will receive a written notice of the proposed protection title
Application for trademark protection registration includes:
- Business registration (if the applicant is a company) or ID card if the applicant is an individual
- Sample of trademark (Including Logo and / or letter)
- Letter of introduction of the company
CURRENT BUSINESSES SITUATION
Introduction
DACOTOURS CO.,LTD is established 2012, the company works in the field of travel and tourism at Da Nang, providing high-quality Da Nang tour packages such as Da
Nang , Hoi An, Hue, Bana,
The company offers comprehensive support to clients, including affordable air tickets, hotel bookings, car rentals, and professional drivers Additionally, it provides valuable travel information, particularly focused on destinations in Danang, while also facilitating advertising opportunities on its website.
- Trade name : DACOTOURS CO.,LTD
- Headquarters : K142/25 Nguyen Duy Hieu, An Hai Dong ward, Son Tra district, Da Nang city
Businesses field
The company specializes in travel and tourism, offering a range of domestic and international tour packages Notably, their daily tours in Da Nang cater primarily to international clients, showcasing the region's attractions Dacotours focuses on organizing open tours tailored to customer preferences and collaborates with other companies to enhance their offerings Customers can enjoy a variety of highlighted tours, ensuring a diverse selection to meet their travel needs.
Experience daily domestic tours from Da Nang, including popular destinations such as Ba Na, Ly Son, Phu Ninh Lake, and a central tour covering Ba Na, Hue, and Hoi An Other options include the Da Nang-Quang Binh tour and the Son Tra-Ngu Hanh Son-Hoi An tour, all tailored to meet diverse customer needs with flexibility and convenience.
In addition, on special occasions such as the fireworks festival, the company also offers fireworks tour packages in Da Nang
Providing oversea tour packages departing from Danang such as: Laos, Singapore, Korea, Japan, Taiwan, Hong Kong Thailand
For customers: Dacotours is a reputable choice, offering travel experiences which are different and high-quality to meet the expectations of both domestic and foreign tourists
For tourism: Contributing to preserving and promoting the image of Vietnam tourism
For staff: Maximizing employees’ life quality, creating the best working environment for employees with many opportunities and challenges to develop their capacity and values contribution
To become one of the best and professional travel brands in the Central area and Vietnam
To globally popularize the beauty of Vietnamese culture and people
To continuously develop to improve business efficiency, to share the benefit with staff and the community
Devoted: Dacotours always strives for bringing the best quality products, travel services that adequately meet the needs of customers
Dacotours prioritizes responsibility and commitment, holding itself accountable to customers, the tourism industry, and its staff We place a premium on our prestige, ensuring an unwavering dedication to both customers and employees By safeguarding our reputation, we view it as our most powerful competitive advantage.
By common consent: Dacotours keeps up with our partners, build good relationships in faith and humanism, to create the best values and a better, meaningful life
United: Employees are the most valuable assets of Dacotours We create a good team to support each other and be together to achieve the common goal
Towards the community: Dacotours always preserves national cultural identity, and contributes to universalize the image of Vietnam’s tourism to the whole world.
Organizational structure
Image 1-Organizational structure of Dacotours company
The company's organizational structure is comprised of three key levels: the director, the general manager, and various departments The general manager oversees and manages all company activities, operating under the guidance of the director.
4.2 Functions and tasks of each department
- Assign tasks and supervise all activities of the company through general administration
- Operating and monitoring all activities of the company related to both group tours and individual tours
- Make sure all activities of the company are normal
- Coordinate with other departments to complete the tasks in the most optimal way
- Operating tours sold and ensuring the tour goes well, providing the best service to customers
- Managing financial activities and recording the economic operations of the company
- Ensure capital to meet the needs of production and business activities of the Company, check and evaluate the efficiency of using capital and assets of the Company
- Organize accounting and statistics, reflect accurately, fully the data and the situation of rotation of capital types in production and business
- Check the settlement of products, economic contracts, payment of debt recovery
Effectively managing financial activities and accurately recording the company's economic operations are crucial for ensuring sufficient capital to support production and business needs Additionally, it is essential to regularly assess and evaluate the efficiency of capital and asset utilization within the company.
- Organize accounting and statistics, reflect accurately, fully the data and the situation of rotation of capital types in production and business
- Check the settlement of products, economic contracts, payment of debt recovery
- Responsible for communication and promotion activities of the company including fanpage, website and related parties
- Linking with other departments to implement the company's marketing activities
- Proposing and implementing marketing activities at the company
Company resources include three main sources: human resources, financial resources, physical resources
Part The number of person
Table 3-Human resource scale of the company
(Source: Accounting deparment, Dacotours Co, Ltd) The company's main human resources team consists of 21 employees from different departments, in addition to tour guides
Table 4-Statistics of machinery and equipment
(Source: Accounting deparment, Dacotours Co, Ltd)
In addition to the equipment and machinery, the office space of the company is about 400m2 and is used entirely for the purpose of representative office of the company
2.Long-term borrowings and finance lease liabilities
Table 5-Statistics of financial resources of the company in the period of 2016-2018
(Source: Accounting deparment, Dacotours Co, Ltd)
Business results of the company (2016-2017-2018)
Table 6-Net revenue and company profit for the period 2016-2018
(Source: Accounting deparment, Dacotours Co, Ltd)
Table 7-Total assets and equity of the company in the period of 2016-2018
(Source: Accounting deparment, Dacotours Co, Ltd)
The analysis of the data from 2016 to 2017 indicates that the company experienced significant growth, achieving an average net profit margin of 10.8% over three years This positive business performance suggests a favorable outlook, with expectations for continued growth in the upcoming years.
Marketing Analysis
Vietnam's tourism has been experiencing significant growth in recent years, with a rising influx of both international and domestic travelers The country is gaining global recognition as a top travel destination, and numerous local attractions have been ranked among the favorites by both local and foreign tourists.
Image 2-Revenue from tourists and tourism growth in Vietnam
Da Nang City has emerged as a top destination for international tourists, thanks to significant investments in infrastructure, environmental improvements, and social security Recognized as Vietnam's "livable city," Da Nang was ranked among the top 10 best places to live abroad by Live and Invest Overseas in 2018 With its stunning landscapes and a focus on tourism as a key economic driver, the city continues to see growth in its tourism industry, leading to an increase in service providers and heightened competition among businesses in the market.
Image 3-Revenue from tourists and tourism growth rate in Da Nang
In 2018, Da Nang welcomed approximately 7.66 million tourists, marking a 15.5% increase from the previous year, according to the Da Nang Tourism Department This surge in visitors contributed to an estimated tourism revenue of 24.06 trillion VND, reflecting a 23.3% growth compared to 2017 As the number of tourists continues to rise, the development of tourism as a key economic sector is evident, leading to the growth of tour companies in the region.
6.2 Competitive analysis of the main business line of the company
Dacotours, a prominent player in the tourism and travel sector, offers daily tour packages in Da Nang as its primary competitive product These tours follow a fixed route and are available on a daily or weekly basis, allowing tourists to purchase retail tickets The cost-effectiveness of these joint tours, accommodating between 10 to 30 guests, is attributed to the shared fixed expenses, such as transportation, entry fees, and tour guides, making them more affordable than private tours.
More specifically, when using the group tour service, visitors can have the opportunity to get acquainted and make friends with many new friends both domestically and abroad
According to statistics, tourism companies that organize daily tours in Danang are about
77 companies, typically some of the main competitors of Dacotours, including:
Competitors Adress Main competitive product Advantages
Da Nang Travel 08 Xuan Dieu, Hai Chau, Đa Nang Open tour Cheap price
376 Nguyen Tri Phuong, Hoa Thuan Tay, Hai Chau, Da Nang
Tuan Nguyen travel 2 Đang Thai Mai, Thanh
Khe, Da Nang Open tour Good promotion
Da Thanh travel 74 Nguyen Tu Gian, Ngu
Hanh Son, Da Nang Open tour
Cheap Price Cat Viet Travel Da
Chau, Da Nang Open tour Cheap price
Big Travel 126 Nguyen Thien Ke,
Sơn Tra, Da Nang Open tour Cheap price
Orien Today 07 Thanh Thuy, Thanh
Binh, Hai Chau, Da Nag Open tour Good bus
Discovery 98 Be Van Dan, Da Nang Open tour Quality
Table 8- Some main competitors of Dacotours
6.3 Analyzing the brand position of the company in the market
- Prestigious and quality products and services are evaluated by customer evaluation cards in each tour, including all service quality, driver, tour guide, catering services, attractions and the tour
- Professional, enthusiastic and thoughtful tour guide team
- Understanding the tourism market in Da Nang
- Distribution system is not strong
- Mainly customers come from word of mouth
Vietnam, particularly Da Nang, is emerging as a prime destination for tourists, with the city focusing on enhancing its tourism sector as a vital component of its economy This strategic development aims to create an environment conducive to business growth and attract more visitors.
- Increasing market penetration of travel and travel companies in terms of both quality and price
- Customers' requirements are getting higher and higher
Despite facing challenges, weaknesses, and threats, the company's strengths and opportunities provide a solid foundation for growth By promptly addressing weaknesses and implementing effective marketing strategies, the company can enhance its competitive edge, attract more customers, and build a strong reputation in the market.
Marketing activities overview
The marketing department of the company consists of 3 members: 1 is responsible for the website, 1 manages the company's fanpage on facebook, 1 is responsible for the array of SEO
7.2 Marketing strategies and marketing activities are underway
Dacotours offers a diverse range of travel options, specializing in both domestic and overseas tours A key highlight is their daily open tours departing from Da Nang, which cater to various traveler preferences The company also organizes unique experiences, such as fireworks tours coinciding with international fireworks festivals Additionally, Dacotours provides convenient services, including car rentals, affordable airline tickets, and hotel reservations, making it a one-stop solution for travelers Among their popular offerings, customers frequently choose standout tours that showcase the best of the region.
Daily tours from Da Nang cater to diverse interests, including popular options like the Ba Na Tour, Ly Son Tour, Ho Phu Ninh, and Central Tours that cover Da Nang, Hue, Hoi An, and Ba Na The Da Nang to Quang Binh Tour and the Son Tra - Marble Mountain - Hoi An Tour are tailored to meet customer needs with flexibility Additionally, during special events such as the fireworks festival, exclusive fireworks tour packages are available, enhancing the travel experience in Da Nang.
- Bach Ma tour - Da Nang Tour
- Ho Phu Ninh tour - Son Tra Tour - Marble Mountain - Hoi An
- Seven Model Coconut Forest Tour - Da Nang - Hue - Hoi An - Ba Na
- Da Nang - Cu Lao Cham - Son Tra - Ngu Hanh Son - Hoi An - Ba Na
- Da Nang - Quang Binh - Hanoi - Lao Cai - Sapa - Fansipan - Hanoi
- Domestic festival tour - DIFF 2019 International Firework Festival
Provide oversea tours packages departing from Danang such as: Laos, Singapore, Korea, Japan, Taiwan, Hong Kong Thailand
- Da Nang - Laos - Thakhet - Vientiane - Savanakhet - Da Nang
- Da Nang - Bangkok - Pattaya - Bangkok - Da Nang
- Da Nang - Singapore - Sentora Island - Gardens by the Bay - Singapore - Da Nang
- Da Nang - Seoul - Jeju Island - Seoul - Nami Island - Everland - Seoul - Da Nang
- Danang - Narita - Tokyo - Hakone - Yokohama - Tokyo - Da Nang
- Vietnam - Taoyuan Airport - Taipei - Taichung - Kaohsiung - Taipei - Vietnam
- Da Nang - HongKong - Disneyland - HongKong - Da Nang
- HCM / Hanoi - Tapei - Los Angeles - Las Vegas - Red Rock Canyon - Las Vegas - Los Angles - Vietnam
- Booking air tickets, passport, visa, open bus at the request of guests
- Rental: cars from 4-45 seats, boats, canoes
The company implements pricing strategies that align with competitor rates and customer perceptions, making adjustments based on seasonal tourism trends within specific industries To emphasize the superior quality of its services, the company positions itself against higher-valued competitors like Da Thanh Travel, catering primarily to foreign customers who seek enriching experiences rather than mere sightseeing As a result, clients prioritize quality tours over budget options, reflecting their desire for in-depth knowledge and memorable experiences.
The company primarily distributes its offerings through partnerships with hotels, while also leveraging online channels to sell tours directly via its website and social media platforms Additionally, it collaborates with various e-commerce sites to enhance the availability of its tour packages.
The marketing activities of the company have not really been promoted Communication channels are mainly via facebook and website
About fanpage on facebook, there are 2 fanpage:
• Fanpage Dacotours: https://www.facebook.com/dacotoursjsc/
Undertake the task of communicating information about the products and services the company is providing including: daily tour packages, group tours, cheap air tickets
• Fanpage Travel experience: https://www.facebook.com/kinhnghiemdulichxuda/
When planning a trip to Da Nang, don't miss out on its must-visit attractions, including the iconic Golden Bridge and Marble Mountains Savor the city's top dishes, such as Mi Quang and fresh seafood, for an authentic culinary experience Choose from a variety of suitable hotels that cater to different budgets and preferences, ensuring a comfortable stay Additionally, explore the latest trending check-in spots like the vibrant Dragon Bridge and stunning beaches, which are particularly popular among young travelers seeking memorable experiences.
The website serves as a comprehensive resource, offering detailed insights into the company and its range of products and services, ensuring customers have access to complete and informative content.
The problem identification
The tourism and travel industry in Da Nang is experiencing rapid growth, leading to increased competition among various companies in the sector With numerous businesses vying for attention through competitive pricing, quality services, and effective marketing strategies, it is essential for companies to establish a strong brand identity This branding will enable them to stand out in a crowded market and attract more customers.
During my internship at Dacotours, I observed a lack of significant investment in brand development, which is crucial for establishing a competitive advantage This insight led me to choose the topic "Brand Equity at Dacotours: Solutions to Improve Brand Positioning and Brand Identity" for my graduation thesis, highlighting the importance of enhancing brand perception in the marketplace.
RESEARCH SITUATION AND PROPOSED SOLUTION
Brand Positioning Over The Past
(2) Plan and implement branding marketing programs
(4) Maintaining and developing brand equity
Brand positioning, as defined by Kotler (2012), involves crafting a company's offerings and image to secure a unique position in the minds of its target audience Essentially, it highlights how a brand differentiates itself from competitors and establishes its place in consumers' perceptions.
According Huong, P.T.L.(2014) brand positioning plays a very important role in branding The key principle is implementing branding marketing strategy In detail below:
Brand positioning differentiates your practice from competitors by establishing a unique niche, such as an industry specialty or specialized service offerings This strategic approach creates a territory that rivals are hesitant to enter, as it defines your practice in a way that sets it apart and prevents them from being associated with the same unique identity.
“me-too” firm, an also-ran following in your footsteps
Positioning your services to highlight a specific feature or benefit allows you to concentrate on a targeted market, enhancing your perception as an expert in that area This specialization not only boosts your value to potential clients but also contributes to faster growth, as specialists typically expand at twice the rate of generalist firms.
Positioning your firm in relation to competitors is crucial for guiding service development and pricing strategies Determining whether you are a premium boutique accounting firm or a budget-friendly provider will influence the new services you introduce and their associated costs It's essential to align your offerings and pricing with your chosen market position to effectively meet client needs.
Clear brand positioning enhances decision-making by providing essential insights that lead to more effective and creative choices during the creative process When you establish a strong core message, it facilitates better communication, ensuring that your branding efforts are coherent and impactful.
Effective brand positioning equips your business development team with essential persuasive sales tools, enabling them to nurture and secure more clients By enhancing your firm's visibility and ensuring it remains top-of-mind for prospects, unique brand positioning helps to differentiate your business from the competition.
Focused positioning allows you to create a powerful message centered on your specific expertise, attracting a targeted audience seeking your services This highlights the significance of a brand positioning strategy, as it adds value for your prospects, piques their interest, and ultimately persuades them to engage with your offerings.
The brand positioning process involves four key steps: first, identify and analyze the target markets; second, assess the competitive landscape and analyze competitors; third, conduct a thorough analysis of the company's brand; and finally, establish the similarities and differences that set the brand apart.
Identify and analyze target markets
Identifying and analyzing target markets involves market segmentation, selecting the target market, and assessing customer demand within that segment This process is crucial, as customers possess varying levels of brand knowledge, interests, and needs Therefore, companies must conduct thorough analyses to make informed decisions that foster a competitive advantage and effectively meet consumer demands.
Identify competitive nature and analyze competitors
To understand your company's competitive landscape, assess your position relative to competitors at all levels Establish a competitive reference system and evaluate competitors through their brand image, identifying their strengths and weaknesses This analysis will help you anticipate and predict future developments in the competitive environment.
To effectively implement a brand positioning strategy, it is crucial for the company to leverage its existing resources When selecting a brand positioning, the company must assess whether its current resources align with the desired positioning This alignment is essential for the successful development of a robust brand positioning strategy.
After analyzing the target market, assessing competitor strengths and weaknesses, and evaluating the company's resources, businesses can identify key similarities and differences to effectively establish their brand positioning.
Brand identity encompasses the visual elements of a brand, including its color, design, and logo, which help to identify and differentiate it in the minds of consumers Unlike brand image, which reflects public perception, brand identity represents the intentional strategy behind branding efforts aimed at shaping a specific image As defined by Huong, P.T.L (2014), brand identities are crucial for establishing a distinct presence in the marketplace.
A brand name is a name (usually a proper noun) applied by a manufacturer or organization to a particular product or service
A strong brand name plays a crucial role in brand identity, as it should be short, simple, and easy to identify, remember, and pronounce This simplicity enhances brand awareness and recognition Additionally, a brand name should avoid negative connotations and ensure uniqueness to prevent confusion with existing brands.
Logos, which can consist of images, text, shapes, or a combination of these elements, serve to represent a business's name and purpose, effectively conveying the brand's identity and essence Businesses that utilize logos are more likely to achieve greater recognition compared to those that do not have one.
Dacotours brand identity
Dacotours, the trading name of Xu Da, is a memorable and easily identifiable brand that emphasizes the company's focus on tourism This concise name, which incorporates the word "tour," immediately conveys the services offered, making it clear to customers Additionally, the "Da" in Dacotours references Da Nang city, where the company specializes in daily joint tours, highlighting its competitive strength in the local tourism market.
The company logo features a blend of imagery and text, prominently showcasing red and green colors It incorporates a mountain river, representing Da Nang tourism, while the bird wings at the top symbolize the company's aspirations for growth and development.
Dacotours embodies enthusiasm and dynamism through its vibrant red branding, reflecting the company's commitment to exceptional service for its customers The green hues represent the pristine nature of Da Nang, showcasing its stunning natural attractions like Son Tra Peninsula and Ngu Hanh Mountain.
The company's slogan, "For a beautiful life," reflects a strong commitment to growth and market presence This simple yet impactful phrase is prominently featured across all corporate identity materials, including shirts, hats, flags, business cards, and profiles, reinforcing the brand's dedication to its mission.
In general, the company logo is quite simple, consistent, less disturbed when placed in a colorful space Leaf image helps customers visualize something friendly and fresh
The company has crafted two primary slogans in both English and Vietnamese to effectively capture the essence of the domestic and international tourism market This decision was made to ensure that the translated meanings retain their full impact and convey the desired messages accurately, avoiding any loss of nuance in translation.
• English: "For a beatiful life" - with the desire to bring customers a good and happy life by providing the best products and services to customers
Image 4- The logo of the company
In Vietnamese culture, the phrase "Every customer is a family member" emphasizes that when clients engage with a company's services, they should feel as comfortable and joyful as they would with their own family This approach fosters a warm, welcoming atmosphere that transforms the customer experience from a mere transaction into a memorable and enjoyable interaction.
The company uses the slogan on the form for different customers For customers who are international guests the company will send the form with English slogan and vice versa
Utilizing two parallel slogans can assist businesses in effectively communicating their ideas to customers, though it may lack consistency A powerful slogan should encapsulate the company's core message while highlighting its unique qualities and underlying culture, ultimately enhancing customer recall and boosting brand awareness.
The company has not built a music background as well as a separate song, this is also one of the limitations of the brand
Dacotours has developed a distinct corporate culture through its building, formation, and growth phases The company's leaders effectively communicate clear directions, goals, and actions to all employees, ensuring consistency and alignment in their business activities.
For customers who are dedicated and enthusiastic, set the motto "Every customer is a relative" to ensure close contact with customers, create a feeling of familiarity and sincerity
It is these things that make the brand personality of the company, but the company has not clearly shown this personality to consumers
The shirt features a primary green color that aligns with the company's logo, effectively embodying the brand's identity Its design is intentionally kept simple to enhance its visual appeal.
The brand name "Dacotours" is not clearly visible when printed on a blue background, as it appears to sink into the color Additionally, the green company logo blends in with similarly colored shirts, making it challenging for customers to identify the brand.
The uniform hat features a simple design in two primary colors, white and white, prominently displaying the company logo to enhance brand identity Additionally, the hat's horizontal surface is printed with the company's website and hotline number for easy customer access These hats are provided to customers during service use, serving both functional purposes and as a memorable souvenir from the company.
The flag features a triangular design with a gold border, prominently showcasing red and yellow to attract customer attention and enhance brand recognition Additionally, the logo printed on the flag reinforces brand identity While the design is simple and visually appealing, aligning the flag's colors with the company's primary tones of green and red would strengthen brand identity and create a more cohesive representation.
Image 7- The flag of the company
The business card features a simple rectangular design in white and blue tones, prominently displaying the company's logo on the front Key services offered include tour organization, hotel booking, air ticket sales, and tourist car rentals.
The back of the business card features essential contact information, including the phone number, address, email, Facebook, website, and booking link Each department and position within the company utilizes a distinct business card template that includes all necessary details.
In general, the company identity is well designed, ensuring the importance of brand identity.
Register For Protection Of Brand Elements
Dacotours has been officially registered for trademark protection since its inception, ensuring the exclusive use of its brand name, slogans, and images This legal safeguard reinforces Dacotours' commitment to maintaining its brand identity and protecting its intellectual property.
The limitation exist
Research from the literature review and the company's reality indicates that Dacotours faces challenges in brand positioning, lacking clarity in whether to emphasize low prices or high-quality service The company aims to establish a distinct identity in the competitive market.
Image 8- The card of the company
45 travel business providing quality services but in terms of marketing as well as running facebook ads, it is not really strong about this
Image 9-Inconsistency in positioning and communication
In addition, the strength of the company is that a joint tour that starts daily has not been focused on developing strongly
The company's brand identity lacks consistency, as it should ideally focus on a single primary color, such as green or red, rather than using both, which can create confusion Additionally, the slogan is not uniform in its presentation, varying between English and Vietnamese.
As a tourism company, the company can build its own brand identity on water bottles and cold towels that customers use instead of existing purchases
5 Some Solutions To Build And Develop Dacotours Brand
Dacotours must prioritize quality enhancement, broaden its market share, and increase distribution channels while targeting growth in emerging markets beyond Da Nang.
Positioning objectives: focus on developing service quality, positioning as a travel company specializing in providing quality services at the best prices
Our primary objectives for product-service supply include enhancing customer support and gathering valuable feedback to refine our service delivery We are committed to developing a diverse range of innovative tour packages that align with current trends and meet customer needs, ensuring that our offerings reflect high quality and exceptional value, thereby strengthening our brand reputation.
Distribution goals: Continue to maintain distribution in key markets, thereby expanding markets and developing markets outside Da Nang
Goal of promotion and brand promotion: Create brand awareness deeply to customers
Focusing on specific brand positioning, emphasizing on the quality of services provided, specifically below:
Those wishing to search for tours, including domestic and foreign customers, especially foreign customers wishing to find high quality tours with good prices
Customer psychology: There is a high demand for service quality, less price sensitivity
- Functional benefits: Tour, help customers experience and more useful tourist information about destinations
- Emotional benefits: Giving customers confidence when using the company's services Feeling the sincerity and enthusiasm from the company's staff
Devoted: Dacotours always strives for bringing the best quality products, travel services that adequately meet the needs of customers
Dacotours is dedicated to accountability, prioritizing the needs of customers, the tourism industry, and our staff We place great emphasis on maintaining our prestige, which we view as our strongest competitive advantage Our commitment to delivering exceptional service to both customers and employees is unwavering, ensuring that we uphold the highest standards in the industry.
By common consent: Dacotours keeps up with our partners, build good relationships in faith and humanism, to create the best values and a better, meaningful life
United: Employees are the most valuable assets of Dacotours We create a good team to support each other and be together to achieve the common goal
Towards the community: Dacotours always preserves national cultural identity, and contributes to universalize the image of Vietnam’s tourism to the whole world
Brand personality: Sincere, devoted, enthusiastic, towards the community
5.2.2 Complete set of brand identity
Dacotours' brand identity, despite its design and investment, lacks essential elements that are crucial for a travel company Incorporating branded cold towels and bottled drinking water can significantly enhance brand awareness, as these items are commonly used by all customers By adding these two elements, Dacotours can create a more cohesive and recognizable brand presence in the travel industry.
In addition to traditional branding, companies can create various promotional items like pens, paper covers, envelopes, and calendars to share with partners during the New Year celebrations.
48 sample of brand identity Redesigned to fit and synchronize with the Dacotours brand identity
This shirt features a vibrant green color as its primary theme, complemented by a prominent white-bordered logo with embossed embroidery for added visibility The logo is strategically printed on the left side, enhancing brand identity and making a strong impression from various angles.
Image 10-The uniform shirt was redesigned
Instead of using a red flag, the company should now use a green flag to more closely identify the brand identity
Image 11- The flag was redesigned
Cold towels are designed to take the mainstream green color, on the packaging with the necessary information about the company including contacts, phone numbers, business fields
Image 12- The cold towel of Dacotours
Creating a catchy and upbeat jingle can significantly boost brand awareness for the company Developing a memorable song is essential, especially when planning to promote the brand through mass media advertising strategies.
Continue to maintain and develop brand personality for a long time Create this brand identity consistently with time and need to be responsible for ensuring consistency throughout all communication materials
5.2.3 Completing policies to support brand development
Maintaining the existing product policy and designing flexible and updated new destinations to attract customers instead of traditional travel destinations
Continue to maintain pricing policies based on value and competitors currently pursuing
Consolidate and strengthen relationships with other travel companies On the other hand, promoting development to seek mayor outside Da Nang, especially the market in the South and the North
To enhance brand awareness and audience engagement, it is essential to maintain communication through the website and Facebook fan page while regularly updating posts to align with current trends Creating entertaining videos that showcase Da Nang tourism can significantly boost interaction and attract more viewers, ultimately increasing the brand's visibility.
In today's market, consumers encounter a wide array of products and services from various brands, making it challenging to choose the right one To navigate this complexity, businesses must prioritize not only product quality and service excellence but also enhance customer accessibility, recognition, trust, and usage of their offerings Consequently, branding and brand development become crucial for every business, as a strong brand acts as an intangible asset and a competitive advantage, enabling companies to differentiate their products and services and helping consumers easily identify their preferred choices.
Chapter I of the study outlines the rationale, key concepts, and significance of branding for businesses and consumers, serving as a foundation for the brand development and distribution strategy of Dacotours company.
In chapter II, a brief introduction of Dacotours company overview, environmental analysis of tourism industry and the status of brand building and development at Dacotours
Chapter III synthesizes the theoretical insights from Chapter I and the current business landscape discussed in Chapter II, presenting strategic views and objectives for brand development It also proposes effective solutions to address existing challenges, aiming to establish a robust company brand in the competitive market.
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