brand -aae group

8/16/2019 BRAND -AAE Group

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A A E

GROUP

S T R A T E G I C B R A N D M A N A G E M E N T


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ASSIGNMENT

Choose two competing brandthen compare the

communications strategies forthem. What are the reasons forthe dierences? For the

similarities? Which brand’sstrategy do you think is moreeective? Why?


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VS


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Tweet a cofee


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“Những cuốn sách đ! đ"!# $%n nhữngtách c& 'h% đ! đ"!(


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Tweet a cofee

Twitter User

Attract more customerChange awarenessncrease brand recogniti

!"#$$$ fans%&' Customer bought gift cardCost ( )*$#$$$

https://www.google.com/search?espv=2&biw=1366&bih=584&q=twitter&spell=1&sa=X&ved=0ahUKEwim_vmYlYnLAhUG6KYKHft1BCsQvwUIGSgAhttps://www.google.com/search?espv=2&biw=1366&bih=584&q=twitter&spell=1&sa=X&ved=0ahUKEwim_vmYlYnLAhUG6KYKHft1BCsQvwUIGSgA


7/13

“Những cuốn sách đ! đ"!# $%n nhữngtách c& 'h% đ! đ"!(

Youth & Teenagers

+uilding +rand mage , +rand-ecognition

ublicrelationship


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SIMILARITIES

/b0ectives

rovide nformation

ncrease brand recognition

+uilding brand image


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DIFFERENCES

The wa) the)*o+


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DIFFERENCES

ublic relationship

1ike a 2vent

3ain ro4t

5ot for ro4t purpose


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WHAT IS MORE EFFECTIVE?

6rue targetedcustomer7ierentiate culture

and serving

8uccessful9C 8peci4c

orientation


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ANALYSIS

Tweet a cofee- Twitter – not common in Vietnam

g cuốn sách đ! đ"!# $%n những tách c& 'h%

orm to young generationminate the meaning of reading book

https://www.google.com/search?espv=2&biw=1366&bih=584&q=twitter&spell=1&sa=X&ved=0ahUKEwim_vmYlYnLAhUG6KYKHft1BCsQvwUIGSgAhttps://www.google.com/search?espv=2&biw=1366&bih=584&q=twitter&spell=1&sa=X&ved=0ahUKEwim_vmYlYnLAhUG6KYKHft1BCsQvwUIGSgA


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THANK YOU

, - R . - / R AT T E N T I - N

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