Companies in Vietnam have experienced fierce competition over the last few years, both qualitative and quantitative. Many have been forced to close down while others are still in business but struggling to move forward. The question is how to make a brand not only sustainable but also grow in value in the context of fierce global competition and rapid digitalization. There are many approaches to answering this question. Here I note the three key driving forces for brands: digital transformation, globalization, and brand leadership. In my observation, these forces help grow a company’s brand value if implemented successfully. Customer-centric digital transformation Unlike in the past, customers now have many brand choices for a particular product in Vietnam. Let’s take bakery goods for example. Customers would have previously mentioned Kinh Do in the south or Hai Ha in the north, but today they may name a long list of bakery brands: Top Cake, Tous Les Jours, ABC, … [Read more...] about How best to maintain brand value?
How to develop social media strategy
Central Command on Sept. 23, 2014, shows a structure in Tall Al Qitar, Syria, moments after a U.S. airstrike. Islamic State's 52-second trailer "Flames of War" opens with a black-clad extremist blasting a U.S.-made tank into smoke and shrapnel, a Hollywood-style message to the U.S. and its allies about what they can expect for intervening in the Middle East again. The nation that has produced Microsoft, Apple and Google now finds itself playing catch-up on Facebook, YouTube and Twitter with an extremist group rooted in 7th Century Arabia. Islamic State's use of social media has extended its reach beyond Syria and Iraq to Western and Asian homes, where it tries to convert resentment into radicalism. Countering those messages has become a pillar of the U.S. strategy to defeat the group. The State Department has set up a Twitter account urging extremists to "Think Again, Turn Away," which posts descriptions of Muslim communities ravaged by extremists. It's also running a YouTube … [Read more...] about U.S. outgunned by extremists on social media battlefield
Grandmother, three grandchildren murdered The police in the northern province of Quảng Ninh has started legal proceedings in the murders of four people in Phương Nam Ward of Uông Bí City. The deceased included a 61-year-old grandmother, Nguyễn Thị Hát, and three grandchildren aged three, eight and nine. At about 7am on Saturday morning, Vũ Thị Thanh, Hat's daughter, came back home from working a night shift and found the dead bodies with several wounds. Two of three children are Thanh's children while the other is her niece. Autopsies by the public security ministry indicate the motive of the killings was robbery. Prime Minister Nguyễn Xuân Phúc ordered the public security ministry, Quảng Ninh Province's People's Committee and relevant agencies to investigate, arrest the murderers and impose on them strict punishments. 12 years in jail for banker The Hà Nội People's Court on Saturday handed down a 12-year jail term for Huỳnh Thị Bảo Ngọc for "swindling to appropriate properties". Ngọc, … [Read more...] about Social News 26/9
Social media has become popular among companies worldwide as an effective marketing tool. Thomas Crampton, the Asia-Pacific director of public relations firm Ogilvy's 360 Digital Influence, spoke to Viet Nam News about the development of social media in the country. How have social media networks developed in Viet Nam in recent years, and in comparison to other Asian countries? Viet Nam is at the fascinating intersection of a developing nation, a young population and a Government that has supported the development of the internet. How this plays out remains to be seen, but as Indonesia has shown, populations can come online at breakneck speed with incredible results. In the last year, Indonesia overtook the UK as the world's second leading nation on facebook, much of the usage coming through mobile devices. Marketing via social media is popular today, but in Viet Nam, few companies use it. Why do you think Viet Nam resists this trend? Social media is cost-effective when approached with … [Read more...] about Social media an effective marketing tool
Men jailed for master-minding public disorder Ngo Van Khoi, 53, was sentenced to seven months in prison, while 43-year-old Nguyen Van Hai was given six months. The jail terms began from June 27, 2013. According to the Nghe An provincial People's Procuracy, from May 22-23, Khoi and Hai incited others to detain and assault on-duty policemen from Nghi Loc district and Nghe An province, as well as destroy the property of officers and the State. They also called on others to surround the house of Dau Van Son, the communal official in charge of military affairs in Nghi Phuong, before vandalising the property and threatening his family. The incident began on May 22 when Priest Dang Huu Nam of Binh Thuan parish, Nghi Thuan Commune, gathered hundreds of Catholics at Trai Gao church to pray for eight people about to stand trial at an appeals court in Vinh City, having been charged with conducting subversive activities. The incident is reported to have begun when parishioners attacked five … [Read more...] about Social highlights for October 25