Consumers are becoming smarter, wiser and make a claim on a lot more. Thus, the branding issue in this context is not just building a business image, promote products ... Today's consumer has changed the attitude of accepting the brand product.In addition to product quality, commodity prices impact the decision to buy the product, consumers stick with brands made products also because of empathy with the environment protection activities, community activities of the business. The experts said that due to the change of brand awareness from reason (mind-share) to emotion (heart-share) that the construction of the brand needs attach importance to forming emotional cord between the product and the consumer. in Vietnam in the last time the branding image-based business leaders showed efficiency. The success of Pepsi vs. Coca-Cola in Vietnam market is partly due to his image, social activities ... of the General Director of the company's Pepsi. However, the branding should not only depend on the image leader, by the larger problem is that the operation of the business. He Li You, PHO 24, company director says: "in General, branding must come from the inside out: the business owner, employee activities, relationships with partners, customers, ... Besides, the process of building the brand can not separate the updated situation of the world, consumer trends in the world ... because in the global business environment today, all events can cause lines to impact Vietnam market "
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