Characteristics of Target Customer Group.

The external visual elements designed by the producer of the product or service require a thorough understanding of the principles to be able to effectively attract customers. The internal “core characteristics” of the product or service are built by the business and are perceived by consumers through the process of consuming the product or service. Therefore, the internal “core characteristics” help the product or service retain customers.

Once they have felt the "core characteristics" of a product or service, consumers will feel secure, comfortable and confident when consuming that product or service, and at the same time trust in their choice and consumption of the goods.

Consumers have the right to feel differently about each product. But that product will be a successful brand when that feeling is consistent and coincides with the characteristics that the business aims to build. That feeling also creates personal value for the product user. The person wearing Pierre Cardin trousers feels more "classy" and "stylish" among others.

A product that has a reputation, quality and is known to everyone often creates a group of loyal customers. Customers will no longer have to hesitate or think before deciding to choose that product.

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Thus, the function of creating perception and trust is only demonstrated when a product or service has been accepted in the market, meaning that the product or service has a brand.

1.1.4.4. Economic functions

Brand is considered an intangible and very valuable asset of a business. Sometimes the value of that intangible asset is much greater than the tangible asset of the business. The value is often shown when buying and selling brands and products with that brand attached. The stronger the brand, the higher the selling price tends to be. These are the same trousers made by An Garment Joint Stock Company.

Phuoc, but when branded with Pierre Cardin, it is sold at a much higher price than the An Phuoc branded trousers. Although the quality of Pierre Cardin trousers may be higher, the difference in quality is never proportional to the price. The quality may be twice as great, but the price must be five times greater. That big difference in price is due to the Pierre Cardin brand.

1.1.5. The role of branding

In a market mechanism, if businesses are successful in building product brands, the benefits it brings to consumers, businesses and the country are enormous.

1.1.5.1. For consumers

Brand is an important introduction, message and sign for consumers to make final judgment about shopping behavior. Because:

Firstly , the brand creates consumer confidence in the quality and price of the goods they consume and use. The brand will let consumers know the origin of the product, believe that the goods are of guaranteed quality and have been tested over time. Thus, consumers will not spend much time searching and researching the products they need.

Second , the brand contributes to protecting the legitimate interests of consumers. After registering the trademark ownership, the brand will be protected by the State and that prevents the product from being counterfeited or imitated to deceive consumers.

Third , brand is a factor that affects the psychology of consuming goods and services in modern society.

1.1.5.2. For businesses

Firstly , the brand is an intangible asset, even a priceless asset of the enterprise. The brand contributes significantly to increasing the profit of the enterprise by adding value to the products and services. The value of a

Some brands in Vietnam have also been transferred at very high prices, such as: Da Lan - price 3 million USD, P/S price over 5 million USD, while P/S's tangible assets are only valued at over 1 million USD.

Second , branding helps businesses maintain traditional customers, while attracting new customers and potential customers. Businesses with famous brands will create and strengthen the loyalty of a large number of traditional customers, while businesses have the opportunity to attract more current customers who do not use the business's products, even customers of competing businesses.

Third , branding helps businesses reduce costs for trade promotion and marketing activities.

Fourth , branding brings a number of other benefits to businesses such as:

A product or service with a famous brand can be sold at a higher price than other products or services without a brand, although they have the same value and use value. In addition, a brand brings many competitive advantages to a business, helping the business to have conditions to defend and fight against other competitors. Normally, products with famous, long-standing brands will create sustainability in competition because it is easy to create customer trust in the product.

1.1.5.3. For the economy

Firstly , in a market economy, open and integrated, a brand is truly a symbol of national strength and pride. A country with many famous brands with long traditions is a manifestation of the longevity and development of a country.

Second , in the trend of regional and world economic integration, building strong brands will be a barrier against the penetration of poor quality, cheap goods from outside, protecting the domestic market.

Third , if the brand of a country’s products and services is “recorded in the memory” of consumers in foreign markets, it will strengthen the reputation of the products, services and the position of that country in the international arena. That also contributes positively to attracting FDI, creating the premise for the country to progress quickly, strongly, steadily and gradually shorten the economic gap with other countries.

1.2. BRAND CHARACTERISTICS

1.2.1. Concept of brand identity

Brand identity is a set of attribute associations that reflect what the brand stands for and is the manufacturer's commitment to customers.

Thus, the characteristics of a brand represent the orientation, purpose, and meaning of that brand, and are the “heart” and “soul” of the brand.

Brand identity is built through association with:

1.2.1.1. Product characteristics.

The first distinguishing function that each product needs to demonstrate is its “product category” and its inherent “attributes” (expressed through quality, usefulness, target customers, origin). That means, if the brand’s characteristics are determined in conjunction with this function, then when the brand appears, consumers must immediately identify “what product?”, “what are its inherent attributes?”. For example, when talking about Coca-Cola, consumers immediately feel that it is a carbonated soft drink originating from the US and its quality is always affirmed by the slogan “Always Coca-Cola”.

1.2.1.2. Characteristics of the organization.

A brand can have product characteristics (as described above), sometimes it can have characteristics of the organization that owns the brand, or sometimes it can have characteristics that combine both of these aspects.

An organization's attributes can be: innovation, quality leadership, environmental protection… Saturn is a brand that carries an organization's attributes: “Saturn has a mission to build the world's most energy-efficient automobiles”.

Brands with organizational characteristics appear to be more durable than brands with individual product characteristics in any competitive situation. This is because it is easier to copy an individual product than to copy an organization with all its distinctive features, such as its culture, traditions, team, values, and operating practices. Furthermore, an organization's characteristics are often associated with a certain group of products, so it is difficult for competitors to compete in individual products. At the same time, an organization's characteristics are often difficult to fully assess and access, so competitors cannot easily overcome this invisible reputation barrier.

1.2.1.3. Characteristics of target customer groups.

Brand identity can also be built by the characteristics of the target customer group that the branded product is aimed at. This helps customers express themselves through the products they use.

The products that customers consume will be the tools for them to express their own characteristics and at the same time let us clearly see "Who are they?".

1.2.1.4. Logo.

A good logo can be considered the foundation of a brand strategy. Mr. Kroeber-Riel, a German brand strategist, always starts his brand analysis by asking the question: “What image do you want consumers to have of your brand in five years? That image will drive everything in some cases, even

It determines the product, product name, packaging, distribution policy, price and method of communication with customers” [6, p.73].

Thus, a brand’s character can also be shaped by the very content its symbol wants to convey. For example, the vigorous bull symbolizes the strength and vitality of the Redbull energy drink.

In short, a brand’s identity does not necessarily have to encompass all of the above aspects, sometimes a brand just needs to focus on one appropriate aspect, making it stand out and differentiate itself. However, considering the brand’s identity from all of the above angles will help the brand maximize its potential, and reasonably choose what the brand should be in the minds of customers.

1.2.2. Brand characteristics and brand image

Deciding on the brand’s distinctive evocative points and creating a brand identity and promise based on these aspects are abstract ideas. These ideas become reality when you apply them to your marketing activities and all your branding communications. The combination of the means by which you present your brand to consumers is called the “Brand Identity”. The “Brand Identity” is like one side of an equation. The other side of the equation is the “Brand Image”. The “Brand Image” is the combination of the aspects that people actually feel about the brand. If the “Brand Identity” is skillfully created, the “Brand Image” in the minds of customers will be similar to the “Brand Identity” you intend to convey. Otherwise, you will spend a lot of money and effort without achieving your goal. The ultimate goal of all corporate communications is to create a “Brand Image”.

beneficial and effective, so creating a reasonable “Brand Identity” is extremely important.

Thus, “Brand Character” needs to be experienced over a period of time to become meaningful and have a certain position in the minds of customers. Over time and with continuous efforts to fulfill its commitments, “Brand Character” will be highlighted and become an unforgettable “Brand Image” in the minds of customers.

1.3. GOAL OF BRAND BUILDING AND MANAGEMENT ACTIVITIES

1.3.1. Objectives

“A brand is what exists in the minds of consumers”, so the goal of brand building and management is essentially to influence the feelings (common sense) and experiences of consumers. The result of this influence will create the key factor for success in brand building, which is the “feeling” of the customer. Feelings depend a lot on the customer’s personality, the “sensitivity” of the brand, the way the brand is communicated, and the time and place of access… Experiences are influenced by many factors: education, status, age, family, friends, social environment… Different from the perception of the product, the “brand sense” (brand sense) is mostly subjective to the customer, which are the feelings of “love”, “like”, “not so much”, “hate”… Only through understanding customers can a brand gain a foothold in their minds, and from there it is enough to attract customers to make a purchase decision. The more consumers “feel” your brand, the more they want to use your product regularly, and the product brand thereby becomes their experience. This will quickly turn into communication.

Gaining and sharing experiences through word of mouth and imitation will quickly increase trust in that brand. Brand reputation will not only depend on “polishing” through communication and marketing but also spread through sharing customer experiences [80].

Therefore, to make your brand imprinted in the minds of customers, you must let them feel that you are meeting their practical and latent needs. Therefore, be a companion with consumer feelings in building your brand.

1.3.2. Factors affecting consumers' "brand perception"

Peter Weedfald, marketing director of Samsung Group, once said, “Brand perception awakens all those in the marketing profession who once believed that building strong brands and communication activities only needed to impact the visual senses without needing the senses of hearing, smell, taste and touch” [59].

The process of building a brand requires us to find ways to impact the consumer's feelings so that they can identify the brand, thereby experiencing its use. It is important that we carefully take care of all the most sensitive points in the experience that touch the customer's feelings, thereby finding ways to stimulate all the senses together to coordinate to express the core values of the brand.

We can see that the consumer's "brand recognition" is formed by the actual appearance of the product, the consumer's understanding of the product group, the product's market segment, the product's specific positioning and the mixed marketing solutions to promote the product [71]. These activities will determine the consumer's behavior in purchasing and using the product. During the process of using the product, if the product satisfies well, even exceeds the customer's expectations, it will create loyalty in the consumption of that product. That is, the consumer

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