Mibrand Vietnam Credential

1. MIBRAND VIETNAM CREDENTIAL
HỒ SƠ NĂNG LỰC CÔNG TY CỔ PHẦN MIBRAND VIETNAM
Mibrand Vietnam Joint Stock Company | 2019

2. 2 31
Why choose
Mibrand Viet Nam?
Main Content
Outstanding
Projects
Our
Resources

3. 1.
WHY CHOOSE
MIBRAND VIETNAM?
With a unique and efficient approach, we work closely with customers in
building and implementing Business strategy solutions - Overall Brand strategy,
to optimize benefits for enterprises

4. About
Our mission is to help customers
increase brand value in a sustainable
way !
Mibrand Viet Nam is a joint-stock company specializes in brand
strategy & management consultation. Mibrand was founded in 2014 by
Mr. Lai Tien Manh - an expert with over 20 years of experience of
strategic consulting for domestic and international brands.
We are the leading company providing services that increase the role
and contribution of the Brand within the enterprise and the Brand
Valuation in Vietnam market.
At Mibrand, we believe that Brand is not only the most valuable
intangible asset but also a driving force for all business activities of the
enterprise. That's why we help businesses grow more sustainably by
adopting a Brand-driven Business philosophy.
We provide our construction and brand management and services with
03 commitments:
1. Pioneering in updating, developing and providing global
standardized brand consulting services in Vietnam market
2. Simplifying every process of consulting and working with customers.
3. Share all the knowledge, experience and methods from our top
consultants to those interested in Branding
Managing Director:
Mr. Lai Tien Manh
tienmanh.lai@mibrand.vn

5. At Mibrand Vietnam, we believe that:
• Brand-driven Business is an approach that helps businesses develop competitiveness and achieve success in a sustainable way.
• The brand is not just only a Logo or a trade-mark, it should be the focus for all business activities.
• In modern era, brand strategy is the business strategy.
• Brand is formed by experiences, brand becomes strong when it can bring great and unified experiences.
Human resources
Marketing
Communication
Finance
Sale
Purchase
Legislation
R&D
Business
Strategy
Brand
Strategy
Mibrand Vietnam's approach to Brand Strategy

6. 1
Research
2
Strategy
3
Designing
4
Internal
Coaching
6
Media
Execution
7
Evaluation
5
Marcom
Developmentstrategy
Internal
Communication
External
Communication
Internal
Brand
Coaching
PLANNING IMPLEMENTATION
Brand
Positioning
Media
Model
Media
Identification
System
Brand
Guideline
Logo
System
RESEARCH STRATEGY
Brand
Context
Brand
Strategy
Media
System
Brand
Architecture
IMCPlanning
BrandEvaluation
&BrandHealthCheck
Overview of our Brand Strategy Consulting & Implementation Services

7. ABOUT
MVV GROUP
0 2 Foreign headquarters in Singapore & USA
0 8 Offices in Ha Noi & Ho Chi Minh City
250 Experts
A Member of Media Ventures Vietnam Group
MVV Group brings together more than 250 experienced, knowledgeable, enthusiastic and passionate
consultants, diversified in the fields of: Market Research, Brand Consulting, Advertising,
Communication, Product design, Film production, Digital media, Content creation and Technology...

8. Our reputation is affirmed by the success of our customers
Consume - Retail Banking – Insurance company Construction – Energy – Production
Service Multicompanies Other Industries

9. 2.
OUR
PROJECTS
The story of successful typical projects was carried out by
Mibrand Vietnam 's team of experts.

10. 2.1
BRAND STRATEGY
CONSULTING

11. Project context:
HDBank is one of the leading commercial banks in Vietnam that is positioned as "Best Savings
Bank". However, since 2011, the competitiveness in the banking industry has increased as
foreign banks have been treated equally as domestic banks. Meanwhile, competitors are
developing towards increasing the value of customers by a variety of services, products that
demand HD Bank to expand in the direction of not only the best savings bank but also become
a place that provides the best financial solutions and finds a position to emphasize the
emotional relevance of customers and make a difference to competitors.
Brand Positioning & Development
Strategy, Brand Identity Design
for HD Bank

12. Brand Strategy Solutions from Mibrand:
ü Reposịtioning Strategy: Become a dynamic bank, understand the rapid development in the
life of consumers and businesses.
ü Building Brand to enhance credibility and interest compared to competitors: Introducing
Brand Image, Social CRM application.
ü Establish a new experience journey (CEM) with customers: Improve interaction with
customers at Brand touchpoints (Combination of emotion and rationality).
ü Strengthening Brand attachment: Promoting brand building activities from internal to
strengthen connection between Brand and customers.
ü Design new Brand Identity.
Brand Positioning & Development
Strategies, Brand Identity Design
for HD Bank

13. Project result:
In 05 years of implementing a new
positioning and development strategy, HD
Bank has become a number 1 choice of
bank, meeting the diverse needs of its
customers as a close friend. They have
Impressive revenue growth with:
ü Total asset increase 3 times
ü Develop and expand 236 branches and
transaction offices and 10,285 financial
transaction points spread across the
country.
ü As of January 5, 2018, nearly 981 million
"HDB" shares of HDBank were officially
listed on HOSE and quickly reached the
top 20 largest market capitalization
stocks on HOSE.
Thành lập với
tên gọi NH Phát
triển Nhà TP
HCM
•
•
•
•
Total asset
billions USD
billions USD
FORMATION STAGE IMPLEMENT NEW DEVELOPMENT STRATEGY
AFTER IPO
5 YEARS DEVELOPMENT PLAN
TOTAL ASSET (BILLION USD)
Number of branches
and transaction offices
Brand Positioning & Development Strategy,
Designing Brand Identity for HD Bank

14. Project context:
PVcomBank is a relatively new bank in the market, the result of merger between
PVFC and Western Bank. PVCombank has changed its brand identity but has no
brand strategy. Mibrand identified the biggest challenge of the project is building
a brand strategy to express PVCombank's own identity and at the same time, be
synchronized with the Business Strategy that has been built to motivate
development for the whole Bank.
Brand Strategy Solutions from Mibrand :
ü Brand Positioning
ü Coaching Internal business about Brand Knowledge
ü Building communication system
ü Developing communication process
Brand Positioning Strategy
and Overall communication
planning

15. Project Result:
Mibrand has built for PVCombank a new position "Lifetime Bank", after implementing in
internal, external communication activities are quickly prepared to launch in the overall
communication campaign in 2018 and has achieved outstanding achievements such as:
ü Total assets reached nearly 100,000 billions VND>
ü Charter capital goes up to 9,000 billions VND.
ü Develop a network of 116 transaction points in key cities and provinces nationwide.
Brand Positioning Strategy and
Overall communication planning

16. Project context:
Indovina Bank Ltd. - IVB is the first joint venture bank in Vietnam, but IVB's name is not widely
known in the domestic market and is often confused with VIB (a local bank) or Indochina or
Innova. Besides, IVB currently does not really own a complete Brand Identity system that helps
enterprises to "spread" widely.
Brand Strategy Solutions from Mibrand:
ü Brand Identity (BI): New Logo with complete identity system is necessary in order to create
more awareness for IVB.
ü Brand Communication plan to optimize efficiency and attract market interest
Brand Identity Design &
Communication Planning for IVB

17. Project Result:
IVB has changed its entire identity system in the direction proposed by
Mibrand - from color, design to make a difference to help changing customers’
awareness. IVB's development is reflected in the expansion of 13 branches and
20 transaction offices located in major cities and key economic regions such as
Hanoi, Ho Chi Minh City, Hai Phong and Da Nang. Can Tho, Binh Duong and
Dong Nai, increasing charter capital to 200 millions USD.
Brand Identity Design & Communication
Planning for IVB

18. 18
Brand Architecture
Strategy for BIDV
Project context
BIDV which is a prestigious bank has operated for a long time with a system of related
brands operating in a variety of fields. During the implementation of the fundamental
changes about brand strategy, towards a more modern and effective image, old architecture
model of BIDV is still not fully consistent with some major issues:
ü Sub-brands are not yet unified in the relationship with mother brand
ü Brand identity is inconsistent and not fully utilized
ü There are no standards in brand development lead to difficulties in developing new
brands
Brand strategy solutions
Understanding BIDV's issues and objectives, Mibrand propose solutions for the project with
two main contents:
ü Consult about building Brand Architecture
ü Propose solution orientation for specific sub- brands in groups ( Subsidiary company,
affiliate companies, Independent business)

19. 19
1. Brand Architecture consulting:
We consult Brand constructing architectural accordingly to its industry relations and
ownerships level:
ü Clearly differentiate companies/ branches from BIDV
ü Optimize the supports of BIDV as the head center of small relating branches.
ü Standarlized Brand Identity and Slogans of small branches accordingly to BIDV ( The
more relatable the branch is to BIDV, the more standardlized it gets)
ü Guarantee development for other branches which belong to BIDV
Objective of planning Brand architecture:
ü Standardlized Brand Identity
ü Be able to show BIDV sales development plan
ü Build a unity/consistent brand to maximized the power of the brand
ü Create a supportive environment for small branches from BIDV to show brands’
power
ü Successfully deliver the brands’ positioning “Ngân hàng của hôm nay ( Bank of the
day) as a powerful and efficient brand.

20. 20
2. Consulting solutions for each group of subsidiary brands
In addition to the general brand architecture model, Mibrand also consults
solutions for each group of BIDV's subsidiaries. The groups are divided into two
criteria:
ü Along the operation time, there are 2 groups: A developing group of companies and
a group of new companies.
ü According to mother brand related level, there are 3 groups: Subsidiary companies,
Affiliate companies, Independent companies outside the industry.
For each group, we propose appropriate solutions according to each specific
content, including:
ü Regulations on Brand Identity (orientation of colors, images, logos)
ü Regulations on Brand Name (changes to be made, formulas and illustrative
examples)
ü Regulations on Sponsor messages (message content, message expression)
Clear orientation and regulation helps BIDV to easily synchronize and restructure the
old brand architecture according to the new orientation which had proposed.

21. Project Context:
After 26 years of development, PV GAS is currently one of the leading
companies in Vietnam in the petroleum industry with 2 member units: PV
GAS North and PV GAS South. For many foreign enterprises and economic
sectors participating in the consumer LPG retail market, along with
fluctuations in the price and supply of LPG in the world market, PV GAS
'business activities in the domestic targeted market encountered many
difficulties.
Brand Strategy Solution from Mibrand:
The overall Business Strategy consists of 5 sub-strategies - addressing 5
corresponding core problem groups:
ü Market strategy
ü Product strategy
ü Distribution channel strategy
ü Competitive strategy
ü Marketing Communication strategy
Overall Business Strategy for
PV Gas

22. Project Result:
With the new business strategy, PV GAS has overcome internal challenges,
promoted its potential, enhanced its competitiveness and achieved the
targeted market share.
In 2017, PV GAS is also a leading brand of Vietnam Petroleum Group, which is
rated highly by many independent rating organizations among enterprises on
Vietnam's stock market. As of December 31, 2017, total assets of PV GAS
reached nearly VND 62,000 billions.
PV GAS continues to be in the top units in PVN with high after-tax / equity
ratio, reaching 23%, after-tax profit / charter capital ratio of 52%; continue to
supply stable gas to produce nearly 30% of electricity output, 70% of protein,
70% of LPG market share nationwide.
Overall Business Strategy for
PV Gas

23. Project Context:
When the 300-year-old French incorporation - Saint GoBain acquires Vietnam’s Vinh Tuong
gypsum frame brand, they face a major challenge when the entire business depends entirely on
domestic brands. Gyproc brand, although very famous in the world but only has low awareness
in Vietnam.
Brand Strategy Solution from Mibrand:
ü Building a roadmap for developing Gyproc and Saint-GoBain brands in Vietnam market based
on the strength of Vinh Tuong Brand. (03 stages)
ü Consult about Re-positioning Saint-GoBain Brand: "The most relevant brand in the Gypsum
industry in Vietnam".
ü Design and guide application of Brand Identity into Brand marketing - communication
activities.
Brand Repositioning & Development Strategy,
Brand Identity Design for Saint–GoBain

24. 1. Brand Architecture and Brand Development
Strategy for Saint-Gobain in Vietnam market
Mibrand offers to build Brand Architecture model for Saint-Gobain
through 3 stage:
Stage 1: Converting
Unified architecture model between parent brand Saint-Gobain and sub-brands Vinh Tuong &
Gyproc
Stage 2: Consolidate
Position parent brand Saint-Gobain is the brand “specialized in providing solutions” for plaster
with leading sub-brands Vinh Tuong & Gyproc
Stage 3: Maintain
Saint-Gobain become Top of mind brand in providing solutions for plaster, at the same time
remain reputation of two sub-brands Vinh Tuong and Gyproc

25. Project Result:
Vinh Tuong after changing the brand identity and carrying out Saint-Gobain's new
strategy has reached the FAST500 ranking in 2017 - 500 fastest growing enterprises in
Vietnam.
The new Brand Identity is used in office decoration, publication design (calendar, poster,
etc.), design application to demonstrates new business strategy and eliminates the
inconsistent concept of Saint Gobain image in customer mind.
Brand Repositioning & Development Strategy,
Brand Identity Design for Saint–GoBain

26. Project Concept:
Through its history of formation and development since 1975, Sapharco brand
has achieved many achievements in the field of pharmaceutical production
and distribution, becoming one of the leading enterprises in the domestic
market. After transforming into a Saigon Pharmaceutical Company Limited, in
2016, Sapharco identified the need to renew the brand identity system and
launched Sapharco Pharmacy retail stores to increase competitiveness. and
the ability to connect with end-users in the market.
Brand Strategy Solution from Mibrand:
ü Design Logo and Logo Guideline for Sapharco Brand & Sapharco
Pharmacy
ü Brand Identity Design
ü Retail store Design for Sapharco Pharmacy
Brand Logo, Identity & Retail
Store Design for Sapharco

27. Project context:
Pan Pacific Danang Resort is a 6-star hotel and Villa complex with 100% sea-view
invested by MBLand Holdings with a total investment of up to VND 3,500 billions. This is
a high-class resort project located in Da Nang - Hoi An tourist area, including 70 villas,
125 Sky Villa apartments with panorama vision for the first time in Vietnam and a
system of 6-star hotels with 125 standard rooms and many outstanding facilities such as
Spa area; Outdoor pool; indoor and outdoor entertainment and sports areas; Bar; Luxury
restaurant area.
Brand strategy solution from Mibrand:
ü Brand Positioning Strategy
ü Communication Strategy includes:
• Production of promotional movies.
• Develop website to promote the project
• Organize signing event.
• Upload content ideas and post media articles
Brand Positioning Strategy &
Communication plan for
Pan Pacific Da Nang – MB Land

28. Project context:
TNG Group with many key products and services, has been affirmed in the market, has
shaped the value chain, especially in the field of Real Estate. However, TNG Group lacks
of an overall Brand Strategy to clearly define the general association of the Brand as
well as the core values ​​brought to customers. Workshop of Mibrand about Brand
positioning has been selected by TNG to make an important step in this development
process.
Brand strategy solution from Mibrand:
ü Guidance on brand building: Training directly with TNG Group's BOD on Context
Research and developing Branding Positioning Strategy (02 Branding Workshop).
ü Transfer Brand positioning toolkit: Branding 72H.
ü Evaluate calibration and construct the TNG Group Brand Positioning Strategy
Report 2018
Transferring Brand Toolkit and
Brand Positioning Strategy for
TNG Group
Brand Positioning Strategy: Branding 72H Toolkit

29. Brand Architecture and Positioning
Strategy for Van Phu Invest
Project Context:
Van Phu Invest is a prestigious brand with more than 15 years of history, has many large
projects in the fields of investment, business, construction and real estate development.
With the goal in the following years to expand production, business and investment
activities in other potential fields, Van Phu Invest has found Mibrand Vietnam to plan a
brand architecture before positioning and communication plan for 03-05 years. Along with
that is the need to support implementation throughout and adjust the strategy
throughout the project.
Brand Strategy Solution from Mibrand:
ü Proposing to build a multi-industry brand architecture model for Van Phu Invest
ü Proposing 05 plans and adjusting a complete Positioning Strategy for Van Phu Invest
ü Designing new Brand identity for corporations and brand products (Ongoing)
ü Develop a Communication Plan & implement communication activities.

30. Project Context:
The precursor of Thanh Cong Group is Thanh Cong Mechanical Company, established in 1999.
With the vision to become the leading Industrial - Economic Group in the region, Thanh Cong
continues to expand to the market of Real Estate and Commercial Services.
This crucial expansion poses many requirements to build Thanh Cong Group Brand Strategy, to
serve the development strategy of the new development stage - especially in the context when
Thanh Cong Group is still heavily dependent on The brand of Hyundai partner through Hyundai
Thanh Cong Brand due to their complicated cooperation & development history.
Brand Strategy Solution from Mibrand:
ü Propose to build Thanh Cong Group's brand architecture (02 stages).
ü Propose 03 plans, adjusting and completing 01 Strategic brand Positioning for TC Motor brand
(the old Hyundai Thanh Cong )
ü Design new Brand Identity for TC Motor and adjusting Thanh Cong Group's Logo.
ü Develop a Communication Plan & Accompany the TC Motor communication activities..
Brand Architecture and Positioning
Strategy for Thanh Cong Group &
Hyundai Thanh Cong

31. Project context:
Mobifone is one of the three major telecommunication companies in Vietnam. In 2015, Mobifone
expanded into a multidisciplinary group with 4 main business sectors: Telecommunication -
Information Technology - Radio - Retail & distribution. A communication strategy of both Brand
and Product level is necessary for:
• Consolidate and maintain the No. 2 position in the industry:
• Promote the brand as a multi-service corporation
• Enhance communication efforts to support sales programs and promotional campaigns
Brand strategy solutions:
ü Develop a 360-degree communication strategy to increase brand awareness on a large scale.
ü Develop promotions and sales campaigns (differentiated and consistent between businesses
and markets).
ü Brand reputation management and communication crisis management.
Marcom Strategy & Planning for
Mobifone

32. Build 4 TVC based on 4 main sectors
TVC features singer Minh Hang with the present of 4 brand
sectors
Standardize multi-channel brand image
• Update the interface and UX of the brand website
• Standardize the main design for billboards
• Develop a comprehensive brand identity handbook
Develop communication platform
• Develop brand's Facebook fanpage
• Develop Facebook page and website that are suitable for
each target community
• Further develop MobiRadio program
BRAND COMMUNICATION
Marcom Planning & Executing
for Mobifone

33. Event/ Activation
• Corporate brand communication and events
• CSR activities
• MobiFone football tournament
• Sponsorship event (Swan Lake)
Social communication activities- Community
• Labour community: Sponsor transportation to come back home
for the Lunar New Year, "Green Connection" Newsletter, the
program broadcasts happiness 365 days
• Farmers community: Chapi, Ba Khia, Song Hong Newsletter ...
• Student community: mtrend music competition
• Entrepreneur community: Conference with Apple co-founder
Steve Wozniak
• Community office staff: Khu8 forum
BRAND COMMUNICATION
Marcom Planning & Executing
for Mobifone

34. Communication oriented sales
• Product and sales communications plan develop 4 major
marketing campaigns according to the sales program TVC
production for Mobifone products and services: 3G, Vimo,
MobiFone NextExecute a comprehensive customer service
program: Care360 - the largest customer service
campaign in the market
Creative design
• Important creative design for products - sales program: Vimo,
MobiFone 3G, 360 Care, ...
PRODUCT COMMUNICATION
Marcom Planning & Executing
for Mobifone

35. Project context:
Good service quality is the key for MobiFone to develop and compete in Vietnam and
international telecommunications market. Customer satisfaction about the quality of
products and services of MobiFone is the most important criterion to help MobiPhone
improve its operation at its current retail stores' system.
Brand strategy solution:
ü Orientation to build a customer experience journey (CEM): Advice to build sales
operation process including establishing rules of work, store management, staff
management, and product management.
ü Design and layout space of the stores (Store Design)
Designing Retail Store &
Customer Experience for
Mobifone

36. Results:
ABOUT THE BRAND:
• MobiFone maintains its No. 2 position in being one of the largest telecom companies
in Vietnam.
• MobiFone brand equity capital increased by 5%
• Maintain the status as a Network Operator with the best customer service
• ABOUT THE RETAIL STORES & CUSTOMER SERVICES
• Modernised images of MobiFone
• Total revenue increased by 10%, market share increased by 5%, 4 big marketing
campaigns contributed to increasing revenue by 20% compared to smaller
campaigns.
Marcom Strategy & Planning for
Mobifone

37. Results:
With the new positioning in combination with the series of communication activities for
the Pan Pacific Danang Resort project, MBLand has succeeded in bringing out high
quality, world-class resort products. This is the first project in the strategy to develop the
top 10 resort products in Asia - Pacific in the period of 2017 - 2018, which is considered a
breakthrough in the resort real estate industry, affirming its position and class of MBLand
Brand.
Brand positioning & Communication plan for
Pan Pacific Da Nang - MB Land

38. Project Context:
With the goal of keeping its current market positions' ranking, Yamaha is a brand that
continuously aims to expand and develop its consumer market while already being one of
the top dynamic and fierce motorbike market. Organizing interviews with customer
groups is essential to help Yamaha receive feedback from the market about their
products in the most honest and accurate way.
Solutions from Mibrand:
ü Organise Focus Group:
• Recruiting respondents: Mibrand owns a team of respondent management spread
across 6 big cities and provinces in Vietnam (Hanoi, Ho Chi Minh City, Da Nang, Thanh
Hoa, Nha Trang, ..)
• Prepare Logistic for the interview: Select the venue, work with suppliers
ü Central Location Test Organization (CLT):
• Prepare a questionnaire
• Selection of respondents
• Prepare logistic
• Data collection
Periodic market research for
YAMAHA in Vietnam
Market Research

39. Results:
Through regular monthly market research activities with Mibrand Vietnam,
Yamaha foresees the average income of the market with the combination of
data analyses. Thereby making judgments and identifying issues as well as
Marketing opportunity.
Besides, Market research also helps Yamaha to understand more about
competitors, including their strengths and weaknesses, mistakes as well as
the causes that lead to their success from which to find ideas to develop
new products and improve existing products.
Periodic market research for
YAMAHA in Vietnam
Market Research

40. Project Context:
With about 1.6 million children born every year, Vietnam is a good market for products for
children. Vietnamese parents spend tens of thousands of billions of dong each year to care for
their children from hygiene and dress up. With such a great development potential in
combination with the competition from online sales channels, sales sites for moms and babies
appear more and more frequently require Bibo Mart to have a strategy to maintain its market
position.
Solution from Mibrand:
ü Build a Bibo Mart Brand Positioning Strategy (Brand Positioning Strategy): "The largest chain
of systems for mothers and babies in Vietnam."
ü Build a Brand Development Strategy: Build a customer experience journey (Customer
Experience Management)
Brand Positioning and Development
Strategies for Bibo Mart
Brand Positioning & Development Strategies

41. Results:
After one year of using the strategy proposed by Mibrand Vietnam, Bibo Mart has
achieved impressive results, in which: Bibo Mart has become the leading brand in the
market of mother and baby products, officially announced to receive a strategic
investment from ACA Investments - Japan Fund Management Company, of Sumitomo
Group.
The success of Bibo Mart is affirmed through each important milestones: Top 10 most
prestigious retail brands in Vietnam 2017, Top 500 largest private retail enterprises in
Vietnam 2017; Issuing ESOP shares in 2017 and expected IPO in 2020, etc. Aiming to
increase the number of stores to 500 stores by the end of 2019 - minimum revenue of
USD 300 million and enterprise value of USD 500 million.
Brand Positioning and Development
Strategies for Bibo Mart
Brand Positioning & Development Strategies

42. Project Context:
Founded in 2010, Elite Finess is known as a high-class sports club system according to
international standards of BIM group. After 7 years of operation, Elite has a lot of
difficulties in finding the right path to develop an outstanding brand from its
competitors. Besides, they are also not satisfied with the brand image as well as the
lack of standardization in the brand identity system. Elite identifies the need for a
support consultant to increase market share and dominate TOM (Top-of-mind) in the
field of Fitness & Yoga in Vietnam.
Brand strategy solution from Mibrand:
ü Researching the Brand context (4C Research) in which qualitative research is
conducted for 4 customer groups (Focus-Group) and survey on 500 samples.
ü The Brand Positioning Strategy focuses on increasing the awareness of the
community in physical training to gain prosper health and spirit.
ü Brand Development Strategy: Operational Management & Orientation of Customer
Experience Manament (C.E.M).
ü Brand communication strategy planning 2017 - 2018: LIVING ELITE
Brand Positioning Strategy and
Communication Planning for
Elite Fitness
Brand Positioning Strategy & Communication Planning

43. Results:
With the new Positioning: "Reliable sources of knowledge and support", Elite has given itself a
clearer direction in building an overall communication plan to attract market interest.
Besides, the innovation of Logo & Brand Identity (Brand Identity) also helps the image of the
business becomes more professional and unified. It can be seen that the achievements in the
recent transition period affirmed Elite Finess' is using the right strategy:
ü Sales of the same period increased by 20%
ü The number of customers increased by 20% compared to before 2018
ü Expand Elite Fitness chain up to 11 training centers across 5 cities.
ü Successfully building Elite Active Brand for the mid-end segment with 04 centers in 03
cities.
Brand Positioning Strategy & Communication Planning
Brand Positioning Strategy and
Communication Planning for
Elite Fitness

44. 2.2
BRAND
VALUATION

45. The only strategic partner of Brand Finance in Vietnam
Mibrand is the official partner and representative in Vietnam
of Brand Finance - the leading global evaluation company
based in the UK. Brand Finance's brand evaluation results
are used and officially announced on leading media
channels such as BBC, CNN, CNBC, Bloomberg, The
Economist, The Wallstreet Journal ...
Mibrand has partnered with Brand Finance to announce the
list of Vietnam's 50 largest valuable brands in 2015, 2016 &
2017. These are the first time Vietnam has been evaluated
by Brand Finance

46. Mobifone Brand
Valuation in 2017
Project Context:
Mobifone telecom group comes to Mibrand Vietnam with the desire to
assess the brand to check its current value and compare the development
ability in many aspects through the past years.
Mibrand Vietnam and Brand Finance have been invited to propose
Mobifone 2017 brand valuation in Vietnam market.
ü Brand Finance provides unbiased opinions on the value of businesses
and brands for Mobifone in relation to the leading Vietnamese and
regional telecommunications brands.
ü Brands' Strength Analysis to determine the future growth of Vietnamese
Telecommunications Brands.

47. Project Result:
Through the assessment process, TTC brand is valued at US $ 391
million, ranked second amongst Vietnam Telecom Brands and 17th in
Southeast Asia. The project also helps Mobifone get a more
comprehensive picture of Brand value and implement actions to help
enhance this value in a sustainable manner at the suggestion of
Brand Finance.
Mobifone Brand
Valuation in 2017

48. Project Context:
The multidisciplinary group (TTC Group) reached out to Mibrand Vietnam
with the desire to conduct brand assessment research to check the
current value of the brand and assess its competitiveness in the market
with a focus on supporting IPO strategy and invade international markets
in the future.
Mibrand Vietnam and Brand Finance have been invited to propose brand
assessment (TTC Group) with a focus on Vietnams' market.
ü Brand Finance provides independent opinions on the value of
businesses and brands for TTC and 04 TTC branch brands.
ü Brand Strength Analysis to determine the power of all Brands.
TTC Brand Valuation in 2018

49. Project Results:
Through the assessment process, the TTC brand is valued at USD $ 197 million,
one of the top 30 most valuable brands in Vietnam according to Brand
Finance's announcement. More importantly, the project has helped TTC to
actively restructure its existing brand portfolio and have a right orientation for
its long-term business development strategy and brand.
TTC Brand Valuation in 2018

50. Top 10 Most Valuable Brands in Vietnam in 2015, 2016 & 2017

51. 3.
OUR RESOURCES
The tools / methods to build a brand of international standards and
meet the team of experts of Mibrand Vietnam

52. Brand
Research
Brand
Valuation
Brand
Architecture
Brand
Development
Design Brand
Identity
Internal
Coaching
Brand
Communicatio
n
Brand
Measurement
• Brand Context
Research
• Brand Company
Research
• Brand Competitor
Research
• Brand Customer
Insight Research
• Brand Positioning
Statement
• Brand Positioning
Essence
• Brand Positioning
Manifesto
• Brand Positioning
Scale
• Brand Positioning
Matrix
• Brand Core
• Branded House
• Subs-Brands
• Endoresd Brands
• House of Brand
• Brand Customer
Experience
Management
• Brand Product
Development
• Brand Culture
Platform
• Brand Internal
Development
• Brand Distribution
Strategy
• Brand Logo &
Logo Guideline
• Brand Identity –
Corporate Identity
• Brand Image
Guideline
Systems
• Brand Marcom
Design
• Brand Product
Packaging Design
• Brand Positioning
Kick-off Workshop
• Brand Operational
Processes
Development
• Standardize Brand
Service Standards
• Brand & Marcom
Coaching programs
• Sales & Distribution
Coaching programs
• Brand Big Idea
• Brand Marketing &
Communication
House
• Brand IMC Model
& Planning
• Brand Beat Score
• Brand Health
Check
• Brand Employee
Satisfaction Survey
• Brand Valuation
With over 20 years of experience in the field of consultancy and brand management, we have been able to collect a wealth of lessons. Used them to
research and develop more specialized tools. All aim to help businesses solve specific problems in each stage of development.
Our brand management and construction tools

53. Mr. Nguyen Thanh Sơn
MVV Group Chairman
Senior consultant - Business Strategy & Communications Advisor
Mr. Nguyen Thanh Son is one of the most prestigious communication experts nowadays. His main role now is to
make master plans, coordinate the activities of research departments, develop innovative strategies and services
to develop communication strategies and handle media crises for Vietnamese and international customers.
Mr. Son was an advisor on brand development and communication strategy for Vietnam's leading brands such
as Masan Group, Sovico Group, Tan Hiep Phat, Vietnam Airlines, Vinamilk, VNG, MobiFones ... as well as dozens of
other international brands in different sectors; heavy industry ( Boeing, GE, Tata, SCG, Ford) consumer goods
(Diageo, Unilever, Nestle, Johnson & Johnson), technology-telecom information (Yahoo! Western Digital, Beeline),
pharmaceutical products (GSK, Roche) to finance-banking (Standard Chartered Bank, Temasek and Visa) ... Mr.
Son is also in charge of consulting for the Vietnam Brand program and other international organizations such as
Danida and USAID.
Mr. Son used to be the managing director of T&A Ogilvy in Vietnam. Currently, Mr. Son has more than 10 different
companies in the field of communication, health, and education (in both leadership, executive and investment
roles), in which Media Venture is a group specializing in advertising and communication. information, digital
content development, technology, content development, graphic design ....
Born in Hanoi, Mr. Son graduated from the Moscow Institute of International Relations with a Master's Degree in
International Journalism in 1994. He later received a second master's degree in Public Relations at the University
of Oklahoma (USA). Mr. Nguyen Thanh Son also participated in research scholarships by US News Agency (USIS
Business Fellow), and Rockefeller Foundation (Rockefeller Fellow). He is also a famous literary critic and expert on
multicultural integration, a journalist and editor for two online magazines. In addition, he also taught Asian
media and culture at La Trobe University (Australia), Yonsei University (Korea), and Hanoi National University.

54. Mr. Lai Tien Mạnh
Mibrand Vietnam
Managing Director
Mr. Lai Tien Manh is a senior expert in solution consulting on Brand strategy - integrated business and
communication strategy - marketing for Enterprises and large corporations in Vietnam. He holds a Master's
degree in Marketing in Australia and has over 20 years of experience in working with domestic and
international clients.
The fields that Mr. Manh has consulted include retail, consumer goods, industrial goods, cosmetics, furniture,
real estate, finance, banking, insurance, technology, health care, education. His customers are big brands like
Tran Anh, BIDV, Sovico, MB, VPBank, BiboMart, HDBank, Elite Fitness, SCG, Hoan My, Yola, MobiFone,
Petrovietnam Gas ...
Mr. Manh plays the role of building and implementing marketing activities for Coca-Cola and Shell Royal
Dutch in the first years in Vietnam market. Since 2005, he has worked at T&A Ogilvy as Head of Strategic
Consulting with the establishment and operation of the Business Intelligence Unit.
In 2014, he established Mibrand Vietnam Company with the ambition to become a pioneer company to
integrate all these factors: strategy - Brand - Marketing - Marketing, helping Vietnamese Enterprises and
Groups develop into a billion-dollar company, and be able to compete in the international market
Currently, Mibrand is the official representative of Brand Finance in Vietnam - the brand of the world's leading
brand, based in the UK.
Senior consultant - Business Strategy & Communications Advisor

55. Mr. Samir Dixit
Managing Director
Brand Finance Asia - Pacific
Senior consultant - Strategy Advisor & Brand Valuation
With 20 years working at international businesses and corporations, Mr. Samir Dixit is an
experienced expert in global brand management, brand M&A, brand communication,
advertising ...
Before taking over as Asia-Pacific Regional Manager of Brand Finance - one of the world's
leading strategic branding and consulting firms, Samir Dixit is the brand manager for
Standard Chartered goods. In this position, he manages financial brands from many angles,
from strategic planning, research / KPIs to internal communications, managing brand
architecture.
In addition, he has experience working, consulting B2B and B2C strategies for many
businesses in many different industries and fields such as FMCG, retail, industrial production,
automobiles, electricity, beverages. , pharmacy, aviation.
Mr. Samir Dixit is also a famous speaker at many international brand conferences in
Singapore, Malaysia, Indonesia and Hong Kong.

56. Ms. Hoang Chi Phuong
MVV Group
Communication Director
Consultant - Media Strategy Advisor
Ms. Phuong graduated from the University of Texas, Austin with a Bachelor's Degree in
Advertising.
With more than 10 years working in the media & public relations industry in Vietnam, Phuong
joined T&A Vietnam in 2006 as Group Account Manager, after which she was appointed as
Business Development Deputy Director for T&A Ogilvy. In 2009, she was promoted to takeover
he overall management of T&A Ogilvy, both in business development and customer service.
She quickly became a powerful resource in developing outstanding programs as well as
managing customer service activities for T&A Ogilvy.
She has worked on projects including local and regional customers, including AON, Dell, Ford,
Kimberly Clark, Tiger Beer, Unilever, UPS ...
Currently, Ms. Hoang Chi Phuong is the executive director of MVV SnP media consulting
company under MVV Group. She directly runs projects for MobiFone, MbLand, Inax, Prime, GE
Vietnam, AIA, Tupper ware, Iflix, Bao Viet, Vietlott ...

57. Ms. Bui Thanh
MVV Group
Planning Diretor
Consultant - Media Strategy Advisor
With a Master's degree in Economics, majoring in Communication & Marketing from Bolton University -
England, Thanh pursues a passion for building and developing a Marketing major by analyzing market
needs, goals and background information of customers, conduct research so that brand and communication
strategies are always appropriate and effective for each customer and specific context.
Thanh has more than 7 years of experience in Marketing, Advertising Media, PR and Trade marketing.
Joining T&A in 2013, previously held important roles in Marketing Strategy Consulting of Dutch Fresh Studio,
Head of Investor Relations at Sacomreal, Head of Trade Marketing at 3A (Abbott - USA)
At MVV Group, Thanh is in charge of major customers such as Vietravel, Tp-link (Neffos), Vietnam motor show
(2015-2016), Building communication program for Sao Nam Group's products (Nuwhite, Queenie). Consult to
build brand communication program for Yola, Deca and other big and small brands. Experience working
with large organizations has provided Thanh with strategic thinking about marketing, communications, and
practical experiences in managing large-scale marketing and communication programs and projects.
Thanh is currently teaching at Vietnam Marcom.

58. Mr. Phung Thai Duong
Mibrand Vietnam
Deputy Director
Consultant - Brand Strategy Advisor
Duong studied at the Foreign Trade University in Hanoi and graduated with a Bachelor's degree in
Communication and Marketing from the University of Bedfordshire, Luton, UK. Duong has more than 05
years of experience working in the field of marketing – communication. He firstly started with the
establishment of an agency specializing in Brand image strategy consulting and Brand identity design for
SMEs in 2014.
In the process of leading Brand Strategy Consulting team at Mibrand Vietnam, Duong has gained valuable
experience from participating directly in implementing strategic consulting for many local and international
clients such as: Elite Fitness, Viettel, MB Land, BIDV, CEO, Yola English, Saint Gobain, Bibo Mart, TTC, PTI, PV
Gas, Sapharco, GPA, Hoan My , Moc Chau Milk, PV Combank, VP Bank, Mobifone …
In 2018, As the Deputy Director in charge of Brand consulting at Mibrand Vietnam, Duong and his team
pioneered in developing brand strategy management toolkits, which allow businesses to apply various
methods of market research, strategic planning and creative marketing content in their activities.
Duong also works as the Brand Strategy trainer for educational projects of Mibrand Vietnam and MVV
Coaching’s (MVV Group) for sharing knowledge on Brand management with trainees who are business
owners/ leaders and brand directors.
From the perspective of a strategist, Duong's philosophy is to help clients achieve their goals by generating
valuable meaning about branding in every aspect of the business.

59. Ms. Phan Phuong Linh
MVV Group
PR/ Media Director
PR / Press Consultant - Public Relations Advisor
With over 10 years of experience working in the journalism industry in Vietnam, Linh has
collaborated with many international customers and domestic customers in many fields,
especially in the field of PR / press relations.
Linh graduated from Assumption University, Thailand.
Prior to joining MVV Group, Linh had 8 years of experience working with Corporate clients at
T&A Ogilvy, in charge of strategic development and implementation of communications,
building relationships with the national press, handling communication crisis for many large
customers in many fields (from heavy industries such as GE, Tata Steel, Olympus Pacific
Minerals, Siam Cement Group (SCG), Monsanto, Japan Tobacco International, aviation
technology industry (Boeing , Vietnam Airlines, VietJet Air) to service industry (Gamuda
Land, Fraser Suites Hanoi, Accor) and many other international corporations ..

60. Ms. Nguyễn Thu Hà
MVV Group
Planning Manager
With a Master's Degree in Marketing, Professional Branding and Communication from
Brighton University, the UK, Ha pursues a passion for building and developing strong
brands by analyzing needs, goals, and interests of customers, conduct research so that
brand and communication strategies are always appropriate and effective for each
customer and specific context.
With a friendly, open and supportive style to her customers, Ha always contributes a new
look to each project. Ha has participated in many brand building and development
projects and implemented communication strategies for corporate clients including
PVcomBank, BIDV, MobiFone ...
Ha also has experiences in brand development, marketing, and communication activities
for a number of lifestyle brands and coordinating projects for a creative design company.
Consultant - Brand Strategy & Communications Advisor

61. Ms. Nguyễn Anh Trang
MVV Group
Creative Manager
Communication - Creativity Consultant
Before joining MVV Group, Trang worked at T&A Ogilvy for 5 years with clients from various
industries such as Banking & Finance (Standard Chartered Bank, Temasek Holdings, Visa
...), consumer goods industry. fast (Colgate, Castrol ...), education (RMIT),
telecommunications (Huawei), hotels (JW Marriott Hanoi) ...
Trang has experience in managing various creative projects including TVCs production,
viral videos, creative visual design (key visual), digital advertising, event photos; as well as
corporate communication activities, crisis management projects. Trang is confident in
implementing 360-degree projects, capable of working under pressure at a rapid rate.
Trang graduated from Indiana State University, USA

62. Ms. Tran Hoai Thu
MVV Group
Media Manager
Consultant - Media Strategy Advisor
Before joining MVV Group, Thu has experience in Marekting and business development for
many leading brands such as Henessy, WHO, Vietnam Airlines, MobiFone.
In 3 years, she held the position as the Marketing Director of Tan A Dai Thanh group. Thu is in
charge of managing all marketing , branding, and communication activities. Thu's experiences
and achievements with customers have shown a professional working attitude and relentless
efforts to provide the best solution for customers.
Thu is a friendly and is an active member of MVV SnP team with strong adaptability to many
working environments.Thu graduated from Hanoi National University and is currently in Hanoi.

63. (024).7300.5288
(+84).90.259.8228 - Mr. Mạnh
(+84).927.352.690 - Mr. Dương
tienmanh.lai@mibrand.vn
thaiduong.phung@mibrand.vn
Mibrand Vietnam Joint Stock Company
7th Floor, Prima Building,- 22 Mai Anh Tuan street, Hanoi
CONTACT US