Brand indentity prolem based on customer percive a casestudy of mrbachkhoa

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business MASTER OF BUSINESS ADMINISTRATION BRAND IDENTITY PROBLEM BASED ON CUSTOMER PERCEIVE: A CASE STUDY OF MRBACHKHOA Researcher: TRAN CAO TRI ID: 22130085 Supervisor: TRAN HA MINH QUAN Ho Chi Minh City – Year 2016 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa ACKNOWLEDGEMENT Firstly, I would like to express our gratitude to my supervisor– Mr Tran Ha Minh Quan, who has been constantly giving me helpful advices and orientation during our thesis process Secondly, I would like to thank MrBachKhoa’s BOD and managers for their sincere participations in the interviews; and thank for my respondents who spent their time for my surveys Finally, I am thankful to our families and friends for their sincere supports during this period I also would like to thank my classmates for all the constructive criticism and recommendations that helped me to develop and improve the research Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa TABLE OF CONTENT Acknowledgement……………………….……………………….………… ……….…… 01 Chapter 1: Abstract……… …………………….……………………………… ….….….03 Chapter 2: Problem identification ………….…………….……………………… …….04 2.1 Company background.………….…………………….…… ………………………… 04 2.2 Situational analysis.………….…………………………… … ……………………….05 2.3 MrBachKhoa’s brand perspective…… ……………….………….…………………….09 2.4 Consumer’s perspective of MrBachKhoa …… ………………… ….……………… 19 Chapter 3: Cause findings and validication ………….…………………… …… …….29 3.1 Comparison.…….…….………………… …………………… …………………… 29 3.2 Cause-effect map….……………….………………………………………………… …33 3.3 Cause validation.………………….………………………………………………….… 33 Chapter 4: Solution……………………………………………….… …………………….36 4.1 Alternative 1…………………………………… ……….…… ………….……….… 36 4.2 Alternative 2…………………………………… ………….……………….………… 39 4.3 Master timeline and estimated budget….…………………………….……… ….…… 41 Chapter 5: Conclusion and limitation …………… …………………….…….…………42 References…………………….……………………….…….………….…… …………….44 Appendix………………….……………………….………… …….……………… …….45 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa CHAPTER 1: ABSTRACT Problem: This thesis is about investigate what is real problem in MrBachKhoa when there was lot of symptom in revenue, competition capacities and brand One of potential problem is brand identity of MrBachKhoa based on company’s perspective and brand image based on consumers’ perspective seem not correspond effectively Communication between the company and the customer is a useful way to understand the core of the brand identity and its role in the market place Therefore, we wish to answer the following problem: Does the brand identity of MrBachKhoa agree with consumers’ image of MrBachKhoa? Is it a problem of MrBachKhoa and how to solve or improve in better way? Purpose: The purpose of the thesis is to describe and understand the brand identity of MrBachKhoa and how well it corresponds with the brand image of the customers Methodology: In this thesis both an exploratory as well as a conclusive research is applied To attain general information about MrBachKhoa which is the digital retail store concept and reading literature to gain knowledge about the subject, an exploratory research approach is used To evaluate the finding we have used a conclusive approach Further, we have used the qualitative method in this thesis Conclusions After having studied the brand identity and the brand image of MrBachKhoa, we have experienced difficulties for MrBachKhoa to communicate the brand identity that they want to be This conclusion is based on the fact that the image of MrBachKhoa does not completely correspond with the brand identity However, MrBachKhoa has achieved in some We finally present our recommendations to MrBachKhoa and future studies of the subject Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa CHAPTER 2: PROBLEM IDENTIFICATION 2.1 Company Background The Bach Khoa Computer JSC is currently distributing digital mobile devices in 38 cities and provinces of Vietnam, through a network of more than 85 stores and nearly a thousand employees The first store was launched in May 1997 in HCMC, which was the first player in Vietnam computer market The key products of BKC are mobile phones, PC, tablets, laptops, and accessories BKC is not only business in B2C, but also in B2B with many big firms such as Lazada, Tiki, Vinpro, FPT, etc Bach Khoa Computer has three participations: the south, the middle and the north The Bach Khoa Computer in the South is the biggest participation, which has 23 stores in 15 cities and provinces Organizational Structure BOD CEO CFO CMO CCO Finance Dep Marketing Dep Store Managers HR Figure 1: Organizational Structure Chart Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa 2.2 Situational analysis In a digital world where markets become more and more competitive, where access and offer of different products increase and where products become more and more similar, the importance of brands gain essential meaning Aaker (2009) explained that brands have become a major player in modern society and shape our lives, which represent immaterial assets that often have greater financial value than material assets Keller (2003) suggested that brand is a name that influences buyers, by creating mental associations and relationships built up over time among customers and distributors A product can be copied by a competitor but a brand is unique “A product can be quickly outdated, a successful brand is timeless” Competition among different digital retail stores is increasing in HCMC This industry has developed and the increasingly competitive retail environment is one cause behind the store’s offer of more equivalent products Simultaneously as the range of similar products increase the brands have not been strengthen or are not acknowledged With this system in nearly 15 years, BKC has been developed and got a good position in the digital retail market However, in nearly years, something was wrong The sale revenue has decreased during year from 2012 to 2016 Figure 2: Sales Revenue Year 2012 2013 2014 2015 2016 (half year) Revenue (Billion 421.302 381.227 363.615 306.24 148.971 VND) Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa Sales Revenue (Billion VND) 450 400 350 300 250 200 150 100 50 2012 2013 2014 2015 2016 (half year) The managers reveal many problems which have influences on the sale revenue They claimed that in fact the competition abilities of BKC has been decreasing which lower than competitors in HCMC During the latest years, new stores brand has appeared such as Guphukien.com, DidongViet and old brand have been built more stores such as Thegioididong, FPTShop, VienthongA in HCMC With well investment in diversify range of product and service, they give to customers a lot of good choice Since 2014, BKC has had a lot of change in business concept and extend product line to increase BKC’s competition capacity The BOD also decided to renew the brand name from Bach Khoa Computer to MrBachKhoa in 4th quarter of 2014 In their voice, brand is one of the most challenging problems of the company when not too much customer think about BKC when trying to buy a new digital devices They have a bias with the name “Bach Khoa Computer” so they choose another rivals instead, such as Thegioididong.com, FPT shop, Viettel Store, or other smaller such as DiDongViet, GuPhuKien, etc Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa In order to satisfy this wide base of different customers’ needs, MrBachKhoa offers products in the premium price segment as well as the lower price segment, regular as well as unique for consumers should be able to find some accessories products that they can’t find anywhere else It prioritizes to be diversify, lively and eventful by focusing on experiential retailer In BOB perspective, they want the customers to associate MrBachKhoa as the best accessories store in town In order to investigate this claim, researcher has a short interview with buyers and nonbuyers of BKC The respondent didn’t claim MrBachKhoa as the best accessories provider like it want to be Most of them can’t clarify what is MrBachKhoa or product which it sells Computer, IT school or software are the first perception of them In their mind, the most important thing when they seeking for hi-tech product is useful information: search it online, references from their friends or relatives However, BKC usually lacks of both of these elements When they have been searching on internet, they rarely to see an article or data about MrBachKhoa, instead they are easy to touch with TheGioiDiDong, FPT… Interviewees who surfed in MrBachKhoa website, said that website is quite hard to use without good structure Additional, it is also lack of word-of-mouth from their friend or relatives, who they seem as their hi-tech guru Some of their “guru” said that their experiment in MrBachKhoa was not satisfaction enough They claimed MrBachKhoa give them lower value than the other did such as TheGioiDiDong, VienThongA, H-Nam Mobile… so they can’t recommend Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa MrBachKhoa for another These elements show that MrBachKhoa has not completely succeeded with their market communication In the buyer side, they mention a lot of about another problem: the visual of MrBachKhoa In their opinion, the decoration with boring main color is not outstanding and attractive in comparison with other stores “It’s boring and didn’t make a noise or impression on the street” The image and logo at store make them confuse because of inconsistence: they feel that different space of store has different name and color People can’t identify what MrBachKhoa brand stand for Somehow, the perspective of customer could not meet the company perspective like the BOD expect As mentioned above, the BOD decided to renew the brand name from Bach Khoa Computer to MrBachKhoa in 4th quarter of 2014 But after nearly years, how well a company has communicated the brand identity which reflected in the mind of the customers? As above interview, our customer can’t identify a well image for our brand In fact, nowaday in digital retail market, when the product is just any other commodity and the price becomes relevant, if customers not recognize the brand and can’t identify themselves with one, which means that customer loyalty is low When necessary they will not hesitate to look for other alternatives We claim this as a potential concern in the company, which could be one of causes make low brand awareness and low brand image, which decrease MrBachKhoa’s competition Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa abilities in market Hence we try to investigate more in brand identity which the company want to communicate with customer Not Satisfy Lack of WOM Product/ Service Ineffective Market Comm Low brand awareness Lack of online info Low brand equity Unclear Brand Identity Unclear brand image Decrease Sales Revenue Competitive Market Change business concept In order to understand what MrBachKhoa expect to communicate their brand with the consumer, we dig deeply when interview company’s managers & customer We have chosen to use opened questions were used in order to attain a deeper understanding of the respondents’ actual perception and what they are based upon The interview company’s managers result will structure in the following sections, which focus on present the brand identity It’s also have quick look to the business concept, brand associations, market communication and customer needs of MrBachKhoa 2.3 MrBachKhoa’s perspective Since the completion of MrBachKhoa as a digital mobile store, the brand has developed and a renew brand building process has recently started MrBachKhoa views its brand as a Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa is quite similar and competitive, customer will be back where they fell more fun and happy Therefore, in order to increasing competition abilities, MrBachKhoa has to redefine their brand identity 3.3.2 The second tentative problem: Ineffective market communication When asked the question how much word-of-mouth and advertising influences the respondents, most of answered that it has a big influence Nowaday, before purchasing anything, people searching for product information They are always seeking for recommend from their friend or other users (Vietnam Digital Landscape Report, 2015) In recently, MrBachKhoa’s most essential media choices are PR, outdoors advertising, internet advertising, event According to Mr Linh Nguyen, Marketing Director, MrBachKhoa’s marketing department has been ran many online campaigns, which are advertising and developing MrBachKhoa brand which is the good place to buy digital things MrBachKhoa is also available on their homepage, www.MrBachKhoa.com However, the result shows that most of respondents noticed advertisement only in banner front of store or leaflet flyer, which give to customers with different discounts or offers They thought the advertisement is informative, but boring which not colorful or attractive feature to create their desire to purchase Not too much others see advertising of MrBachKhoa on others formal channel This shows that MrBachKhoa has not completely succeeded with their market communication Thereby, responders can’t really put a finger on what MrBachKhoa try to convey after they hearing or visiting the store 35 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa CHAPTER 4: SOLUTION Based on above alternative problems, I believe that I have sufficient recommendations to give MrBachKhoa on issues to keep in mind for future actions in their brand building process Aware of that there are no right or wrong in this subject, the recommendations should be considered as guidelines rather than rules 4.1 Alternative 1: Rebuild brand identity Brand identity specifies the frames of a brand’s uniqueness and value It describes what a brand stands for and is difficult to copy By generating a value position, brand identity establishes the relationship between the customer and the company Solomon et al (as cited in Grönroos, 2011) defines that when the customers’ perceptions of the business, the products and the services are known that truly know whether or not the business is going in the right direction In case study of MrBachKhoa, the interactions between the customers and the business affect the customers’ view and image of the business ineffectively MrBachKhoa should review and fix what they miss Base on above validation, the company should make their brand identity clearly and consistently, especially in building personality, physique, visual and atmosphere of store chains The key success factor in redefine brand identity is to incorporate the internal and external stakeholders to the process Internal stakeholders are initially important to capture the idea of brand identity In the past, when realizing the fact of market, the BOD decided to transfer 36 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa the business concept and rebrand the firm However, after nearly two years rebranding, the company still stuck in the battle with competitors Execution process by internal planning was not in expectative effect, especially in building personality and physique of brand identity In order to develop a more profound understanding of the function of brand identity and improve process effectively, MrBachKhoa should hire external experts in branding major for consulting and executing, such as branding agency On the flip side, hiring professional service experts with a ton of experience who know their craft and can provide expertise which MrBachKhoa either lack or don't have time to learn and improve A branding agency is a firm that specializes in creating and launching brands, as well as rebranding The role of a branding agency is not only to create, plan and manage branding strategies including a name, visual, identity system and messaging platform, but also involve support in terms of advertising and other forms of promotion This expert agency will develop what is referred for MrBachKhoa to as a brand message, which will then be applied to marketing campaigns to spread that message Just like any professional service, a branding agency costs money and have to be our partner in long-term In order to avoid confusion and obtain effectiveness in change effort, there are some considerations if that's the route MrBachKhoa should to base on transformation model which was builded by Kotter (1996) 37 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa Firstly, for managing this process, MrBachKhoa should create a guiding coalition to collaborate with the branding agency and lead the internal transformation process in building brand identity In recommendation of Kotter (1996), this guiding coalition should has a necessary sponsorship, power and authority - in term of titles, information, expertise, reputations, relationship, such as the founder, CEO and marketing director as mentors Secondly, matching the size of company to the size of the agency MrBachKhoa is midsized business, so the company should seek out a mid-sized agency also With a mid-sized agency, we can more likely to have direct access to the agency leader if needed, as well as the agency's top talent We also match the agency's area of expertise to MrBachKhoa industry It’s better in choosing an agency focus on specific segments and hire personnel with deep experience in retailer, especially hi-tech and ecommerce which more suitable for MrBachKhoa Third, briefing for many different agencies and choosing the best approach proposal from one Nowaday, once MrBachKhoa are ready to rebuild brand identity to market because of unsuccessful process before, they have to be ready to claim approach in a lot of marketing channel and platform, such as inbound marketing, a new website, content, paid media, and any other element of outward-facing marketing So in order to agencies understand deeply, a brief from MrBachKhoa will help to define the purpose of each particular piece of marketing communication underneath MrBachKhoa brand umbrella and where exactly MrBachKhoa are in the process, so they can properly focus their efforts on the areas of need 38 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa After briefing, the guiding coalition of MrBachKhoa will discussed and choose the best approach proposal, which also choose the branding agency who will be the partner in rebuilding brand identity in long-term Last but not least, research before and after the change is vital, and continuity and consistency should always be in mind when exercising rebuild the brand identity 4.2 Alternative 2: Improve market communication The objective of market communication is to build a strong, unique associations to a company’s brand The communication makes the brand noticeable on the market Advertisement is a tool which create and keep a positive image of brand (Vietnam Digital Landscape Report 2015, n.d.) Therefore, in order to achieve positive goal, advertisement must attract attention In above validation, MrBachKhoa has not completely succeeded with their market communication when customer can’t really put a finger on what MrBachKhoa try to convey, especially when they searching information online Although word-of-mouth is informal (comments, gossip and mediated suggestion), customers tend to believe this kind of information is more reliable than formal information which they received from the company According to Wheller (2013), nowaday in “internet of things” age, people tend to seeking information on the internet before buying anything and hi-tech products is also MrBachKhoa should invest more in marketing online in cross channels Firstly, MrBachKhoa need to significantly focus on internet searching engine which are Google Searching and Cốc Cốc – two most popular searching platforms in 39 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa Vietnam (Google Consumer Barometer Country Report - Vietnam 2015, n.d.), to appear as the good choice when customer search online In addition, MrBachKhoa might include customer promotion packages, advertising, sponsoring, events, mini game… to their online marketing strategy, to make brand is more eventful and attractive These activities could earn customer impression and interact such as engagement, word of mouth, sharing, hence create buzz on social media and build brand awareness As recommend from experiment of respondents and also base on comparison with competitors, MrBachKhoa should improve their website to be a better landing page to host all information: product, service, promotion, guarantee policies, events, etc For an ecommerce site where offering online shopping for customer, user experiment and user interface (UX/UI) is significantly important (Vietnam B2C E-Commerce Digital Activities Report 2014, n.d) Hence the company should hire outsource agency to consult and restructure which focus on these two elements In order to build a strongly enough communication campaign, it’s not only the budget, but also human resource which marketing department is the core team In fact, because of transformation from B2B to B2C in few year ago, the marketing department still lack of employee which suitable skills, especially digital marketing skills MrBachKhoa should recruit more expert for marketing to improve internal capacities and also collaborate with external agencies to create successful marketing campaigns in long-term 40 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa Human resource is also important with other team in market communication Kaikati (as cited in Makasi, 2014) claimed that the company should develop both communications and training programs such as the new company policies and procedures, to spread the brand message internally throughout all levels of the company 4.3 Master timeline and Estimated budget Based on above solution and references in current market, the master timeline is suggested as a recommendations should be considered as guidelines rather than rules In first phase, MrBachKhoa has to choose the suitable branding marketing agency to be a long-term partner In references, it usually takes two months from creating business brief, debriefing to final choosing The cost is also easy to estimate which in range from $5,000 to $8,000 The second phase is rebuilding brand identity and also create marketing communication The suitable duration in this phase should be one year which could verify the performance of the process in first time However, the budget in this phase is hard to estimate because of depending on each single business objective For example, improving market communication depend on how many channels which MrBachKhoa want to communicate, budget allocating in each channel, demand season in year, etc 41 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa CHAPTER CONCLUSION & LIMITATION Among above findings, we argue that BKC meets to a threat, which their brand identity is not well suitable in currently brand image of customer This is real problem of MrBachKhoa, which impacted to ineffective market communication, brand awareness and brand image As mentioned, MrBachKhoa want to reposition as a biggest brand in hi-tech accessories, which still not crowded segment In order to solve threats of company, base on business concept, MrBachKhoa should be changed to create better effective brand identity, which not only by internal stakeholders, but also the external MrBachKhoa should hire a branding agency to consultant and execute, instead the current ineffective branding activities They are not only to create, plan and manage branding strategies including a name, identity system and messaging platform, but also involve support in terms of advertising and other forms of promotion This expert agency will develop what is referred for MrBachKhoa to as a brand message, which will then be applied to marketing campaigns to spread that message In addition, MrBachKhoa should improve their market communication They should focus more on online channel to stick the image and message into consumer awareness, especially in searching channel, then pull them to standard offline stores or online shopping They also improve their website which is more friendly and comfortable UX/UI as a good e-commerce platform for online shopping 42 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa Human resource is also another concern, especically in marketing team To dig the problem effectively, MrBachKhoa need to recruit suitable employees to improve internal capacities and also collaborate with external agencies Last but not least, a successful change process should go through a series of distinct stages and keep the cycle by using PDCA technique for exploring the unknown, form into the daily organizational strategy and anchor the change in building brand identity, in order to create MrBachKhoa become a big name in the hi-tech market Although these findings offer important insights, this study still has several limitations, which must be acknowledged; possibly will be addressed and overcome in future researches if any The sample size for this study is not large enough Hence, taking a larger context, as a base and conducting the research to a larger population will significant increase the generalizability of the findings obtained from this study However, the result of study is also assumption and should be tested in the reality Building an effective brand identity is a non-stop process, BKC has to continually improve the role BKC has to expect challenges, testing, diagnosing and approach the unknown issues, again and again, to the right thing in building effective brand strategy 43 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa Referencing Aaker, D A (2009) Managing brand equity New York: Simon and Schuster Kapferer, J N (2012) The new strategic brand management: Advanced insights and strategic thinking London: Kogan Page Publishers Grönroos, C (2011) A service perspective on business relationships: The value creation, interaction and marketing interface Industrial Marketing Management, 40(2), 240247 Makasi, A., Govender, K., & Madzorera, N (2014) Re-branding and its effects on consumer perceptions: A case study of a Zimbabwean bank Mediterranean Journal of Social Sciences, 5(20), 2582-2588 Kotter, J P (1996) Leading change Boston, Massachusetts: Harvard Business Press Keller, K.L (2003) Strategic brand management: Building, measuring and managing brand equity NJ: Upper Saddle River Wheller, J (2013) Consumer trends in internet usage in Vietnam (2013) Retrieved 10th September, 2016, from https://drive.google.com/file/d/0BzHsZu21mWApVjIxelluQlRZbjg/view Google Consumer Barometer Country Report – Vietnam 2015 (n.d) Retrieved 10th September, 2016, from https://drive.google.com/file/d/0BzHsZu21mWApMW1GdjVLYW5fMmc/view Vietnam Digital Landscape Report 2015 (n.d) Retrieved 10th September, 2016, from https://drive.google.com/file/d/0BzHsZu21mWApclBWbnJRb0ZxUDA/view Vietnam B2C E-Commerce Digital Activities Report 2014 (n.d) Retrieved 10th September, 2016, from https://drive.google.com/file/d/0BzHsZu21mWApUThOb1BvN2kwaWc/view 44 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa APPENDIX Appendix 1: Methology Research approach In this thesis both an exploratory as well as a conclusive research is applied To attain general information about MrBachKhoa, the digital mobile store concept and reading literature to gain knowledge about the subject, an exploratory research approach is used To evaluate the finding we have used a conclusive approach We have chosen a descriptive research approach, since in the beginning of the research process we collected as much information as possible and had a starting point in the defined problems Since the problem was already defined in the thesis we have used the descriptive research approach to investigate and describe the company’s brand identity and how the customers perceive the image of the company Collection of data The search for reliable and sufficient data is of great importance for a research project The primary data comes from personal interviews with the founder of MrBachKhoa, Mr Tran Viet Quan, and the responsible for marketing, Mr Nguyen Huu Tri and Mr Nguyen Vu Linh These personal interviews are a good approach since the communication takes place under relaxed circumstances We were able to ask complicated questions and to build up a relationship with the respondent Further a questionnaire was made and answered on place by the visitors at and around MrBachKhoa Questionnaires can easily reach a large number of respondents, but it takes a long time to carry out and the number of respondents not answering is relatively high E45 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa mail questionnaires have the advantage to be quick, but there is also a risk of not receiving enough answers The secondary data consists of books, Internet and articles We have used the qualitative method in this thesis This way we get a deep understanding and insight into the purpose of our thesis through the qualitative method As we are interested in analyzing the brand identity of MrBachKhoa, we have chosen to carry out a deep interview with Mr Tran Viet Quan, founder and primary responsible at MrBachKhoa The qualitative interview was constructed based on the secondary data chosen for the thesis This was foregone since internal expert knowledge was necessary to receive required information This has helped us to understand one part of our purpose which is the MrBachKhoa’s perspective and the brand identity We have also performed a deep interview with Mr Nguyen Vu Linh & Mr Nguyen Huu Tri, marketing responsible at MrBachKhoa to attain a deeper knowledge about how articles in different newspapers affect the reputation of MrBachKhoa and how much has been written about MrBachKhoa, without the company paying for it Based on our interview and our secondary data we have formed a questionnaire to find answers to our sub research problem which is to find out how the intended image is perceived by the customers The questionnaire consists opened questions We have chosen to use opened questions were used in order to attain a deeper understanding of the respondents’ actual perception and what they are based upon 46 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa Appendix 2: Questionnaire Customer perspective questionnaire Age? a 16-25 b 26-35 c 36-45 d 46-55 e >56 Gender? a Female b Male Questions about MrBachKhoa According to you, what characterize MrBachKhoa? …………………………………………………………………………………………… No opinion If the brand MrBachKhoa were a person, who would it be and why? …………………………………………………………………………………………… What you think is MrBachKhoa main target group? a Everybody b Teenagers c Youths (below 26 years) d Younger middle-ages (below 35 years) e Elder middle-ages (above 35 years) f Pensioners (above 65 years) g Families with children No opinion Have you noticed advertisement of MrBachKhoa? (If no, move to question 9) a Yes b No c No opinion b Newspaper c Internet If yes, where? a Television d Direct advertisement e Outdoors f Brochure, shopping guide/booklet No opinion What you think MrBachKhoa wants to mediate with their advertisement? 47 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa ………………………………………………………………………………………… No opinion How you perceive MrBachKhoa’s advertisement? a Informative c Fun b Meaningless d Boring e Creates an emotion or desire to visit MrBachKhoa f Creates no emotion or desire to visit MrBachKhoa g Attracts attention h Uninteresting k Informative but boring and creates no desire or emotion to visit MrBachKhoa In what media would you best notice advertisement of MrBachKhoa? a Television b Newspaper e Direct advertisement c Internet f Outdoors g Brochure, shopping guide/booklet Other …………………………………………………………………………………… No opinion What values does MrBachKhoa offer you? ………………………………………………………………………………………… No value 10 Which attributes describes MrBachKhoa’s products best (IT school/digital store…)? …………………………………………………………………………………… 11 On a scale between – 5, how well does following statements agree with your perception of MrBachKhoa as a digital store? ……………………………………………………………………………………… 12 How much does word-of-mouth/reputation influence you? a Big influence b Small influence c No influence 48 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa 13 According to you, what is the best characteristic with MrBachKhoa? ………………………………………………………………………………………… 14 According to you, what is the worst characteristic with MrBachKhoa? ………………………………………………………………………………………… 15 If you could change anything about MrBachKhoa, what would it be? ……………………………………………………………………………………… 16 Is there anything about MrBachKhoa you would like to add? ……………………………………………………………………………………… THANK YOU FOR THIS INTERVIEW! 49 ... staffs of MrBachKhoa 17 Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa regularly receive information from the management of MrBachKhoa to be able to stay updated about... of causes make low brand awareness and low brand image, which decrease MrBachKhoa s competition Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa abilities in market... Finance Dep Marketing Dep Store Managers HR Figure 1: Organizational Structure Chart Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa 2.2 Situational analysis In a digital