ASSIGNMENT 1.2 – [Brand Promise][Mai Bằng – Ngân Trần]

We make it easier to use electronics, so that

you will feel smarter and at the leading edge

of technology, no matter who you are

Technology made simple and consumer

friendly across a broad array of

electronics products. Products have simple stylish designs, user friendly, functionality,

convenience and speed

Technology doesn't have to be intimidating

or frustratingAt apple, we believe you should be engaged right away, be able

to do more and get more, no matter which apple product

you are using

Ten years of surprising technology

advancements that changed the world: Ipod,

iTunes, Macs, Air Books, Iphone & Ipad. Every product

was stylish, simple, easy to use & leap frogged competitors

Consumer firstApple starts with consumer

experience & works back to the technology, helping create

experiences that surpass the promise. Apple thinks of

everything before consumers need

BRAND PROMISE BRAND STRATEGY BRAND STORY BRAND FRESHNESS BRAND EXPERIENCE

POSITIONING BRAND PLAN COMMUNICATION INNOVATION CULTURE & OPERATION

Apple takes complexity of technology and makes it so SIMPLE that everyone can be part of the future

THE BRAND Why do you exist ?

What’s your purpose or cause ?

CONSUMERHow we deliver against purpose or

cause ? ( Consumer enemy)

At Apple, we believe in challenging the status quo, we believe in thinking differently. OK is always rejected,

pushing for greatness obsessively on every detail. We wants to make a " dent in the universe"

To challenge the Status Quo, at Apple, we fight the enemy ( complexity) and make sure our products are all beautifully designed, simple to use and user

friendly

We make them (or recipients) feel “sexy, feminine confidence”

in an accessible, affordable, and cheerfun way

VS want to give women “privileged access to her

own sensual body, to touch and feel her own softness

and smoothness, to luxuriate in her own

sensuality”Because we believe every woman should feel sexy in her own way

Victoria Secret associates women

hidden dreams. Angle is one of things

stand for there dreams and by purchasing VS products they will look as beautiful and angelic as the models

wearing it

All of VS products always sexy,playful

and fashionable helped women of all

shapes and sizes feel that sensuality need not be

limited (tomodels and celebrities)

Value-based company. Their mission is to make our customers feel sexy, sophisticated and forever

young.We work for the greater good. Doing what is right. Being inclusive and pursuing excellence

BRAND PROMISE BRAND STRATEGY BRAND STORY BRAND FRESHNESS BRAND EXPERIENCE

POSITIONING BRAND PLAN COMMUNICATION INNOVATION CULTURE & OPERATION

BRAND IDEAWomen is sensual being every day, no matter what she is doing We empowers her to feel sexy, bold and powerful , so that she

can indulge herself

THE BRAND Why do you exist ?

What’s your purpose or cause ?

CONSUMERHow we deliver against purpose or

cause ? ( Consumer enemy)

At Victoria Secret, we believe every women still be as pure as they were hundred years ago. And all the products of us can empowers women to

confidence in the pure sexiness of your self

Women deserve to feel sensual and feminine confidence every day. The improved self esteem of wearing special

just-for-her Victoria’s Secret will stay with her throughout the day, giving her her own secret. And reminding her that

underneath it all she is a beautiful, sensual woman.

My brand promise is to connect people with me together to improve yourself, achieve their highest

dreams and be the best potential of themselves. Especially in marketing career

What am I Stand For ?

I am an expert at connecting people to maximize their own potential and intelligence

I am stand for the inspiration by unique expression of myself To me nothing is impossible unless you stop

walking on the road of self-improvement to reach your dream and desired goal

I am an expert at leading team throughchallenges to reach the ambition we have.

Ngan Tran Mai BangWho Am I ?

What is my Expertise ?

What is my brand

promise ?

My brand promise is to lead people through their own challenges to improve themselves, maximize their full potentials, and together, we achieve our big ambition

making a positive impact to the environment we live in.

I am stand for the human potentials regardless their origin, background or any starting points. To me,

ambition, determination and continuous self-improvement can break any self limit and achieve any

setting goal.