BRAND VIEWS IN FINANCIAL VIEW
In 2000, at the opening of the WTO, no one knew what a brand was, just took the product and sold it in a green market.
Withdrawal 1: When the market is still too big and the competitors have not completely consumed the market, your job is to capture and sell as quickly as possible so that consumers remember you. No need to think about any sublime brand strategy.
In 2010, a new brand was formed and lasted and developed up to now.
People use money and power, market position to compete with what they enter later, they realize that money can’t buy everything, after a tiring competition.
– High failure rate
– Declare number 1, it is unlikely to enter No. 2 despite having a lot of money, a large army, strong generals, discounting & close to the opponent, but … does not change the mind and way of thinking of customers about 01 brand.
Painful in the market, the big brothers … decide to MnA (M&A) or avoid … quickly.
Case:
– Oppo avoided Apple, Samsung
– Mondelez America bought Kinh Do and changed it to Mondelez Kinh Do
– Ki Do made dumplings, couldn’t beat Tho Phat, and decided to buy 25% stake.
– Da Lan is famous after receiving a huge amount of money from selling to Unilever with the ambition of rebuilding a new brand, even if the money runs out, nothing new and exists.
Withdrawal 2: The rich are not stupid, when they buy they know they’re worth it to … down money, and have a successful reputation.
Withdrawal 3: 2023, in a market that is too red in all industries, the differences & advantages at the time of 2000 are not much, all needs have been formed, the old gap has been filled 80%, starting a business is getting harder and harder, earning the remaining market pain to solve the red eye is more difficult if the founders don’t stay in the area long enough, deep enough to understand what their customers are thinking and we should focus on building brands and spend (a lot of) money on Marketing.
Withdrawal 4: When we stubbornly do something that is nothing new and different, we lose money (Pain).
When the market is more difficult, the method is on the throne, in the narrow door of the market there are many names and they are vying for the minds of customers every day, if you do not have a good enough and long-term competitive strategy, you will lose money.
If someone has ever fought with investors, they will ask the same questions:
– Who is the targeted customer?
– What do you sell?
– How do you sell?
– How much does it cost per new customer?
– How long is the customer lifecycle?
– Location chart where are you?
“In short, how can someone like me not in your market quickly visualize this intangible asset?”
Withdrawal 5: Investor is the best and most realistic brand maker.
Withdrawal 6: Losing money in business is taboo in financial and property decisions.
Withdrawal 7: Going Later = Spending more money on a new customer = or having to say a new message in a jumble of old messages to find a big enough market and complete the entry stage, generate revenue and pay for investments and demonstrate to the Board of Directors a picture of the future… growth.
Withdrawal 8: Don’t know about the standard theory, but have the ability to manage money and exist in the market, gradually forming a brand.
The logo may not be beautiful, the image is not synchronized, the theory is not good, the communication is not good, it’s ok.
As long as they exist, suddenly they have a brand.
Open question 1: Finance is related to the brand, no finance, is there still a brand?
Open Question 2: What should the CEO of a business decision (Higher than finance and brand director) do to have a reliable competitive strategy?
Open question 3: In finance, the brand is an intangible asset that determines the selling price in negotiations, how to measure them?
For financial people, everything has to be … quantifiable.
Conclusion: If you can’t build something we can’t build, why should I buy you?
To borrow money from the rich, speak their language.