The event takes place in
The COVID-19 pandemic and its associated social distancing regulations have radically affected consumer behaviour in Vietnam: more digital communication, increased online shopping, greater price sensitivity, higher priority given to essential products and more attention paid to physical and mental health.
This new reality poses a big challenge for brands, as they find themselves needing to adapt their brand strategies in order to connect with their customers. Age-old brands are being forced to innovate to retain customer loyalty. Meanwhile, up-and-coming brands with open, agile mindsets are exploiting a wide range of digital platforms to close the gap on the market leaders.
To examine the latest trends in branding and marketing, Forbes Vietnam will host its annual Brand Conference under the theme The New Journey of Brands. We will celebrate Vietnam’s most valuable brands in the Banking & Finance and F&B sectors, as ranked by Forbes Vietnam in 2021 and 2022. Experts and industry leaders will share their perspectives on branding and marketing in the post-COVID era.
Painting a New Customer Portrait
During the two-year period under the yoke of Covid-19, consumers significantly evolved their lifestyle and shopping behaviours. So what are the most recent habits and behaviours that brands need to be aware of?
The Customer Journey Touchpoints
Here, a recognised expert will profile the new technologies that are promising to unleash the power of the marketing funnel: awareness – interest – consideration – intention – purchase!
Celebrity Endorsers: The KOL’s Perspective
Big brands commonly engage with celebrity endorsers. If ambassadors can build trust and affection with their community, any product or service they endorse will consequently become more trusted and loved by customers.
Building Your Own Branding Story
Discuss on harnessing technology to acquire customers in a world in which the relationship between brand and consumer continues to evolve at a lightning pace.
Experts and industry leaders will share their perspectives on branding and marketing in the new era.
Đặng Thúy Hà
Consumer Insight Director, NielsenIQ Vietnam
Nguyễn Anh Hòa
Founder & CEO, YouNet Group
Nguyễn Thanh Giang
Co-founder & CEO, Purpose.Ant
Nguyễn Yến Nhi (Naree Nguyen)
Head of Key Account Partnerships, TikTok Viet Nam
Nguyễn Tiến Huy
Group CEO, Pencil Group
Nguyễn Duy Thông
Co-Founder & Managing Director, Dentsu Redder
Phan Bích Tâm
Country Manager Vietnam, Myanmar and Cambodia & Board Member Vietnam MMA Global – APAC
Brand Conference under the theme The New Journey of Brands will discuss and share perspectives about branding and marketing in the post-COVID-19 to create new emotions to retain customers’ loyalty.
During the two-year period under the yoke of Covid-19, consumers significantly evolved their lifestyle and shopping behaviours. Besides carefully considering how and where they spent, they started to shop online more frequently. So what are the most recent habits and behaviours that brands need to be aware of? In this opening presentation, a branding expert will paint a portrait of the post-COVID-19 consumer.
E-commerce has been changing the ways consumers shop, evaluate products, and stay loyal to brands. In 2021, the annual gross merchandise volume (GMV) of the e-commerce sector in Vietnam reached US$13 billion, expected to increase to $39 billion by 2025. Sooner or later, brands cannot ignore online shopping channels, the distribution method which requires a different mindset of technology and brand strategy.
In the presentation of The Customer Journey Touchpoints – “Governance of E-commerce Strategy with Data”, an expert will demonstrate ways to use the power of data to keep pace with rapid changes in e-commerce, not only in understanding customer needs, but also in competing in the digital space. With e-commerce, data is not only a tool but also a competitive advantage of brands.
Some of the biggest changes in Vietnamese consumer behaviour relate to the growth and personalisation of distribution channels, plus a curated online shopping experience filtered by product features. However, other key factors continue to rest with the brands, such as product identity, price and quality.
In this panel discussion, business leaders and experts will share their opinions on branding, post-COVID-19, and discuss their own experiences in harnessing technology to acquire customers in a world in which the relationship between brand and consumer continues to evolve at a lightning pace.
Nowadays big brands commonly engage with celebrity endorsers. If brand ambassadors can build trust and affection with their community, any product or service they endorse will consequently become more trusted and loved by customers, or so the logic goes.
In this presentation, a well-known KOL from the entertainment field will share their thoughts on how brands can work effectively with ambassadors, and vice versa, and how opinion leaders with loyal followers can build successful collaborations with brands.
We will celebrate Vietnam’s most valuable brands in the Banking & Finance and F&B sectors, as ranked by Forbes Vietnam in 2021 and 2022.
27. 10. 2022
8 Nguyen Binh Khiem, Da Kao Ward, District 1, HCMC
For Sponsorship and Advertising:
093 399 0808
For Event Attendees:
0909 344 841