Branding is a crucial keyword in modern marketing and business. In the ever-expanding digital space that creates countless creative opportunities, improving and maintaining brand awareness has become even more important, as customers live, work, and entertain in a hyper-connected world.
Consumer behavior has significantly changed post-COVID-19, and the portrait of the new consumer generation – GEN Z (1995-2012) – is now better visualized. They interact online more, prefer convenience and personalized experiences. Meanwhile, technological advancements have enhanced immensely branding, personalizing shopping activities, and customer experiences.
Vietnam’s economy has been facing numerous challenges and difficulties this year, thus impacting heavily on customers’ behaviors and causing purchasing power loss. To keep businesses updated on the latest branding trends for performance and seizing growth opportunities when the economy recovers, Forbes Vietnam is pleased to host a conference under the theme “From Creativity to Legacy.” Experts and industry leaders will offer branding development insights amid customer behavior changes and new technologies creating new branding trends.
Brand building as customers differentiate
Each customer segment has different product expectations, making it a challenge for businesses to meet diverse needs.
How AI changes Marketing activities
Use customer footprint data for the most effective marketing.
Take Vietnamese brands to the world
Vietnam does not yet have successful Made in Vietnam products and brands that affirm their position at the continental level.
Should we cut the marketing and advertising budget?
Perspectives on whether to follow short-term trends or stay loyal to the long-term brand development path.
Hoang Tien Giao
DEPUTY MANAGING DIRECTOR – T&A OGILVY VIETNAM
Sales Director Rakuten Viber
Dinh Le Đat, Ph.D.
Co-founder Customer Data Platform Institute SEA và Antsomi
Nguyen Ky Thanh
Chief Marketing Office OneMount Group, Head of Marketing Techcombank
Moderating a discussion: Phan Bich Tam
Country Director MMA Việt Nam
Head of Business Marketing TikTok Vietnam
Brand Conference 2023 the theme “From Creativity to Legacy.”
Experts and industry leaders will offer branding development insights amid customer behavior changes and new technologies creating new branding trends.
Ms Dang Minh Phuong – Chairwoman Forbes Vietnam
An impressive 71% of Vietnam’s population are active social media and chat app users. On average, they spend 2 hours 32m on these apps daily, staying longer than the average global audience. Are brands utilizing this powerful channel to reach customers to its full potential? Viber’s esteemed senior executive will compare mobile and messaging trends in Vietnam and the world, discuss how brands use messaging apps and social media today, and explore what untapped opportunities messaging apps offer businesses.
Overloaded information and social media booming have been taking consumers immersing into the digital universe for shopping, entertainment, and networking. The traditional marketing strategies are no longer relevant. This presentation features an expert who demonstrates ways to utilize customer footprint data for the effectiveness in marketing and how AI is changing marketing and branding.
Vietnam has not been able to create successful products and brands for strong footprints in the region, however, efforts have been continuously made. This presentation features a journey of taking Vietnamese brands to the world.
Traditional marketing channels are still effective for boosting sales, but online channels, such as e-commerce platforms and live-streaming, are increasingly taking over to help brands attract potential customers. In 2023, businesses have been forced to cut marketing and advertising budgets to address temporary issues, to prioritize sales, and to boost revenue. However, the question is could online price competition help businesses build long-term brand loyalty?
This panel discussion will gather business leaders and experts to share their perspectives on chasing short-term trends and staying committed to long-term brand development, which will help team leaders of companies to consider their best possible choice for the current context.
Honoring ceremony of 25 leading Vietnam company brands in consumer and industrial goods ranked by Forbes Vietnam.
• Ticket price does not include VAT
• Newspaper and ticketing packages: VAT and shipping costs are not included
• The number of participants is limited: maximum 200 people
Forbes Vietnam has compiled its list of brands for the eighth consecutive year. Forbes Vietnam determines brand value based on financial data, so some large private companies that do not cooperate in providing financial data will not appear on the list.