“Tien Vua noodle is healthy and not yellowed by chemicals” (this ads shows a dark-yellow unbranded noodle with a message: this is yellowed by chemicals)
“Kangaroos is a number one brand of walter filer in Vietnam”
“Omachi noodle is made of potato and it does not make you hot inside”
“TH true milk is a truly clean milk”
Excluding factors of legitimation and relevance, it is acknowledgeable that these brand got higher brand awareness after TVC’s airing. Additionally, these ads managed to create media diffusion about their brand and tendency of imitation for others.
Is this rewarding under today’s communication clutter? it may be in terms of ROI in marketing expenditure. And there is no doubt that marketers are tempted to follow this trend.
The critical issue is that brand awareness is just one element of brand equity that consists of brand awareness, brand image, perceived quality and loyal customers. It means high brand awareness does not sufficiently make a strong brand.
Reverting to above-mentioned brands’ TVCs. What did these brand have from their above-the-line campaigns? lets take cases of Tien Vua and Kangaross.
Tien Vua noodle brand practiced “fear” appeal in its ads and it had initially caused fear among consumers in this category (of cause this brand got much benefit from this fear affect). However, the main point is that yellow color is not a reasonable indicator of healthy or unhealthy noodle (this was confirmed by an responsible authorized unit in media shortly afterwards. As a result, Tien Vua brand is accused of being unfair in its communication and it had to change this contentious TVC. From positioning perspective, it is unadvisable to claim a point of different that is not sustainable much less it is unreal.
The case of Kangaroos is a bit different and very controversial case study in terms of branding. If Kangaroos brand owner is single-minded in raising brand awareness nationwide, they are supposedly successful. The burning question is what brand image they have in the mind of consumers? Excluding if the positioning message “No 1 brand in Vietnam” work, there are a number of people getting allergic to the way this brand communicates to public. Does Kangaroos’ controversial TVC make consumers boycott Kangaroos? We do not know but we are sure about one thing: consumers cannot see any benefit or promise in Kangaroos’ communication message.
Under circumstance of today’s clutter of numerous brand names in the marketplace, it is really not easy to make mass media talk about your brand without paying any money. However, what is nature and tone of this talk is also very considerable. Especially, in the long term and and in the favor of strategy brand management, an image based on the brand’s unique character and abilities is the first and most lasting thing that can make a brand different.
Do you think trading awareness for image might be good for your brand? if you still irresistibly feel tempted to do so, I wish you to look back at how the actions of these two brands effected their market perception before moving on.
Nguyen Duc Son
Brand Strategy Director – Richard Moore Associates