Branding Guidelines for Tramigo Ltd's New Product T23 in Vietnamese Market
Dao, Quyen (2013)
Dao, Quyen
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120920621
https://urn.fi/URN:NBN:fi:amk-2013120920621
Tiivistelmä
This thesis was written to support the launch of Tramigo’s new T23 tracker and the company’s intention to marketing the product in Vietnam. This paper provides information and analysis of Tramigo as a company and as a brand. It also suggests guidelines to brand the new T23 tracking device in Vietnamese market.
The research aims at a better understanding of the case company, the Vietnamese market and suitable branding elements. Both primary and secondary research was conducted in order to
gather suitable data for the brand guidelines. The results of this research are beneficial for Tramigo as well as its partners in Vietnam.
The study illustrated that Vietnam is a potential market for Tramigo, with a large number of vehicles and brand-oriented customers. Although there are some direct competitors
in Vietnam, Tramigo’s innovative product excels, due to its Finnish origin, premium service and free supporting software.
It is vital to differentiate the Tramigo brand via both online and offline branding channels. Conducting a Corporate Social Responsibility program is another distinctive way to promote the brand. Regardless of the channel utilized, a consistent Tramigo brand image and brand message highlighting high Finnish quality, innovativeness and smartness should be communicated.
Further research is encouraged to deliver more suggestions and creative ideas for Tramigo branding channels in Vietnam.
The research aims at a better understanding of the case company, the Vietnamese market and suitable branding elements. Both primary and secondary research was conducted in order to
gather suitable data for the brand guidelines. The results of this research are beneficial for Tramigo as well as its partners in Vietnam.
The study illustrated that Vietnam is a potential market for Tramigo, with a large number of vehicles and brand-oriented customers. Although there are some direct competitors
in Vietnam, Tramigo’s innovative product excels, due to its Finnish origin, premium service and free supporting software.
It is vital to differentiate the Tramigo brand via both online and offline branding channels. Conducting a Corporate Social Responsibility program is another distinctive way to promote the brand. Regardless of the channel utilized, a consistent Tramigo brand image and brand message highlighting high Finnish quality, innovativeness and smartness should be communicated.
Further research is encouraged to deliver more suggestions and creative ideas for Tramigo branding channels in Vietnam.