At the invitation of the Quang Ngai Provincial Business Association, on the afternoon of July 3, 2024, Dr. Phung Minh Tuan, Vice Dean, Faculty of Business Administration, Ton Duc Thang University, gave a special report: "Brand management in the era of integration and technology explosion".
Attending the sharing session were more than 150 leading business leaders of Quang Ngai province and Vietnam. On this occasion, Chairman of the Quang Ngai Provincial Business Association, Mr. Vo Thanh Dang reported the preliminary summary of the first 6 months of 2024 and announced the completion of the association's leadership board, introduced the vice president of the association, Ms. Doan Thanh Thanh, Chairman of the Board of Directors of Quang Ngai Urban and Industrial Park Construction Joint Stock Company, and admitted new members.
The preliminary conference spent a lot of time listening to the presentations of the speakers. The presentation focuses on three valuable contents for businesses including: (1) Core values in brand management, (2) What businesses do to build and develop brands in the context of integration, and finally (3) Brand management in the context of technology explosion.
Overview of the thematic report "Brand management in the era of integration and brand explosion".
Dr. Phung Minh Tuan has focused on clarifying the value system that customers receive so that businesses can apply it to build and reposition in the current period, focusing on emotional values, social values, and sustainable development in line with the trend of the times. Excellent brand management also focuses on building an excellent customer experience journey and managing outstanding customer service. Businesses will achieve profits, customer satisfaction, and increase loyalty and willingness to pay higher prices because customers perceive higher values from the products and services provided.
Dr. Phung Minh Tuan at the session
In his presentation, Dr. Phung Minh Tuan spent a lot of time highlighting the applications of technology in brand building and management. Firstly, the use of VR (virtual reality), AR (augmented reality) as well as Metaverse in customer experience enhancement activities helps increase brand love and increase customer purchase intention. Secondly, the awareness of building and developing data in business is the foundation for businesses to transform digitally. Thirdly, AI (artificial intelligence) is in the second development stage of the product life cycle (early adopter), businesses are on the brink (charm) to develop through the third stage, the stage of widespread technology development (late adopter). Businesses and business leaders must prepare themselves to change and apply technology. Ultimately, no matter what technology is used, the four roots that form a solid foundation for building and managing a brand include: clear strategic direction, research and development, brand positioning, and content strategy.
Mr. Vo Thanh Dang, General Director of Quang Ngai Sugar Joint Stock Company spoke.
The discussion lasted until 6:00 p.m. the same day, the presentation attracted the attention and discussion of business leaders. Mr. Vo Thanh Dang, General Director of Quang Ngai Sugar Joint Stock Company, highly appreciated the sharing, and he also expressed his sympathy with Dr. Phung Minh Tuan with 20 years of experience in building and successfully managing the brands Vinasoy Soy Milk, Thach Bich Mineral Water, Dung Quat Beer, Hello...
More than 150 business leaders participated in sympathizing with the speaker's sharing, wishing to cooperate more with the Faculty of Business Administration, Ton Duc Thang University through consulting contracts to transfer, together developing the business community of Quang Ngai homeland to become more and more prosperous.