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Key Concepts:

• Bản lĩnh (Courage/Grit): The core value and positioning of the Tiger beer brand.
• Định vị thương hiệu (Brand Positioning): How the brand is perceived in the market and the message it conveys.
• Tính thống nhất (Consistency): The uniformity of messaging across all brand activities.
• Trụ (Pillar): The foundational value upon which all brand activities are built.

Brand Positioning and Core Value: Bản Lĩnh (Courage/Grit)

The speaker emphasizes that Tiger beer's brand is built upon the concept of "bản lĩnh," which translates to courage or grit. This is the defining characteristic of the brand and serves as its core value. Tiger beer is positioned as a beer that represents "bản lĩnh."

Importance of Consistency in Brand Messaging

The speaker highlights the critical importance of consistency in all brand activities. All marketing efforts, including events, promotions, creative ideas, and TV commercials (TVC), must align with and reinforce the core value of "bản lĩnh." This consistent messaging, referred to as "consistent" in English, is crucial for maintaining consumer loyalty and brand recognition.

Consequences of Inconsistent Messaging

The speaker warns that deviating from the established brand positioning and core value can lead to confusion among consumers. If the brand's messaging is inconsistent, customers may become disoriented and fail to understand what the brand represents. This can ultimately erode brand loyalty and negatively impact the brand's image.

Maintaining Consumer Loyalty Through Brand Spirit

The speaker believes that the key to maintaining consumer love and loyalty lies in the brand's spirit. This spirit is communicated through the brand's positioning. For Tiger beer, this means consistently reinforcing the message of "bản lĩnh" in all its activities.

Conclusion:

The main takeaway is that for a brand like Tiger beer, which is positioned around a specific value like "bản lĩnh," maintaining absolute consistency in messaging across all marketing activities is paramount. This consistency is essential for reinforcing the brand's identity, preventing consumer confusion, and ultimately fostering long-term brand loyalty. The "bản lĩnh" pillar must be the guiding principle for all brand-related decisions.