BRAND POSITIONING CAMPAIGN FOR THỊ DECOR - FURNITURE & HOME LIVING

Abstract

Born in 2022, Thi Decor is a fabric furniture brand with the desire to spread the values of Vietnamese culture - past and present, rich in femininity rustic simplicity in each product, and, more importantly, Build a community of women with a healthy lifestyle. The brand's distinctive feature is the handmade and semihandmade elements in each product, with linen fabric that is friendly to the skin and the environment. As a young and unknown brand, Thi Decor must promote communication activities and position the brand image in customers' eyes. Therefore, our team deployed a brand positioning campaign for Thi Decor to set the brand image and enhance brand recognition. The group chose to build and develop the Thi Decor brand positioning campaign according to Kevin L. Keller's theory. This is the most famous theory in the world and is trusted by many experts. His approach gives us the most comprehensive view of the branding process. It includes four steps and six tasks and balances rational and emotional factors. The Thi Decor brand positioning campaign will be deployed within three months, from September to the end of November 2023. The main activities were building the TikTok Thi Decor channel, displaying the new collection "A Land of brown flowers" at the 2023 Applied Arts Exhibition of Hanoi University of Architecture, building the TVC "Chuyen cua Thi," posting Thi's brand story on the Love the Kitchen, Addict the House groups. The primary human resources are five members of the Innocent T group, including Nguyen Thi Hoa, Mai Thi Chuc, Do Thi Kieu Anh, Cao Minh Ngoc, and Nguyen Duc Quang. At the same time, there is support and supervision from the resources of the Thi Decor brand, including CEO Le Bich Thuy, Creative Director Ngo Pham Thu Trang, content creative staff Trang Thuy, and other employees. The successes of the Thi Decor brand positioning campaign are demonstrated by highlighting the brand's identity, points of difference, and brand mantra through indicators of interaction level and reach. And views of media products on TikTok platforms, Facebook Fanpage, Facebook Group, and the number of people interacting during the exhibition. The campaign results have exceeded the initial targets determined by media data and positive feedback from the target audience. Thus, the Thi Decor brand positioning campaign has been a success.