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“Brand is an invaluable asset, a symbol of economic strength and culture of an enterprise. A strong brand is also a great asset to a nation as well as a national pride. “. Having understood this, on February 18 and 25, 2012, The Saigon International University together with The Institute of Asian Studies held a seminar on Brand Management at The Asian International School, 177bis2 Cao Thang Street, District 10..

Seminar on Brand Management

Guest speakers to the seminar on Brand Management included: Mr. Luong Xuan Nam – Vice Director of Asian Bank (ACB), Mr. Ho Bao Luan – Financial Director of Richfield Financial Corporation, Mr. Nguyen Ngoc Thuy – Marketing Manager of Diageo Corporation and Mr. Nguyen Van My, MBA, SIU lecturer.

Mr. Nguyen Van My (right), Mr. Ho Bao Luan (middle), Mr. Nguyen Ngoc Thuy (left) at the seminar

The seminar attracted more than 600 students and learners from The Saigon International University and The Institute of Asian Studies. The participants had a chance to meet with successful managers and leading experts from domestic and international enterprises. Listening to and learning practical lessons in the world of business are so helpful to them, especially those who are about to graduate from the university dreaming of putting their business visions into practice in years to come.

To break the ice, the guest speaker, Mr. Ho Bao Luan, started the seminar with the game “Smile Yoga” which captured all the participants’ attention and set them in the right mood for the main section of the seminar. The attendees were extremely excited following the direction and gestures of the speakers to the letter. The hall seemed to explode with big applause and laughter.

Mr. Ho Bao Luan breaks the ice with the game “Smile Yoga”

All attendees join in the “smile yoga” excitedly

Following the warm-up game, Mr. Ho Bao Luan began by sharing with the audiences his experiences and skills acquired after many years of his doing business. He helped students and learners fully understand all the concepts related to brand in doing business such as the difference between brand and label, brand recognition, groups of brand, etc. Moreover, he showed participants various models of brand management for the purpose of enabling them to select the most suitable one for maximum efficiency. Also, he gave practical instances to facilitate students’ understanding such as the story of the rabbit and the turtle not only as a relaxing story but also as a lesson with great hidden meaning regarding business growth and brand value development. The message is More Haste, Less Speed. “Choose the field in which you are expert and develop your strength; increase your competitive advantage via partnership is more stable than working on your own,” he said.

Mr. Ho Bao Luan in his talk

For his part, guest speaker Luong Xuan Nam, vice director of ACB Bank, communicated to the audience the experience from years of working at ACB Bank. In a friendly manner, he conveyed to the students and learners the ideas of being cautious in doing business, the knowhow of continuous innovation to meet the market demand, the techniques for developing the brand as well as maintaining its value. Thanks to his expertise, he helped the participants gain valuable insight into developing business vision and conducting business.

Mr. Luong Xuan Nam (right) is talking to SIU students and IAS learners

To continue, Mr. Nguyen Ngoc Thuy, marketing manager of Diago Corporation, talked about the methods of obtaining a successful brand via advertisement, PR and the ten tips of creating an effective ad as well as making a PR plan. In addition, he showed the participants the ways of preventing crisis, telling the truth at the right time during a crisis if it happens. His message to SIU students and IAS learners is that you have to know who you are, what you want, where you want to go to in order to be successful.

Mr. Nguyen Ngoc Thuy – Marketing Manager, Diago Corporation

Mr. Nguyen Ngoc Thuy presented a game called “face to heart”. The creative game which requires quick wit and precision really interests the participants. It cheered up all the students and learners and the hall broke into rapturous applause. Game winners – future managers – with big smiles on their faces received prizes and praises from the guest speaker for their intelligence.

Mr. Nguyen Van My, SIU lecturer, gives gift to game winners

After the talks, the guest speakers gave question time to the students and learners. Students of The Saigon International University and learners of The Institute of Asian Studies enthusiastically put questions and received detailed answers from the speakers.

Tran Hoang Minh – Course 3 Diploma Student – Marketing Major

Phan Tony – Course 1 Undergraduate Student – International Business Major

Phan Tony – Course 1 Undergraduate Student – International Business Major

Tran Bao Duy – Course 3 Diploma Student – International Business Major

In addition to the questions to the guest speakers, the students had some for Master Nguyen Van My, SIU lecturer, on how to improve the brand value of The Group of Asian International Education. These questions triggered exciting discussions between the lecturer and students themselves as well as among students about the ways of developing and maintaining the brand value of the Group. Mr. Nguyen Van My highly appreciated of the ideas from the students. Also, he believes that developing the brand value of the Group need to be started from developing each student’s brand which is done through hard work, self–study, self-motivation, confidence, enthusiasm, creativity in study and life, etc. The students’ loud applause reflected their agreement with his words.

Guest speakers respond to students’ questions

Through the seminar on Brand Management, learners from IAS and SIU students have had a great chance to listen to precious experience and converse with guest speakers, leading experts in Vietnam, which is so helpful to them. The seminar becomes the source of ideas which engages students’ minds and cultivates in theirs the business vision for their future career. Rapturous applause from participants expressed their gratitude to the guest speakers and lecturers for having given them the chance to attend such a great seminar on Brand Management.

SIU students, IAS learners, lecturers and guest speakers have the photo taken together.

Comments from IAS learners and SIU students who attended the seminar:

The seminar was very interesting; it helped me gain more knowledge. I used to have a vague idea about brand and branding but not now. I am very grateful to The Saigon International University for holding this great seminar.

Dinh Ngoc Huyen – Course 3 Diploma Student – International Business Major
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The most interesting aspect for me today was having the chance to meet with leading managers in Vietnam. The seminar provides me with great insight into brand and brand management. Thanks to this, I can choose my career. I would like to express my thanks to SIU for this useful seminar.

Le Hoang Oanh – Course 13 Learner – The Institute of Asian Studies
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I found the seminar today very beneficial; the experts have given us their practical experiences. I hope that more seminars will be held so that my friends and I can have more opportunities to improve our skills and deepen our academic disciplines.

Nguyen Ngoc Anh Thu – Course 3 Diploma Student – Marketing Major
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I liked the seminar today very much, it was so informative and useful. All the experts were very enthusiastic and they have helped us know more about brand management and showed us how to put it into our future job after graduation

Nguyen Van Nhi – Course 4 Diploma Student – International Business Major
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With practical experiences and wonderful deliveries, the speakers helped us understand more about brand and brand management. I am not anxious any more when confronting questions about brand, branding and brand management, thanks to this seminar. I understand more and become more confident now.

Nguyen Thi Hong Hanh – Course 4 Diploma Student – International Business Major
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The seminar today really impressed me. All the speakers created a friendly atmosphere, which motivated us to put our questions forward and learn so many things. I thank the university and speakers very much.

Nguyen Hoang Thuy Vy – Course 13 Learner – The Institute of Asian Studies
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Being able to attend the seminar on brand management is a precious opportunity for me. At the seminar, I have learned many good things which help me have a new vision and boost my confidence for my future career.

Le Thi Thanh Thao – Course 3 Undergraduate Student – International Business Major
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The seminar today was very useful; it supplied us with more information about brand management. To me, it has opened my business mind, provided me with the direction for my future career, and maybe going into business would be my choice upon graduation from the Saigon International University.

Nguyen Khanh Phat – Course 4 Undergraduate Student – International Business Major
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Today I am very delighted since I have had the chance to come to this marvelous seminar. I was able to meet and talk to successful managers and experts in person. Asking questions and listening to their interpretation help us learn a great deal, which is good for our career in the long run. I sincerely hope that there will be more seminars held by the university so that we can learn more and more before graduation. I would like to express my sincere thanks to The Group of Asian International Education for bringing me such a great seminar.

Ta Khac Hoang – Course 3 Undergraduate Student – Marketing Major