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“It is not the strongest of the speciesthat survives, nor the most intelligent, but 

the one most responsive to change.” Charles Darwin

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1891) (1911) (1924) (1947) (1956) (1972)

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(1892) (1900) (1934) (1969) (1986) (2003) Current

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(1975) (1987) (1994)

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1

2

3

4

5

$ 100 bn

$ 76 bn

$ 68 bn

$ 67 bn

$ 67 bn

6

7

8

9

10

$ 63 bn

$ 61 bn

$ 60 bn

$ 54 bn

$ 49 bn

Global Top 10

Most Valuable Brands

WPP/BRANDZ 2009

7 out of 10 are

Technology Brands

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WTOMembership

Entry of Foreign Retailers

LaunchDOI MOI

LaunchFPT Corporation

20092007‘86

FDILaw

‘87

HyperInflation

‘89

Law Priv.Business

‘90

EU TradeAgree.

‘92

End USEmbargo

‘94

ASEANMember

‘95

Comm.Law

‘97

Enterpr.Law

‘99

HCMCStock-M.

‘00

US-VN Trade A.

‘01

ReduceStrat Sec.

‘04

HanoiStock M.

‘05

Sept 1988

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35%projected

2010 InternetPenetration(< 5% BB)

Top 3

market

worldwide

114%

MobilePenetration

5 Operators

Launch 3G

Services

C R A Z E

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1988 2010

Since its launch in September 1988 

FPT has developed into a highly diversified 

Group of Companies.

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Brand Foundations

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Objectives

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Chair/CEO Management Consumer  Desk

FPT BrandFoundationsArchitecture Device

Design Tasks Int. Com-Plan Ext. Com-Plan Others

FormalVerbal

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WHAT ARE LOVEMARKS?

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A framework developed by Saatchi to measure & understandA framework developed by Saatchi to measure & understand

emotional drivers …emotional drivers …

People feel about brands the way they feel about peoplePeople feel about brands the way they feel about people

Lovemarks ResearchLovemarks Research

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Lovemark measures Respect and Love in detailLovemark measures Respect and Love in detail

IntimacyIntimacyIntimacyIntimacy

MysteryMysteryMysteryMystery

Sensuality/Sensuality/

SensorySensory

Sensuality/Sensuality/

SensorySensory

LoveLoveLoveLove

TrustTrustTrustTrust

PerformancePerformancePerformancePerformanceReputationReputationReputationReputation

RespectRespectRespectRespect

Commitment

Empathy

Passion

Great stories, Past,

present & future

Taps into dreams

Myths and icons

Inspiration

Easy

openness

Security

Reliability

Commitment

.

innovation

quality

service

identityvalue

leadership

honestyresponsibility

efficacy

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Lovemarks are… respect, emotional link withconsumers and loyalty beyond reason!

Lift in Frequency of Use

Products to Brands to Lovema

7.5%

24.0%

32.5%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Products Brands Lovemarks

Ranges of Lift in Frequency of Use to

   %   H   i   g   h   F   r   e   q  u   e   n   c  y   U   s   e   r   s

  T r a n s f

 o r m i n g  t o

  L o v e m

 a r k s

 p r o v i d

 e s  d r a

 m a t i c 

 f r e q  u e n c y

  g r o w

 t h

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Some examples

Coke

Cadbury

SmithsSmiths

TwistiesKettle

ThinsShapesDoritos

      R    e     s     p      e 

    c        t 

Love

Australia

SabritasSabritas

Bimbo Coke

Ruffles Doritos

Emperador 

MaruchanChips

      R    e     s     p      e     c 

       t 

Love

Mexico

Oishi

Wang WangDanone

Mirinda

McD

Mizone

Wall's

7Up

WrigleyKFCDove

Pepsi

Coke

SpriteLaysLays

      R    e     s     p      e     c 

       t 

Love

China

Hacendado

PringlesDoritosDoritos

Kelloggs

LaysLays

Danone

NestleCoke

Magnum      R

    e     s     p      e 

    c        t 

Love

Spain

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HOW TO BUILD ALIGHTHOUSE BRAND?

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 The Blessing And The Curse Of Choice The Blessing And The Curse Of Choice

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Peter Drucker:Peter Drucker:

"In a few hundred years, when the history of 

our time is written from a long-term

perspective, it is likely that the most

important event those historians will see is

not technology, not the internet, not e-commerce. For the first time – literally –

substantially and rapidly growing numbers of 

people have choices. For the first time, they

will have to manage themselves. And society

is completely unprepared for it."

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 The New Filters The New Filters

 People, brands and services that can editand interpret

information

That can be digested and absorbedaccording to our

points of view and values

Provide comprehensive solutions

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Net, Net…Net, Net…

  I want to choose and tailor

Reduce my options and facilitate

Recommended by "my friends" – share theburden

I will consume when I want to: Products (on the go)

Media (TIVO)

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 Two Types of Brand Identities: Two Types of Brand Identities:

  Lighthouse

- Differentiated choices

- Invite consumer to navigate aroundthem. - Have a strong point of view: life a

can be

- “Watch me” communication –

advertising

Mirror - Ubiquitous presence – multi-target

- Navigate by reference to theconsumer:

A mirror to consumer’s lives

- Brand will make their life / day better

- “That’s why” communication-

advertising

All About: Who, What, When,

Where, Why

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Lighthouse IdentitiesLighthouse Identities

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sistently Stretching the Boundaries of What Is Pos

1. Consumer Understanding:Deep into the why

2.  Tough choices and tightdiscipline on 3-Dcommunication

3. Live to always surprise anddelight – best in class ineverything we do!

4. Scale and relevance

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Lighthouse brands expansionLighthouse brands expansion

 Anchored in credible rationale with strong

emotionalconnection

Understand their broad solution role – "level of influence"

Provide multiple solutions across categories

Address all consumer megatrends

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Lighthouse Brand House Name

Anchored benefit

Relevant

categories

Reassurance/quality

Multi-category Multi-target/multi-benefit

Whole Foods: Retailer With A ConscienceWhole Foods: Retailer With A Conscience

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Whole Foods: Retailer With A ConscienceWhole Foods: Retailer With A Conscience"Whole Food, Whole People, Whole Planet""Whole Food, Whole People, Whole Planet"

2. True To Core

3. Richer Experiences4. ConsumersIn Control

5. Scrimp And

Splurge

6. Boomers Break Away

 Authenticity Values

Experiencing thebrand well beyond the product 

Customization& badge value

“BMWs in Sam’s” 

“The new teens” 

1. The Wellness Epidemic

Whole Foods Delivering Against These TrendsWhole Foods Delivering Against These Trends

 Rational anchor – natural and organic produce Expanded to – natural and organic experience: "shopping withpurpose"

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Crest: "Healthy Beautiful Smile For Life”Crest: "Healthy Beautiful Smile For Life”

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Dove: "Beautiful Inside and Out”Dove: "Beautiful Inside and Out”

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 They Are Built: They Are Built:

 Planting a rational anchor benefit with credibility

Crest – toothpaste

Build to a higher emotional turf within space

Each major extension has individualcommunication

with same benefit

Crest – white strips

But "glue" to core is brand identity, brand spiritand

selling line