On March 22, Swinburne Vietnam organized a Marketing/Branding session with Guest Dr. Gordon CAMPBELL in Australia, with the moderation of Dr. Bich Hanh TRAN on the topic of Branding and the Branding case for Covid-19 Vaccine.
In this lecture, students learned the importance of branding, brand positioning and five brand personalities. Following Branding theories, Dr. Gordon Campbell raised a branding exercise for Covid-19 Vaccine which required students to apply brand personality aspect to a Covid-19 vaccine from the point of view of the people who need to be vaccinated. A remarkable point in Prof. Gordon’s lecture was the example on the methods Australian Government used to create a convincing vaccine brand, showing assurance and approval in all brand personality aspects such as using Government official website and using the right keywords and symbols.
To wrap up the lecture, Dr. Bich Hanh TRAN addressed a team-work assignment for students, in which students suggest the type of brand personality and practices/tactics to develop Covid-19 vaccine campaign in Vietnam.
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