1. Naming & Branding
our business

2. Present: Digital Media Director @ Ringier AG
Past Perfect: Sony, Yahoo!, VON, Y&R, wunderman
• Founder of Marry.vn
• Founder of Bepgiadinh.com
• Co-Founder of Otosaigon.com
• And some other failed projects
about me

3. Naming & Branding
70% 30%

4. #1 - NAMING

5. • Everybody have a name!
• My name is Hieu.
-> A name is a vision for our children/business
What is your name?

6. A name set
a destiny for our life/business

7. A name set
a destiny for our life/business
Trần Văn Hổ
Trần Đăng Khoa

8. A name set
a destiny for our life/business

10. Everybody s got a name
What if we got a
BAD NAME? 

11. Problems
with a bad name
http://luathoc.cafeluat.com/showthread.php/8425-Ten-xau-thay-doi-duoc-khong

12. Problems
with a bad name
http://www.baomoi.com/Phai-mang-ten-xau-den-18-tuoi/139/2930535.epi

13. Problems
with a bad name
http://vietbao.vn/An-ninh-Phap-luat/Kien-So-Tu-phap-vi-khong-cho-doi-ten/10822363/218/

14. What about
BUSINESS NAME?

17. (MARket OF Information)
I wish I choose a better name
Le Tran Hong Phuc

20. A name could:
• Limit yourself to:
• Expand to another region.
• Expand your product category.
• Make your customer forget/confuse
Customer, if they're not sure what is your brand-name
or how to call it, they might skip and simply type your
competitor's name.

21. So, avoid thinking
• It s just a name!
• My stupid name will be good name when we are big.

22. How to
NAME A NAME
DO s:
 Easy to remember
 Relevant to your business
 Impress
 Not too long
 No need to spell word by word
 No symbol/number

23. How to
NAME A NAME
DON Ts:
 Avoid acronyms
BASF, IBM, GE, BMW, AT&T, TIAA-CREF, AFLAC, SBC, CVS, ABC, CNN, MBNA, MGM
 Be careful with space
Pen Island  penisland, Auctions Hit  auctionshit, Kids Exchange 
kidsexchange
 Be careful Vietnamese language with no sign
"A oi a dang o dau vay,den day le e dang coi quan ne,anh den nho mua bao
nha,o day toan bao cu ko ah,ma thoi anh khoi mua vi em vua mat kinh roi,anh
den le di em chiu het noi roi ne,anh oi"

24. How to
NAME A NAME
ENGLISH or VIETNAMESE or BOTH?
It depends on:
Our target user
Domain name availability

25. How to
NAME A NAME
CHOOSE A NOW-NAME
• Easier to grown.
• Focus.
• We will have solution when we are big.

26. NhacCuaTui.com

28. How to
NAME A NAME
MEANING OR NO-MEANING?

29. How to
NAME A NAME
ONE FOR ALL or SEPARATE?
mail.google.com
earth.google.com
calendar.google.com
talk.google.com
...
enbac.com
linkhay.com
afamily.vn
muachung.vn
...

30. OK, we have a name
What next?

31. Choose a domain name

32. Protect your name

33. CASE STUDY

34. Wedding Community
WHAT WE WANT
 English
 =< 2 words
 Domain name is available
 Related to wedding
Marry.vn

37. Home Decoration
WHAT WE WANT
 English
 =< 2 words
 Domain name is available
 Related to decoration/architecture
Dekor.vn

40. DealHunter

42. One for All vs. Independent

43. Marry Network
marry.vn dekor.vn
marry.vn home.marry.vn baby.marry.vn

44. #2 - BRANDING

45. A Brand is
Name + Logo + Slogan

46. Actually
(Just) Logo Is Not Branding
Your brand is not a logo, a color scheme or a slogan.
Your brand is your reputation. It's what people think
and feel about your business.

47. Advantages
of a strong brand
 You can sell your product/service with a higher price
 Create customer loyalty
 Recognition
 Help you expand easier
 Help you connects to your customer s emotionally

48. But in this period of time
do not focus on that, because:
 It costs you money (a lot of money)
 It costs you time
 It can change
 Investor don t care

49. Just focus on this
Your Brand will grow
 In the beginning: You are Your Brand!
 Messaging & Positioning (for internal & external)
 Describe your business in 1 sentence
 Customer Care
 Employee Care
 Quality of Product/Service
 User Experience is Brand Experience
 Use your Marketing Budget smart

50. THANK YOU!
NGUYEN NGOC HIEU
ngochieu.com