Last year, Forbes announced Asia’s 50 best big public company, Mobile World Investment, known as Thế Giới Di Động, is the one and only company in Vietnam make the list. If you own a cell phone, chances you at least visit one of its stores and experience their customer services. With hundreds of store spreading across the country, Mobile World is easy to spot with its distinct vibrant yellow. No matter where the location, busy business district or faraway country town, the level of service remains consistently. There are number of reason account for the company’s huge success. One of key factors is how Mobile World keep its brand consistency.
It’s a common misconception to think a logo, name, product or service is a brand. There are many definitions of brand but I think Marty Neumeier explained it best in his book, the Brand Gap: “A brand is a person’s gut feeling about a product, service, or a company.”