Background

The largest retailer of mattresses and bedding in Vietnam, with stores in 23 provinces and cities nationwide, VuaNem specializes in distributing products manufactured by renowned domestic and foreign brands. 

Objective

VuaNem’s vision was to become the biggest retailer in mattresses and bedding in the middle segmentation, to change Vietnamese mattress and bedding purchasing behaviors, and to provide customers with ‘a good sleep solution’ by clearly communicating the positive effects of a high-quality mattress. However, the brand needed differentiating attributes and an emotional association with its customers. VuaNem wanted to be the name that immediately came to people’s minds when they were considering purchasing bedding products. VuaNem’s competitive position at the time was the largest retail brand in the market, but this needed to be realized in consumer perceptions nationwide in general, and in Northern Vietnam in particular.

Action and Result 

The new Brand Positioning Phrase we developed for VuaNem, ‘Good sleep, good life’, together with the new Brand Identity, gave the brand a fresh, modern feel, and created an approachable, emotional association in the minds of its customers. Fluffy clouds and starry nights give the brand a sense of peace and comfort.