How does OPPO communicate its brand identity to Vietnamese audiences via celebrity endorsement?

Abstract

This study aims to examine how OPPO communicated its brand identity to Vietnamese audiences via celebrity endorsement. Samples were selected from the OPPO's advertisements broadcasted on television and digital platforms from the beginning of 2015 to the end of 2017. Textual analysis of 22 OPPO advertisements was conducted to investigate how the OPPO brand was communicated in Vietnam. Using the Brand Identity Prism (Kapferer, 2008) as a theoretical framework, this study applied a textual analysis to examine six elements of the Brand Identity Prism presented in the sampled OPPO advertisements targeted the Vietnamese audiences. Results of textual analysis reveal that OPPO has used Celebrity Endorsers in most advertisements to communicate message to Vietnamese audience on two communication platforms: digital and traditional. Namely, OPPO created advertisements with different messages corresponding to six elements as follows: (1) In the term of physique element, OPPO has deftly created difficult situations when using the phone to introduce new features. Or use Celebrity Endorsers as heroes to help people solve problems with OPPO phone or bring new, better features. (2) In term of personality element, OPPO often uses celebrity endorsers that have the same personality and style as each product to express the personality of the product through their image. (3) In the term of culture element, OPPO's advertisements show that they want to communicate with their audience about Vietnamese Culture and the Art of Technology. In this element, the celebrity endorsers become the bridge between the OPPO brand and the consumers. (4) In term of relationship element, OPPO has created situations to demonstrate that they are always supporters of users and celebrities who represent the OPPO to do so. Besides, celebrities represent friendly through acting and emotion on face to show closer between OPPO and users. (5) In term of reflection element, the message and content of the TVC are oriented to the dynamic and youthful personality. In addition, OPPO wants consumers to know that OPPO phones always bring convenience and satisfaction to their customers. In the term of self-image element, OPPO wants viewers to see themselves in every OPPO's story. Besides, audiences also have interesting experiences, they can find themselves in through the celebrity endorsers. Both academic and managerial implications are provided for communication scholars and brand manager.