In an increasingly competitive market, understanding how businesses build and manage their brands—especially in a B2B environment—has become essential for students of Business and Marketing. To provide practical insights and updated industry perspectives, the NTT Institute of International Education (NIIE) organized the workshop “Brand Perspectives Through the Lens of B2B Operations” for students in the Brand Management course.
Guest Speaker from Social Bella Vietnam (Indonesia) – 7 Years of Practical Experience in Marketing & B2B
The workshop was led by Ms. Ngo Le An Thao, MBA, currently a Trade Marketing Executive at Social Bella Vietnam Company Limited (Indonesia). With over seven years of hands-on experience in Trade Marketing and B2B operations, Ms. An Thao has accumulated extensive practical knowledge in brand management, distribution project execution, and collaboration with major corporations in the beauty and FMCG industries in Vietnam.
Her international background and cross-market commercial experience provided students with practical, relatable, and easily applicable industry insights.
Building B2B Brands: Strategy – Data – Solutions
In the core sharing session, the speaker clarified the differences between B2C and B2B branding. While consumer decisions (B2C) often rely on short-term emotional needs, business clients (B2B) make decisions based on strategy, data, and effective solutions. Since multiple departments are involved in finalizing a B2B partnership, a brand must establish trust, prove solution value, and maintain consistency throughout the entire business engagement journey.
Building from theory, Ms. Thao introduced real-world examples from Sociolla, analyzing how the brand executes B2B branding across the region. Students explored how Sociolla strengthens its professional image through:
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market data and in-depth industry reports;
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case studies, technical solutions, and whitepapers;
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clear enterprise collaboration processes focused on operational efficiency.
Through these examples, students understood that in B2B, a brand must “convince through real value”—focusing on tangible evidence, measurable results, and suitability with the partner’s business model.
Meaningful Value for NIIE Students
The workshop not only broadened students’ understanding of how branding works within organizations but also helped them develop a practical marketing mindset—an essential foundation for careers in Branding, Trade Marketing, Account Management, or B2B Marketing.
Through the active Q&A session between the speaker and students, participants gained clearer insights into how B2B brands operate, how organizational customer behavior is analyzed, and what factors help a brand earn trust from corporate clients.
This workshop served as a valuable academic activity, equipping students with practical knowledge and real-world perspectives to prepare for their future careers.
