Thạc Sĩ Positioning strategy with a new identity: A case study of vietnam airlines

Tables of Contents
Tittle page .i
1.1 Rationale of the Study . 10
1.2 Statement of the Problem . 10
1.3 Objectives 10
1.4 Research Methodology . 11
1.4.1 Data Collection . 11
Secondary data: 11
Primary data: . 11
1.4.2 Data Analysis 11
1.5 Research Framework: . 11
1.6 Scope and Limitations . 12
1.7 Structure of Research Study . 12
2.1 Introduction14
2.2 Develop a Brand Identity . 14
2.2.1 What is a Brand? . 14
2.2.2 A Brand is more than a Product . 16
2.2.3 Brand Equity . 17
2.2.4 Brand Identity . 18
Definition 18
The brand position trap 18
Four brand identity perspectives . 19
The Identity Structure 20
2.2.5 Brand Identity Planning Model 22
2.2.6 Brand Positioning . 22
2.2.6.1 Developing a positioning strategy . 23
2.2.6.2 Strategic Misconceptions 23
2.3 Manage Brand Image 24
2.3.1 Three components of brand image . 24
2.3.2 Brand Image Drives Brand Equity . 24
2.3.3 Benefits and importance of a brand image: 24
2.4 Maintain Brand loyalty . 25
2.4.1 Cultivating long-term relationships with customers . 25
2.4.2 Brand loyalty 25
2.4.3 Brand loyalty versus service loyalty . 26
2.4.4 How to build loyalty? 26
3.1 Asian-Pacific airline market . 28
3.1.1 Introduction . 28
3.1.2 Future Trend 29
3.1.3 Global Outlook and Growth Trend: . 30
3.1.4. Airline Alliances . 31
3.2 Airlines Industry in Vietnam . 32
3.2.1 Brief History of Vietnamese Civil Aviation: . 32
3.2.2 Vietnam Airlines Background . 33
Current Status of Vietnam Airlines 34
2.2.2 Corporate Brand name: Vietnam Airlines Corporation . 37
2.2.3 Vietnam Airlines Networks 37
4.1. Company Strategy Analysis . 39
4.1.1 Customer Analysis . 39
Industry Trend . 39
Motivations . 39
Unmet needs . 39
Market Segmentation . 39
4.1.2 Competitor Analysis . 40
i. Domestic routes 40
ii. International routes . 40
4.1.3 Self-Analysis 44
Existing Brand image: 44
Friendliness 44
Vietnam Airlines’ SWOT Analysis . 44
Organization structure and values 47
4.2 Analysis of Brand Identity System of Vietnam Airlines . 55
4.2.1 Brand as Product . 55
The Product Scope: Associations with Product Classes . 56
Product-Related Attributes: . 56
Quality Value . 56
Associations with Use Occasions 56
Country of Origin . 56
4.2.2 Brand as Organization . 57
4.2.3 Brand as Person . 57
4.2.4 Brand as Symbol . 57
The Old Logo of Vietnam Airlines 57
The Old Design of Vietnam Airlines 57
4.2.5 Existing Marketing Mix 58
Reservation Service 61
Before-Flight Service . 61
Check-in Service . 61
On-board Service 62
After Flight Service 62
Vietnam Airlines’ Strategic Alliances . 63
4.3 Develop New Brand Identity for Vietnam Airlines . 64
4.3.1 Core Identity: service-minded, security and safety . 64
4.3.2 Extended Identity . 64
4.3.3 The New Design of Vietnam Airlines . 66
4.3.4 Reasons for launching a New Design and a New Identity . 66
4.3.5 Updating Vietnam Airline’s Image 67
(b) The New Identity of VNA . 70
4.3.6 Partners in the Special Livery Development 70
4.3.7 Planning for launching the New Design and New Identity . 71
4.4 Manage Brand Image 71
4.4.1 Positioning Strategy 71
4.4.2 Personality . 71
4.4.3 Brand Strategy . 71
4.4.4 New Marketing Mix . 72
Product 72
Personnel . 72
Service . 72
Price . 73
Promotion . 73
Tactical and Strategic Advertising . 75
Place 76
4. 5 Brand Consistency and Loyalty 77
4.5.1 Consistent Brand Strategy 77
4.5.2 Brand Loyalty . 77
5.1 Outline of the survey . 78
5.2 Profile of the Customer Survey . 78
5.3 Factor Analysis 81
Airlines . 85
Ads theme line . 85
Now more than ever, a great way to fly 85
5.3.9 Multivariate Analysis of Variance (MANOVA) (Appendix 1) 88
5.4 Brand awareness . 89
5.4.2 Brand Name Trial 91
5.4.3 The most favorite advertising campaign (Appendix 1) 92
5.4.5 Factors influence on decision-makings of choosing VNA’s service 93
5.4.6 The evaluation of Vietnam Airlines’ Service Quality . 94
5.5 Brand Loyalty . 94
5.5.4 Information access for a new brand 97
5.6 Questions related to a New Logo and New Colour (New Design) of Vietnam Airlines 98
5.6.1 Colour of the new painting . 98
5.6.2 New Logo . 98
5.6.3 Feelings about the New Design (new colour and new logo) 99
5.6.4 Preference about the New Design . 99
Table 5.6.4a: Preference of New Design by age . 99
6.1 Conclusions . 102
General conclusions . 102
6.2 Recommendations for Vietnam Airlines 103
6.3 The suggested model for Corporate Identity Building Process . 104
Corporate identity building process 104