Thạc Sĩ Using brand as an effective weapon to compete in the market: A case study of nhat linh company

TABLE OF CONTENTS​
Chapter 1: INTRODUCTION---------------------------------------------------------------------- 1
1.1 Rationale of the Research---------------------------------------------------------------- 1
1.2 Problem Statement----------------------------------------------------------------------- 1
1.3 Objectives of the Research--------------------------------------------------------------- 1
1.4 Research Methodology------------------------------------------------------------------- 2
1.5 Scope and Limitations of the Research-------------------------------------------------- 3
1.6 Structure of the Research Report--------------------------------------------------------- 3
Chapter 2: LITERATURE REVIEW--------------------------------------------------------------- 4
2.1 Introduction------------------------------------------------------------------------------ 4
2.2 What is a Brand?------------------------------------------------------------------------- 4
2.3 The Importance of Brand Name---------------------------------------------------------- 5
2.3.1 The main contribution of brands---------------------------------------------------- 5
2.3.2 A brand is more than a product----------------------------------------------------- 6
2.4 The Brand Equity------------------------------------------------------------------------- 7
2.5 Brand Identity---------------------------------------------------------------------------- 7
2.5.1 Definition--------------------------------------------------------------------------- 7
2.5.2 The brand position trap-------------------------------------------------------------- 8
2.5.3 Four brand identity perspectives---------------------------------------------------- 8
2.5.4 The identity structure--------------------------------------------------------------- 9
2.6 Value Proposition------------------------------------------------------------------------- 9
2.7 Strategic Brand Management----------------------------------------------------------- 10
2.8 Brand position--------------------------------------------------------------------------- 12
2.9 Communication Program---------------------------------------------------------------- 13
2.10 Brand Leverage------------------------------------------------------------------------- 13
2.11 Important Factors For Building Strong Brands----------------------------------------- 14
Chapter 3: ANALYSIS OF THE COMPANY CURRENT SITUATION----------------------- 15
3.1 External Environment Analysis--------------------------------------------------------- 15
3.1.1 Macro Environment------------------------------------------------------------------ 15
3.1.2 The Industry Environment--------------------------------------------------------- 18
3.2 Internal Analysis------------------------------------------------------------------------ 20
3.2.1 Company Overview---------------------------------------------------------------- 20
3.2.2 Company Performance------------------------------------------------------------- 21
3.2.3 Strategic intent--------------------------------------------------------------------- 23
3.2.4 Company Structure---------------------------------------------------------------- 24
3.2.5 Company resources and core competencies--------------------------------------- 24
3.3 SWOT Analysis------------------------------------------------------------------------- 30
Chapter 4: COMPANY’S BRAND MANAGEMENT------------------------------------------- 31
4.1 LiOA’s Positioning---------------------------------------------------------------------- 31
4.1.1 The AVSs Market----------------------------------------------------------------- 31
4.2 Brand Analysis-------------------------------------------------------------------------- 32
4.2.1 The origin of the name------------------------------------------------------------- 32
4.2.2 LiOA symbol---------------------------------------------------------------------- 32
4.2.3 Trade mark protection------------------------------------------------------------- 33
4.2.3 Advertising activities-------------------------------------------------------------- 33
4.3 Brand Management--------------------------------------------------------------------------- 34
4.4 Brand Leverage And Extension-------------------------------------------------------- 34
4.4 The Company’s Brand Intention-------------------------------------------------------- 35
4.4 Conclusion------------------------------------------------------------------------------ 35
Chapter 5: FINDINGS OF THE CUSTOMER SURVEY--------------------------------------- 36
5.1 Overview of the Sample’s Characteristics---------------------------------------------- 36
5.2 Consumers’ Brand Awareness and their Behavior-------------------------------------- 36
5.2.1 Brand awareness------------------------------------------------------------------- 36
5.2.2 Brand choice----------------------------------------------------------------------- 37
5.2.3 Factors Affecting Consumers Choices of AVS Brand---------------------------- 38
5.3 Questions Relating To LiOA Products------------------------------------------------- 39
5.3.1 LiOA name------------------------------------------------------------------------ 39
5.3.2 Country of origin------------------------------------------------------------------ 40
5.3.3 LiOA knowledge information sources--------------------------------------------- 40
5.3.4 LiOA usage------------------------------------------------------------------------ 41
5.3.5 Consumers’ evaluation of LiOA AVS--------------------------------------------- 41
5.3.6 Price of LiOA AVSs--------------------------------------------------------------- 42
5.3.7 LiOA shops convenience---------------------------------------------------------- 42
5.3.8 LiOA advertisement contents----------------------------------------------------- 42
5.3.9 LiOA promotion program---------------------------------------------------------- 43
5.4 Conclusion------------------------------------------------------------------------------ 43
Chapter 6: DEVELOPING A BRANDING STRATEGY FOR LIOA-------------------------- 45
6.1 Developing LiOA Brand Identity------------------------------------------------------ 45
6.1.1 The brand as a product------------------------------------------------------------- 45
6.1.2 The Brand-as-organization--------------------------------------------------------- 46
6.1.3 The Brand-as-person: Brand personality------------------------------------------- 46
6.1.4 Band as a symbol------------------------------------------------------------------ 46
6.2 Brand Value Proposition---------------------------------------------------------------- 46
6.2.1 Functional benefits----------------------------------------------------------------- 46
6.2.2 Emotional benefits----------------------------------------------------------------- 47
6.2.3 Self-expressive benefits------------------------------------------------------------ 47
6.3 Brand Anatomy of LiOA--------------------------------------------------------------- 47
6.4 LiOA Brand Position------------------------------------------------------------------- 48
6.5 Branding activities in line with its intention strategies---------------------------------- 48
6.5.1 Consolidate LiOA brand name in the North-------------------------------------- 48
6.5.2 Expand its market share and brand awareness in the South----------------------- 50
6.5.3 LiOA expansion to other foreign markets----------------------------------------- 51
6.5.4 LiOA CABLE branding----------------------------------------------------------- 51

Chapter 7: CONCLUSION AND RECOMMENDATIONS------------------------------------ 52
7.1 Conclusions----------------------------------------------------------------------------- 52
7.2 Recommendations----------------------------------------------------------------------- 53
REFERENCES------------------------------------------------------------------------------------ 55
APPENDIX-------------------------------------------------------------------------------------- A-1