Developing branding strategies at Phap Luat NET Media Joint Stock Company (Phát triển chiến lược tiếp thị thương hiệu tại Công ty Cổ Phần Truyền thông Pháp luật NET)CHAPTER 1: LITERATURE REVIEW 1.1.Overview on branding strategy in Vietnam advertising and media industry1.1.1.Branding strategy1.1.1.1.Definition of branding strategy1.1.1.2.Activities in branding strategy1.1.1.3.The importance of branding strategy 1.1.2.Branding strategy in Vietnam advertising and media industry 1.1.2.1.Advertising and media industry in Vietnam1.1.2.2.Branding strategy in Vietnam advertising and media industry 1.2.Measurement and assessment of branding strategy 1.2.1.Methods of assessing the effectiveness of branding strategy1.2.2.The KPIs in branding’s awareness evaluation1.3.Factors affecting branding strategy1.3.1.Internal factors1.3.2.External factorsCHAPTER 2: THE STUDY2.1.Overview on Phap Luat NET Media Joint Stock Company2.1.1. General information of Phap Luat NET Media JSC2.1.2.Organizational structure of Phap Luat NET Media JSC2.1.3.Operating result of Phap Luat NET Media JSC 2.2.Current branding strategy of Phap Luat NET Media Joint Stock Company2.2.1. Branding activities at Phap Luat NET Media JSC2.2.2.Results of branding strategy activities at Phap Luat NET Media JSC2.3.Evaluating branding strategy of Phap Luat NET Media Joint Stock Company2.3.1.Achievement in branding strategy at Phap Luat NET Media JSC2.3.2.Limitation in branding strategy at Phap Luat NET Media JSCCHAPTER 3: SOME SOLUTIONS FOR DEVELOPING BRANDING STRATEGY FOR PHAP LUAT NET MEDIA JOINT STOCK COMPANY3.1.Orientations to improve brand strategy that the Phap Luat NET Media Joint Stock Company 3.2.Recommendations for the period 20212025 in developing efficient branding strategy at Marketing Department.Vietnams economy is currently in the process of globalization, expanding trade with countries around the world, along with joining many international associations, which has opened up many opportunities for domestic and foreign enterprises. Besides, it also poses many challenges for businesses in terms of competition, forcing businesses to constantly improve the quality of products and services. Therefore, businesses must constantly improve operational efficiency to ensure longterm sustainable development.Enterprises in our country with diverse types and sizes. But the majority are still small and micro enterprises, many of which are familyowned. These businesses pay little attention to the organization of accounting work for their units. Therefore, in addition to supporting and providing accounting services for large companies, consulting, organizing accounting work, as well as completing the book system and making reports for medium and large enterprises. Small is the central task of accounting service companies. To meet the increasing demand in both quantity and quality, up to now, many accounting service companies have been established to perform accounting, tax and financial consulting. The strong growth in the number of largescale accounting service companies has led to increasingly fierce competition among companies, everyone wants to increase market share and attract more customers.Currently, the company is facing a number of customer complaints about using the service, not responding in time to customer needs. If there are continued complaints, it will affect the company a lot and will reduce the number of customers. Therefore, in order to survive and continue to develop, accounting service companies must constantly improve service quality. This is also the reason why the author carried out the research project: Improving the quality of accounting services at Ha Minh Tax Consulting Limited Liability Company in the 4.0 integration period through this research to help the company better understand expectations of customers when using accounting services, thereby contributing to improving the quality of services provided.2.Aims of the studyThe purpose of the thesis is to provide measures to improve the quality of accounting services at Ha Minh company, to achieve the above goal, it is necessary to achieve the following specific goals: Analyze and evaluate the current status of the quality of accounting services the company is providing. Find the causes leading to the situation to come up with solutions to improve service quality.This research will be conducted in order to answer the two following questions:1. What are the causes leading to the current situation of providing accounting services at the company ?2. What solutions to improve the quality of accounting services at the company ?It is hoped that the assessment of the current status of service quality at Ha Minh Tax Consulting Limited Liability Company will help company administrators understand the needs of customers, find out the reasons why affect service quality, and offer appropriate solutions to help the company improve the quality to meet the needs of customers.3. Scope of the study The object of the study is the quality of accounting services provided by Ha Minh Tax Consulting Limited Liability Company Survey subjects: To achieve the research objectives, the topic conducts survey interviews aimed at two main groups of subjects:+ Customers of the company are specifically: customers who have been using accounting services. The respondents to the survey are directors, chief accountants or internal accounting staff of the company.+ Team leaders and employees are working at the company, are interviewed to exchange ideas to build and improve effective working processes, aiming to improve the quality of accounting services. that the company is providing.Research scope:+ Research period: the study was carried out from 2019 to 20214.Methods of the studyThe topic uses two research methods in this article, qualitative and quantitative methods, through interviews and surveys. First, the author conducts preliminary interviews with employees in the company in order to complete the scale, as well as check the understandableness of the surveys content before sending it to customers via email or facetoface interview. Combining the collected data as well as inheriting the results of related previous studies, the author can analyze and evaluate the current situation as well as find the causes affecting the quality of accounting services at the unit, at the same time, propose some solutions suitable for the unit itself in order to improve the quality of accounting services at the company.5. Organization Besides the INTRODUCTIONS, CONTENTS, CONCLUSION, REFERENCES, AND APPENDICES, the thesis consists of three main sections:Chapter 1: Literature review refers to a theoretical basis and problems to be solved at Ha Minh Tax Consulting Limited Liability CompanyChapter 2: The study offers an actual situation of the quality of accounting services at the company, predicting the causes and effects and verifying those causes.Chapter 3: Recommendations propose some solutions to improve the quality of accounting services. At the same time, propose a plan to implement solutions towards the goal of improving the quality of accounting services.Chương 1: Tổng quan tài liệu đề cập đến cơ sở lý luận và những vấn đề cần giải quyết tại Công ty trách nhiệm hữu hạn tư vấn thuế Hà MinhChương 2: Nghiên cứu đưa ra một thực trạng về chất lượng dịch vụ kế toán tại công ty, dự đoán nguyên nhân, ảnh hưởng và xác minh các nguyên nhân đó.Chương 3: Kiến nghị đề xuất một số giải pháp nâng cao chất lượng dịch vụ kế toán. Đồng thời đề xuất phương án thực hiện các giải pháp hướng tới mục tiêu nâng cao chất lượng dịch vụ kế toán.
MINISTRY OF FINANCE ACADEMY OF FINANCE Student: Nguyễn Thị Thu Hằng Group: CQ55/51.03 GRADUATION THESIS TOPIC: DEVELOPING BRANDING STRATEGY AT PHAP LUAT NET MEDIA JOINT STOCK COMPANY Major : English for Finance and Accounting Student code : 17522202010072 Supervisor : Mrs Phan Thi Ha My M.A., Hanoi – 2021 MINISTRY OF FINANCE ACADEMY OF FINANCE Student: Nguyễn Thị Thu Hằng Group: CQ55/51.03 GRADUATION THESIS TOPIC: DEVELOPING BRANDING STRATEGY AT PHAP LUAT NET MEDIA JOINT STOCK COMPANY Major : English for Finance and Accounting Student code : 17522202010072 Supervisor : Mrs Phan Thi Ha My M.A., Hanoi – 2021 Graduation Thesis| Academy of Finance DECLARATION I, Nguyen Thi Thu Hang, being a student of Faculty of Foreign Languages, hereby certify my authorship of the thesis submitted today entitled: “Developing branding strategy at Phap Luat Net Media Joint Stock Company.” I declare that the thesis and the study presented in it are my own and have been generated by me as the result of my own original research Hanoi, May 25, 2021 Nguyen Thi Thu Hang – CQ55/51.03 i Graduation Thesis| Academy of Finance ABSTRACT The purpose of the thesis is to identify problems pertinent to developing branding strategy at Phap Luat Net Media Joint Stock Company The study is carried out by colleting and analyzing evaluations from Phap Luat NET Media Company In the final sections, thorough recommendations are increasing the positive perception of the Phap Luat Net Media Company This study is divided into three parts The first part – Introduction - contains overall information about the research: rational, aims, the scope, methods and organization of the study The second part includes three chapters Chapter One is the review of literature review on different theories of branding, brand strategies and building a brand strategy Chapter Two – named The Study - consists of basic information about analyzing the current branding strategy of Phap Luat NET Media Joint Stock Company, hence, pointing out the strengths and weaknesses that this corporation has, and developing a better branding strategy for Phap Luat NET Media Joint Stock Company Chapter Three presents on some solutions for developing branding strategy for Phap Luat NET Media Joint Stock Company The final part is Conclusion This section provided the final overview of and concluded the study Nguyen Thi Thu Hang – CQ55/51.03 ii Graduation Thesis| Academy of Finance ACKNOWLEDGEMENT This thesis would not have been finished without the suppport from many individuals that in one way or another contributed and extended their valuable assistance in the preparation and completion of this study First and foremost, I would like to express my deepest gratitude to Ms Phan Thi Ha My, my supervisor and lectures at Faculty of Foreign Languages for her guidance, patience and advices Her wide knowledge and logical way of thinking has been of great value to me She gave me much encouragement and many personal instructions which helped me a lot in doing this thesis and provided me a good basis for the presence of the thesis It was my honor to have a oppotunity to finish my Graduation Thesis under the guidance of an enthusiatic, emphathetic and motivative mentor as Ms Ha My I also would like to offer my sincere thanks to Ms Nguyen Phuong Linh, and all the staff working at Phap Luat Net Media Joint Stock Company for their support and assistance during my internship Additionally, I want to express my appreciation for customer service providers for giving me advices and helping me while I was doing my thesis Last but not least, I could never feel grateful enough to have my beloved family beside, who is always there for me no matter what happens They are my motivation to get through all the hard time with support, ecouragement and endless love Nguyen Thi Thu Hang – CQ55/51.03 iii Graduation Thesis| Academy of Finance LIST OF ABBREVIATIONS Phap Luat NET Media Jsc: Phap Luat NET Media Joint Stock Company No: Number Nguyen Thi Thu Hang – CQ55/51.03 iv Graduation Thesis| Academy of Finance LIST OF FIGURES, TABLES AND CHARTS Figure 2.1 : Phat Luat NET’s logo 30 Figure 2.2: Phapluatnet.nguoiduatin.vn website (Source: website https:// phapluatnet.nguoiduatin.vn/) 31 Figure 2.3: Organization chart of Phap Luat NET Media Joint Stock Company 32 Table 2.1: Human resources structure at Phap Luat NET Media Joint Stock Company 33 Table 2.2: The rate of brand building and development in total revenue 44 Chart 1.1: Branding effectiveness evaluation at various stages of brand building 16 Chart 1.2: Brand Equity Ten 18 Chart 2.1: Operating results of the company for years 36 Nguyen Thi Thu Hang – CQ55/51.03 v Graduation Thesis| Academy of Finance TABLE OF CONTENTS DECLARATION I ABSTRACT II ACKNOWLEDGEMENT III LIST OF ABBREVIATIONS IV LIST OF FIGURES, TABLES AND CHARTS V TABLE OF CONTENTS VI INTRODUCTION .1 RATIONALE OF THE STUDY AIMS OF THE STUDY 3 SCOPE OF THE STUDY .3 METHODS OF THE STUDY ORGANIZATION .4 CHAPTER 1: LITERATURE REVIEW 1.1 Overview on branding strategy in Vietnam media and advertising Industry .6 1.1.1 Overview on branding strategy 1.1.1.1 Definition of branding strategy 1.1.1.2 Types of branding strategy .7 1.1.1.3 The importance of branding strategy 1.1.2 Overview on advertising and media industry of businesses in Vietnam .11 1.1.3 Branding activities of businesses in Advertising and Media Industry of Vietnam 12 Nguyen Thi Thu Hang – CQ55/51.03 vi Graduation Thesis| Academy of Finance 1.2 Measurement and assessment of a branding strategy 14 1.2.1 Methods of assessing the effectiveness of a branding strategy 14 1.2.2 KPIs for a branding strategy 20 1.2.3 SWOT analysis 23 1.2.4 Marketing mix 4Ps .25 1.3 Factors impact branding strategy 26 1.3.1 Internal factors .26 1.3.2 External Environment 28 CHAPTER 2: THE STUDY 30 2.1 Overview of Phap Luat NET Media Joint Stock Company 30 2.1.1 The development of Phap Luat NET Media Joint Stock Company 30 2.1.2 Organizational structure of Phap Luat NET Media Joint Stock Company 32 2.1.3 Operating results of Phap Luat NET Media Joint Stock Company 36 2.2 The current situation of branding strategy at Phap Luat NET Media Joint Stock Company 37 2.2.1 Current branding activities at Phap Luat NET Media Joint Stock Company .37 2.2.2 Result of branding activities at Phap Luat NET Media Company 44 2.2.2.1 Company perception of brand development 44 2.2.2.2 Investment in brand development 44 2.2.2.3 Brand awareness 45 2.2.2.4 Brand activation 47 2.3 Assessment of the current brand strategy at Phap Luat NET Media 48 2.3.1 Achievements 48 Nguyen Thi Thu Hang – CQ55/51.03 vii Graduation Thesis| Academy of Finance 2.3.2 Limitations 50 CHAPTER 3: RECOMMENDATIONS .51 3.1 Development orientation of Phap Luat NET Media to 2025 .51 3.2 Solutions to improve branding activities at Phap Luat NET Media to 2025 52 3.2.1 Raising brand awareness 52 3.2.2 Actively participate in fairs to increase consumer awareness of the Company's brand 53 3.2.3 Creating a unique culture for the Company .53 3.2.4 Brand development strategy 54 3.2.5 Building the Company's brand image on the Internet 57 3.2.6 Strategic planning 57 CONCLUSION 62 REFERENCES 63 APPEDIX Nguyen Thi Thu Hang – CQ55/51.03 viii 3.2.2 Actively participate in fairs to increase consumer awareness of the Company's brand When asked about solutions to improve brand identity, managers said that Phap Luat NET media Company needs to recruit a team of brand development experts Like other businesses, in order to participate in the market, the Company always seeks to attend programs to promote its brand Fairs - is also a way to contribute to brand promotion, through the fair the Company can directly recruit professional staff and managers Especially through fairs, the company can market its image to customers in the easiest way According to the survey, reputable businesses use this method with an efficiency of up to 40%, small businesses have not used this method to approach customers, because the potential is still weak or they not have enough confidence to so assert itself Also through the product display fair, are the messages that companies want to send to customers and employees 3.2.3 Creating a unique culture for the Company “In addition to the rules and social principles, businesses need to build their own culture Corporate culture is a criterion to evaluate the efficiency of production and business activities of the company, so in the process of development, the Company has and will develop according to its unique cultural features.” – The Phap Luat NET media manager said As cultural assessment is also a key to help businesses succeed and according to the world cultural organization UNESCO, the brand of enterprises is expressed through their cultural traditions Therefore, in its brand development strategy, the Company needs to build this tradition from officers to employees and workers of the Company, on the other hand, Nguyen Thi Thu Hang – CQ55/51.03 53 approach the culture of the world, apply it to the construction industry and develop your own brand Besides, the company needs to design for itself a unique image, the company's logo must be beautiful, meaningful, easy to go into the customer's mind It is also about building your own image, making an impression on customers 3.2.4 Brand development strategy Brand vision and mission With the desire for Phap Luat NET Media brand to become a strong brand of the media industry in general and the field of television advertising in particular in the coming years, this is a huge challenge for the company In today's increasingly fierce competition environment, it is difficult to survive and gain market share, let alone to become a leading brand Cat Tien Sa, Sunrise Media, Dong A media, ADT Media, FPT Media are companies with very strong capital, they cannot easily stand by and see Phap Luat NET Media surpass them Therefore, the company needs to form a more specific brand development strategy that first defines the brand's mission Analysis of factors related to building the brand mission of Phap Luat NET Media: Main products: TV advertising service with exclusive products Main market: TV advertising Target customers: customer groups including large enterprises and small and medium enterprises Constraint economic goals: Achieve the best profit in good satisfaction of customer needs Main strengths and competitive advantages: Excellent quality Industry pioneer Nguyen Thi Thu Hang – CQ55/51.03 54 Tight management Extensive leadership vision The brand gradually asserted its position Community image: Building a good image through supporting social charity programs, fulfilling obligations to the state From the above analysis, from the current vision, the brand mission of Phap Luat NET Media can be declared as follows: 'Building and caring for Phap Luat NET Media with the mission of being a hyphen rooted in bright thinking constantly creating high-quality products and services to the ultimate goal of positioning customers' brands deeply and imbued in the public's mind." Core Values: Conquering customers by devotion Building trust by prestige Always renewing ourselves by creativity Perfection to provide quality products and services Vision: Agreeing to build Phap Luat NET Media into a prestigious and leading media brand in Vietnam with the foundation of competitive thinking in development strategy, dedicated staff professional center, is the modern investment of infrastructure and equipment to serve the job Research Marketing This is a very important step in brand building in the business Management needs to come up with a specific plan for marketing research Specifically, in addition to buying market research data from outside companies, Phap Luat NET Media also needs to have periodic surveys to update customer trends and consult some experts to make timely adjustments in line with the Company's operations Nguyen Thi Thu Hang – CQ55/51.03 55 Planning a specific branding strategy Training professional human resources for brand building and development This is a relatively weak stage of the company Since its establishment until now, the company has not used a professional independent department for brand management, that's why the work of building and developing the brand is mainly from the Board of Directors performed by part-time Sales Department staff Therefore, there is no research focus and professional staff to advise and support With the growing scale of the business, with increasingly fierce competition, customers have quite a lot of choices, lots of information about many products, capturing customers' minds is an invaluable problem equally important for the survival of the business It is necessary to build an independent department of 3-4 people who are knowledgeable in the brand field in charge of brand management This department may be under the Marketing Department The current part-time staff should not be used, because they not have enough time to invest in research and implementation In addition, the company needs to brief all employees on the values that the brand brings From there, it helps to adjust behaviors, communicate with customers, adjust actions so as not to adversely affect the Phap Luat NET Media brand And through those training courses, it is possible to mobilize positive contributions of all employees of the company in brand work Because the company itself operates in the field of communication, the preservation and development of the brand must be paid more attention and attention Budget: Currently, the budget for building and promoting the brand has not been planned and is only spontaneous In the coming period, the Board of Directors needs to coordinate with the finance and business departments to make a specific plan to come up with specific numbers Nguyen Thi Thu Hang – CQ55/51.03 56 suitable to the financial situation of the Company to invest in brand development effectively more systematic and effective In addition, there must always be a plan to check, monitor the operation situation and evaluate the effectiveness through each period to make timely adjustments 3.2.5 Building the Company's brand image on the Internet Currently, the Internet is a fairly popular service in Vietnam and the number of people using this service is increasing, so in the company's brand strategy, the company has put products on advertising websites Thanks to the engineers of the technical department who designed the company's own website, to introduce the products On the other hand, the number of people accessing the web is increasing, so the website is both an ordinary introductory email and a place to provide the most updated and useful information; on the one hand, it also has a two-way effect bridge customer feedback Therefore, it is easier for the company to consult customers and expand the scale of customers This makes the Company face the cost of designing and maintaining the web, on the other hand need to create novelties to attract customers Through the web, customers can take advantage of checking the news or exchange rates to make their own consumption plans At the same time, through websites, the Company can conduct transactions directly with customers via email, blogs, or other websites Thus, in order to build the Company to grow stronger, the brand is known and used by customers; the Company has synchronous solutions for the immediate period and in the future 3.2.6 Strategic planning To be able to build a sustainable brand in the long term, it is necessary to have a comprehensive and systematic plan that ensures the coordination between the company's image, promotion and tracking activities Nguyen Thi Thu Hang – CQ55/51.03 57 Here are four steps in the brand development process recommen dations after having studied the company's current situation: Define the brand foundation structure; Brand Positioning; Brand strategy building; Develop communication strategy; Step 1: Defining brand's foundational structure This is the most important step of branding because if the foundation is wrong, it can be difficult to correct later, this has been multiplied The basic materials for building the foundation include: Brand Attributes: are logos, colors, and identifying features that help differentiate that brand from other brands For Phap Luat NET Media company, the basic product knowledge as above is already there, but there are still many issues that need to be considered The solutions for this part have been mentioned above Brand Benefits: are actual benefits, emotional benefits and emotional benefits of that brand to consumers For the type of business that works in the advertising industry, the benefits that the company needs to provide to the client must be those that can be felt as easily as quantity In this regard, the company has provided its customers with material benefits but has not yet given them the emotional benefits as customers are proud to work with the company To this, it is necessary to increase the reputation of the company Once the company's brand is well established with customers, those benefits are gradually fulfilled Brand Beliefs: What belief proves that the brand will bring benefits to customers To ensure this, the company needs to perfect the signal system as the basic recognition above, the elements belonging to the fixed assets of Nguyen Thi Thu Hang – CQ55/51.03 58 the company's office equipment And especially, the company's internal marketing activities need to be done in a better way, ensuring that the company's employees are always aware of what they and have a good feeling about the company Making sure to combine these factors in the right way will make the customer get a better sense of the benefits the company has to offer Strengthening internal marketing activities can be done by increasing meetings, increasing unity among employees in the company Try to make everyone feel at home at work Brand personlization: If that brand turns into a person, what will that person look like, what is that person's personality like? These can also be said to be the highlights of the brand's unique settings Brand Essence is a summary of differentiating and distinctive elements, often used as a brand's slogan For the company, the slogan has not been able to this yet There should be a slogan through which the benefits of the product can be expressed, the beneficial features of the company's products Step 2: Brand positioning In this step, the company should position according to the basic structure of the brand, depending on the specific conditions and choose which characteristic as the core For the company should choose the positioning is "brand trust" which affirms the benefits brought to customers such as quality, "after-purchase" service Brand positioning aims to communicate the essence of the brand uniformly across all media, thereby building brand equity Emphasizing on the benefits of customers when using the brand as when working with other companies, customers always save time and still get quality products Nguyen Thi Thu Hang – CQ55/51.03 59 Step 3: Building a brand strategy Improving the quality of product and service quality, looking for new customers: This is the first thing that needs to be done, on the one hand, maintaining the operation of the entire company to help the company develop, on the other hand, it helps the positioning in the company's branding strategy take place in a more systematic way Lower product costs: This may be the survival of the company, not the positioning of the company To ensure competition, the company needs to have measures to reduce costs such as: increasing design staff, modernizing machinery and equipment, improving the skills of employees On that side, there should be promotional activities for customers, in addition to promotions for businesses that hire advertising, it is necessary to have good relationships with the heads of departments or people in charge of the advertising field of those businesses After positioning the brand, businesses need to build a long-term brand strategy (3 years or more) including: • Brand goals for each year • Spending on brand promotion in each year To achieve the goal in each year and in the long term, there must be a reasonable spending level for this work The company should consider investing in the brand as a long-term investment, not an expense, so that new investment activities can take place on a regular basis Step 4: Building a media campaign Currently, the field of communication for the company in general and for the brand is almost nonexistent, to ensure good brand building, it is necessary to have a specific communication plan such as: Nguyen Thi Thu Hang – CQ55/51.03 60 The company organizes events for a number of businesses; through these jobs attach their company to this activity by printing or attaching the company's name after some tables or flyers in the business's documents hire for events For the company today, the message transmission can be done through activities such as customer care activities, customer search activities with direct or indirect offers through mail and phone Through product packaging, supporting activities, consulting on business areas such as advertising, branding, etc There are activities in contact with the press, lobbying this is very effective work in branding in general and the company's operations in particular Nguyen Thi Thu Hang – CQ55/51.03 61 CONCLUSION The brand field for Vietnam today is quite new, but with the dynamism in business activities and information search activities, a number of Vietnamese businesses have gained insights and jobs necessary to build your own brand With the strong development of the advertising industry, it makes it easier to communicate and promote the image of the business, but it also gives businesses many competitors anytime, anywhere Building a brand for each business will bring great benefits to businesses in business, brand issues will be the focus of businesses in the future, especially in open operations To expand the market of the business, the brand has a great advantage The report has outlined the current situation and solutions for brand development of a company Although it does not fully reflect the current situation of brand development of different enterprises in the country, it also partly reflects the current state of the brand of Vietnamese enterprises Through the report, it is possible to see what has been done and what remains of the company And the solutions given are somewhat subjective of an individual, but it is also a solution that needs to be consulted With belief in the efforts of all employees of Phap Luat NET Media and the company's improvement directions in the future I think Phap Luat NET Media company will become one of the successful brands in the Vietnamese advertising market in the coming years Nguyen Thi Thu Hang – CQ55/51.03 62 REFERENCES "Intelligent business coursebook - upper intermediate business English" by Tonya Trappe, Graham Tullis Curriculum "Branding management", Assoc Prof Dao Thi Minh Thanh, MA Nguyen Quang Tuan (2016) in Vietnamese Documents related to some companies such as WPP, TBWA, Dentsu Vietnam, Vietba Media, MediaZ Some websites about marketing: brandingmag.com, coxblue.com, howgreatmarketingworks.com Graduation thesis of the courses at Academy of Finance and scientific research of Cancan Lu at Shanghai University of International Business and Economics (China) Lectures of Deviprasad Goenka Management college of Media Studies (India) and HongBang International University (Vietnam) Nguyen Thi Thu Hang – CQ55/51.03 63 APPEDIX INTERVIEW SHEET (For Marketing managers and employees ) What are the current branding activities at … ? What should be done to improve brand image of …………? Nguyen Thi Thu Hang – CQ55/51.03 64 CRITIC’S JUDGEMENT Critic: Student: Nguyen Thi Thu Hang Group: 51.03 Intake: CQ55 Topic: “Developing branding strategy at Phap Luat NET Media Joint Stock Company” ……………………………………………………………………………………… ……………………………………………………………………………………… Mark: - In number: - In word: Critic ... current branding strategy at Phap Luat NET Media Joint Stock Company 2.1 Overview of Phap Luat NET Media Joint Stock Company 2.1.1 The development of Phap Luat NET Media Joint Stock Company Figure... Overview of Phap Luat NET Media Joint Stock Company 30 2.1.1 The development of Phap Luat NET Media Joint Stock Company 30 2.1.2 Organizational structure of Phap Luat NET Media Joint Stock Company. .. questions is “what was the situation of branding strategy at Phap Luat NET Media Joint Stock Company? ” Another is “How to develop branding strategy at Phap Luat NET Media Joint Stock Company? ” It