DECLARATION
ABSTRACT
ACKNOWLEDGMENTS
LIST OF ABBREVIATIONS
LIST OF FIGURES AND TABLE
TABLE OF CONTENTS
INTRODUCTION
CHAPTER 1: LITERATURE REVIEW
1.1. Overview on developing branding strategy in Vietnam printing industry
1.1.1. Overview on branding strategy
1.1.1.1. Definition of brand, branding strategy
1.1.1.2. Types of branding strategy
1.1.1.3. Activities to develop a branding strategy
1.1.1.4. The importance of branding strategy
1.1.2 Branding activities of businesses in printing industry in Vietnam
1.1.2.1. Printing industry in Vietnam
1.1.2.2. Activities to develop brand of businesses in printing industry in Vietnam
1.2. Measurement and assessment of a branding strategy
1.2.1. Methods of assessing the effectiveness of branding strategy
1.2.2. The SWOT analysis
1.2.3. The 4Ps
1.3. Factors affect the effectiveness of a branding strategy
1.3.1. Internal factors
1.3.2. External factors
CHAPTER 2: STUDY
2.1. Overview of Six Color Printing CO., LTD
2.1.1. General introduction of the Six Color Printing CO., LTD
2.1.2 Organizational structure of the Six Colors Printing CO., LTD
2.1.3 Operating results of the Six Colors Printing CO., LTD
2.2. Current situation of branding strategy at Six Colors Printing CO., LTD
2.2.1. Current branding activities at Six Colors Printing CO., LTD
2.2.2. Effectiveness of branding activities at Six Colors Printing CO., LTD
2.3 Assessment on current branding activities at Six Colors Printing CO., LTD
2.3.1 Achievements
2.3.2. Limitations
CHAPTER 3: RECOMMENDATIONS
3.1. Orientation to improve developing branding strategy at Six Colors Printing Co., Ltd
3.2. Recommendations to improve developing branding strategy at six Colors Printing Co., Ltd
3.2.1. Investing in branding
3.2.2. Marketing mix strategy solutions
CONCLUSION
REFERENCES
APPENDIXES