Giải pháp nâng cao định vị và nhận diện thương hiệu Khóa luận bằng tiếng AnhGiải pháp nâng cao định vị và nhận diện thương hiệu Khóa luận bằng tiếng AnhSolutions to improve brand positioning and brand identity
DA NANG UNIVERSITY OF ECONOMICS FACULTY OF MARKETING ***** ***** GRADUATION THESIS Brand Equity at Dacotours: SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY Student : Hoang Thi Kim Chi Class : 41K12.3 CLC Supervisor : MBA.Tran Thi Phuong Ha Internship unit : DACOTOURS CO.,LTD Da Nang, May 2019 DA NANG UNIVERSITY OF ECONOMICS FACULTY OF MARKETING ***** ***** GRADUATION THESIS Brand Equity at Dacotours: SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY Student : Hoang Thi Kim Chi Class : 41K12.3 CLC Supervisor : MBA.Tran Thi Phuong Ha Internship unit : DACOTOURS CO.,LTD Internship time: : 31/12/2018-28/4/2019 Instructor : Ms Nguyen Thi Ngoc Diep Da Nang, May 2019 ACKNOWLEDGEMENT After years of studying and practicing at Da Nang university of economics I was taught by the enthusiastic teachers, especially teachers in marketing department who have conveyed the knowledge to me during the time I study at university In addition, through the time of internship at the Dacotours.,co ltd, I had the opportunity to apply the academic in practice at the company as well as gain a lot of experiences here Along with my efforts and the support from the company as well as the support from the supervisor, I have completed my graduation thesis From the results achieved, I would like to send thank for: Teachers of the Da Nang university of economic who have taught and imparted knowledge to me in the past time In particular, Ms Tran Thi Phuong Ha guided me to complete this graduation report Thank for Dacotours director Mr Vo Kim Truong and Ms Nguyen Thi Ngoc Diep who directly guide the internship and all member from other departments to create favorable conditions and help me during I was a intership in the company Because of the limited of knowledge as well as the experience, it is inevitable that there are shortcomings in understanding problems and presentation errors I look forward to receiving comments from teachers and partners in the company in this graduation thesis to help me to achieve better results Best regards! Da Nang, May 8, 2019 STUDENT’S SIGN Hoang Thi Kim Chi TABLE OF CONTENTS INTRODUCTION CHAPTER I LITERATER REVIEW Brand and brand equity 1.1 Brand 1.2 Brand equity 1.3 Customer-based brand equity 1.4 The role of brand and brand equity 10 1.5 The influence of brand on customer behavior 12 Branding process 13 2.1 Several challenges of strong branding process 13 2.2 Strong branding process 14 Strategic branding management process 15 3.1 Brand positioning 15 The brand identity 18 4.1 Brand name 18 4.2 Logo 18 4.3 Slogan 18 4.4 Music 19 4.5 Brand personality 19 Register trademark protection 19 5.1 The process of trademark protection registration 19 5.2 Application for trademark protection 21 CHAPTER II CURRENT BUSINESSES SITUATION 23 Introduction 23 Businesses field 23 2.1 Domestic tour 24 2.2 Oversea tour 24 Mission - Vission - Core Value 24 3.1 Mission 24 3.2 Vission 24 3.3 Core values 25 Organizational structure 25 4.1 Company organizational structure diagram 25 4.2 Functions and tasks of each department 26 4.3 Company Resources 27 Business results of the company (2016-2017-2018) 29 Marketing Analysis 30 6.1 Market analysis 30 6.2 Competitive analysis of the main business line of the company 32 6.3 Analyzing the brand position of the company in the market 33 Marketing activities overview 34 7.1 Marketing department organization 34 7.2 Marketing strategies and marketing activities are underway 35 The problem identification 37 CHAPTER III RESEARCH SITUATION AND PROPOSED SOLUTION 39 Brand Positioning Over The Past 39 Dacotours brand identity 39 2.1 Brand name 39 2.2 Logo 39 2.3 Slogan 40 2.4 Music 41 2.5 Personality brand 41 2.6 The company's brand identity 41 Register For Protection Of Brand Elements 44 The limitation exist 44 Some Solutions To Build And Develop Dacotours Brand 45 5.1 Viewpoints and development objectives 45 5.2 Specific solutions 46 CONCLUSION 51 REFERENCES 52 LIST OF IMAGE Image 1-Organizational structure of Dacotours company 26 Image 2-Revenue from tourists and tourism growth in Vietnam 31 Image 3-Revenue from tourists and tourism growth rate in Da Nang 32 Image 4- The logo of the company 40 Image 5-Uniform (T-shirt) 42 Image 6- Uniform (Hat) - 43 Image 7- The flag of the company - 43 Image 8- The card of the company 44 Image 9-Inconsistency in positioning and communication - 45 Image 10-The uniform shirt was redesigned - 48 Image 11- The flag was redesigned - 49 Image 12- The cold towel of Dacotours 49 LIST OF TABLE Table 1-Som definition of brand equity Table 2-Human resource scale of the company 28 Table 3-Statistics of machinery and equipment 28 Table 4-Statistics of financial resources of the company in the period of 2016-2018 29 Table 5-Net revenue and company profit for the period 2016-2018 30 Table 6-Total assets and equity of the company in the period of 2016-2018 30 Table 7- Some main competitors of Dacotours 33 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY INTRODUCTION Nowadays, the enterprises competion is increasing, the customers demand is more and more diverse Therefore, businesses are trying to build their brand with a image, a style and a mark in their customers' mind In other words, getting the brand closer and leaving a mark in the minds of customers A company can not grow without a suitable brand strategy The process of maintaining and developing the brand is to convey the image as well as the brand message to customers so that the brand name is always attractive and more and more customers know Along with that is maintaining, remembering and having a positive attitude to the company brand Specifically, the tourism and travel industry in Da Nang has been developing rapidly and along with the development of many brands of companies operating in the field of tourism Therefore the level of industry competition is very high, the company faces many companies operating in the same field (cheap price, good quality, strong marketing ) Therefore, this problem requires the company to build a strong brand so that it can have a mark in the minds of customers, creating a competitive advantage for their company During the time I practiced at the company, I realized that the company had not invested heavily in building and developing the brand while this was an important factor in every business so I decided select the topic "Brand equity at Dacotours: solutions to improve brand positioning and brand identity" as the research topic for my graduation thesis The graduation thesis structure included parts: Chapter 1: Litterater review This chapter presents an overview of brand theory Including the brand definition, brand equity, customer-based brand equity, brand positioning, the brand identity Chapter 2: Current businesses situation Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY This chapter shows the overview of the company (business field, mission, vision, core value and the current businesses situation Chapter 3: Research situation and proposed solution This chapter presents the research situation and proposed solution to improve the branding and brand development in Dacotours company Research objectives: The research focuses on the following main objectives: Investigate brand development of Dacotours company (sucessness and limitations) and then provide solutions for the brand development and brand identity at the company Research scope: Collecting the secondary data from 2016 up to now and focus on researching companies and a few other related businesses in Da Nang City Research methods: Collect the secondary information, data, data and documents at the company as well as other references, using analytical methods, statistics The meaning of the research: Researching the current situation of building and developing the brand at Dacotours company since then proposed a solution to contribute to building and developing the Dacotours brand more strongly in the future Besides, the research topic has helped me have the opportunity to research and apply the knowledge I have learned into the reality of enterprises Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY CHAPTER I LITERATER REVIEW Brand and brand equity 1.1 Brand Brand is a familiar concept for businessman especially for the marketer Nowadays, the competition between businesses is increasing so the brand plays a very important role for all company, It helps to create memorization of products as well as creating differences in images, helping feces different businesses with different products The brand is not simply a name but also it is now considered an invaluable asset of the business, thus brand is becoming more and more of concern for businesses as well as researchers The theory of brand is also followed by a more complete and developed form In general, we can understand the concept of brand through two main concepts below: The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers” Similarity, According to Philip Kotler (2013): "Brand can be understood as names, terms, symbols, drawings or combinations between them used to confirm the seller's products and distinguish them from products of competitors " A brand can be composed of two components: • The part could be pronounce: Signs that can be spoken into words, affecting the hearing of the listener such as name, slogan, soundtrack • The part could not be pronounce: It is the sign that distinguishes this brand from other brand by sight such as drawing, image, logo, style, color 1.2 Brand equity Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY CHAPTER III RESEARCH SITUATION AND PROPOSED SOLUTION Brand Positioning Over The Past Target customers: International visitors are mainly Brand positioning: Providing high quality service at the best price The company aims to locate value for its product brand Committed to providing the best service with high quality and the best price for customers 2.1 Dacotours brand identity Brand name The company has a trading name abbreviated as Dacotours The company often uses this name instead of using the name Xu Da Because, Dacotours easy to identify and have more emphasis In general, the company name is short, easy to remember, combined with the word tour to help customers immediately think about the products and services that the company is providing In addition, Da word in Dacotour means Da Nang city - where the company has been providing tourism services and the company's strength in typical competitive products is a joint tour that is departed daily in Da Nang 2.2 Logo The company logo is a combination of images and writing with two main colors: red and green with the image of a mountain river as a symbol of Da Nang tourism Besides, there are pictures of bird wings at the top of the logo that symbolize the desire for development of the company In addition, the words Dacotours are taken the main red tones that showing the enthusiasm, dynamism of the staff at the company with the desire to wholeheartedly for work and for customers The green color of the mountain and sea, it is a symbol of the pure nature of Da Nang city with many natural tourist attractions such as Son Tra Peninsula, Ngu Hanh Mountain 39 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY Image 4- The logo of the company Attached below is the company's slogan with the words "For a beautiful life" This combination is quite simple but the layout is very solid so it has a strong business will in the market with the desire to grow and further the company Logo is printed on all corporate identity sets including shirt, hat, flag, card, profile In general, the company logo is quite simple, consistent, less disturbed when placed in a colorful space Leaf image helps customers visualize something friendly and fresh 2.3 Slogan Regarding the company's slogan, knowing the development of the domestic and foreign tourism market, the company uses two main slogans with two versions in English and Vietnamese Because when translating the meaning from English to Vietnames the meaning of the sentence will not inevitably lack the idea or not convey enough desirable ideas so the company decided to use for themselves the following main slogans: • English: "For a beatiful life" - with the desire to bring customers a good and happy life by providing the best products and services to customers 40 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY • Vietnamese: "Moi khach hang la mot nguoi than" -with the meaning of when customers use the company's services will feel comfortable as being experiencing and having fun with family members is not buying and using a company's services The company uses the slogan on the form for different customers For customers who are international guests the company will send the form with English slogan and vice versa In general, the parallel use of slogans helps businesses to convey the right ideas to customers but not really consistent A meaningful slogan must bring in what the company wants to bring to its customers and bring both the difference and hidden in it is the culture of the business to help customers remember, feel and increase brand awareness 2.4 Music The company has not built a music background as well as a separate song, this is also one of the limitations of the brand 2.5 Personality brand During building, formation and development, Dacotours has gradually built up its own corporate culture In business activities, company leaders always thoroughly grasp specific directions, goals, actions to all employees to ensure consistency in work For customers who are dedicated and enthusiastic, set the motto "Every customer is a relative" to ensure close contact with customers, create a feeling of familiarity and sincerity It is these things that make the brand personality of the company, but the company has not clearly shown this personality to consumers 2.6 The company's brand identity 2.6.1 Uniform (T-shirt) Taking the main color tone is green that matches the color of the company logo, reflecting the identity in the brand identity Overall, the shirt is designed to be simple and 41 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY not messy However, the words "Dacotours" when printed on the blue background are sunk, not clearly looking at the brand name, in addition the company logo is green so when printing on the same color shirt, it will be matched with the color to make difficult to identify Image 5-Uniform (T-shirt) 2.6.2 Uniform (Hat) The uniform hat is simply designed with two main colors, white and white, with the company logo printed on the top of the hat, creating a good brand identity Besides, the horizontal surface of the hat is also printed with the website and the hotline number of the company for customers to contact in necessary situations Hats are delivered to each customer when using the company's services, both for the purpose of use and as a souvenir for customers from the company when using the service 42 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY Image 6- Uniform (Hat) 2.6.3 Flag The flag is designed in a triangle with a gold border and two main colors are red and yellow to create attention from customers for customers to recognize their delegation Beside that the logo image printed on the flag, create brand identity Although the design is simple and eye-catching, the two main tones of the company are green and red so to create a good brand identity, the company should design the flag have the same color with the identity brand will be better Image 7- The flag of the company 43 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY 2.6.4 Card The business card is simply designed according to the rectangular shape with white and blue tones as the main theme The front of card is printed with the logo and the main services that the company provides include: tour organization, hotel booking, air tickets and rental of tourist cars On the back, the card is printed the contact information such as: phone number, address, email, facebook, webssite, booking link Each department and position in the company will have a different business card template that contains all the necessary information Image 8- The card of the company In general, the company identity is well designed, ensuring the importance of brand identity Register For Protection Of Brand Elements About registering trademark protection Dacotours has been officially registered for trademark protection since its establishment and used the Dacotours brand name and including in terms of names, slogans, and images The limitation exist According to the research from the literature review and reality of the company We can clearly see that in the problem of brand positioning of Dacotours, brand positioning is not clear (cheap price or focus on good service quality) The company pursues becoming a 44 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY travel business providing quality services but in terms of marketing as well as running facebook ads, it is not really strong about this Image 9-Inconsistency in positioning and communication In addition, the strength of the company is that a joint tour that starts daily has not been focused on developing strongly In addition, the brand identity of the company is still designed not homogeneous, typically: The company should choose the main color tone is green or red instead of choosing both colors to make the identity recognition The signal is misleading Slogan is not uniform in terms of English and Vietnamese As a tourism company, the company can build its own brand identity on water bottles and cold towels that customers use instead of existing purchases Some Solutions To Build And Develop Dacotours Brand 5.1 Viewpoints and development objectives 5.1.1 Viewpoints Based on the assessment of the status of building and developing the brand at Dacotours in the past time, the company needs to: focus on quality, expand the market share, increase the number of distribution channels and aim to distribute developing markets outside Da Nang 45 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY 5.1.2 Development objectives Positioning objectives: focus on developing service quality, positioning as a travel company specializing in providing quality services at the best prices Product-service supply objectives: Improving customer support, collecting feedback from customers to improve service delivery better Besides developing and building many different tour packages with special new features that match the trend and customer needs to give customers the sense of quality of products and services as well as value About the brand Distribution goals: Continue to maintain distribution in key markets, thereby expanding markets and developing markets outside Da Nang Goal of promotion and brand promotion: Create brand awareness deeply to customers 5.2 Specific solutions 5.2.1 Complete brand positioning Focusing on specific brand positioning, emphasizing on the quality of services provided, specifically below: Targeted customer: Those wishing to search for tours, including domestic and foreign customers, especially foreign customers wishing to find high quality tours with good prices Customer psychology: There is a high demand for service quality, less price sensitivity Product benefits: - Functional benefits: Tour, help customers experience and more useful tourist information about destinations - Emotional benefits: Giving customers confidence when using the company's services Feeling the sincerity and enthusiasm from the company's staff 46 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY Core values: Devoted: Dacotours always strives for bringing the best quality products, travel services that adequately meet the needs of customers Responsible and committed: Dacotours is always accountable to customers, to the tourism industry and to the staff We put the prestige on the top We ensure the right or even higher commitment to customers and employees We highly protect our prestige and consider it as our most effective competitive tool By common consent: Dacotours keeps up with our partners, build good relationships in faith and humanism, to create the best values and a better, meaningful life United: Employees are the most valuable assets of Dacotours We create a good team to support each other and be together to achieve the common goal Towards the community: Dacotours always preserves national cultural identity, and contributes to universalize the image of Vietnam’s tourism to the whole world Brand personality: Sincere, devoted, enthusiastic, towards the community 5.2.2 Complete set of brand identity Despite the design and investment in terms of brand the brand identity of Dacotours is not really effective and there is a lack of some other brand identities that a travel company should have such as: cold towels of customers use with company brand name and color identification, bottled drinking water with company brand name Because all customers use water and cold towels so we can add two elements to the brand identity will help increase brand awareness more In addition, it is possible to make a number of other brand identifiers such as pen, paper cover, envelope, calendar to give to partners on the occasion of New Year Below is a 47 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY sample of brand identity Redesigned to fit and synchronize with the Dacotours brand identity 5.2.2.1 Uniform (T-shirt) The shirt is designed to take the green color as the main theme In particular, the logo will be white border and embossed embroidery to be more prominent Besides printing the logo on the left hand side to create a highlight and increase brand identity in many different perspectives Image 10-The uniform shirt was redesigned 5.2.2.2 Uniform (Flag) Instead of using a red flag, the company should now use a green flag to more closely identify the brand identity 48 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY Image 11- The flag was redesigned 5.2.2.3 Cold towel Cold towels are designed to take the mainstream green color, on the packaging with the necessary information about the company including contacts, phone numbers, business fields Image 12- The cold towel of Dacotours 49 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY 5.2.2.4 Music The company should design a short, playful, lively song to enhance customer awareness of the company brand Designing a piece of music is necessary, especially when the company intends to advertise or implement advertising strategies on mass media such as TV or radio 5.2.2.5 Brand personanlity Continue to maintain and develop brand personality for a long time Create this brand identity consistently with time and need to be responsible for ensuring consistency throughout all communication materials 5.2.3 Completing policies to support brand development 5.2.3.1 Product policy Maintaining the existing product policy and designing flexible and updated new destinations to attract customers instead of traditional travel destinations 5.2.3.2 Price policy Continue to maintain pricing policies based on value and competitors currently pursuing 5.2.3.3 Place policy Consolidate and strengthen relationships with other travel companies On the other hand, promoting development to seek mayor outside Da Nang, especially the market in the South and the North 5.2.3.4 Promotion policy Maintain implementation of communication via website and facebook fanpage as currently Besides, it is necessary to always update the post in accordance with the trend, can create own and entertaining videos introducing Da Nang tourism to increase interaction Because entertaining videos will receive a lot of attraction from the audience, increase brand awareness 50 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY CONCLUSION Nowadays, customers contact with a variety of products and services with different brands and different quality This makes consumers difficult to choose the right brand for themselves among the brands available in the market Therefore, businesses not only need to focus on the quality of products as well as the services provided, but must also find ways for customers to access, identify, believe and use that product Therefore, branding and brand development is an essential thing for every business Because brand is considered as an intangible asset and is a competitive advantage of enterprises, helping to distinguish products and services from competitors, and help consumers easily identify With the content of the study in Chapter I, the report has provided the rationale, concepts and role of the brand for both businesses and consumers as a basis for building and distributing brand development for Dacotours company In chapter II, a brief introduction of Dacotours company overview, environmental analysis of tourism industry and the status of brand building and development at Dacotours From the theory of chapter I and the current businesses situtation in chapter II, chapter III raised the views and goals for the development and branding along with proposing solutions to solve problems in order to build a company brand become a strong brand in the market 51 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY REFERENCES Aaker, D.A (1991) Managing Brand Equity New York: Free Press Achmad Yanu Alif Fianto (2014),The Influence of Brand Image on Purchase Behaviour Through Brand Trust Baba, Abdul-Aziz (2014), Impact Of A Brand On Consumer Decision Making Process Bendixen, M., Bukasa K.A and Abratt R (2004) Brand equity in the business-tobusiness market Industrial marketing Management Chaudhuri, A and Holbrook, M.B (2002), Product-Class Effects on Brand Commitment and Brand out Comes The Role of Brand Trust and Brand Affect Haythem Guizani, Hyane Trigueiro, and Pierre Valette-Florence (2008), Development of a Scale For French Consumer Brand Equity Henrieta Hrablik Chovanováa*, Aleksander Ivanovich Korshunovb, Dagmar Babčanovác (2015), Impact of Brand on Consumer Behavior Huong,P.T.L (2014) , Brand Management Kamakura, A W and Russell G J (1993) Measuring brand value with scanner data International Journal of Research in Marketing 10 Kapferer, J.N (1997) Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 11 Keller KL (1993) Conceptualizing, measuring, and managing customer-based brand equity Journal of Marketing 12 Kim H-b.; Kim W.G.; An J.A.( 2003) The effect of consumer-based brand equity on firms' financial performance Journal of Consumer Marketing 13 Kotler, P., & Keller, K L (2012), Marketing Management, Global Edition 14e 14 Lassar, W., Mittal B , and Sharma A (1995) Measuring Customer-Based Brand Equity Journal of Consumer Marketing 15 Leuthesser, Lance (1988) Defining, measuring and managing brand equity: A conference summary 52 Hoang Thi Kim Chi - 41K12.3 CLC SOLUTIONS TO IMPROVE BRAND POSITIONING AND BRAND IDENTITY 16 Motameni, R., Shahrokhi M (1998) Brand equity valuation: A global perspective Journal of Product & Brand Management 17 Philip Kotler(2013), Principles of Marketing by Philip Kotler 18 Swait, J., Erdem T., Louviere J & Dubelaar C (1993) The equalization price: A measure of consumer-perceived brand equity International Journal of Research in Marketing 19 Yoo, B and Donthu, N (2001) Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale Journal of Business Research 20 Zeithaml, V.A (1988) Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence Journal of Marketing 53 ... 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