TOWARDS BRANDING HANOIDEWELOPING A BRAND FOR OUR CAPITAL CITY fr : TBUNG iA M /£ ) THO N G TIN T K l^ V IEN M NiMHNilHC^uOAl 14 iv 4^335 TABLE OF C O N T E N T ABSTRACT .2 STATEMENT OF A U T H O R S H IP AC K N O W LED G EM EN T CHAPTER 1: IN TRO D U CTIO N CHAPTER 2: LITERATURE R EV IEW 2.1 Branding and brand building 2.1.1 Branding at a snapshot 2.1.2 The essence o f brand building 2.1.3 Branding- the dark side Place b n d in g 10 2.2.1 What is Place Branding? 11 2.2.2 Benefits o fplace branding 12 2.2.3 Challenges o fplace branding 15 2.2.4 Principles o fplace branding 18 2.3 T he Branding of S elected D estinations 19 2.4 T owards Branding Hanoi 23 CHAPTER 3: LOOKING BACK ON HANOI IDENTITY 31 3.1 An Overview of Hanoi 31 3.2 Hanoi Identity 34 3.2.1 A City o f Rivers and Lakes 34 3.2.2 A City o f Rich Cultural and Historical Heritages 34 3.2.3 A City o f Contrasts 35 3.2.4 Artistic Hanoi 36 3.2.5A Conclusion 36 CHAPTER 4: TOURISTS' FEELINGS AND IMPRESSIONS OF HANOI .38 4.1 T he research 38 4.1.1 Face-to-face interviews 38 4.1.2 Travel Blogs 39 4.2 Results 45 CHAPTER 5: D ISCU SSIO N 56 CHAPTER 7: LIMITATIONS AND FURTHER RESEARCH SU G G ESTIO N S 59 APPEN DICES 60 BIBLIOGRAPHY 68 Abstract As the title of the thesis says, this is an effort towards branding Hanoi Nevertheless, the paper does not embrace the whole complicated process of branding Hanoi but initiates to come up with some ideas to develop a brand for the city through three steps: first, getting to know Hanoi identity, second, examining tourists' feelings and impressions of Hanoi and last proposing a core image that can be used to construct Hanoi brand The first chapter is for a brief introduction, followed by a literature review, the three steps, conclusions and implications, limitations and further research suggestions STATEMENT OF AUTHORSHIP "Except where reference is made in the text of the thesis, this thesis contains no material published elsewhere or extracted in whole or in part from a thesis or any other degree or diploma No other person's work has been used without due acknowledgement in the main text of the thesis This thesis has not been submitted for the award of any degree or diploma in any other tertiary institution." Student signature Nguyen Thuy Linh Date 01/12/2006 C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Acknowledgement Some people affirmed that the hardest part to write in a thesis is acknowledgement As for myself, this is particularly true because it is when you have to teach your heart to say Thank you, Teachers- Mr Hoang Gia Thu, Ms Pham Le Thu Nga, Mr Nguyen Anh Quan, Mr Nguyen Due Hoa Cuong and others! For so many things I have learnt from you in class and outside Thank you, my instructor- Ms Bui Thanh Huong for your valuable advice and critical comments Thank you, Friends- Hang AM, Ha TS, Phuong Lari, Hong Hanh, Lan Phuong, Quynh Van, Quynh Trang, Lan Anh, Quyen, Thu Giang, Thuy Linh, Hang Toet! For lending a hand with my thesis Thank you, Mom and Dad, brother Candy, and MF for your love, your care and your patience with the worst-in-me Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Chapter 1: Introduction Branding is no more a "monopolistic" marketing term for products and services Branding has spread its sphere into tourist destinations Though place branding is not an easy task, a good number of destinations have formulated and implemented brand strategies for benefits normally outweigh challenges This research was a brave attempt as it aspired to call upon the necessity to brand Hanoi It made the first move by seeking to develop a brand for Hanoi through three steps: looking back on Hanoi identity, scrutinizing foreign tourists' feelings and impressions of the city, and giving a suggestion constructing Hanoi brand This paper is exploratory in nature Hanoi identity was developed from a desk research while tourists' opinions of Hanoi were worked out by face-to-face interviewing and studying travel blogs (an innovative approach that combined a traditional and an innovative method) A proposal for designing Hanoi brand was put forward basing on findings of the two prior steps The structure of this thesis follows the three phases with a literature review comes first to present research into branding and place branding so far, from which the need to brand Hanoi emerged Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Chapter 2: Literature review 2.1 Branding and brand building 2.1.1 Branding at a snapshot You are absolutely behind the times if you have never heard of the word brand When asked why they buy clothes from Gucci or Versace, sports shoes from Nike or Adidas even if the things are never inexpensive, those men and women, boys and girls might simply answer: "Because we are buying branded products." What exactly does brand mean? Brand originally denoted "a mark indicating ownership, burned on the hide of an animal." (The Concise American Heritage 1983) Today, whether or not we want it, the meaning of the word has gone far off from the mark that used to show possession The American Marketing Association defines brand as "a name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors." (Quoted in Tasci & Kozak 2006, p.300) According to Simoes & Dibb (2001), however, brand is not just a name, term, sign, symbol or design, or even a combination of these, a brand embodies a whole set of physical and sociopsychological attributes and beliefs which are associated with the product; and as Kotler and Gertner (2002) expressed it, brands not only differentiate products but also "represent a promise of value," "incite belief, evoke emotions and prompt behavior." Experts have persistently added their own ideas to branding, making the picture of it vividly and variously colored In 1998, De Chernatony & DaH'Olmo Riley devoted a great deal of effort identifying 12 perspectives on the definition of the Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an brand found in the literature Having intently studied those viewpoints, they proposed that "the brand is a multidimensional construct whereby managers augment products or services with values and this facilitates the process by which consumers confidently recognize and appreciate these values." From the consumers' perspective the benefits of branding are that it readily identifies a product, entails a certain level of quality or performance and suggests a desirable psychological reward for purchasers who become associated with it or the real or imaginary lifestyle it represents From an organizational standpoint, branding adds value to the product being offered, helps develop loyalty towards it and "positions" the product in the marketplace (Howie 2003) Given those ideas, branding is actually a holistic approach to a product's position, customer interactions, and operations, based on the product's values Essentially, it is devoted to establishing and nurturing a relationship with customers (http://www.cairril.corrO 2.1.2 The essence of brand building Naturally, the question "How to build a brand?" arises All the above-mentioned notions have not yet suggested a reasonable answer Still, a brand definition of Hankinson & Cowking (1993, p 10) appears to correspond to this: "A brand is a product or service made distinctive by its positioning relative to the competition and by its personality, which comprises a unique combination of functional attributes and symbolic values." Accordingly, branding is a deliberate process of selecting and associating these attributes because they are assumed to add value to the basic product or service (Knox & Bickerton 2003) Is that ever enough for brand building? In 2005, Kavaratzis & Ashworth (p.508) brought up a fresh and sensible proposal: "The boundaries of the brand construct are, on the one side the activities of the firm and on the other side the perceptions of the consumers The brand becomes the interface between these two." They then affirmed that there are a number of elements lying at each end of the Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an boundaries of the brand construct For the brand owners, these elements are the features and beneficial attributes imbued in the brand In addition, marketers may decide on stressing symbolic, experiential and emotional values, creating the brand identity But these elements themselves are not enough as branding aims at a relationship, actually a mode of two-way communication The input from the consumer (quality and values that they perceive) is just as important "From the consumer's side, central to the concept of the brand is the brand image, which incorporates perceptions of quality and values as well as brand associations and feelings." The relation between brand identity and brand image is summarized by Kavaratzis & Ashworth as follows: Figure Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an Chapter 7: Limitations and Further Research Suggestions Inevitably, the research had some limitations The major shortcoming was the object of the tourist study- only targeting at tourists who could speak English, very few were from China, Korea and Japan Thus, the findings were English speaking tourist-oriented In addition, the data analysis process of the research could have used with software packages They can provide with two-dimensional perceptual maps, word frequency counts, category charts and even theme associations The job could have done faster and more efficiently Moreover, although tourists' demographic information was collected during the course of the interviews, it was unused For further studies, they can gain better results by removing limitations of this thesis: using different languages during the research (Japanese, Chinese, Korean and French are recommended), employing software packages, and conducting statistical analysis against demographic variables, which product deeper insights into tourists' feelings and impressions of Hanoi Additionally, we need judgments from tourism experts, guidelines from the Government and Hanoi People's Committee, partners' from key markets and local people as well for a more meaningful Hanoi brand that is more compelling and inspiring 59 Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an APPENDICES APPENDIX Insights for Branding Places The following are thoughts from a variety of people who have had extensive experience in branding places and travel products Their views provide valuable insights for creating and managing sustainable brands for cities, regions, and countries "Tomorrow's tourism marketing environment will be one defined by everincreasing competition, greater product parity and consumer choice in which intangibles such as brand values, experiences, emotional benefits and celebrity will be the key differentiating factors." Nigel Morgan & Annette Pritchard "Destination Branding" "Many politicians and statesmen - like many lay people - don't understand what is meant by branding, and believe that it's simply a matter of designing a new logo and possibly a slogan to go underneath it And this is not helped by communications agencies who pander to this misconception by simply selling them logos and slogans ( and not a strategic solution)." Simon Anholt "Brand New Justice " "Successful destination brands are those that are able to clearly differentiate themselves and simplify choices for customers Fundamental to developing a winning brand is recognizing that it is much more than a new logo or new graphic design And a destination's brand is not Anonymous advertising theme or a tagline A destination brand is the totality of perceptions that a customer holds about place Effective management of these perceptions and experiences can secure enduring value for the destination, its partners, and customers.This means that the brand is built at every point of contact between customers and the location Each of these points before, during and after the visit has a vital role in building and delivering the experience embodied in the brand The logo and tagline serve as valuable reminders for the values inherent in the brand Unless a destination brand is adopted, supported and given life by stakeholders and partners, it will amount to nothing more than a mark on a piece of paper You must set out from the start to build a "living' brand and create the strategies, to deliver a memorable brand experience at every critical point of contact with your customers." Bill Baker Total Destination Management 60 Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an "Place images represent a simplification of a large number of associations and pieces of information connected with the place They are a product of the mind trying to process and prioritize huge amounts of data about a place." Prof Phillip Kotler Northwest University "There is only one reason why people have ever bought from you in the past, and why they will ever buy from you in the future, and that is because they want to change the way they feel Its that simple! For a brand to take off and fly, it must first deliberately and single-mindedly set about acquiring and owning a little piece of the minds of millions of people." GeoffAyling WAM Advertising "Coherence of communication is necessary because in the global world in which we now live, every place has to compete with every other place for share of mind, share of income, share of talent, share of voice Unless a place can stand for something, it stands little chance of being remembered for long enough to compete for any of this precious attention Most of us spend no more than a few seconds each year thinking about a country on the other side of the world or a city at the other end of the country So unless a country or city always seems exactly like itself every time it crops up, there is little chance that those few seconds of attention will ever add up to a preference for its products, a desire to go and visit the place, an interest in its culture, or, if we were prejudiced against the place in some way beforehand, a change of heart." Simon Anhoit "Brand New Justice " "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." Michael Eisner, Former CEO, Disney "Success means never letting the competition define you Instead you have to define yourself based on a point of view you care deeply about." Tom Chappell Tom's o f Maine "Your brand is not what you say you are your brand is what your customers think you are Each person's experience with a product is as unique as a snowflake Each of us has a personal experience that is experienced by no other individual." Steve Yastrow 61 Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an "Brand Harmony" "If your identity is going to convince anyone outside the area, it has to be believed by the people living in it It takes time to change perceptions Research shows that one-off initiatives have very little impact on attitudes The basic message needs to be continually reinforced using different media in different contexts." Mark Leonard "Britain Renewing Our Identity" "All great brands are built on the bedrock of trust derived from customer's experiences sold under the brand name Brands create customer value because they reduce both the effort and the risk of buying things, and therefore give owners an incentive to invest in quality and innovation." Prof Patrick Barwise London Business School "(Our people) know what needs to be done and they it Our culture is our true competitive advantage." Herb Kelleher, South West Airlines "Brand success is not determined by the advertising that is carried out to promote it, but the overall experience of its delivery We have to move the brand from being presented as a trip, a vacation or a destination to becoming a wholly immersive, aspirational and engaging experience." Ken Boundy Executive Director Australian Tourist Commission © Total Destination Management 62 Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an APPENDIX Ket qua khach du lich QUOC TE den Ha Noi va TP Ho Chi Minh so voi ca nu’o’c Ca nu’o’c % Tp %TPHCM/VN HN/TP Ha Noi HN/VN HCM HCM • 1998 1.500.000 1999 1.700.000 2000 2.130.000 2001 2.330.050 351.896 380.000 2002 2.628.000 2003 2.428.735 931.000 2004 2.927.876 2005 3.467.757 950.000 1.109.635 500.400 700.000 850.000 23,5 30 35,4 35,0 32,45 32 1.226.400 52% 57% 1.433.000 54,5% 65% 1.302.000 53,6% 65,2% 1.580.000 54% 60,1% 2.000.000 57,6% 55,5% 63 Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn C.33.44.55.54.78.65.5.43.22.2.4 22.Tai lieu Luan 66.55.77.99 van Luan an.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.22 Do an.Tai lieu Luan van Luan an Do an.Tai lieu Luan van Luan an Do an APPENDIX Future Brand ooo o oo Ay n D D rt u n 11 u o n ii y T D V u u u ii i l\ l TOP COUNTRY BRANDS 1, A II C T D A n w o i iv n 11 C u o l I o r A i m Ki A C O A Kl n o d r r n i\ n n Ul l \ L O U O ~l u « T A V 1 M 1 i I w L U c r L u N x \ V r\ C D A I K\ «j i r» i 11 r\m 11 L VV -7 r a i a m n U f l L M 11 U ■ o o ki ■ o n m n i n i w r c i n n l b* ■ V u o ■ l / I I u ■ _ u *-»