The branding process of vtv6 channel

Pham Thi Mai Hoa – EMBA5A TABLE OF CONTENTS TABLE OF CONTENTS…………………………………………………………… ACKNOWLEDGEMENTS………………………………………………………… ABBREVATION…………………………………………………………………… LIST OF CHART…………………………………………………………………… EXECUTIVE SUMMARY………………………………………………………… CHAPTER – INTRODUCTION………………………………………………… 1.1 Background and rationale……………………………………………………… 1.2 Problem statement and objective of the Research……………………………… 1.3 Research Strategy and Methodology…………………………………………… 1.4 Feasibility and Practical of the resreach………………………………………… 1.5 Scope & Limitations ofresearch….…………………………………………… 1.6 Structure of the thesis…………………………………………………………… CHAPTER – THEORETICAL AND LITERATURE REVIEW – BRAND & BRANDING………………………………………………………………………… 2.1 The concept of brand and its importance……………………………………… 2.1.1 What is a Brand 2.1.2 Brand personality and characteristic…………………………………… 2.1.3 The importance of Brand………………………………………………… 2.1.3.1 To the consumers……………………………………………… Pham Thi Mai Hoa – EMBA5A 2.1.3.2 To the company………………………………………………… 2.2 Building a strong Brand………………………………………………………… 2.2.1 Brand strategy and its importance……………………………………… 2.2.2 Five steps of Branding…………………………………………………… 2.2.2.1 Defining the base structure of Brand…………………………… 2.2.2.2 Brand positioning……………………………………………… 2.2.2.3 Building Brand development strategy………………………… 2.2.2.4 Building a communication strategy……………………………… 2.2.2.5 Evaluating and Adjusting……………………………………… CHAPTER – THE BRANDING PROCESS OF VTV6 CHANNEL…………… 3.1 Introduction about Vietnam Television Station and VTV6 channel…………… 3.2 Condition and motive for VTV6 channel branding…………………………… 3.2.1 Macro environment of Vietnam……………………………………… 3.2.2 Analysis of Vietnam Television Market……………………………… Pham Thi Mai Hoa – EMBA5A 3.3 Content and implementation process of VTV6 branding……………………… 3.3.1 Corporate strategy and Brand strategy………………………………… 3.3.2 VTV6 channel Brand positioning……………………………………… 3.3.3 Building communication Strategy……………………………………… 3.4 Evaluating the effectiveness of VTV6 brand building………………………… 3.5 Existing problems in the process of brand building-reasons for unsuccessfulness…………………………………………………………………… 3.5.1 Subjective reasons of VTV6’s existing problems……………………… 3.5.1.1 Failure in determining the core – targeted customer…………… 3.5.1.2 Brand characteristics and personalities………………………… 3.5.1.3 Application of the Brand identity system……………………… 3.5.1.4 Less Brand communication effectiveness……………………… 3.5.2 Objective reasons of VTV6’s existing problems……………………… 3.5.2.1 The political – orientation of Vietnam Television Station’s leaders……………………………………………………………………………… 3.5.2.2 Lack of financial budget………………………………………… Pham Thi Mai Hoa – EMBA5A 3.5.2.3 Limited access TV-viewers since broadcasting cable system…… CHAPTER 4: RECOMMENDATIONS…………………………………………… 4.1 Repositioning the Brand of VTV6 channel 4.1.1 Restructuring the Brand positioning strategy and Brand identity system of VTV6 channel…………………………………………………………………… 4.1.2 Building the consistent image of VTV6 channel via VTV6’s programs 4.2 Training Brand Awareness of staffs…………………………………………… 4.2.1 The needs for improvement……………………………………………… 4.2.2 Some recommended training program………………………………… 4.2.1.1 Training for Brand section of VTV6 channel…………………… 4.2.1.2 Training for staffs at Content – Departments…………………… 4.3 Setting up a specialized department and improving the cooperation among Brand department and Content department………………………………………… 4.3.1 Setting up a specialized department……………………………………… 4.3.2 Improving cooperation among marketing and Brand department in VTV6 channel and other content department……………………………………… 4.4 Improving effectiveness of Brand communication…………………………… Pham Thi Mai Hoa – EMBA5A 4.4.1 Improving effectiveness of PR programs………………………………… 4.4.2 Improving the effectiveness of Brand communication through Advertising campaign…………………………………………………………………………… CONCLUSION…………………………………………………………………… REFERENCE……………………………………………………………………… APPENDIX………………………………………………………………………… ACKNOWLEDGEMENTS This thesis was completed with great support and encouragement of the author’s instructors, family and colleges Pham Thi Mai Hoa – EMBA5A First of all, I would like to express my deeply thankfulness to my instructor – Ph.D Tran Thi Hong Viet, who always gave me detailed suggestions & valuable advices on each part of the research I would also like to express my gratefulness to the teachers, trainers of Business School – National Business Economic University who has provided me professional knowledge during the EMBA course and created favorable conditions for me to complete the final thesis I also send deep thanks to the leaders and colleges of Media Center for Youth – VTV6 who were always willing to answer my interview questions and well as providing me the related necessary documents Last, but not least, I would like to say thanks to all of my classmates, my family and especially my husband who have give me much encouragement and support during the time I perform this thesis All of these support and encouragement were acknowledged in this thesis as an indispensable part for its final result Hanoi, November 2009 Pham Thi Mai Hoa ABBREVATION BBC British Broadcasting Corporation CNN Cable News Network Pham Thi Mai Hoa – EMBA5A DAB Digital Audio Broadcasting DRT Dang Radio and Television DVB Digital Video Broadcasting DVTV Danang – Vietnam Television ESPN Entertainment and Sports Programming Network HBO Home Box Office HCTV Hanoi Cable Television HTV Hochiminh Television HTTV High Tech Television IPTV Internet Protocal Television IS Internet subcriber IT Information Technology MTV Music Television OOH Out Of Home SCTV Saigon Cable Television TVC Television Commercial USP Unique selling poposition VTV Vietnam Television VCTV Vietnam Cable Television LIST OF CHARTS Chart 1: Buying decision making of customers Chart 2: Brand – Product Strategy Chart 3: Group Brand Strategy Pham Thi Mai Hoa – EMBA5A Chart 4: Umbrella Brand Strategy Chart 5: Source Brand Strategy/ Mother Brand Strategy Chart 6: Standard Brand Strategy Chart 7: The role of Brand communication Chart 8: Customer Brand awareness and Brand Building model Chart 9: The organization structure of VTV6 channel Chart 10: Hochiminh city’s most watched channels Chart 11: Hanoi’s Most Watched Channels Chart 12: Can Tho’s Most Watched Channels Chart 13: Da Nang’s Most Watched Channels Chart 14: Phenomenal growth of Internet Chart 15: Ranked website and Est.daily hit Chart 16: The viewers rating in Hochiminh city Chart 17: The viewers rating in Hanoi Chart 18: The cooperation model in working process within VTV6 channel EXECUTIVE SUMMARY Pham Thi Mai Hoa – EMBA5A CHAPTER INTRODUCTION Pham Thi Mai Hoa – EMBA5A 1.1 BACKGROUND AND RATIONALE Together with the development of Information technology, mass of media companies, communication groups, television stations & TV channels were born That leads to the overlapping among different TV-channels in one TV-Station & different programming departments in one programming section & many similar programs were born lacking of specifically research Almost every TV-stations & TV-channels have not had specific characters & differentiations to be recognized easily by the TV-viewers One of the main reasons for this current status is that they have not use the strategies to determine obviously targeted viewers, features, characters, stylish and differentiation for themselves On the contrary, in the international market, for ex in the US, there are about more than thousand TV-channels, however, which one has its own specifically characters with different ways of communicating & representing information With each TV-channel, TV-viewers can see and can feel different outstanding features & different attractiveness That’s the reason why the almost every leaders would like their TV-channel focus on very specific objective and very specific targeted TV-viewers Like a new product, a new TV-channel needs to be well-done brand building So that, brand building for one new TV-channel like VTV6 is very important to help it succeed and be well-known by mass of TV-viewers However, brand building in VTV6 has not been effectively & not been paid appropriately attention That the reason why VTV6 channel has been born in nearly two years, the rating of viewers who watching it is very low & the image of it is not good as expectations So that, the research on brand building of VTV6 is very necessary That would help VTV6 have an clear overview about the methodical process of brand building Moreover, that helps VTV6 to position a brand with its own clearly features, characters, and hallmarks to be easily recognized & attract more and more TV-viewers