BUILDING AND DEVELOPING THE BRAND OF HDA ART EDUCATION JOINT STOCK COMPANY REALITY AND SOLUTIONS

FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ENGLISH -*** - BUILDING AND DEVELOPING THE BRAND OF HDA ART & EDUCATION JOINT STOCK COMPANY - REALITY AND SOLUTIONS Name : Dang Thi Thu Uyen Class : Anh - K56 - FBE Student ID Instructor : : 1717710195 M.A Le Thi Bich Thuy Hanoi, August 2020 TABLE OF CONTENTS INTRODUCTION Reasons for choosing the topic Structure of the report Research methodology CHAPTER 1: AN OVERVIEW OF HDA ART & EDUCATION JOINT STOCK COMPANY AND BASIC CONCEPTS 1.1 Company overview 1.1.1.The process of establishment and development 1.1.3.Organizational structure 1.2 Internship activities 1.3 Theoretical basis of building and developing enterprise’s branding CHAPTER 2: CURRENT SITUATION OF BUILDING AND DEVELOPING THE BRAND OF HDA ART & EDUCATION JOINT STOCK COMPANY 2.1 Current situation of building and developing the brand of HDA 2.1.1 The brand's identity 2.1.2 Current situation of investment in brand development 2.1.3 Marketing strategies in building and developing the brand 2.2 SWOT analysis BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS 2.3 Achievements and limitations in building and developing the brand 2.2.1 Achievements 2.2.2 Limitations CHAPTER 3: RECOMMENDATIONS FOR BUILDING AND DEVELOPING THE BRAND OF HDA ART & EDUCATION JOINT STOCK COMPANY 3.1 Orientation of building and developing the brand of the company in the future 3.2 Recommendations CONCLUSION Restating reasons for choosing the topic Overview solutions to the issue Implications and limitations of the report REFERENCES BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS INTRODUCTION Reasons for choosing the topic Branding is one of the most effective ways for companies to popularize and reach their target customers However, branding is not a priority for small businesses nowadays It is viewed as a reductive concept involving only the logo, the product, the service or the technology they sell (Inskip, 2004) In many companies, they pay less or no attention to brand management in their daily tasks A brand is defined as a "name, term, sign symbol (or a combination of these) that identifies the maker or seller of the product" (Principles of Marketing (Philip Kotler/Gary Amstrong) All businesses need to successfully sell their products and services to customers in order to achieve business success and competitive advantage, and small businesses are no exception to this rule (Pelham & Clayson, 1998) Whilst marketing success is imperative for the operational and financial success and growth of small and entrepreneurial firms, such organisations face numerous complex and difficult challenges in the pursuit of such objectives (Pelham & Clayson, 1998) Much of the success of the owners of small enterprises stems from their ability to recognise and overcome such challenges and formulate appropriate and effective branding plans and strategies for their products and services (Pelham & Clayson, 1998) The art training and education industry also has many limitations: New businesses only focus on enrollment and training, not pay much attention to market research, product design, distribution systems and development of their brands, not really mastering the large domestic market BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS Objectives of the report Having the opportunity to accompany HDA Art & Education Joint Stock Company as a marketing intern, I can have a general overview of what a marketing executive at a company does, how this position supports others in the whole company system In addition, through the whole working time, I recognize some problems still existing that prevent HDA from utilizing maximum benefits of branding in the market at present Therefore, for the purpose of analyzing thoroughly the current situation and then figuring out some best solutions to fix it and help the company make the most out of its image, I come to write this report Research methodology With the proposed research objectives, all analyses are executed using ratios, comparison methods in order to draw conclusions from the data collected The data used throughout the report comprises secondary data gathered from annual reports of the company, as well as other sources of information such as textbooks, websites, journals, articles from the Internet Tables, diagrams and industry benchmarks are used interchangeably to interpret and analyze the abovementioned data Research structure Except for table of contents, acknowledgements, introduction, conclusion and references, this report covers three chapters: Chapter I: An overview of HDA Art & Education Joint Stock Company Chapter I1: Current situation of building and developing the brand of HDA Art & Education Joint Stock Company BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS Chapter III: Recommendations for building and developing the brand of HDA Art & Education Joint Stock Company Chapter aims at introducing the HDA Art & Education Joint Stock Company, the internship activities of the author as well as the theoretical basis Chapter II provides an actual situation of building and developing the brand in HDA Art & Education Joint Stock Company Chapter III points out recommendations that I conclude from analyzing the current situation of the company CHAPTER 1: AN OVERVIEW OF HDA ART & EDUCATION JOINT STOCK COMPANY 1.1 Company overview 1.1.1 General introduction HDA is an art and education company specializing in training dancers from 6-18 years old in Hanoi with a team of professional teachers who have many years of teaching experience The main skill taught in HDA is dance class for both kids and adults Based in Hanoi and, with the representative is CEO Nguyen Anh Tuan Established as a start-up in 2019 with founders, the company had spent a whole year seeking its customers Their hard work paid off when they got 25 classes in locations the first year With their creativity, HDA soon expanded their business to many dynamic provinces in Ha Noi Since 2019, the company has officially diversified their services, which includes kids class and adult class From 2019 till now, the company concentrated on business expansion and brand positioning BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS (Source: Personal analysis) 2.3 Assessments 2.3.1 Achievements First, the company has raised their awareness of trends and the important role of communication for business operations through annual brand development The goal was also based on the target customer identification of communication activities Second, every year, HDA allocates finance and budgets for communication activities because communication has become one of the important trends of the digital technology era Besides, it focuses on equipping advanced technology for employees to carry out this communication work Third, in the condition of limited resources, HDA has taken advantage of appropriate online marketing tools Through these tools, the company's online marketing activities have initially brought about efficiency 2.3.2 Problems 2.3.2.1 Lack of Capital, Time and Talent Actually, HDA does not have an independent department for brand management The marketing department of the company only concentrates on advertising services During the working time I found that capital, time and talent is one of the key reasons The director knows brand management is important for the company, but due to these reasons they cannot invest in BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS branding as they expected Mr Nguyen Anh Tuan - director of HDA A&E,.JSC said he knows that spending on advertising can bring more income, but he does not have a lot of money to spend on it He also understands that if he has more platforms and organizes more events, it will be good for his business and it will be convenient for customers, but he does not have much time and employers to it In addition, a common problem in small businesses is that most companies not put effort on branding because they think that brand management cannot be immediately effective, and that it will take a very long time, and they not have the time to wait More importantly, the lack of highly educated brand management talent will hinder the operation of brand management in these companies 2.3.1.2 Brand Management is Advertising In my company, it was noted that we not have an independent department for brand management They consider branding is publicity, advertising and making online websites Each company should have a brand, because a wellknown brand can bring a lot of benefits to a company and its customers, and enhance the competitiveness of the company as well CHAPTER 3: RECOMMENDATIONS FOR BUILDING AND DEVELOPING THE BRAND OF HDA ART & EDUCATION JOINT STOCK COMPANY ● Setting goals and plans for brand development through communication channels Through analysis of chapter 2, it can be seen that the determination of objectives and plans for brand development through communication channels of the company is not clear; therefore, enterprises need to detail the targets and plans for higher communication efficiency This solution will help brand development activities through communication channels clearly identify their goals more to be able to target key customers BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS Identifying brand development goals through communication channels is to identify target customers This is an extremely important step when planning Obviously, it is vital to determine who will be the target customers receiving communication and brand development messages through the company's communication channels, to clearly distinguish between existing customers and potential customers, in order to be able to choose appropriate brand development tools through communication channels, using different media After having identified target customers, to indicate suitable brand development tools through communication channels and how to approach customers, it is necessary to analyze consuming behavior of these customers The brand development plan through communication channels needs to clearly allocate the resources (finance, personnel) to organize brand development activities through communication channels in each certain period ⦁ Enhancing resources for online marketing activities As analysis, we can see the lack of resources for branding through communication channels In order to well carry out branding activities, businesses need to have sufficient financial resources as well as human resources This solution will help brand development activities through communication channels meet all necessary requirements for deployment First, HDA must increase budget for brand development activities in communication platforms The marketing budget of enterprises depends heavily on business results and business scale However, brand development activities through communication channels generally not cost too much Therefore, the annual budget is expected to be only about 500 million VND to 700 million VND, including human resource support and group operation expenses Second, it is crucial for the company to take the personnel allocated for implementing plans into serious consideration To carry out brand development activities through communication channels, it needs both human and material resources Brand development through communication channels requires BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS qualified technical and information technology staff to have knowledge about marketing Therefore, businesses need to set up recruitment and training plans to meet the requirements of this Businesses also need to organize specific tasks for employees to implement brand development through communication channels Accordingly, the Management board of the company can establish a Marketing group at each branch, including a list of responsible employees, clearly stating their functions and duties However, the selection of employees into certain Marketing groups requires careful screening Thus, using the company's own personnel helps it easily manage the quality of work as well as save costs For employees assigned to carry out brand development activities through communication channels, the company can conduct training on skills and knowledge about brand development through communication channels by sending them into short-term training courses The company should also develop regulations for assessing the performance of jobs associated with the work efficiency of these employees Eventually, the basis of the results of the work will be used to pay salaries, bonuses, etc., which will create motivation for employees Third, building a digital communication platform for brand development activities through communication channels is also in need Brand development activities through communication channels take the Internet as the basis for implementation In order to successfully conduct a digital communication strategy, the fundamental factor is that the business needs an eye-catching and full-featured website Website is the main source of information for Digital Marketing workers to conduct other activities on social networks Customers can know about the website of the enterprise through advertising information in Email Marketing, online advertising channels or social networking sites, etc., then the final address customers tend to find is the website Through the website, the business can introduce its products/services to customers in a clear and detailed way Therefore, the Domain name needs to be sticky or have content that relates to the brand of the company to make it easy to remember and be kept in the minds of consumers Besides, the Storage service is very BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS important In order that websites are displayed when people access them, the data must be stored on a computer (server) which is always active and connected to the Internet This computer is the host server To ensure the safety of the storage system, it is recommended to use the existing infrastructure of large telecommunication enterprises in the market today ⦁ Monitoring and evaluating brand development activities through the company's communication channels It is obvious that the company lacks supervision and evaluation of brand development activities through communication channels This section aims at helping brand development activities through the company's communication channel to avoid mistakes and follow the right direction Monitoring and evaluating brand development activities through the company's communication channel can be based on several indicators The first is the Fan reach, simply the number of users who see any Fan Page posts This is the "natural" reach, which means that it indicates the number of people who directly see the posts and not through the customer's actions (such as liking, sharing or commenting) The second one is the Organic Reach, which is the number of people and customers who see the company's posts Similar to Fan reach, Organic reach only counts views not from a customer action Next, the company should also consider the Engagement According to Facebook, at the level of each post, engagement is "the number of people clicking anywhere in the company's post" Engagement is counted as the number of people clicking, commenting and sharing and those who have watched the video or have clicked on the link or image the company posted Or even when employees click on the name of the commenters, click like for a comment, click on the Page name or even negative feedback givers to Facebook by reporting the content of the company This is the second important figure, just after the reach data While the Reach figure tells the company how many people may have seen the content, engagement is the number of people who have interacted with that BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS content One more indicator to consider, the Click-through rate (CTR), tells the company the number of people who clicked on the link in the content, or clicked to watch the video or zoom out the image contained in the company's content The final one is the Effectiveness measurement of email marketing channels The company needs to take some features into account to evaluate its effectiveness There are several indicators such as rate of email recipients, rate of people opening email, percentage of people clicking on the link in the email and rate of customer feedback after receiving email CONCLUSION In summary, this internship report is a wrap-up for my learning experiences about improving the efficiency in building and developing the brand of HDA Art & Education Joint Stock Company The goals of carrying out this shortterm research to give HDA a closer look at the current situation of developing their brand as well as its merits and demerits in the company marketing activities During my internship period, the support from Marketing Department Staff together with ongoing supervision from Mr Le Anh Tuan, my instructor had made my research go much more smoothly The open environment of an international company paves the way for direct communication at the workplace, which allows me to get a big picture of the current situation of building and developing the brand of a company as well as study its strengths and weaknesses Based on the above analysis, the solutions for improving branding activities are found The company is suggested to identify their goals and target customers more clearly and specifically in brand development activities through communication channels to maximize the marketing efficiency In addition, the company should increase investment budget on marketing, take the matter of personnel allocated for implementing plans into serious consideration and build a strong digital communication platform Finally, it is vital for HDA to pay high BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS attention to monitoring and evaluating brand development activities Building brand is a complicated process that a company needs time to research These report findings will be a concise reference for companies to improve the branding of HAD My internship report has a focus on branding only, which leaves rooms for further research in the future If I had an opportunity to further research , I would like to dig deep into the online branding activities of a small and medium company REFERENCE REFERENCES Vu Hang (2014) Solutions to enhance communication activities at GM Vietnam Co., Ltd Easy Simple Plan for Entrepreneurs to Create a Marketing Plan for a Small Business [online] Entrepreneur Asia Pacific Available at: [Accessed 16 July 2019] The brand management problems in SMEs University of Gavle Available at: (n.d.) Keller K L (1988), Strategic brand management, Enhlewood Cliffs, NL: PrenticeHall Philip Kotler/Gary Amstrong Principles of Marketing BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS BUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONSBUILDING.AND.DEVELOPING.THE.BRAND.OF.HDA.ART.EDUCATION.JOINT.STOCK.COMPANY.REALITY.AND.SOLUTIONS