Brand management final report major marketing topic how to sketch fba’s brand plan vn 2024 – 2026

Besides, the FBA department is also designed for students at all levels and levels to provide thorough training, practical training programs that can be applied to life as well as create

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION

Brand Management Final Report

Major: Marketing Topic: How To Sketch FBA’s Brand Plan VN 2024 — 2026

Ly Thien Hien — 20DH481769 Nguyen Duc Luong — 20DH481384

Vo Thanh Huy — 21DH480821

HCM, 12 / 2023

Table Of Content

Chapter 1 IntrodUCfiOn c nền nh hs nh Ho nh 1

© a) ©) —) a nh nen hs nen Tế HT TT tk kh 1

VN NNF-|li9 09) ¬:9( 0c dHdidiiidiiiiiÝŸ 1 2.1.1 Graduated high school studentS cu nen nhe seo 1

2.1.3 Graduated universities and colleges chen henhheo 4 2.2 Brand ldea ch nn nh Tnhh Kế HT kh kh ky 5 2.3 Brand ldenfÌTV ch nen HT nh Hs Thế nh kh kh 7 2.4 Brand positionindQ nner neta 10 2.4.1 Quality of educatiOn nh nh Hot ok 10 2.4.2 TUItiOn Í@©S cu nh nen nh nh TK xo tre 11 2.5 Basic identification sySf@em6S nh n nền nh nh be reu 12 2.6 Brand architecture and model ccc nh nh khéo 15 2.7 Marketing brand plan neti 17 Chapter 3 ConclUSÏOn c ch» nn nh hen nh kh 19

RGÍGTCTCS uc TK k E Kế Ca kế ĐK Kế Kế kh ki Kế Đi Đa Đà Đà ti kế 20

List Of Figures:

Figure 1 Economic class household distribution in 2022 3 Figure 2 FBA Brand ldea c tt nnnn nh n nén Kế Bế bế ke kết 7 Figure 3 FBA Brand K€y ch nh nn nh nh Kế tk kh key 8 Figure 4 FBA Positioning Map ch nh nh nho 10 Figure 5 FBA LOQO c nen nh nnn nh nền Tnhh HE Kế KT TK vế ki tha 12 Figure © FBA Stude@nt'S CAFd cu nen nh TT nh nh Tnhh kh the tho 12 Figure 7 FBA UnifOrim cu nnn nh n nền HT HT BH kh nh bế tra 13 Figure 8 FBA Student Lanyard ch nh nh khe the 13 Figure 9 FBA Retractable Backpack ‹- cà khe 14 Figure 10 FBA PowerPoint SÏide@ ch nh nn nến nnnn hs kén aa 14 Figure 11 FBA Letterhead cuc nen nén TT nh nn nh kh ben be tk tờ 15 Figure 12 FBA Brand Theme CoIOr cuc nh nh nh khe 15 Figure 13 FBA Brand Architecture Model các nen nh neo 17

Chapter 1 Introduction

Operating and learning jobs for application in society are highly

prevalent in the current globalization trend and can be considered as one of the most challenging educational environments With a variety

of different occupations and many schools established to meet that strict need to be able to train according to modern trends and for the future of that occupation and the need to train qualified human

resources., highly applicable Therefore, the purpose of the brand plan

to build the FBA department according to the most special and

selective criteria is what we want to create The creation of the FBA department follows educational trends and models from developed countries and expands vision as well as wants to be at the forefront of the best teaching methods and also an international environment With reference to advanced models, as well as selecting good ones from schools such as RMIT, HSU, VLU , there have been modifications and improvements consistent with the proposed brand's model Therefore,

we decided to establish a new FBA department that can meet the needs of businesses or more The goal of establishing and improving this FBA is only to serve students who need to learn international

methods and international models at affordable prices Besides, the FBA department is also designed for students at all levels and levels to provide thorough training, practical training programs that can be applied to life as well as create the most authentic environment for learning Students can interact so that they are not surprised when working, and there are extracurricular programs to serve students in the closest contact with reality Therefore, the FBA brand plan that was built is presented in this essay as well as expressing the vision and strategy to establish the most practical international business system

Chapter 2

2.1 Target Customer

2.1.1 Graduated high school students

According to Tuoi Tre newspaper, more than 1 million students nationwide register for the high school exam in 2023 More than 917,000 candidates use the exam results to consider both graduation and university The number of candidates taking the exam to graduate from high school is 73,200 The number of candidates taking exams for university admission is more than 34,200 candidates This is an impressive number of students with potential that needs to be noticed and paid attention to

This target group is relatively young, dynamic, has high learning ability, and is easily influenced by others This is the target group of Generation Z, the largest generation today and the primary source of labor in the future In addition, this generation also accepts the most advanced developments in science and technology in the 4.0 era Therefore, students have open, modern, and creative thinking of themselves

Nowadays, the psychology of choosing a career among students is no longer indifferent and passive like before They have proactively and actively searched for reputable educational institutions, highly practical training majors, great job opportunities and attractive income potential In addition, the calculation of tuition fees, learning conditions, and professional qualifications of lecturers are also of interest to all families and students

Moreover, the tendency to choose "hot" careers is a common psychological feature of students Because of their limited life experience and environment for participating in practical experiences, young people who have just graduated from high school still make the common mistake of choosing a major or profession based on their emotions These young only paying attention to "hot" occupations

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have immediate jobs However, all predictions about future career trends are for reference only Each industry and profession have its own Characteristics regarding opportunities for long-term stability or is formed in a short period to meet immediate, short-term social needs of about 5 to 10 years Therefore, choosing an industry or profession according to general trends should only be for reference and you should seek professional advice from a career expert Students should refer to career forecasts published by reputable professional organizations, with large-scale surveys and ensure a scientific and objective nature

2.1.2 Parents

Parents play a significant role in choosing the right profession for their children It can be said that high school students are strongly influenced by their parents in the process of finding a major or profession that meets their expectations and those of their parents According to Cimigo's report, in 2022 there were 15,386,852 households with income over 15,000,000 VND (644 USD) per month (Burrage, 2023) These households are classified as economic class ABCD A quite an impressive number as the proportion of the middle- class increases and becomes richer Furthermore, FBA_ targets households belonging to this segment D and above The economic situation in these households is sufficient to meet the learning conditions of students

These parents believe that students’ life and social experiences are not enough to be able to choose a field or career truly wisely Meanwhile, many parents do not care about their children's expectations and are unable to evaluate their children's abilities This leads to unintentionally losing many opportunities to develop their own abilities and hidden values in children's lives

To solve this problem well, parents need to properly evaluate their children's abilities, strengths, personality, and qualities from an early age to build career orientation for their children In addition, parents must combine counseling with psychologists and career counseling activities at school to have a more comprehensive view of future career development Parents should discuss with their children about their needs and aspirations to pursue the majors and careers they

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dream of Thereby, parents allow children to express their opinions, attitudes and self-assessment about themselves and the career they will choose

2.1.3 Graduated universities and colleges

In 2022, although Vietnam's socio-economic situation takes place in the context of unusual world economic and political fluctuations, our country's socio-economic activities have achieved remarkable results National GDP surpasses $400 billion, an increase of 8.02% compared to

2021 GDP per capita is $4,110, an increase of $393 compared to 2021 (TOPCV, 2022)

According to (TOPCV, 2022) recruitment market report, nearly 42% of businesses face a shortage of human resources The group of businesses with a scale of 300 - 500 employees have a shortage rate

of up to 54.8% (UEL, 2023)

Currently, the 3 positions most recruited by businesses are sales/sales, Marketing/Communication/Advertising, and software IT However, businesses say these three positions are also the most difficult to recruit and retain employees The two main reasons given by businesses are that the number of candidate profiles does not meet recruitment needs and candidates do not meet the requirements for professional skills Businesses are especially fearful and limited in recruiting fresh graduates Business owners are concerned that these new graduates do not have the experience to meet the job requirements So, it's clear that Vietnamese students are limited in knowledge and expertise, and the sad thing is that it happens to the majority of students across the country

Therefore, FBA has been targeting the number of students who have graduated from universities and colleges These students, for a number of objective and subjective reasons, will intend to seek a more advanced course to meet their personal needs

This group of students is aware that the recruitment situation at Vietnamese and international businesses is extremely fierce A bachelor's degree is not enough for students to meet employer requirements, so choosing to study for a Master of Business Administration (MBA) is essential Usually, the psychology of these students when choosing a higher course is because they have a clear career orientation in the future These new graduates want to earn a valuable master's degree to be able to compete with other candidates

In addition, professional knowledge and skills in the industry and profession are also focused on developing and improving In addition, students have a passion for learning and are curious about a specific field that requires long-term research and exploration Taking advantage of this time, new graduates can hone their soft skills, and create and expand strategic relationships to acquire career advancement opportunities in the future

The Master of Business Administration (MBA) training program is the key to opening up many future directions for students and helping students take solid steps in developing their own careers Moreover, a master's degree will be a testament to the student's own ability and

value

2.2 Brand Idea

The brand idea of FBA’s HUFLIT is to aim for a comprehensive

education system that meets international education standards

professionally in the field of specialized business, from which students can be equipped with knowledge as well as necessary intellectual

acumen to be able to apply to real life and future work in an effective international business environment Because one of the main goals of FBA is to be able to bring quality business education in Vietnam as well

as achieve international standards Some of the main values that FBA always aims for students are creativity, innovation and inspiration in

learning and orientation for future business paths in the most realistic

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way In FBA’s brand idea, it is divided into five main directions which are promise, story, innovation, purchase moment and experience:

In promise, FBA ensures to bring students the latest knowledge and curriculum in the field of business It is not like other

conventional schools in Vietnam that simply use domestic

textbooks or do not popularize the latest versions, but what FBA wants to bring is the latest in programs which meets international standards and the main language in the teaching process is English Thereby helping students have access to important knowledge and skills that can be easily applied to future jobs with international environment As FBA's slogan mention, this is a place to give wings to future administrators which FBA always

strives for

In the story, HUFLIT was the first private school in Ho Chi Minh City and FBA was one of HUFLIT’s main faculties which had the first English-taught program since then Therefore, it is always steadfast in its commitment to becoming one of the leading and prestigious faculties in the field of business that trains highly specialized and professional administrators for the country in general and world in particular

About purchase moment, in addition to teaching in English language with international textbooks and a training period of 3.5

to 4 years, FBA also cooperates with educational systems with schools in countries around the world such as the United States, Australia, UK, Canada and so on From there, there can be

flexibility in the curriculum and courses during the semester Students at FBA, in addition to studying directly at school, can also exchange to those countries to learn and practice new skills

to be able to accumulate new knowledge for themselves that is

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not available in our country For example, students can choose to study 4 years directly at a school in Vietnam or it can study 2 years in Vietnam and 2 years abroad

In innovation, FBA always enhances and develops its curriculum

to bring the best quality for students to access In addition to FBA inviting highly qualified lecturers with degrees from master's and doctorates upwards, FBA also invites a number of lecturers from abroad in its teaching program also Because FBA specializes in training fields such as human resources, marketing and

international business and so on As these linkages and

cooperation help students have a broader view of the majors they choose

About experience, throughout the learning process at FBA, students will have access to practical learning and creative thinking in an academic environment In addition to studying and training Knowledge in the curriculum, in some subjects and classes, students will the ability to visit and study directly at businesses From there, it provides practical case studies in the learning process for students to solve as well as provides some solutions for businesses in the most objective way, especially training critical thinking skills For example, in the management subject, students will go directly to the fermented milk drink factory of Yakut Honsha, a famous Japanese company, from which student can directly observe how the company operates a

business and then they have to do an exercise on that

experience

BRAND IDEA BRAND PLAN

[5 years strategic plan]

Enable every student to

shape the future of

Strive to become one of the leading

training faculties in Business

Administration in Vietnam as well as in Southeast Asia with international standards |

Tanovation Creativity Inspiration

BRAND IDEA

Equip students with the acute intelligence

needed to navigate internatonal business

environments effectively

| Promise | | Story | | Innovation | | Purchase Moment | | Experience |

- Make high-quality Steadfast commitment Liberal education Experienced lecturer s Practical & Critical international standard to shaping the future Invite foreign lecturers External business links learning

education accessible to administrators of the International affiliate Foreign universities Academic education

Ỷ Ỷ Ỷ Ỷ Ỷ Packaging Advertising Product Sales and Culture and Logo/Slogan Media Choice Development Retail Operation

to create differentiation, trust, value for customers and shape the brand's direction in the market Some elements of a brand identity are often included such as key colors, names, logos, images, messages and more Besides, brand identity has many models for businesses to choose and apply such as Brand Identity Prism, Brand Pyramid, Brand Resonance, Brand Key and so on In this research article, in building and shaping the brand identity for FBA, it directly uses David Aaker's Brand Key model

BRANDKEY + Learning combined

with practice + Industry links & - -

s * Intem & career goals Networking + Practical learning + FBA of private universities: , Flexible learning * Industry partnerships RMIT, HIU, HSU - * Affordable tuition

+ FBA of public universities:

UEH, TDTU, UFM

Benefits Discriminator

«

Root Strength Competition Market Insight Essence perspective”

8 8 Value, Belief : & Reason 2 Personality Believe

* 1st faculties that applies English to + High school students _ the educational + Parents + Dynamic & enthusiasm program + Mekong area * Innovative environment

* Highly applicable + South HCMC/ Southeast area * Creative + Academic excellence

lecturers + Integrity & responsibility

Figure 3 FBA Brand Key Regarding the root strength of FBA, because FBA is one of the typical departments of HUFLIT, one of the pioneering schools investing in the private system and it emphasizes information technology and foreign language elements in teaching, so FBA becomes one of the first faculties in the fields of business to directly apply 100% foreign languages in teaching and learning for students Besides, FBA also builds a highly practical and applicable learning system From there, it helps students easily build their own skills and a deeper vision in choosing a future Career

Regarding competition, it includes direct competitors and indirect competitors Some of the direct competitors that FBA competes with are RMIT, HIU, HSU and more in the faculties of business and management, especially these schools that follow the private system along with FBA Some public university systems such as UEH, UFM, TDTU and so on

In the target market, FBA focuses on the main areas in the south, including other provinces and cities near Ho Chi Minh City and

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