Luận văn tăng cường giá trị thương hiệu tập đoàn VNPT

BRAND THEORY AND ENHANCE BRAND STRENGTHBrand strength and the process of building a strong brand nameSTATUS QUO ON STRENGTHENING VNPT BRAND Overview about VNPT brand and actual situation of brand strength of VNPTPROPOSING SOLUTIONS TO STRENGTHENING VNPT TRADEMARK Solutions related to reinforcing and maintaining, developing VNPT brand

Strengthen brand value of Vietnam Post and Telecom Group (VNPT) Luận văn Tăng cường giá trị thương hiệu tập đoàn VNPT TABLE OF CONTENTS INTRODUCTION CHAPTER I BRAND THEORY AND ENHANCE BRAND STRENGTH General view of brand Brand strength and the process of building a strong brand name 2.1 Brand strength 2.2 The process of building a strong brand name CHAPTER II STATUS QUO ON STRENGTHENING VNPT BRAND I Introduction about VNPT and VNPT brand 1.1 Introduction about VNPT 1.2 Overview about VNPT brand and actual situation of brand strength of VNPT II Real situation of activities to strengthen VNPT trademark 2.1 For reinforcement, keeping and development of VNPT trademarks 2.2 For protecting VNPT’s trademarks: 2.3 For promoting and forwarding trademark CHAPTER PROPOSING SOLUTIONS TO STRENGTHENING VNPT TRADEMARK I Great orientations for strengthening VNPT trademark II Specific solutions for strengthening VNPT brand Solutions related to reinforcing and maintaining, developing VNPT brand 1.1 Enhancing the family relation of the brand 1.2 Further expanding the limits of using the trade marks Solutions related to protecting and strengthening VNPT brand Support solutions and macro proposals for empowering VNPT brand CONCLUSIONS REFERENCES APPENDIXS INTRODUCTION The background, the rationale and the meaning of research project Brand has become a topic receiving special attention from enterprises, regulators, commercial associations There has been many materials, newspapers, magazines, research papers and workshops on product labels, corporate brands, local brands and country brands So what is brand? How important is it? Why enterprises have to build a strong brand? How to strengthen an enterprises’ brand? Enterprises over the world know that brand is very big invisible asset An enterprise has strong brand is valued as a lot more than invisible asset Brand is a instrument to recognize and differenciate products, is a mean to protect legally the advantage and specific function of product Through brand, producers confirm the quality level to customers, bring products deep in to customers’ memory and therefore it provide the stability and the development of market share, increase competitive advantages, create reputation and profit for enterprises No enterprises pay no hardwork and money to build and develop its brand They preserve, maintain and develop their brand by all wits, talent and sweat of many generations in order to build globally famous brand and these brand are valued billions of dollars (Coca Cola 69.6 billion USD, Microsoft 64 billion USD, IBM 51 billion USD…) So every enterprises want to have a brand and more than that, a strong brand They always want to build and strengthen their brand Creating a brand is difficult, creating a strong brand is more difficult Sure it is a long processwith a right strategy, start with creating value for customers to best sastify their need Therefore, in principle, this process has to include three continuous period, in particular: (1) Creating value for customer through producing and providing particular services and products; (2) Design, build various components of brand in order to attach to products and services manufactured and (3) Strengthen for brand that is built and designed For period (1) and (2), VNPT has many solutions to perform well However to become a strong brand in Vietnam and over the world, VNPT has to specialy push for period (3) In this big problem, group – Strategic management, class will base on realistic analysis to propose some solutions in order to “Strengthen brand value of Vietnam Post and Telecom Group (VNPT)” Research objectives  Systemize principle theory of brand and strengthen brand value  Evaluate the sistuation of brand development and brand value of VNPT  Propose solutions to increase brand value of VNPT Target and research scope  Target: Theory and reality of increasing brand value  Scope: Limit of brand research at mother company of the Group (VNPT brand)  Limit the research in the period: from 2006 to 2010 Research methods  Data collecting method: Use of ancillary data from published materials; market research result on VNPT brand and on magazines, on the internet  Analising method: Analysis, synthesis, comparison Structure of the excercise Besides the beginning, conclusion and reference material, assignment content is tructured into three chapters: Chapter 1: Brand theory and increasing brand strength Chapter 2: Actual situation to increase VNPT brand strength Chapter 3: Propose solution to increase VNPT brand strength CHAPTER I BRAND THEORY AND ENHANCE BRAND STRENGTH I General view of brand 1.1 Brand definition According to Richard Moore (2007) the term “Brand” nowadays is known and used casually not only in Vietnam but also over the world Over the world, nowadays there are two main opinions on brand definition: a Traditional view: This is the view of American Marketing Association, according to Phillip Kotler: “Brand is a name, word, sign, symbol, image … or a collection of above features, to specify and differenciate products, services of one or a group of sellers with products, services of competing sellers” With this view, brand is considered as a part of product and the main features of brand is to differenciate its products with competing products Although is critized is leaning too much on products, however this view is still used widely in brand materials in long period of time along with the development of marketing field b Modern and broad view: Until the 20th century, the meaning of brand has changed Many researchers think that the traditional view could not explain brand’s role in the trend of global economy changing to globalization and more severe competition Many recognize that any features of product creating effect on people’s sence could be considered as a part of brand Therefore the modern and broad view consider that, brand is not just a name or a symbol but more complicated According to Ambler & Styles definition: “Brand is a collection of features providing values from features’ benefits and psychology of products and services for target customers of enterprises” Therefore, with this view, products is a part of brand, mainly providing features’ benefit to customers Psychology benefit has to create from many other factors, specially marketing media Two above views are compared in the diagram below: Products Brand Brand Products Diagram 1:A comparison of two views on brand In the opinion this brand of two parts: the purpose of providing benefits to the brand name for target customers and that is the product, it includes the attribute function as the product, the additional features, quality Section emotions including elements of the icon to make target customers the psychological benefits These factors may be a brand personality, symbols, philosophy sale, brand position Point products are considered part of the brand have been many research and accepted practice The reason is that consumers have two needs: the demand of the functions and needs psychological Products provide them the benefit function is the brand to provide them both c In Vietnam: At present in all legal documents of Vietnam is no definition of the brand The term "brand" being used only as a term on the commercial marketing angles and many different understandings - The first point: According to Dang Dinh Dao: "Brand is the other's trademarks, brand names are trademarks after the trade." - The second point: According to project construction and development of national brand name in 2010 by Vietnam: "The brand name (trade mark) is a term for them to objects of industrial property protection is as trademarks, trade names, geographical address and name brand - The third: Some scholars and foreign option agreement defines brand as the modern points of view and expand (TS Richard Moore, GS.TSKH Luong Xuan Quy, PGS.TS.Nguyen Write Lam, Van Khanh TS.Tang options defined brand by John Murphy; TS An Thi Thanh Nhan options defined brand Ambler & Styles (two definitions mentioned above Thus, the concept of brand is usually means trademarks, but in fact this concept is much broader To distinguish the difference between these concepts, we can refer to the attached Appendix 01: a comparison between the trademark and brand name In the current conditions in Vietnam, although there are no unified definition of a brand name but it’s recommended to use the brand definition by modern and expanded view In this article, group define brand according to the modern and expanded view of John Murphy - President of the Interbrand and international Ambler & Styles consultancy company (above) The elements of brand will include: (1) Products; (2) Factors to recognize brands: brand names, logos and specific icons, specific colors, slogans, music; (3) The nature of brand: brand characteristics, brand image in customers’ mind and the image associated with the brand; 1.2 Brand and product Brand includes products, so the brand is the relationship between the products and its public, is the total harmony of feelings, perceptions, beliefs and experiences of the public, is a promise of product to the public According to Philip Kotler "Products are anything can be offered on the market to attract attention, purchase, use or consumption to satisfy a need or a desire." Products can be a physical goods, services, people, places, or even an idea Products can be divided into levels as follows: (1) Core benefit level of the product (product ideas) (2) Specific benefit level of the product (product reality) (3) Increased benefit level of the product (including the benefit attributes when consuming products and can be used to distinguish products with competitors’) Today, competition is mainly found in the increased levels of products Products with attributes and characteristics to match and meet the maximum demand of a group of target customers Brand plays an important role in the highlights and differentiations of the characteristics of the product compared with competitors By Richard Moore [18], a brand wants to become successful must have a successful product and feelings of respect (of conditions: price, quality, delivery time, sense of appropriate, sense of respect) Brand is a product, but is a product with added other factors to distinguish it Differences can be easily seem and visible (in terms of consumption status by product of the brand name) or the image, emotional and invisible (in terms of exhibitions of the brand name) So, which distinguishs a product brand with a product identical without a brand is the assessment and perceived by consumers on the attributes of the product and exhibitions of attributes represented by a brand and the company associated with the brand name The question for company leaders is to decide how much resources should focus on brand products and how much on the company brand The following lists and divides level of influence (+) of company brands and brand products for the activities and business factors: Factors Brand name Trademark Customers +++++ + Commercial activities ++++ + Company employees +++ ++ Press – media +++ +++ Company image ++ ++++ Public ++ ++++ Speacialists ++ ++++ Authorities + ++++ Financial markets + +++++ Stock markets + +++++ Table Compare the level of influence between rademark and brand name 1.3 Brand identification First, the brand is the image of a product or a company Image is the name, logo, product quality, service, company culture and behavior, the benefits, the satisfaction that customers feel Second, signs are which shown outside of the images to make them easier to identify, to differentiate with other products and services in the same category, the signs are also a legal basis to protect the legitimate rights of the company (if the signs have been protected) Sign is formed by two parts: - Speech: company name, brand names, product names, slogans, featured music and other pronunciation factors - Speechless: are factors can not be read but can feel with visual as drawings, symbols, colors, design, packaging and other identify factors The use of the brand is very diverse, depending on the brand strategy that the company applies A brand can use include all elements or only a few factors The basic factors: - Brand name: This is a key and most important factor of a brand name and is a central element of connection between the products, services and customers Brand name is a short, simple communication tool but is the most effective, helping customers identify and remember to mind quickly - Logo or featured icon: is the graphics element playing an important role in the formation of the brand value, enhance brand recognition, to create a strong impression to identify Logos and featured icon may be abstract, not related to a company, the logo does not have words illustration often called icons - Characterized color: is a factor often used as a factor creating the brand awareness Advantage of the color can create customers’ attraction from long-distance, while they have not seen the icons - Slogan: A short paragraphs contain and transmit information describing and convincing about the brand The slogan help customers understand how quickly a brand and what is it different from other brands - Music: The elements of the brand is reflected in music The music often can be alluring to attract people to listen, making ads become more attractive and lively Music can be a short track or a short song repeated the brand name However, according to the concept of brand has been described above, the above factors are the only substantial factor of the brand, in other words the factors to help customers identify the brand More important factor is standing behind the outward signs of them - the nature of the brand 1.4 The nature of brand 1.4.1 The meaning levels of brand By Philip Koler, the meaning of the brand is reflected in the level as characters, interests, values, culture, personality and users - Attributes: Generally, a brand must speak all the attributes related to the product itself (such as durability, quality design and quality to meet the design, size, weight ) and the attributes related to other factors not the product yourself (pricing, packaging, customer service …) - Benefits: Customers not buy products but the benefit of products That is, if derived from customers’ demand, the brand must have attributes relating to benefits that the product can bring to customers Or brand name must show the benefits of the product - Value: Customers buy the benefits the product delivers Value in the quantization of the benefits of that brand name However, when it comes to value we are referring to the value perceived by customers, not the value of products according to the company - Culture: With the successful brand name, it does not simply show the product, but also bring the elements of the culture of a country - Personality: Brand name is "humanized" into an image Customers tend to like the brand image of the personality having lifestyle similar to themselves - Target customers: Brand image through the target customers has an important meaning to companies in the highly competitive environment and more difficult in product differentiation (eg the image of a bold and courage men of Tiger beer) 1.4.2 Brand Identity: There are three ways to translate the term Brand Identity however all emphasized the nature of brand: - By Brad Vanauken: the brand identity is the heart and soul, is the nature of the brand, the brand's identity is often used consistent, between markets and over time - According to Richard Moore, "Brand Identity" is the total of all marketing activities, to show how the brand characteristics and benefits from a company's view - According to Le Anh Cuong, "Brand Identity" is translated as the "characteristics of the brand": is a collection of unique attributes associated with the brand strategy expected to create and maintain It can be said that these are identifiable characteristics, help us distinguish different brands According to the VNPT: "Brand Identity" (system recognized brand) includes all elements may be received and can be impressive image and name to identify a brand name It includes: the brand identity, brand architecture, brand manual 10 - Building the Brand Identity Handbook, scripts and regularly improving professional staffs in charge of dealing with the brand crisis and actively handling unexpected arisen risks - Building the regulations for the spokesman of VNPT: This is the information channel under the official control of the organization, so it must be carried out professionally to overcome delays in settlement of issues with the press as well as consumers, which can lead to misunderstanding 2.3 Solutions related to promoting and branding 2.3.1 In order to make the VNPT brand to become one of the greatest brand adequate with the scope of a leading large-scaled group, it is imperative to have orientations: - Building the consistence of the VNPT brand.Consistence: The brand identity system will regulate principles of demonstrating logo, layout, main colour tone, style to assure the consistent image from VNPT to members, helping customers to easily recognize the VNPT brand - Building unique characteristics of VNPT brand.Unique characteristics: building the image and message of the brand and ways of transferring messages and images, style and characteristics the only commitment to customers - Making VNPT brand a popular brand: • Continuing the wide use of mass media and public relations • Advertising the group brand, services and especially the services of high competitive edges • Sudden changes of events, crisis events can cause impacts on communications programs and services and products of VNPT: conflicts in connecting networks, traffic congestion, etc 49 • Continuing to assign 03 major member enterprises as the nodal units who will deploy advertisement campaigns for the Group: PTC, VASC and VDC 2.3.2 Major solutions for promoting and proliferating the brand: 2.3.2.1 Enhancing sales  Promotion: - To continue speeding up planned promotion programs of the year 2009 - In 2010-2011 (proposals): • Increasing promotion programs in major markets such as Hanoi Posts Office in the Northern Region, Ho Chi Minh City Posts Office in the Southern Region and the Central Region City of Da Nang, etc • Such promotion programs shall focus on showing grates to customer loyalty and attracting more new users • Speeding up forms of promotion for services of high competition such as mobile services, Internet and optical fibre, etc • Studying and classifying customer base such as VIP, loyal customers, etc • Carrying out promotion programs in the fields that VNPT participate in such as applications of VINASAT, financial trading, insurance services, etc  Direct marketing - To meet strategies timely and quickly to get bid customers, in which the focus will be on the customer base using services of data transfer, private network - Through the system of telephone charge collection system, proliferating and communicating services to customers and carrying out market researches via this system  Advertising the brand - Television advertisement (TVC): Advantages of this type of advertising are that ads have voice (at present, about 94% Vietnamese people can watch television programs), so effects are great 50 - Advertisement on outdoor panels; Developing new and attractive advertisements: at trade fairs, mega supermarkets, schools, road-shows 2.3.2.2 Public relations  Developing programs, events and sponsors: Sponsoring programs supporting Vietnam Heroic Mother, House of Affestion; discount for natural disasters hit areas, poor provinces This has helped to promote a good image of VNPT among public community  Promoting the image by organizing events and festivals: prizes for talented students, sponsor for cultural and sports events such as Sea games, Mrs.World 2009, etc  Marketing VNPT image overseas: - Having reports in world famous newspapers such as Fortune, Far Eastern Economic Review, Strategy, etc - Marketing image of VNPT overseas through the domestic mass media such as Vietnam Investment Review (VIR), Vietnam News and Heritage, etc Support solutions and macro proposals for empowering VNPT brand 3.1 Support solutions: 3.1.1 Further investment for development of VNPT brand - Regularly opening courses on branding for leaders, key officials; - Hiring consultants of strategies and plans of development in the 2009-2012 period; - Establishing the culture of VNPT brand; Establishing the VNPT Brand Council so as to strengthen and enhance the management department in charge of VNPT brand and in affiliates, in parallel with nominating positions of brand directors, brand inspectors, etc - Posts and Telecommunications Institute of Technology has timely studied and applied the subject of branding into the academic contents 51 - Branding must centre on customers: deeply studying customer psychology 3.1.2 Solutions to organization and managerial mechanisms Completing the splitting of VNPT, organization and mechanism of the Group and its member companies; The solutions are basis for building the brand architecture of the group 3.1.3 Solutions to training, researching: VNPT has a training system under the control This will be the place providing human resources for the competition strategy of the Group and by the time, the internal forces for the competition are reinforced 3.1.4 Solutions for the market and customer services Promoting the research on domestic and overseas markets, analyzing present and possible competitors; building business strategies for posts and telecommunications services; 3.1.5 Solutions for investment and development of services network Investment shall be focused on markets which can have high commercialization and fast payback; 3.1.6 Solutions for strengthening international relations Continuing to strengthen the promotion of investment with international partners to attract capital sources, technology and managerial experiences; being active in surveys and researches in foreign markets; negotiating to carry out investment and construction of business networks in potential markets such as Southeast Asian region, the U.S and EC, etc 52 CONCLUSIONS VNPT is a strong State economic group in posts, telecom and information technology Although it is one of three biggest economic groups of Vietnam, the survey shows that VNPT has been assessed to not be as strong as its potential and position In order to achieve the 2012 vision “VNPT is always the number one group in Vietnam in terms of developing P&T and information technology; capable of competing with large-scaled telecommunications groups”, empowering VNPT brand is an extremely necessary issue This is the third phase in the process of building a strong brand In the context when VNPT is focusing on developing it into a strong brand, the thesis themed “Strengthening VNPT brand” hereby proposes the following suggestions: - Systematizing basic theories of brand and empowering the brand - Assessing the actual situations in developing VNPT brand and its strengths - Proposed solutions for strengthening VNPT brand Greatest contributions from this thesis are that: it has highlighted a definition of the brand with the modern and expansive viewpoint of John Murphy; deeply analyzing the nature of a brand; stating eight major points of view on strengths of a brand, pointing out three fundamental operations to empower the brand and two groups of experiences learnt from famous brands The thesis also demonstrates the largest scale of VNPT in the field of posts and telecommunications, information technology and VNPT is one of three largest economic groups of Vietnam The thesis also gives assessments on the actual situation of VNPT brand, which is evaluated not to be strong and adequate with its own position, pointing out three main directions of positing VNPT brand strength and rank With such analysis, the thesis proposes the route for implementing major goals, introducing the very new system of theories about the brand named Lovemarks and suggesting two groups of solutions for implementation We hope that this thesis will make theoretical contributions to developing VNPT brand 53 REFERENCES An Thi Thanh Nhan (2006) Marketing solutions to increase brand value of Vietnamese enterprises in the current context Ministerial level scientific research project, Vietnam University of Commerce; Bui Quoc Viet (2007) Image Book of VNPT -2006 Post Publishing House; Brad Vanauken (2002) The Brand Management Checklist Kogan Page London; Brand Strategy - Encyclopedia Publishing House; Dinh Manh Hung ( 2005) Building and developing brand of Vietnam textile and garment enterprises in the international economic integration; Dang Dinh Dao (2004) Solutions to protecting goods of enterprises in Hanoi Ministerial level scientific research project; Doan Dinh Hoang Introduction about brand strategy Masso Consulting Company; Kevin Robert- “Lovemarks” Le Anh Cuong(2004) Building and managing the famous brand - profit Publishing House of Social Labour; 10 Le Xuan Tung (2005) Building and developing brand Publishing House of Social Labour; 11 Philip Kotler (1997) Marketing Management, Ninth Edition Prentice Hall, USA; 12 Brand with Richard Moore (2007) Brand for leaders Youth Publishing House; 13 Scott M Davis (2002) Brand Asset Management - Driving Profitable Growth Though Your Brand Jossey Bass San Francisco; 14 Tuong Van, Minh Huong, Khanh Chi (2007) 22 golden rules for building brand Knowledge Publishing House; 15 Thai Hung Tam, Nguyen Nam Chung Simple is Perfect (Jack Trout) Youth Publishing House; 54 16 Tang Van Khanh (2005) Brand management in Vietnamese enterprises The thesis of Doctor of Philosophy in economics National Economics University; 17 National Center for Socio-Economic Information and Forecast - Ministry of Planning and Investment Vietnamese Enterprises with the issue of national economic integration; 18 Sources from Internet 19 VNPT Logo, VNPT Guideline (2005) VNPT logo/VNPT Brand Handbook 55 APPENDIXS Appendix 01: Table of comparing trade mark and brand Feature Trademark Terminology Brand Trademark Brand Tangible properties: we can touch,Including both tangible and intangible Tangible see and hear properties, properties attached to prestige, quality, corporate image, sense and awareness of the company Tangible specific values; price Abstract, intangible value is hard to Values can be defined and be be identified and almost not be demonstrated through accounting agreed in the accounting books books In the legal aspects: lawful In the aspect of users: presence in presence (built on the basis of the mind of customers (built based Approach legal system on trade mark) on the organization \al system of an enterprise through research, the market marketing and communication operations) The enterprise itself designs or The enterprise builds the brand, hires designing and registers the customers accept and confide and Protection trade mark with the competent are loyal to the brand authority for acceptance and protection By Undertaking lawyers, legal staffs: By registering and protecting brand administrators: and making the reputation, sense, good association and loyalty to the brand Fake marketing Fake products No case 56 Appendix 02: Brand asset and value 57 Appendix 03: Ranking trade marks at home and abroad 1.Top 10 trademarks in Vietnam, year 2008 AGRIBANK BẢO VIỆT METRO Cash & carry Vietnam HEINEKEN NOKIA HONDA OMO SONY List of 20 biggest trademarks in the world, year 2006: 1- Coca-Cola: Value in 2008: 66,667 Bil USD; Rank in 2007: 2- IBM:Value in 2008 : 59,031 Bil USD; Rank in 2007: 3- Microsoft: Value in 2008: 59,007 Bil USD; Rank in 2007: 4- GE: Value in 2008: 53,086 Bil USD; Rank in 2007: 5- Nokia: Value in 2008: 35,942 Bil USD; Rank in 2007: 6- Toyota: Value in 2008: 34,050 Bil USD; Rank in 2007: 7- Intel: Value in 2008: 31,261 Bil USD; Rank in 2007: 8- McDonald's: Value in 2008: 31,049 Bil USD; Rank in 2007: 9- Disney: Value in 2008: 29,251 Bil USD; Rank in 2007: 10- Google: Value in 2008: 25,590 Bil USD; Rank in 2007: 20 eBrandium.com 58 KINH ĐÔ VIETTEL Appendix 04 : Detailed assessment method by criteria Weight for each column Column LI Leadership 10 Column PQI Quality 15 Column BICI Business innovation competence 10 Column HRI Human resources 12,5 Column PI Brand protection 10 Column SI Stability Column BRI Business results 12,5 30 Total: 100 59 Appendix 5: Photo of the Certificate "VNPT and Image" issued by United States Patent and Trademark Office (USPTO) 60 Appendix 6: SWOT matrix for branding of VNPT Strengths (S) Weaknesses (W) S1: Widespread network in 64/64 provinces W1: Limited expenditure for branding and cities W2: Unclear awareness of building brand, S2: Position of VNPT in the market, image of without specific strategies post office has been graved in every W3: Limited experiences of branding customer W4: VNPT brand is quite dull in customer S3: Prestige and reputation of some services mind such as mobile phone, Internet have been W5: No department in charge of branding, confirmed in the market developing brand S4: Managing many special means, which W6: can serve well for branding Difference of posts and telecommunications services from that of S5: Mastering posts and telecommunications, other competitors IT and actively applying them for branding W7: Not professional service quality S6: Easily establishing relations with mass (company culture) media such as television, radio (for the W8: Inadequate procedure of services transmission line), press supply S7: Abundant resources (if everyone is aware W9: Not active in price; hard to confirm the of building VNPT brand) brand through price policy S8: Large market share W10: Not good customer care services S9: Strong financial capacity S10: Diverse posts and telecommunications services S11: Good services quality Opportunities (O) Threats (T) O1: Increasingly diverse media; increasing T1: Cut-throated competition, reduce market demand for entertainment share, high risks of losing customers 61 O2: High and stable economic growth rate T2: Thanks to proper branding, some O3: Demand for increasingly high demand enterprises have become successful : Viettel for posts and telecommunications services Mobile, S-Fone O4: Customers tend to select famous brands T3: Trend of globalization and international O5: Strongly developing technology economic integration, appearance of many environment makes favorable conditions for strong brands in the world new services T4: Imitating VNPT brand is popular O6: Legal system and documents related to teh brand have been completed O7: Role of branding is inncreasing ly important for enterprises 62 Appendix 7: Using marks “TM” and  to logo and trademark of world famous brands, proposed applications for VNPT  TM Current Logo of VNPT Adding marks to VNPT logo 63 [...]... of VNPT positioned at the right bottom each item or advertising publications  Brand handbook VNPT has officially proclaimed the use of VNPT Brand Handbook, which is the book named VNPT Logo for internal use; VNPT Guideline, which is the product of the investment project of VNPT provided by the consultant Masso Group VNPT has currently registered the copyright for the handbook Applications in VNPT. .. Group 25 Figure 3: Organizational model of VNPT  Organizational structure of VNPT - The organization in charge of managing and controlling VNPT - Members of VNPT: 04 units  Members of VNPT - Vietnam Post Corporation - Subsidiary companies:  Affiliate with 100% charter capital owned by VNPT: 5 units  Affiliate with more than 50% charter capital owned by VNPT: 12 units  Associated company: 14 units... CHAPTER II STATUS QUO ON STRENGTHENING VNPT BRAND I Introduction about VNPT and VNPT brand 1.1 Introduction about VNPT VNPT was established on the basis of innovating, re-organizing Vietnam Post and Telecommunication Corporation and its affiliates On 26 March 2006, VNPT officially proclaimed the decision of the Prime Minister on establishing the Group At present, VNPT is one of eight core State-owned... After deploying the VNPT Brand Identity System nationwide, VNPT hopes to carry out a public opinion poll for the program on VNPT brand proliferation, measuring the recognition level as well as public sentiment for VNPT brand with new system of images, colours and slogan  Efficiency in the proliferation program for new VNPT brand: - VNPT logo recognition: the rate of recognizing new VNPT brand is quite... Actual situation of VNPT brand strength Assessing the strength of VNPT brand from itself 34 Through contents about results of production and business as well as shortcomings of VNPT, we can realize that VNPT brand has been not strong yet and it should be strengthened for the brand Assessing the strength of VNPT brand: Results from the market survey program carried out in January 2008 by VNPT are as follows:... brands of VNPT: Vinaphone, Mobifone, ADSL, Mobicard, Mobigold, Mobi4U, etc  Relations between brands Master-brand (VNPT) and sub-brands (member companies) are closely attached by using the logo of VNPT and the sentence “A member of VNPT placed at the right bottom of each item or advertising publications Master-brand VNPT and trade marks of products are attached together through the use of VNPT logo... weakens strengths of VNPT On the other hand, the above-mentioned limits and shortcomings are both causes and consequences of branding VNPT for past time or it can be said that the investment and development of VNPT brand have not been proportional to it role and significance In order to overcome such shortcomings, we must resolve the problem of branding VNPT It is imperative to make VNPT brand to be a... resolve the problem of branding VNPT It is imperative to make VNPT brand to be a strong trade mark 29 1.2.Overview about VNPT brand and actual situation of brand strength of VNPT 1.2.1 Overview about VNPT brand Orientations of developing VNPT brand till the year 2012  Vision: - VNPT is always the number one group in Vietnam in terms of developing posts and telecommunications and information technology... life  Slogan of VNPT: In Vietnamese: “Cuộc sống đích thực” and in English: “Real life”  Scope of application: for all subsidiary companies of VNPT 30 1.2.1.1 Factors in VNPT brand recognition - Name of brand: VNPT - Colours of brand: blue + white - Characters of brand: caring, sharing, ceaseless moving flexibility, solidity, continuous connecting and close attachment to people, youth - VNPT logo (02... serving, sharing with customers 1.2.1.2 VNPT Brand Identity System Brand Identity System includes:  Brand Identity (Core values): Brand identity of VNPT is public-spirited, caring, honest, close, reliable, understanding and the support for everyone as the eldest brother in the family VNPT plays the role of a circulatory system in a live body VNPT is indispensable, so VNPT is the “real life”  Brand Architecture: