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Together with the development of Information technology, mass of media companies, communication groups and TV channels were born. That leads to the overlapping in the Television broadcasting industry among different TV-channels. Many similar TV-channels were born lacking of specifically research. Almost every TV-channels have not had specific characters and 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 which one its own specific characters with different ways of communication and representing information. With each TV-channel, TV-viewers can see and can feel different outstanding features and different attractiveness. That’s the reason why the almost every leader 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 inclined with a strong brand so as to be remembered and take a relative place in the viewers’ mind. 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, for many objective and subjective reasons, the brand building of VTV6 has not been effectively enough to build a strong brand in the viewers’ heart and mind. That the reason why VTV6 channel has been born in two years, the rating of viewers who watching it is very low. Many people evenly don’t know about the existing of VTV6. So that, the research on brand building of VTV6 is very necessary. That would help VTV6 have an overview about the methodical process of brand building. Moreover, that helps VTV6 to reposition a brand with its own clearly features as well as to be easily recognized and attract more and more TV-viewers.
1. 1.Back ground and rationale 10
The research objectives includes: 12
This research aims at aswering the following Research Questions 12
1. 4.Theoretical background 13
1. 5. 2.Analyzing Data Method 14
1. 5. 3. Relativity of the data 14
1. 6.Scope and limitation of the research 15
1.6. 1. Scope of the research 15
1. 6. 2. Limitation of research 15
1. 7.Structure of the thesis 16
THEORETICAL BACKGROUND OF BRAND 17
2. 1. 2. Brand personality and characteristic 18
2. 1. 3. The importance of Brand 20
2. 1. 3. 1.To the consumers 20
2. 2. 1. Brand strategy and its importance 23
2. 2. 2.Brand building process 24
2. 2. 2. 1.Factors Impact on brand building process 24
2. 2. 2. 2.Steps of Brand Building process 27
CURRENT STATUS OF THE BRAND BUILDING FOR VTV6 CHANNEL 39
3. 1. Introduction about Vietnam Television Station and VTV6 channel 39
3. 2. Condition and motivation for the brand building of VTV6 42
3.2.1. Macro environment of Vietnam 42
3. 2. 2. Analysis ofVietnam Television Broadcasting Industry 44
3. 2. 2. 1. Overview about Vietnam Television broadcasting industry 44
3. 2. 2. 2. Blooming competition in the television broadcasting industry 46
3. 2. 2. 3. The trend of television broadcasting industry and young - consumer 52
3. 3.Current status of the brand building for VTV6 57
3. 3. 1.VTV6 Brand base structure 57
3. 3. 2. Brand positioning of VTV6 61
3. 3. 3.VTV6 Brand Development Strategy 64
3. 3. 4.VTV6 Brand communication Strategy 65
3.3. 5.Evaluating Brand awareness of TV viewers 67
3. 4.Summary about the success and the existing problems in the Brand building process of VTV6 74
3. 4. 1. Success of VTV6 in the Brand building process 74
3. 4. 2. Existing problems in the brand building process of VTV6 75
3. 4. 2. 1.Failure in determining the targeted customers 75
3. 4. 2. 2. Failure in applying the Brand identity system 76
3. 4. 2. 3. Dim Brand characteristics and personalities 77
3. 4. 2. 4. Low Brand awareness of TV- Viewers and normal staff in VTV6 78
3. 4. 3. Reasons for existing problems in the Brand building process of VTV6 79
3.4.3. 1. Subjective reasons of VTV6’s existing problems 79
3. 4. 3. 2.Objective reasons of VTV6’s existing problems 81
4. 1. VTV6’s strategic development in the period 2010– 2015 83
4. 1. 1. Overview about VTV6’s strategic development in the period 2010 – 2015 83
4. 1. 2.VTV6 Brand strategic development in the period 2010 – 2015 84
4. 2. Recommendations & Conditions for applying 84
4. 2. 1. 1. Repositioning the Brand of VTV6 84
4. 2. 1. 2. Improving the Brand communication 88
4. 2. 1. 3.Training Brand awareness of staffs 91
4. 2. 1. 4. Setting up a specialized department 94
4. 2. 1. 5. Improving cooperation among marketing and Brand department in VTV6 channel and other content department 95
4.2. 1. 6. Suggestion for changing in management mechanism of Vietnam Television Station with VTV6 97
4. 2. 2. Conditions for applying suggested recommendations 98
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Theoretical background of brand and brand building
Together with the development of Information technology, mass of media companies, communication groups and TV channels were born. That leads to the overlapping in the Television broadcasting industry among different TV-channels. Many similar
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