TABLE OF CONTENTS……………………………………………………………

ACKNOWLEDGEMENTS………………………………………………………….

ABBREVATION……………………………………………………………………

LIST OF CHART……………………………………………………………………

EXECUTIVE SUMMARY………………………………………………………….

CHAPTER 1 – INTRODUCTION…………………………………………………..

1. 1 Background and rationale………………………………………………………..

1. 2 Problem statement and objective of the Research……………………………….

1. 3 Research Strategy and Methodology……………………………………………

1. 4 Feasibility and Practical of the resreach…………………………………………

1. 5 Scope & Limitations ofresearch….……………………………………………...

1. 6 Structure of the thesis……………………………………………………………

CHAPTER 2 – THEORETICAL  AND LITERATURE REVIEW – BRAND & BRANDING…………………………………………………………………………

2. 1 The concept of brand and its importance………………………………………..

        2. 1. 1 What is a Brand..........................................................................................

        2. 1. 2 Brand personality and characteristic……………………………………...

        2. 1. 3 The importance of Brand…………………………………………………

                   2. 1. 3. 1 To the consumers………………………………………………

                   2. 1. 3. 2 To the company…………………………………………………

2. 2 Building a strong Brand………………………………………………………….

        2. 2. 1 Brand strategy and its importance………………………………………..

        2. 2. 2 Five steps of Branding……………………………………………………

                  2.2.2. 1 Defining the base structure of Brand……………………………

                  2. 2. 2. 2 Brand positioning……………………………………………….

                 2. 2. 2. 3Building Brand development strategy…………………………...

                 2. 2. 2.4 Building a communication strategy………………………………

                 2. 2. 2. 5 Evaluating and Adjusting………………………………………...

CHAPTER 3 –  THE BRANDING PROCESS OF VTV6 CHANNEL……………

3. 1Introduction about Vietnam Television Station and VTV6 channel…………….

3. 2 Condition and motive for VTV6 channel branding……………………………...

    3. 2. 1 Macro environment of Vietnam………………………………………...

    3. 2. 2Analysis of Vietnam Television Market………………………………...

3. 3Content and implementation process of VTV6 branding………………………..

          3. 3. 1 Corporate strategy and Brand strategy………………………………….

          3. 3. 2 VTV6 channel Brand positioning……………………………………….

          3. 3. 3 Building communication Strategy………………………………………

3. 4 Evaluating the effectiveness of VTV6 brand building…………………………

3. 5 Existing problems in the process of brand building - reasons for unsuccessfulness……………………………………………………………………..

          3. 5. 1 Subjective reasons of VTV6’s existing problems………………………

                   3. 5. 1. 1 Failure in determining the core – targeted customer……………

                   3. 5. 1. 2 Brand characteristics and personalities………………………….

                   3. 5. 1. 3 Application of the Brand identity system……………………….

                   3. 5. 1. 4 Less Brand communication effectiveness………………………

         3. 5. 2 Objective reasons of VTV6’s existing problems………………………..

                  3. 5. 2. 1 The political – orientation of Vietnam Television Station’s leaders……………………………………………………………………………….

                 3. 5. 2. 2 Lack of financial budget………………………………………….

                 3. 5. 2. 3 Limited access TV - viewers since broadcasting cable system…… 

CHAPTER 4: RECOMMENDATIONS……………………………………………

4. 1 Repositioning the Brand of VTV6 channel

        4. 1. 1Restructuring the Brand positioning strategy and Brand identity system of VTV6 channel…………………………………………………………………….

        4. 1. 2 Building the consistent image of VTV6 channel via VTV6’s programs...

4. 2 Training Brand Awareness of staffs……………………………………………..

        4. 2. 1 The needs for improvement………………………………………………

        4. 2. 2 Some recommended training program…………………………………...

                4. 2. 1. 1 Training for Brand section of VTV6 channel……………………..

                4. 2. 1. 2 Training for staffs at Content – Departments……………………

4. 3 Setting up a specialized department and improving the cooperation among Brand department and Content department………………………………………….

       4. 3. 1 Setting up a specialized department………………………………………

       4. 3. 2 Improving cooperation among marketing and Brand department in VTV6 channel and other content department………………………………………..

4. 4 Improving effectiveness of Brand communication……………………………...

      4. 4. 1 Improving effectiveness of PR programs…………………………………

      4. 4. 2 Improving the effectiveness of Brand communication through Advertising campaign……………………………………………………………………………...

CONCLUSION……………………………………………………………………...

REFERENCE………………………………………………………………………...

APPENDIX…………………………………………………………………………..