[FONT="]Tables of Contents

[FONT="]Tittle page .i

[FONT="]1.1 Rationale of the Study . [FONT="]10

[FONT="]1.2 Statement of the Problem . [FONT="]10

[FONT="]1.3 Objectives [FONT="]10

[FONT="]1.4 Research Methodology . [FONT="]11

[FONT="]1.4.1 Data Collection . [FONT="]11

[FONT="]Secondary data: [FONT="]11

[FONT="]Primary data: . [FONT="]11

[FONT="]1.4.2 Data Analysis [FONT="]11

[FONT="]1.5 Research Framework: . [FONT="]11

[FONT="]1.6 Scope and Limitations . [FONT="]12

[FONT="]1.7 Structure of Research Study . [FONT="]12

[FONT="]2.1 Introduction[FONT="]14

[FONT="]2.2 Develop a Brand Identity . [FONT="]14

[FONT="]2.2.1 What is a Brand? . [FONT="]14

[FONT="]2.2.2 A Brand is more than a Product . [FONT="]16

[FONT="]2.2.3 Brand Equity . [FONT="]17

[FONT="]2.2.4 Brand Identity . [FONT="]18

[FONT="]Definition [FONT="]18

[FONT="]The brand position trap [FONT="]18

[FONT="]Four brand identity perspectives . [FONT="]19

[FONT="]The Identity Structure [FONT="]20

[FONT="]2.2.5 Brand Identity Planning Model [FONT="]22

[FONT="]2.2.6 Brand Positioning . [FONT="]22

[FONT="]2.2.6.1 Developing a positioning strategy . [FONT="]23

[FONT="]2.2.6.2 Strategic Misconceptions [FONT="]23

[FONT="]2.3 Manage Brand Image [FONT="]24

[FONT="]2.3.1 Three components of brand image . [FONT="]24

[FONT="]2.3.2 Brand Image Drives Brand Equity . [FONT="]24

[FONT="]2.3.3 Benefits and importance of a brand image: [FONT="]24

[FONT="]2.4 Maintain Brand loyalty . [FONT="]25

[FONT="]2.4.1 Cultivating long-term relationships with customers . [FONT="]25

[FONT="]2.4.2 Brand loyalty [FONT="]25

[FONT="]2.4.3 Brand loyalty versus service loyalty . [FONT="]26

[FONT="]2.4.4 How to build loyalty? [FONT="]26

[FONT="]3.1 Asian-Pacific airline market . [FONT="]28

[FONT="]3.1.1 Introduction . [FONT="]28

[FONT="]3.1.2 Future Trend [FONT="]29

[FONT="]3.1.3 Global Outlook and Growth Trend: . [FONT="]30

[FONT="]3.1.4. Airline Alliances . [FONT="]31

[FONT="]3.2 Airlines Industry in Vietnam . [FONT="]32

[FONT="]3.2.1 Brief History of Vietnamese Civil Aviation: . [FONT="]32

[FONT="]3.2.2 Vietnam Airlines Background . [FONT="]33

[FONT="]Current Status of Vietnam Airlines [FONT="]34

[FONT="]2.2.2 Corporate Brand name: Vietnam Airlines Corporation . [FONT="]37

[FONT="]2.2.3 Vietnam Airlines Networks [FONT="]37

[FONT="]4.1. Company Strategy Analysis . [FONT="]39

[FONT="]4.1.1 Customer Analysis . [FONT="]39

[FONT="]Industry Trend . [FONT="]39

[FONT="]Motivations . [FONT="]39

[FONT="]Unmet needs . [FONT="]39

[FONT="]Market Segmentation . [FONT="]39

[FONT="]4.1.2 Competitor Analysis . [FONT="]40

[FONT="]i. Domestic routes [FONT="]40

[FONT="]ii. International routes . [FONT="]40

[FONT="]4.1.3 Self-Analysis [FONT="]44

[FONT="]Existing Brand image: [FONT="]44

[FONT="]Friendliness [FONT="]44

[FONT="]Vietnam Airlines’ SWOT Analysis . [FONT="]44

[FONT="]Organization structure and values [FONT="]47

[FONT="]4.2 Analysis of Brand Identity System of Vietnam Airlines . [FONT="]55

[FONT="]4.2.1 Brand as Product . [FONT="]55

[FONT="]The Product Scope: Associations with Product Classes . [FONT="]56

[FONT="]Product-Related Attributes: . [FONT="]56

[FONT="]Quality Value . [FONT="]56

[FONT="]Associations with Use Occasions [FONT="]56

[FONT="]Country of Origin . [FONT="]56

[FONT="]4.2.2 Brand as Organization . [FONT="]57

[FONT="]4.2.3 Brand as Person . [FONT="]57

[FONT="]4.2.4 Brand as Symbol . [FONT="]57

[FONT="]The Old Logo of Vietnam Airlines [FONT="]57

[FONT="]The Old Design of Vietnam Airlines [FONT="]57

[FONT="]4.2.5 Existing Marketing Mix [FONT="]58

[FONT="]Reservation Service [FONT="]61

[FONT="]Before-Flight Service . [FONT="]61

[FONT="]Check-in Service . [FONT="]61

[FONT="]On-board Service [FONT="]62

[FONT="]After Flight Service [FONT="]62

[FONT="]Vietnam Airlines’ Strategic Alliances . [FONT="]63

[FONT="]4.3 Develop New Brand Identity for Vietnam Airlines . [FONT="]64

[FONT="]4.3.1 Core Identity: service-minded, security and safety . [FONT="]64

[FONT="]4.3.2 Extended Identity . [FONT="]64

[FONT="]4.3.3 The New Design of Vietnam Airlines . [FONT="]66

[FONT="]4.3.4 Reasons for launching a New Design and a New Identity . [FONT="]66

[FONT="]4.3.5 Updating Vietnam Airline’s Image [FONT="]67

[FONT="](b) The New Identity of VNA . [FONT="]70

[FONT="]4.3.6 Partners in the Special Livery Development [FONT="]70

[FONT="]4.3.7 Planning for launching the New Design and New Identity . [FONT="]71

[FONT="]4.4 Manage Brand Image [FONT="]71

[FONT="]4.4.1 Positioning Strategy [FONT="]71

[FONT="]4.4.2 Personality . [FONT="]71

[FONT="]4.4.3 Brand Strategy . [FONT="]71

[FONT="]4.4.4 New Marketing Mix . [FONT="]72

[FONT="]Product [FONT="]72

[FONT="]Personnel . [FONT="]72

[FONT="]Service . [FONT="]72

[FONT="]Price . [FONT="]73

[FONT="]Promotion . [FONT="]73

[FONT="]Tactical and Strategic Advertising . [FONT="]75

[FONT="]Place [FONT="]76

[FONT="]4. 5 Brand Consistency and Loyalty [FONT="]77

[FONT="]4.5.1 Consistent Brand Strategy [FONT="]77

[FONT="]4.5.2 Brand Loyalty . [FONT="]77

[FONT="]5.1 Outline of the survey . [FONT="]78

[FONT="]5.2 Profile of the Customer Survey . [FONT="]78

[FONT="]5.3 Factor Analysis [FONT="]81

[FONT="]Airlines . [FONT="]85

[FONT="]Ads theme line . [FONT="]85

[FONT="]Now more than ever, a great way to fly [FONT="]85

[FONT="]5.3.9 Multivariate Analysis of Variance (MANOVA) (Appendix 1) [FONT="]88

[FONT="]5.4 Brand awareness . [FONT="]89

[FONT="]5.4.2 Brand Name Trial [FONT="]91

[FONT="]5.4.3 The most favorite advertising campaign (Appendix 1) [FONT="]92

[FONT="]5.4.5 Factors influence on decision-makings of choosing VNA’s service [FONT="]93

[FONT="]5.4.6 The evaluation of Vietnam Airlines’ Service Quality . [FONT="]94

[FONT="]5.5 Brand Loyalty . [FONT="]94

[FONT="]5.5.4 Information access for a new brand [FONT="]97

[FONT="]5.6 Questions related to a New Logo and New Colour (New Design) of Vietnam Airlines [FONT="]98

[FONT="]5.6.1 Colour of the new painting . [FONT="]98

[FONT="]5.6.2 New Logo . [FONT="]98

[FONT="]5.6.3 Feelings about the New Design (new colour and new logo) [FONT="]99

[FONT="]5.6.4 Preference about the New Design . [FONT="]99

[FONT="]Table 5.6.4a: Preference of New Design by age . [FONT="]99

[FONT="]6.1 Conclusions . [FONT="]102

[FONT="]General conclusions . [FONT="]102

[FONT="]6.2 Recommendations for Vietnam Airlines [FONT="]103

[FONT="]6.3 The suggested model for Corporate Identity Building Process . [FONT="]104

[FONT="]Corporate identity building process [FONT="]104

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