TABLE OF CONTENTS

Chapter 1: INTRODUCTION---------------------------------------------------------------------- 1

[FONT="]1.1 Rationale of the Research---------------------------------------------------------------- [FONT="]1[FONT="]

[FONT="]1.2 Problem Statement----------------------------------------------------------------------- [FONT="]1[FONT="]

[FONT="]1.3 Objectives of the Research--------------------------------------------------------------- [FONT="]1[FONT="]

[FONT="]1.4 Research Methodology------------------------------------------------------------------- [FONT="]2[FONT="]

[FONT="]1.5 Scope and Limitations of the Research-------------------------------------------------- [FONT="]3[FONT="]

[FONT="]1.6 Structure of the Research Report--------------------------------------------------------- [FONT="]3[FONT="]

Chapter 2: LITERATURE REVIEW--------------------------------------------------------------- 4

[FONT="]2.1 Introduction------------------------------------------------------------------------------ [FONT="]4[FONT="]

[FONT="]2.2 What is a Brand?------------------------------------------------------------------------- [FONT="]4[FONT="]

[FONT="]2.3 The Importance of Brand Name---------------------------------------------------------- [FONT="]5[FONT="]

[FONT="]2.3.1 The main contribution of brands---------------------------------------------------- [FONT="]5[FONT="]

[FONT="]2.3.2 A brand is more than a product----------------------------------------------------- [FONT="]6[FONT="]

[FONT="]2.4 The Brand Equity------------------------------------------------------------------------- [FONT="]7[FONT="]

[FONT="]2.5 Brand Identity---------------------------------------------------------------------------- [FONT="]7[FONT="]

[FONT="]2.5.1 Definition--------------------------------------------------------------------------- [FONT="]7[FONT="]

[FONT="]2.5.2 The brand position trap-------------------------------------------------------------- [FONT="]8[FONT="]

[FONT="]2.5.3 Four brand identity perspectives---------------------------------------------------- [FONT="]8[FONT="]

[FONT="]2.5.4 The identity structure--------------------------------------------------------------- [FONT="]9[FONT="]

[FONT="]2.6 Value Proposition------------------------------------------------------------------------- [FONT="]9[FONT="]

[FONT="]2.7 Strategic Brand Management----------------------------------------------------------- [FONT="]10[FONT="]

[FONT="]2.8 Brand position--------------------------------------------------------------------------- [FONT="]12[FONT="]

[FONT="]2.9 Communication Program---------------------------------------------------------------- [FONT="]13[FONT="]

[FONT="]2.10 Brand Leverage------------------------------------------------------------------------- [FONT="]13[FONT="]

[FONT="]2.11 Important Factors For Building Strong Brands----------------------------------------- [FONT="]14[FONT="]

Chapter 3: ANALYSIS OF THE COMPANY CURRENT SITUATION----------------------- 15

[FONT="]3.1 External Environment Analysis--------------------------------------------------------- [FONT="]15[FONT="]

[FONT="]3.1.1 Macro Environment------------------------------------------------------------------ [FONT="]15[FONT="]

[FONT="]3.1.2 The Industry Environment--------------------------------------------------------- [FONT="]18[FONT="]

[FONT="]3.2 Internal Analysis------------------------------------------------------------------------ [FONT="]20[FONT="]

[FONT="]3.2.1 Company Overview---------------------------------------------------------------- [FONT="]20[FONT="]

[FONT="]3.2.2 Company Performance------------------------------------------------------------- [FONT="]21[FONT="]

[FONT="]3.2.3 Strategic intent--------------------------------------------------------------------- [FONT="]23[FONT="]

[FONT="]3.2.4 Company Structure---------------------------------------------------------------- [FONT="]24[FONT="]

[FONT="]3.2.5 Company resources and core competencies--------------------------------------- [FONT="]24[FONT="]

[FONT="]3.3 SWOT Analysis------------------------------------------------------------------------- [FONT="]30[FONT="]

Chapter 4: COMPANY’S BRAND MANAGEMENT------------------------------------------- 31

[FONT="]4.1 LiOA’s Positioning---------------------------------------------------------------------- [FONT="]31[FONT="]

[FONT="]4.1.1 The AVSs Market----------------------------------------------------------------- [FONT="]31[FONT="]

[FONT="]4.2 Brand Analysis-------------------------------------------------------------------------- [FONT="]32[FONT="]

[FONT="]4.2.1 The origin of the name------------------------------------------------------------- [FONT="]32[FONT="]

[FONT="]4.2.2 LiOA symbol---------------------------------------------------------------------- [FONT="]32[FONT="]

[FONT="]4.2.3 Trade mark protection------------------------------------------------------------- [FONT="]33[FONT="]

[FONT="]4.2.3 Advertising activities-------------------------------------------------------------- [FONT="]33[FONT="]

[FONT="]4.3 Brand Management--------------------------------------------------------------------------- [FONT="]34[FONT="]

[FONT="]4.4 Brand Leverage And Extension-------------------------------------------------------- [FONT="]34[FONT="]

[FONT="]4.4 The Company’s Brand Intention-------------------------------------------------------- [FONT="]35[FONT="]

[FONT="]4.4 Conclusion------------------------------------------------------------------------------ [FONT="]35[FONT="]

Chapter 5: FINDINGS OF THE CUSTOMER SURVEY--------------------------------------- 36

[FONT="]5.1 Overview of the Sample’s Characteristics---------------------------------------------- [FONT="]36[FONT="]

[FONT="]5.2 Consumers’ Brand Awareness and their Behavior-------------------------------------- [FONT="]36[FONT="]

[FONT="]5.2.1 Brand awareness------------------------------------------------------------------- [FONT="]36[FONT="]

[FONT="]5.2.2 Brand choice----------------------------------------------------------------------- [FONT="]37[FONT="]

[FONT="]5.2.3 Factors Affecting Consumers Choices of AVS Brand---------------------------- [FONT="]38[FONT="]

[FONT="]5.3 Questions Relating To LiOA Products------------------------------------------------- [FONT="]39[FONT="]

[FONT="]5.3.1 LiOA name------------------------------------------------------------------------ [FONT="]39[FONT="]

[FONT="]5.3.2 Country of origin------------------------------------------------------------------ [FONT="]40[FONT="]

[FONT="]5.3.3 LiOA knowledge information sources--------------------------------------------- [FONT="]40[FONT="]

[FONT="]5.3.4 LiOA usage------------------------------------------------------------------------ [FONT="]41[FONT="]

[FONT="]5.3.5 Consumers’ evaluation of LiOA AVS--------------------------------------------- [FONT="]41[FONT="]

[FONT="]5.3.6 Price of LiOA AVSs--------------------------------------------------------------- [FONT="]42[FONT="]

[FONT="]5.3.7 LiOA shops convenience---------------------------------------------------------- [FONT="]42[FONT="]

[FONT="]5.3.8 LiOA advertisement contents----------------------------------------------------- [FONT="]42[FONT="]

[FONT="]5.3.9 LiOA promotion program---------------------------------------------------------- [FONT="]43[FONT="]

[FONT="]5.4 Conclusion------------------------------------------------------------------------------ [FONT="]43[FONT="]

Chapter 6: DEVELOPING A BRANDING STRATEGY FOR LIOA-------------------------- 45

[FONT="]6.1 Developing LiOA Brand Identity------------------------------------------------------ [FONT="]45[FONT="]

[FONT="]6.1.1 The brand as a product------------------------------------------------------------- [FONT="]45[FONT="]

[FONT="]6.1.2 The Brand-as-organization--------------------------------------------------------- [FONT="]46[FONT="]

[FONT="]6.1.3 The Brand-as-person: Brand personality------------------------------------------- [FONT="]46[FONT="]

[FONT="]6.1.4 Band as a symbol------------------------------------------------------------------ [FONT="]46[FONT="]

[FONT="]6.2 Brand Value Proposition---------------------------------------------------------------- [FONT="]46[FONT="]

[FONT="]6.2.1 Functional benefits----------------------------------------------------------------- [FONT="]46[FONT="]

[FONT="]6.2.2 Emotional benefits----------------------------------------------------------------- [FONT="]47[FONT="]

[FONT="]6.2.3 Self-expressive benefits------------------------------------------------------------ [FONT="]47[FONT="]

[FONT="]6.3 Brand Anatomy of LiOA--------------------------------------------------------------- [FONT="]47[FONT="]

[FONT="]6.4 LiOA Brand Position------------------------------------------------------------------- [FONT="]48[FONT="]

[FONT="]6.5 Branding activities in line with its intention strategies---------------------------------- [FONT="]48[FONT="]

[FONT="]6.5.1 Consolidate LiOA brand name in the North-------------------------------------- [FONT="]48[FONT="]

[FONT="]6.5.2 Expand its market share and brand awareness in the South----------------------- [FONT="]50[FONT="]

[FONT="]6.5.3 LiOA expansion to other foreign markets----------------------------------------- [FONT="]51[FONT="]

[FONT="]6.5.4 LiOA CABLE branding----------------------------------------------------------- [FONT="]51[FONT="]

Chapter 7: CONCLUSION AND RECOMMENDATIONS------------------------------------ 52

[FONT="]7.1 Conclusions----------------------------------------------------------------------------- [FONT="]52[FONT="]

[FONT="]7.2 Recommendations----------------------------------------------------------------------- [FONT="]53[FONT="]

REFERENCES------------------------------------------------------------------------------------ 55

APPENDIX-------------------------------------------------------------------------------------- A-