| Author | Lan, Ngo Phuong |
| Note | A project submitted in partial fulfillment of the requirements for the
Degree of Master of Business Administration (Executive) in
International Business – Management of Technology, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | It was not the first time I though about this topic. With more than 10 years of working experience as an advertiser and then a public relations manager in Petrovietnamgas Company, Petrovietnam Insurance Company and more than one year experience in The Vietnam Economic Times, I had had a quite general view for brand building in variety of Vietnamese companies. One question was often raised in my mind “Why are there not so many Vietnamese companies, especially state owned companies, being successful on brand building? What are obstacles?”
In fact, many leaders don’t understand what is brand and how to start to build a strong brand. Others may not know how to build a brand with a limited budget. Even in some giant corporations, brand building just likes a trendy, not a serious works which must to be performed in accordance with company’s strategy.
The lack of knowledge on branding from leaders and staffs, branding targets and invested resources are not in parallel and the lack of branding long term strategy were considered as three main reasons that lead to the ineffectiveness in branding of state owned companies. All these problems were analyzed in my research from theory and practical dimensions, hoping to bring something useful to the branding managers as well as the top leaders. |
| Year | 2009 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Winai Wongsurawat; |
| Examination Committee(s) | Huynh Trung Luong;Gopalaswamy, Arun Kumar ; |