| Author | Duong Manh Cuong |
| Call Number | AIT RSPR no. SM-01-79 |
| Subject(s) | Product management--Vietnam
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of
Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-01-79 |
| Abstract | In a market economy, the success or failure of the companies depends on how they fulfill
consumers' needs and wants. In a fierce competition environment, companies must compete with
each other in terms of price, quality, services, technology, innovation, and brand name, etc. To
differentiate their products from other competitors', companies often create brand names for their
products or their corporate. Therefore, branding has become an essential means for companies to
survive and develop in the long te1m.
In case of wide product portfolio, "branding" even replaces "marketing" activities. Many
companies recognize that branding is the most effective weapon to win consumers' purchasing
decision. Indeed, attracting consumers becomes a very difficult task for any company in a highly
competitive market.
Although a company gets many benefits from its brand name, it is not easy to manage a strong
brand. To understand more how a company builds and manages its brand to get the full benefit
from it, a study into the case of the LiOA brand at Nhat Linh Co., Ltd., an auto voltage stabilizer
(A VS) manufacturer, is undertaken.
The case study will focus on analyzing the external market environment, the company internal
situation and its brand development and management basing on interviews with the Company
managers and its employees. At the same time, a customer survey is caITied out to evaluate what
consumers know about LiOA's brand name and products. From the analysis of the survey results,
some recommendations for LiOA branding management and communication program will be
made to help the Company manage its brand better and to strengthen its LiOA brand name in the
AVS market. |
| Year | 2001 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-01-79 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Quang, Truong; |
| Examination Committee(s) | Stoessel, Hans ;Bechter, Clemens; |
| Scholarship Donor(s) | The Government of Switzerland/Swiss Development
Cooperation (SAV) ; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 |