Brand building in the information technology industry : a case study of FPT Corporation, Vietnam | |
| Author | Dang Thuy Hanh |
| Call Number | AIT RSPR no.SM-04-99 |
| Subject(s) | Information technology -- Vietnam Business names |
| 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-04-99 |
| Abstract | Considered by the Government of Vietnam as one of the most important driving forces for economic development and social advancement, Information Technology (IT) and the IT companies have received extensive attention and encouragement from the State and the public. Despite a number of certain initial achievements, the young IT industry in Vietnam is still to face various challenges, one of which is to establish the locally and globally recognized IT brands ensuring service quality, customer satisfaction and customer loyalty. As the leading company in the industry and continuously voted as the most favourite IT name, the Corporation for Financing and Promoting Technology FPT has been well-known for its public visibility and spectacular growth in both revenue and personnel terms. The board of managers have, however, realized the importance and the role of branding to their sustainable development not long ago. Only in late 2003 were a team of brand officers formed and the status of FPT brand in different affiliate companies analyzed and reported. There are many issues around FPT brand such as the inconsistent and confused appearance, the unclear strategy for brand building, a value proposition lack of emotional benefits and point of difference. Most of the activities carried out by marketing team were mainly serving the sales improvement purpose. Therefore, it is high time FPT measured its brand anatomy to redefine a timely and suitable branding strategy with effective communication and equity building programs. Not starting from a scratch, but the difficulties ahead will be moulding due to the current mess. In this research, the author aims to provide an overview about IT market in Vietnam and an insight about FPT's brand situation. The analysis of brand identity will be made mainly through secondary source of data while the audit and assessment of brand equity will result from primary information through a survey with both potential and cmTent customers. From the defined gaps, strengths and weaknesses of FPT brand, the author would like to propose an action plan for successfully building FPT brand in the future. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-99 |
| 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) | Sununta Siengthai ;Broustail, Fran9ois-Joel.; |
| Scholarship Donor(s) | The French Government ;AIT Fellowship; |