Positioning strategy with a new identity : a case study of Vietnam Airlines | |
| Author | Le Hong Dac |
| Call Number | AIT RSPR no. SM-99-130 |
| Subject(s) | Product management--Vietnam Brand choice--Vietnam |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master in Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | There is a strong link between the growth of market share and the profitability of a company with the power of its brands. Like other well-known carriers in the region or in the world, when the old identity is not suitable with the current status of the company anymore, changing in to a new identity should be implemented as soon as possible. More often than not, the Vietnamese companies seem to neglect the issue of branding. This study analyzes the importance of brands and the process of branding management. To illustrate the corporate identity building issues and positioning with a new identity in the airline market, this study examines the case study of Vietnam Airlines Corporation. Interviews with managers and customer survey are carried out to investigate the competitors' reaction and customer's perceptions toward the new identity. At the end, some recommendations are proposed for Vietnam Airlines to manage its new brand successfully and for other companies that want to change into a new corporate identity. |
| Year | 1999 |
| 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) | Truong Quang; |
| Examination Committee(s) | Bechter, Clemens; Johri, Lalit. M.; |
| Scholarship Donor(s) | The Government of Switzerland; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |