The branding process of vtv6 channel

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Together with the development of Information technology, mass of media companies, communication groups, television stations & TV channels were born. That leads to the overlapping among different TV-channels in one TV-Station & different programming departments in one programming section & many similar programs were born lacking of specifically research. Almost every TV-stations & TV-channels have not had specific characters & differentiations to be recognized easily by the TV-viewers. One of the main reasons for this current status is that they have not use the strategies to determine obviously targeted viewers, features, characters, stylish and differentiation for themselves.

On the contrary, in the international market, for ex in the US, there are about more than thousand TV-channels, however, which one has its own specifically characters with different ways of communicating & representing information. With each TV-channel, TV-viewers can see and can feel different outstanding features & different attractiveness. That’s the reason why the almost every leaders would like their TV-channel focus on very specific objective and very specific targeted TV-viewers.

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                                                                                            Pham Thi Mai Hoa – EMBA5A

 

TABLE OF CONTENTS

 

TABLE OF CONTENTS…………………………………………………………

 

 

ACKNOWLEDGEMENTS………………………………………………………….

 

 

ABBREVATION……………………………………………………………………

 

 

LIST OF CHART……………………………………………………………………

 

 

EXECUTIVE SUMMARY………………………………………………………….

 

 

CHAPTER 1 – INTRODUCTION…………………………………………………..

 

 

1. 1 Background and rationale………………………………………………………..

 

 

1. 2 Problem statement and objective of the Research……………………………….

 

 

1. 3 Research Strategy and Methodology……………………………………………

 

 

1. 4 Feasibility and Practical of the resreach…………………………………………

 

 

1. 5 Scope & Limitations ofresearch….……………………………………………...

 

 

1. 6 Structure of the thesis……………………………………………………………

 

 

CHAPTER 2 – THEORETICAL  AND LITERATURE REVIEW – BRAND & BRANDING…………………………………………………………………………

 

2. 1 The concept of brand and its importance………………………………………..

 

        2. 1. 1 What is a Brand..........................................................................................

 

        2. 1. 2 Brand personality and characteristic……………………………………...

 

        2. 1. 3 The importance of Brand…………………………………………………

 

                   2. 1. 3. 1 To the consumers………………………………………………

 

                   2. 1. 3. 2 To the company…………………………………………………

 

2. 2 Building a strong Brand………………………………………………………….

 

        2. 2. 1 Brand strategy and its importance………………………………………..

 

        2. 2. 2 Five steps of Branding……………………………………………………

 

                  2.2.2. 1 Defining the base structure of Brand……………………………

 

                  2. 2. 2. 2 Brand positioning……………………………………………….

 

                 2. 2. 2. 3Building Brand development strategy…………………………...

 

                 2. 2. 2.4 Building a communication strategy………………………………

 

                 2. 2. 2. 5 Evaluating and Adjusting………………………………………...

 

CHAPTER 3 –  THE BRANDING PROCESS OF VTV6 CHANNEL……………

 

3. 1Introduction about Vietnam Television Station and VTV6 channel…………….

 

3. 2 Condition and motive for VTV6 channel branding……………………………...

 

    3. 2. 1 Macro environment of Vietnam………………………………………...

 

    3. 2. 2Analysis of Vietnam Television Market………………………………...

 

3. 3Content and implementation process of VTV6 branding………………………..

 

          3. 3. 1 Corporate strategy and Brand strategy………………………………….

 

          3. 3. 2 VTV6 channel Brand positioning……………………………………….

 

          3. 3. 3 Building communication Strategy………………………………………

 

3. 4 Evaluating the effectiveness of VTV6 brand building…………………………

 

3. 5 Existing problems in the process of brand building - reasons for unsuccessfulness……………………………………………………………………..

 

          3. 5. 1 Subjective reasons of VTV6’s existing problems………………………

 

                   3. 5. 1. 1 Failure in determining the core – targeted customer……………

 

                   3. 5. 1. 2 Brand characteristics and personalities………………………….

 

                   3. 5. 1. 3 Application of the Brand identity system……………………….

 

                   3. 5. 1. 4 Less Brand communication effectiveness………………………

 

         3. 5. 2 Objective reasons of VTV6’s existing problems………………………..

 

                  3. 5. 2. 1 The political – orientation of Vietnam Television Station’s leaders……………………………………………………………………………….

 

                 3. 5. 2. 2 Lack of financial budget………………………………………….

 

                 3. 5. 2. 3 Limited access TV - viewers since broadcasting cable system…… 

 

CHAPTER 4: RECOMMENDATIONS……………………………………………

 

4. 1 Repositioning the Brand of VTV6 channel

 

        4. 1. 1Restructuring the Brand positioning strategy and Brand identity system of VTV6 channel…………………………………………………………………….

 

        4. 1. 2 Building the consistent image of VTV6 channel via VTV6’s programs...

 

4. 2 Training Brand Awareness of staffs……………………………………………..

 

        4. 2. 1 The needs for improvement………………………………………………

 

        4. 2. 2 Some recommended training program…………………………………...

 

                4. 2. 1. 1 Training for Brand section of VTV6 channel……………………..

 

                4. 2. 1. 2 Training for staffs at Content – Departments……………………

 

4. 3 Setting up a specialized department and improving the cooperation among Brand department and Content department………………………………………….

 

       4. 3. 1 Setting up a specialized department………………………………………

 

       4. 3. 2 Improving cooperation among marketing and Brand department in VTV6 channel and other content department………………………………………..

 

4. 4 Improving effectiveness of Brand communication……………………………...

 

      4. 4. 1 Improving effectiveness of PR programs…………………………………

 

      4. 4. 2 Improving the effectiveness of Brand communication through Advertising campaign……………………………………………………………………………...

 

CONCLUSION……………………………………………………………………...

 

REFERENCE………………………………………………………………………...

 

APPENDIX…………………………………………………………………………..

 

 

 

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CHUYÊN MỤC KHÁC
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The branding process of vtv6 channel Together with the development of Information technology, mass of media companies, communication groups, television stations & TV channels were born. That leads to the overlapping among different TV-channels in one TV-Station & different programming docx Đăng bởi
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Thông tin tài liệu 93 trang Đăng bởi: ntle70 - 22/03/2012 Ngôn ngữ: Việt nam, English
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