TABLE OF CONTENTS: INTRODUCTION. Object and scope ofthe study” - - - 7 4. sọ Hi tre Hee meri 7 3. Research structure: - - - 7 CHAPTER E LITERATURE REVIEW.
Brand, brand identity and brand cquÏly.3 Brand equity and the role of the brand 9 1. The role of the brand 9 nh na. The benefits of brand awarensss - - - -H 1. Measuring branl aWafetes:.4, Level of brantd awWaTefess.
Brand cquity in urdversily 2đacation.2 Factors affect the tuniversity branđ,. ceerrrrrerrrrreureTẾ CHAPTER Ii: ANALYSIS OF LEVELS FOR AWARENESS THE BRAND OF VIETNAM NATIONAL UNIVERSITY-INTERNATIONAL SCHOOL FOR HIGH SCLLOOL STUDENTS 1N 11AN01. Overview of International school, VNU - -. VNU-IS Brand Identity - -.
Marketing la promote VNU-IS’s brand.1 Marketing activities from the Department of Science, Teclmology and Development Cooperation:. Marketing activities of the Office off Student Affairs .3 Other autivitics to enhanee the strength of VNU-T8`s ĐrandE.3, Evaluate the level of customer parception oŸthe VNU-IS brand. Characlerisios of research sarmples. Objectives of the study: - - 27 2.
Actual deployinent 29 A> Hanoi high school students’ brand awarcness of VNU-IS.) B- Customer's assessment of factors related to brand awareness oŸ VNU-IS. 3 The level of customer appreciation for groups of factors related to brand awareness of VNU-IS - - -3? D- General assessment of VNU-IS’s brand awareness. 42 CHAPTER III: ORIENTATION AND SOLUTIONS TO RAISE THE LEVEL OF YNU'S BRAND AWARENESS. Orientation to raise the level of brand awareness of VNLI-IS.
Solutions to improve the level o£ awarsness of Hanoi”s hinh school students with VNU-IS -44 3.1, Communication through marketing activities, aämission eounseling. Comnunication through mass media. wesmienenenenenennie ween AD 3. Solutions to complete VNU-IS brand identity system.
Salution to inercase VNU-IS’s brand awareness with Inbound marketing 34 CONCLUSION BIBLIOGRAPHY APPENDIX. LIST OF TABLES AND PICTURES Table 1.The functions of the brand Lo the CUslOmier 00. Measuring brand awareness, building relationships with customers through brand. Logo of Amazon.
Level of brand awareness (Keller) Picture 1. Factors affect the tniversity brand. con Hee nree Pictuue TLI, Logo oŸ VNU-T§,. tr Hgrreiirrirrie Picture 11.
YNU-1S’s organizational structure Picture LL3. VNU-1S’s brand color. Picture I4, VNU-IS"s PR produels «0.000 Pictwe IL5, VNU-IS’s PR prođuet. VNU-1S’s orientation day.
VNU-IS online newspaper Picture TIA. Ths PR anicles about VNU-IS Picture TIL. VNUIS's Facebook fampage. VNU-1S B’s banner advertising Picture T1.
Bnrollment information of VNUIS (Source: Intemet) Picture TIL8. Daily TTR chart, froma 4/2017 to 25/10/2017 (2017 VNU-IS's Admission report). Four steps of Irbonrnd tnarlketing. Specific courses of interest -35 LISTE OF FIGURES Figure L.The percentage of questionnaires collected in districts in Hanoi.
cesses cesses 29 Figure 2, The Registration block students want to enroll. The registration specialization respondents want. Lo enrall 30 Figure 4 Fvatuals the importanes of intangibfe and tangible olemenls for the brand of Vietnam ‘National University-International School. ‘'he percentage of respondents recognize VNUIS's Logo 32 Figure 6.
The percentage of respondenis recognize VNUTS's Educating Majors 32 Figure 7. The percentage of respondents recognize VNUIS's Abbreviations. The percentage of respondents recognize VNUTS Color qf Logo. The percentage of respondents recognize VNUIS's Website.
The percentage of respondents recognize VNUJS’s Image 36 Figure IL. The percentage of respondents recognize VNUIS's Slogan 36 Figure 12. Types of communication 39 Figure 13. The information channel to update news regular.
The percentage of respondents first hear abont VNU-IS al Figure 15. The percentage of respondents first know about VNU-IS. CHAPTER I: LITERATURE REVIEW 1. Brand, brand identity and brand equity 1.
Brand ‘That brand appeared centuries ago with the meaning of distinguishing the producer's goods from the goods of other manufacturers. The word brand comes from the ancient Icelandic brand, meaning: bum (to burn). In fact, from ancient times to the present day, that brand and still carry the meaning of pet owners mark their animals to recognize them. According to the American Marketing Association: A brand is a name, a term, a word, a symbol, a symbol, a design, or a combination of those elements to confirm a seller's goods or services or a Seller groups and distinguishes them from competitors! On the other hand, there is no clear definition of what a brand is, but there are several ideas that are similar and build on each other.
According to the American Marketing Association (AMA) a brand is a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers” (AMA, 2015) and there is a majority of researchers that adhere to this definition, such as Kotler (1991, p.25) also stresses the fact that a brand is not simplya logo or a name, but that the relationship to the consumer creates and adds to the understanding of what a brand is”. We agree with the definition mentioned above, and with Aaker’s addition, and will therefore define brands in a similar manner. Within this research this definition of a brand is most suitable, as it is a definition covering many different aspects of a brand, not solely focusing on name, or symbol etc.2 Brand Identity: All the components related to a product, service, company, or person is “brand identity”. Some of these items are the name, logo, tone, tagline, typeface, and shape that create an appeal.
Brand identity also can be known as the visible elements of a brand (such as colors, design, logotype, name, and symbol) that together identify and distinguish the brand in the consumers’ mind. Brand identity is a separate category from brand image. Brand identity is the message the * http://shodhganga inflibnet.in/bitstream/10603/7212/7/07_chapter%202.se/smash/get/diva2:819023/FULLTEXTOL. Background: Cunently, universities around the world have gradually adopted a "marketing-oriented" approach and sudents are gradually becoming “customers.” In Vielwam, with the continuous expansion of the taining scctor of prosligtous schools, Ihe advent successive private schools has boon creating a fierce competitive education environment.
Each university is trying to collect as more as possible and quality in the number of entering students, ‘therefore, building a good brand awareness incre: 2s competitive s andl affirms its position. According to statistics of the Ministry of Education and Training, by the end of the 2016-2017 schaot year, there are 235 universities and institutes (including 170 mublic schools, 60 private and civilian schools, 5 schools with 100% foreign invested). Thus, the silent competition between universities and colleges becomes more drastic and sensitive. ‘through this study, it’s possible lo saz tho branding isane in higher cducalion in Vicknam as an important issue that noođs ta be researched and developed.
Vietnam National University-International School (VNU-IS) is no longer in an increasingly competitive enviranment - where universities want to survive, it must attract more students and parents, VNU-IS has been developing for 16 years, in the trend of new non-public universities, and intemational programs with the concept of "University teaching in foreign languages" is quils new and fow poupls know abaul il, Undergoing tho process from Vieuram-Russi International School (teaching the univarsity programs in Russian), after the development of teaching in the Lnglish-French-Russian-Chinese and up to now we have focused on the development of training programs in English, VNU-IS has confirmed the dynamic, creative and incessantly, In order to make people known about the “name" of a university, besides the quality of training, teaching staff, scientific research, quality training services it needs to building end doveloping a school brand, In the cnvironment of competitive seonomy, international aconomic integration as the present, education has naw steps, schools have started to develop strategies to attract students improve the market share of graduates providing high quality human resources for the knowledge cconomy, affirm the “valuc" of the school's brand with the school and the whole society. Not out of this trend, VNU-IS is step by step building and developing its brand. ‘The research and measurement is the basis for the solutions to increase the brand awareness of VNU-IS which help VNU-IS have more offective ditection and PR imcthods in the braruting development. consumer receives from the product, person, or thing.
The brand identity will connect product recognition, 1.3 Brand equity and the role of the brand 1. The role of the brand In terms of brand value, at present, there are quite a number of different views and opinions on this issue. David Aaker (1991) presents four components of brand value: brand loyalty, brand awareness, perceived quality, attributes associated with a brand such as a place name, a celebrity associated with that brand, patents, certified trademarks, relationships with distribution channels. Lassar & the authors (1995) put forward five components of brand value, including: perceived quality, perceived value, branding impression, brand trust, customer perception of trademark’.
In Vietnam, Nguyen Dinh Tho and authors (2002) outlined three components of brand value, namely: brand awareness, perceived quality and brand interest (interest, tendency consumer and brand loyalty).The fimetions of the brand to the customer* No Functions Customer benefits 1 | Awareness Be seen clearly, make sense for the offer, quickly identify the product after being found 2 | Simplification} Allowing to save time and effort through acquisitions and loyalty 3 | Guaranty Certainly finding the same quality is no problem when you buy a product or service 4 | Optimization Make sure you buy the best product of that type, which works best for your own purposes 5 | Characterization | Affirm your own image or image that you want to present to others 6 | Continuity Satisfaction through the familiar, familiar with the brand you have been using for many years 7 | Satisfaction _| Satisfaction is linked to the appeal of the brand, with its symbol, with its Ê http://wwaw.se/smash/get/diva2:819023/FULLTEXT01.pdf + Kapferer (2008) information 8 | Morality Satisfaction is linked to the responsible behavior of the brand in its relationship to the society ‘Source: Kapferer (2008) Kapferer (2008) summarizes and presents eight brand functions as shown in Table 1. Thus, the brand performs important functions that improve the lives of customers and add value, In summary, the most common way to understand brand is the positive image, the positive image and the prestige of the product and the organization that remains in the minds of the customers and is the important premise for buying and selling of consumers. Brand equity Brand equity is the additional value a product receives from having a well-known brand, or high level of brand awareness. It is the difference in price that a consumer pays when they purchase a recognized brand’s product over a lesser known, generic version of the same product.
Brand equity is a competitive advantage that results in higher sales, higher revenues, and lower costs. Kotler and Armstrong (2004) define the meaning of brand equity as the positive outcome and the customer show to product or service. The similar definition by Aeker (1991) is that brand equity can be seen as the outcome of putting together of brand’s value, responsibilities and resources with the symbol or name. Aeker (2002, pp 7-8) talks about brand equity and describes it as “.
a set of asset (and liabilities) linked to a brand’s name and symbol and adds to (or subtracts from) the value provided by a product or service to a firm and/or that firms customersỶ ‘The major asset categories are: 1 Brand name awareness: a known brand has more chance to be selected and bought before an unknown brand, just because of reliability and familiarity to the recognized brand 2. Brand loyalty: people are bound to a brand which decreased the weakness to other brand’s movement 3. Perceived quality: How a brand’s quality is seen by customer. Good quality can also mean a higher price and a better gross margin.
How to measure quality in different industries vary 4. Brand association: a symbol or character that symbolizes or specific brand, for example Amazon: Our first thought when looking at the Amazon logo is that the arrow looks like a wide- * https://mpra.de/21367/1/MPRA_paper 21367. Background: Cunently, universities around the world have gradually adopted a "marketing-oriented" approach and sudents are gradually becoming “customers.
