Strengthen brand value of Vietnam Post and Telecom Group (VNPT)
Luận văn Tăng cường giá trị thương hiệu tập đoàn VNPT

TABLE OF CONTENTS
INTRODUCTION
CHAPTER I
BRAND THEORY AND ENHANCE BRAND STRENGTH
1. General view of brand
2. Brand strength and the process of building a strong brand name
2.1. Brand strength
2.2. The process of building a strong brand name
CHAPTER II
STATUS QUO ON STRENGTHENING VNPT BRAND
I. Introduction about VNPT and VNPT brand
1.1. Introduction about VNPT
1.2. Overview about VNPT brand and actual situation of brand strength of VNPT
II.
Real situation of activities to strengthen VNPT trademark
2.1. For reinforcement, keeping and development of VNPT trademarks
2.2. For protecting VNPT’s trademarks:
2.3. For promoting and forwarding trademark
CHAPTER 3
PROPOSING SOLUTIONS
TO STRENGTHENING VNPT TRADEMARK
I.
Great orientations for strengthening VNPT trademark
II.
Specific solutions for strengthening VNPT brand.
1. Solutions related to reinforcing and maintaining, developing VNPT brand.
1.1. Enhancing the family relation of the brand.
1.2. Further expanding the limits of using the trade marks.

2. Solutions related to protecting and strengthening VNPT brand.
3. Support solutions and macro proposals for empowering VNPT brand.
CONCLUSIONS
REFERENCES
APPENDIXS

1


INTRODUCTION
1. The background, the rationale and the meaning of research project
Brand has become a topic receiving special attention from enterprises, regulators,
commercial associations... There has been many materials, newspapers, magazines,
research papers and workshops on product labels, corporate brands, local brands and
country brands. So what is brand? How important is it? Why do enterprises have to
build a strong brand? How to strengthen an enterprises’ brand?...
Enterprises over the world know that brand is very big invisible asset. An enterprise
has strong brand is valued as a lot more than invisible asset. Brand is a instrument to
recognize and differenciate products, is a mean to protect legally the advantage and
specific function of product. Through brand, producers confirm the quality level to
customers, bring products deep in to customers’ memory and therefore it provide the
stability and the development of market share, increase competitive advantages, create
reputation and profit for enterprises. No enterprises pay no hardwork and money to
build and develop its brand. They preserve, maintain and develop their brand by all
wits, talent and sweat of many generations in order to build globally famous brand and
these brand are valued billions of dollars (Coca Cola 69.6 billion USD, Microsoft 64
billion USD, IBM 51 billion USD…)
So every enterprises want to have a brand and more than that, a strong brand. They
always want to build and strengthen their brand.
Creating a brand is difficult, creating a strong brand is more difficult. Sure it is a long

processwith a right strategy, start with creating value for customers to best sastify their
need. Therefore, in principle, this process has to include three continuous period, in
particular: (1) Creating value for customer through producing and providing particular
services and products; (2) Design, build various components of brand in order to attach
to products and services manufactured and (3) Strengthen for brand that is built and
designed.

2


For period (1) and (2), VNPT has many solutions to perform well. However to become
a strong brand in Vietnam and over the world, VNPT has to specialy push for period
(3). In this big problem, group 4 – Strategic management, class will base on realistic
analysis to propose some solutions in order to “Strengthen brand value of Vietnam Post
and Telecom Group (VNPT)”
2. Research objectives
 Systemize principle theory of brand and strengthen brand value
 Evaluate the sistuation of brand development and brand value of VNPT
 Propose solutions to increase brand value of VNPT
3. Target and research scope
 Target: Theory and reality of increasing brand value
 Scope: Limit of brand research at mother company of the Group (VNPT brand)
 Limit the research in the period: from 2006 to 2010
4. Research methods
 Data collecting method: Use of ancillary data from published materials; market
research result on VNPT brand and on magazines, on the internet ...
 Analising method: Analysis, synthesis, comparison.
5. Structure of the excercise
Besides the beginning, conclusion and reference material, assignment content is
tructured into three chapters:

Chapter 1: Brand theory and increasing brand strength
Chapter 2: Actual situation to increase VNPT brand strength
Chapter 3: Propose solution to increase VNPT brand strength

3


CHAPTER I
BRAND THEORY AND ENHANCE BRAND STRENGTH
I.

General view of brand

1.1.

Brand definition

According to Richard Moore (2007) the term “Brand” nowadays is known and used
casually not only in Vietnam but also over the world.
Over the world, nowadays there are two main opinions on brand definition:
a. Traditional view: This is the view of American Marketing Association, according to
Phillip Kotler: “Brand is a name, word, sign, symbol, image … or a collection of above
features, to specify and differenciate products, services of one or a group of sellers
with products, services of competing sellers”. With this view, brand is considered as a
part of product and the main features of brand is to differenciate its products with
competing products. Although is critized is leaning too much on products, however this
view is still used widely in brand materials in long period of time along with the
development of marketing field.
b. Modern and broad view: Until the 20th century, the meaning of brand has changed.
Many researchers think that the traditional view could not explain brand’s role in the

trend of global economy changing to globalization and more severe competition. Many
recognize that any features of product creating effect on people’s sence could be
considered as a part of brand. Therefore the modern and broad view consider that,
brand is not just a name or a symbol but more complicated. According to Ambler &
Styles definition: “Brand is a collection of features providing values from features’
benefits and psychology of products and services for target customers of enterprises”.
Therefore, with this view, products is a part of brand, mainly providing features’
benefit to customers. Psychology benefit has to create from many other factors,
specially marketing media. Two above views are compared in the diagram below:

4


Products

Brand

Brand

Products

Diagram 1:A comparison of two views on brand
In the opinion this brand of two parts: the purpose of providing benefits to the brand
name for target customers and that is the product, it includes the attribute function as
the product, the additional features, quality. Section emotions including elements of the
icon to make target customers the psychological benefits. These factors may be a brand
personality, symbols, philosophy sale, brand position.
Point products are considered part of the brand have been many research and accepted
practice. The reason is that consumers have two needs: the demand of the functions and
needs psychological. Products provide them the benefit function is the brand to provide

them both.
c. In Vietnam: At present in all legal documents of Vietnam is no definition of the brand.
The term "brand" being used only as a term on the commercial marketing angles and
many different understandings.
-

The first point: According to Dang Dinh Dao: "Brand is the other's trademarks, brand
names are trademarks after the trade."

-

The second point: According to project construction and development of national brand
name in 2010 by Vietnam: "The brand name (trade mark) is a term for them to objects

5


of industrial property protection is as trademarks, trade names, geographical address
and name brand.
-

The third: Some scholars and foreign option agreement defines brand as the modern
points of view and expand (TS. Richard Moore, GS.TSKH Luong Xuan Quy,
PGS.TS.Nguyen Write Lam, Van Khanh TS.Tang options defined brand by John
Murphy; TS. An Thi Thanh Nhan options defined brand Ambler & Styles (two
definitions mentioned above.
Thus, the concept of brand is usually means trademarks, but in fact this concept is
much broader. To distinguish the difference between these concepts, we can refer to
the attached Appendix 01: a comparison between the trademark and brand name. In the
current conditions in Vietnam, although there are no unified definition of a brand name

but it’s recommended to use the brand definition by modern and expanded view.
In this article, group 4 define brand according to the modern and expanded view of
John Murphy - President of the Interbrand and international Ambler & Styles
consultancy company (above). The elements of brand will include:
(1) Products;
(2) Factors to recognize brands: brand names, logos and specific icons, specific colors,
slogans, music;
(3) The nature of brand: brand characteristics, brand image in customers’ mind and the
image associated with the brand;
1.2.

Brand and product

Brand includes products, so the brand is the relationship between the products and its
public, is the total harmony of feelings, perceptions, beliefs and experiences of the
public, is a promise of product to the public.
According to Philip Kotler "Products are anything can be offered on the market to
attract attention, purchase, use or consumption to satisfy a need or a desire." Products
can be a physical goods, services, people, places, or even an idea.

6


Products can be divided into 3 levels as follows: (1) Core benefit level of the product
(product ideas). (2) Specific benefit level of the product (product reality). (3) Increased
benefit level of the product (including the benefit attributes when consuming products
and can be used to distinguish products with competitors’). Today, competition is
mainly found in the increased levels of products. Products with attributes and
characteristics to match and meet the maximum demand of a group of target customers.
Brand plays an important role in the highlights and differentiations of the

characteristics of the product compared with competitors. By Richard Moore [18], a
brand wants to become successful must have a successful product and feelings of
respect (of 5 conditions: price, quality, delivery time, sense of appropriate, sense of
respect).
Brand is a product, but is a product with added other factors to distinguish it.
Differences can be easily seem and visible (in terms of consumption status by product
of the brand name) or the image, emotional and invisible (in terms of exhibitions of the
brand name). So, which distinguishs a product brand with a product identical without a
brand is the assessment and perceived by consumers on the attributes of the product
and exhibitions of attributes represented by a brand and the company associated with
the brand name.
The question for company leaders is to decide how much resources should focus on
brand products and how much on the company brand. The following lists and divides
level of influence (+) of company brands and brand products for the activities and
business factors:
Factors

Brand name

Trademark

Customers

+++++

+

Commercial activities

++++


+

Company employees

+++

++

7


Press – media

+++

+++

Company image

++

++++

Public

++

++++


Speacialists

++

++++

Authorities

+

++++

Financial markets

+

+++++

Stock markets

+

+++++

Table 1. Compare the level of influence between rademark and brand name
1.3.

Brand identification

First, the brand is the image of a product or a company. Image is the name, logo,

product quality, service, company culture and behavior, the benefits, the satisfaction
that customers feel.
Second, signs are which shown outside of the images to make them easier to identify,
to differentiate with other products and services in the same category, the signs are also
a legal basis to protect the legitimate rights of the company (if the signs have been
protected). Sign is formed by two parts:
-

Speech: company name, brand names, product names, slogans, featured music and
other pronunciation factors.

-

Speechless: are factors can not be read but can feel with visual as drawings, symbols,
colors, design, packaging and other identify factors.

The use of the brand is very diverse, depending on the brand strategy that the company
applies. A brand can use include all elements or only a few factors. The basic factors:
-

Brand name: This is a key and most important factor of a brand name and is a
central element of connection between the products, services and customers. Brand
name is a short, simple communication tool but is the most effective, helping
customers identify and remember to mind quickly.

-

Logo or featured icon: is the graphics element playing an important role in the

8



formation of the brand value, enhance brand recognition, to create a strong
impression to identify. Logos and featured icon may be abstract, not related to a
company, the logo does not have words illustration often called icons.
-

Characterized color: is a factor often used as a factor creating the brand awareness.
Advantage of the color can create customers’ attraction from long-distance, while
they have not seen the icons.

-

Slogan: A short paragraphs contain and transmit information describing and
convincing about the brand. The slogan help customers understand how quickly a
brand and what is it different from other brands.

-

Music: The elements of the brand is reflected in music. The music often can be
alluring to attract people to listen, making ads become more attractive and lively.
Music can be a short track or a short song repeated the brand name.

However, according to the concept of brand has been described above, the above
factors are the only substantial factor of the brand, in other words the factors to help
customers identify the brand. More important factor is standing behind the outward
signs of them - the nature of the brand.
1.4.

The nature of brand


1.4.1. The meaning levels of brand
By Philip Koler, the meaning of the brand is reflected in the level as characters,
interests, values, culture, personality and users.
-

Attributes: Generally, a brand must speak all the attributes related to the product
itself (such as durability, quality design and quality to meet the design, size,
weight..) and the attributes related to other factors not the product yourself (pricing,
packaging, customer service …)

-

Benefits: Customers do not buy products but the benefit of products. That is, if
derived from customers’ demand, the brand must have attributes relating to benefits
that the product can bring to customers. Or brand name must show the benefits of

9


the product.
-

Value: Customers buy the benefits the product delivers. Value in the quantization of
the benefits of that brand name. However, when it comes to value we are referring
to the value perceived by customers, not the value of products according to the
company.

-


Culture: With the successful brand name, it does not simply show the product, but
also bring the elements of the culture of a country.

-

Personality: Brand name is "humanized" into an image. Customers tend to like the
brand image of the personality having lifestyle similar to themselves.

-

Target customers: Brand image through the target customers has an important
meaning to companies in the highly competitive environment and more difficult in
product differentiation (eg the image of a bold and courage men of Tiger beer).

1.4.2. Brand Identity:
There are three ways to translate the term Brand Identity however all emphasized
the nature of brand:
-

By Brad Vanauken: the brand identity is the heart and soul, is the nature of the
brand, the brand's identity is often used consistent, between markets and over time.

-

According to Richard Moore, "Brand Identity" is the total of all marketing
activities, to show how the brand characteristics and benefits from a company's
view.
- According to Le Anh Cuong, "Brand Identity" is translated as the "characteristics of
the brand": is a collection of unique attributes associated with the brand strategy
expected to create and maintain. It can be said that these are identifiable

characteristics, help us distinguish different brands.

According to the VNPT: "Brand Identity" (system recognized brand) includes all
elements may be received and can be impressive image and name to identify a brand
name. It includes: the brand identity, brand architecture, brand manual.

10


1.5.
-

Brand Positioning

By Brad Vanauken, to be successful in the market, brand must commit to customers
the different, appropriate and attractive benefits. These benefits are reflected
through the brand positioning.

-

Brand positioning is the answers to: “Which market segmentation the brand is
looking to and which is its outstanding difference?”.

-

Brand image: By Brad Vanauken, brand image is a combination of the customer's
awareness of the brand. According to Scott Davis, brand image includes: the image
that customers have about the brand, brand personality, and brand awareness by
customers of the brand.


-

The role of brand: To target customers: Brand name helps customers determine the
origin of the product; attach responsibility to producers; reduce the comsuming risk;
save searching cost; confirm the value of itself, is a sign of quality.

-

For manufacturers: Brand name is a tool to identify products; a mean to protect the
legal advantages and characteristics of products; help to affirm quality to
customers; help products ingrained in customers’ mind; is a source of competitive
advantage, is the source of profits.

1.6.

Functions of brand:

-

Market segmentation

-

Makes the difference during the development of the product

-

Put products into customers' mind

-


Create the meaning and direction for products

-

A commitment between a manufacturer with customers

II.

Brand strength and the process of building a strong brand name
2.1. Brand strength:

Defining the evaluation criteria of strong brand is a new and difficult problem, it’s
possible to say there is no theoritical systems, no methods which is considered as

11


conventional, group 4 will summarize 8 different methods is used by domestic and
foreign consulting companies, by strong brand name voting programs in reality. Some
opinions and methods evaluating brand strength
> Method 1: Use the "CoreBrand Power"
- By James R. Gregory - Founder and CEO of CoreBrand has introduced the term
"CoreBrand Power" to point out brand name strength. CoreBrand Power is a simple,
logic program. As the most simple form, it is the familiarity with the brand, plus the
favorability of the brand.
Familiarity + Favorability = CoreBrand Power
CoreBrand Power: is sorted from 0-100 points, higher scores reflect more powerful
brand. Ranking the familiarity based on 5 levels from "Not known" to “Very clear".
The rating of the favorability based on four levels, by three attributes: Overall

reputation, perception of management, potential in investment.
Results of using only this index will indicate 4 types of brand: (1) Top brands with
both high familiarity and favorability. (2) The promising brands. (3) The nonamed
brands. (4) The challenged brands.
Applications: This method has not been used in Vietnam.
 Method 2: Use the "brand value" criteria
Brand name value is formed by 5 components as follows: (1) Identification of the
brand, (2) Loyalty to the brand, (3) Perceived quality, (4) Links of brand image, (5)
Customers’ satisfaction using the product or the exclusive right to use the brand under
protection laws.
Application in Vietnam: VNPT has applied some criterias as the market research basis
to assess the condition of VNPT brand from customers.
 Method 3: Use the "ranking of brand value" criteria
A strong brand name is the top brand compared to other brands, this ranking is based

12


on the brand value, or by voting.
There are different awards ranking brand value to make the Top 10, Top 20 or Top 100
list of most powerful brands, some outstanding award are: The "Business Week" report
announced Top 100 brand value; "Brandz" report by Millward Research on Best
World brand 2007; annual Vietnam excellent brand award...
Applications: In the world determination the value of brand assets (in cash) has
been implemented, in Vietnam only quanlity criterias are used, not quantified into
money. The level of accuracy is limited.
 Method 4: Usage 7 criteria pillars building a strong brand name

LI pillar


Leadership capacity

10

PQI pillar

Quality

15

BICI pillar

Company innovation capacity

10

HRI pillar

Human resources

12,5

PI pillar

Brand protection

10

SI pillar


Stability

BRI pillar

Operating performances

12,5

Combination:

30
100

Table 2:Criteria and weight for individual pillar
This is method is used by "Vietnam Excellent Brand" award.
Under this approach each of the pillars is based on multiple criteria with more points
(total 28 small criterias), and have a comparison table with the percentage compared to
the calculation of 3 largest consultants in the world.
(Appendix 04: Method to evaluate 7 detailed criterias)

13


Diagram 2: Relationship among pillars
Currently an important criteria will be researched additional are: Credit rating for
companies.
Application: This method is used by Vietnam excellent brand award, criterias are
cleared and scientific, but only a quantified method by the score.
 Method 5: Use “six identifying signs of strong brand" by Brand Week
It is (1) The basic difference compared to the brands of competitors: this distinction is

clear, easy to recognize, the more easily described the more strong brand it is; (2) stock
price for the listed brand. The ratios: turnover, profitability rate, net profit or accrued
profit in financial statements with the unlisted brand; (3) Information about tasks,
vision, value of brand name must be very short, easy to remember, easy customer
experience, (4) Brand name has special symbol, easy to identify; (5) Brand is bought
by consumers even when companies have problems, crisis, risk and (6) Brand has good
future

14


Applications: is only reference for Vietnam.
 Method 6: "Measuring brand power" application of the LANTABRAND:
Simulation program "Measuring brand power" of LANTABRAND can provide
businessmen and home users with general information about the current market share
and potential of your brand, improvement method.
Applications: in Vietnam, this approach has been designed for some type of
different products (as Mobiphone and Personal Care ...)
 Method 7: "Brand Measurement" model by Interbrand
This model offers the main points a company should focus on to understand what is the
strength of their brand and then building and developing brand, detail:
(1) Market: 10% of brand strength.
(2) Stability: 15% brand strength.
(3) Protection: 25% of brand strength.
(4) Trend of profit: 10% of brand strength. Interbrand consider that brand has a
tendency to be profitable in the long term will have more power than other brands by
maintaining stability and closer to consumer.
(5) Support: 10% of brand strength.
(6) Geographic limit: 25% of brand strength.
(7) Protection: 5% brand strength.

Applications: this model is widely used in Vietnam
 Method 8: "Brand check" tool of FTA professionals market research company
"Brand check" is a tool to help the marketer and brand manager in the measurement
and diagnosis of brand health (compared with major competitors) using the set of the
ABS brand strength index(Average Brand Strength). "Brand Check" includes 7
modules providing the necessary information and strategic direction in building brand:
(1) Measuring brand health by the ABS index (ABS).
(2) The appropriateness of positioning.

15


(3) The effect of media messages.
(4) Rating the efficiency of marketing activities.
(5) Distribution and company policies
(6) Market potential
(7) Tracking changes in the market.
Applications: in Vietnam this new model has been recently announced, not used
widely.
Comments:
The above methods have different advantage, disadvantage points. No model is
complete. In this exercise, group 4 will select a number of criterias in the Method 2 and
a number of criteria from other methods to assess brand strength, are: (1 ) Comsumer
understanding of brand name. (2) Consumer feedback on the brand. (3) Consumer
expectations of the brand. (4) Consumer emotions with the brand. (5) The level of
products and services usage by brand name. (6) The effecency of ad programs on brand
image ...
2.2. The process of building a strong brand name
2.2.1. Ten benefits of a company having a strong brand name
(1) Compared with the product and service of the same sectors, the same quality,

strong brand name is usually higher priced and is always chosen to buy.
(2) On the stock market strong brand name helps the stock is purchased at higher price
and at higher rate than other companies in the same sector.
(3) In merger or acquisition, the transfer price of the company is several times higher
than actual cost in accounting books.
(4) Strong brand names can help companies achieve a leading position in its field. The
more famous the brand is, the more alluring the customers are, leading to a more
growing market share. In addition, the owner of the strong brand also can determine
the price, regulate distribution channels and limit competitors’ penetration. Having

16


customers trust and choose to buy first when required. Having customers want to buy
products even when not required.
(5) Strong brand name can offer long life cycles for products.
(6) Strong brand name can exceed from country boundary.
(7) Strong brand name can exceed from market border.
(8) Strong brand name can distribute widely and quickly.
(9) Strong brand name will motivate staff to work more actively, to attract talent and
retain good employees.
(10) Finally, a strong brand name can bring the product invisible value exceeding from
the normal value of goods that any companies can have.
2.2.2. The process of building a strong brand name
The study of theoretical overview of the brand has seen, the construction and
development of brand names which bring benefits to every business. Many leaders of
multinational corporations have said that to them the most precious asset of the
business is brand name, if having only one coin left they will invest it to develop brand
name (Bill Gates). That is why businesses do not regret money for investment to build
a brand and strive to become a strong brand name. However, this is a very difficult job.

The process of building and developing a brand and a strong brand name must be a
process of total resources, with a long-term strategic vision that originated from, is to
create value for customers to best meet their demands. This process includes 3 stages
are:
(1) Creating value for customers: is the beginning. This is the base platform for a
strong brand, value for customers is considered to be content, essence and soul of a
brand, the more growing the value for customers is, the more diverse structure, the
more powerful the brand is.
(2) Create (design) different parts of brand and collaborate them together to create a
complete brand nam: This brand name must reflect the full, accurate and impressive,

17


convinced of the value for the customers the company has generated.
(3) Increase brand strength: this is the final task of the process. Company must make
the right decision to consolidate, develop brand and then to conduct promotion, brand
advertisement to make it a strong brand name.
2.2.3. The basic activities to enhance brand power
> Maintain and strengthen the brand
By Richard Moore, there are 3 requirements set out in maintaining a good brand
identity:
(1) The brand characteristics must suit both the company and market the company
looks to.
(2) Create brand statistics for future usage through guidance documents to avoid the
risk of brand fading along with time.
(3) Management brand closely: it’s important to build a brand management mechanism
responsible for maintaining the brand identity and building a company culture.
On the above (1) and (2) requirements: companies often hire professional consultants
to create through brand strategy, a brand recognized system, brand brochure.

Requirement (3) is a daily task of the company. To fulfil this requirement a company
must make following decisions:
-

Decision on brand relationship (architecture tree brand); (Brand Architecture):
Brand architecture is a structure to organize brands in a category for the purpose of
determining the role of each brand and the relationship between them on the
market. Brand architecture is a tool used to create a force, a transparent distinction
among specific brands, and create a momentum to lift up the brand.

-

From business practices, there are 6 development brand architecture strategies:
(1) Brand strategy - Product: The objective is determining for each product a unique
brand and relevant to the positioning of the product.

18


(2) Brand strategy in range: Extending a concept, an idea or an inspiration of
different products and therefore to different brands of the company. .
(3) Group brand strategy: Set the same brand name and a message to a group of
products with the same attributes or functions. .
4) Cell image brand strategy: a common brand will support for all products of the
company in different markets.
(5) Source brand strategic (or mother brand): Mother brand is the confirmation for
the quality of children brand.
(6) Standard brand strategy: standard brand marks its confirmation on a very
diverse group of products and groups product brand names together, can be a range
of brand name and / or group of brand.

-

The expansion of brand utilization limit: is to utilize the brand power in
expanding product, market. This is a risky strategy. If failed, the core brand will
faces difficulty. And conversely, if doing well, expanding the brand will contribute
tremendously to the existing brand value asset. The brand expansionn should only
be implemented when reaching at least 3 strategic goals: (1) Create a large increase
in brand value. (2) Cover the whole market and (3) Create barriers in the market
share keeping competitors from penetrating.
There are 4 ways to expand brand: (1) Expand products range; (2) Expand the
brand; (3) Using multiple brands; (4) Use a new brand name for new product.

19


-

Brand protection

Brand name are very vulnerable to be stolen if not be registered and not be protected
by the law. The more famous the brand is, the more it is easily abused, affecting the
image of the enterprise. In fact, many enterprises have lost their brand name, their
trademark is faked, or lose tremendous time and money in dispute to get back their
brand, those problems has asserted the need for brand protection. For brand protection,
enterprises need to use two ways:
(1) Protecting brand legally:
-

Sign up for brand protection: Once registered and recognized the brand is protected
by law. For business, brand protection includes two parts: the first is the protection

of trademarks and other factors composing the brand, the second is the construction
of a barrier needed to prevent the attack ability of other competing brand.

-

Use the ownership rights when the brand is violated

-

Register your domain on the Internet.

-

Transfer the brand title

To protect the brand legally, enterprises should understand thoroughly the law on brand
protection:
-

Vietnam law and regulations: (1) Intellectual Property Law and guidance
documents. (2) Current civil code. (3) Commercial law. (4) Criminal law...

-

International regulations: 1) The International Convention on brand name that
Vietnam involved. (2) Reagional and bilateral treaties relating to brand name that
Vietnam joined ..

(2) Brand protection economically, technically
Brand protection is not just to register for protection, but to find any way to prevent all

infringement.
-

Create barriers against brand infringement, "barriers" here mean all the measures
and activities that enterprise uses to limit or hinder other subjects accidentally or

20


intentionally infringe its brand. There are two groups of barriers: technical barriers
group and economic, social psychological barriers group as follows:
o Setting up technical barriers: (1) Create a brand name and logos difficult to
duplicate. (2) Packaging and product designs should have higher differences. (3)
Often change packaging. (4) Anti brand infringement through marking
packagings,

goods. (5) Set up a feedback system and brand infringement

warnings.
o Setting up economic, psychological barriers: (1) Expand distribution and retail
systems. (2) Strengthen the customer relations, create customer-friendly. (3)
Maintaining and improving the quality of goods and services. (4) Search the
market to detect fake products.
(3) Limit the risks arising in building brand process.
Application of measures to limit, fund and control risks as: (1) Use the brand
speacialists, established a responsible department for the brand. (2) Limit the risks
purely through the implementation of labor safety. (3) Limit the risk by preestablishing a provident fund, building relationships with financial institutions, credit
institutions and other enterprises to get necessary funding when risks occur. (4) Limit
dispersible risks: The close link in operation activities with other enterprises, flexibility
in brand transfer are effectively risks mitigation methods.

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Promoting and advertising brand

Working stage to increase brand power. In principle this is the transmission of brand
news to customers. This coincides with the third phase of the marketing activities - the
transmission of information on the supply number compared with the demand number
to achieve the set out marketing objectives.
To transmit information about a product or service to the customers to convince them
to purchase, mostly people do not need to conduct promotion activities, because the
goods, services themselves (about the external packaging, colors, price) have told

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many things. But to bring the brand into customer’s mind, we must conduct promotion
activities. This is explained by a number of reasons: (1) A purely brand (the brand
itself) is not able to "shine". (2) In today competitive era, there are too many brands
developed to meet one need of customers. (3) Customer’s mind or memory has been
filled with information about other brand. (4) If the brand is not in customer's mind,
objectives including sales and other goals of building and developing brand will not be
made.
Promoting and advertising brand to maintain, enhance and create brand value: This
objective is the distinction between promoting, advertising brand and promoting,
advertising products. In general, promoting, advertising products only focus to
intended target sales. Conversely, promoting, advertising brand in addition to targeting
sales also build the "presence", the loyalty, the brand value assets and to continue
selling more, getting more profit.
Main activities for brand promotion and advertisement
 Sales promotion

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Objective: to encourage customers to try new products or increase the level of using
existing products, increase levels of the brand name familiarization with customers,
thereby strengthen the ability to identify and recognize the brand and gradually
create a customer loyalty with the brand

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All forms of sales promotion: Programs to learn about business, brand name;
Discounts or gifts.

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Advantage: Creating the closeness of customers with the brand and business,
increase sales or profits in the short term.

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Disadvantage: The abuse of sales promotion programs could create a bad habit for
customers. At that time operating performances depend on whether there are
promoting programs or not and do not depend on brand prestige. When companies

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first introduce promoting programs, they need to continue promoting, if not their
image in customers will fade out, so promoting turns into a negative circle.
 Advertising brand
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The most important type of marketing media in brand construction and important
activities in promoting brand

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Objective: Create awareness, understanding of the brand, convincing customers to
buy the products and maintain loyalty of customers.

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Select advertising media: through direct individual sales channel; Advertise on
broadcasting media; Advertise directly; Outdoor Advertising, Advertising on gift
items; Electronic advertising on the Internet ...

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Advertising messages: to bring the full meaning of which the brand wants to
communicate, to show the full link to connect customer’s memory with the brand.
When you have selected the message, it’s necessary to conduct testing to avoid
failure by not adapting the message to the audience. There are two methods of
testing: test on the actual environment and test on simulation environment.

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Implementation, assessment of the ad: In the process of implementation, it should
create a effective respond mechanism to capture the frequent impact of the
program. Rating an advertising program is evaluating consumers’ awareness of the
brand through advertising messages.


 Public relation (PR)
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Public Relations: is a system of principles and activities to build an image, an
impression, a perception or a trust of something. PR is an important tool, very
flexible communication in the marketing and brand promotion, to impact directly
on target audience to facilitate the brand dissemination. PR is now being widely
applied by the organization from non-profit operations to commercial operations.

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The role of PR is to help companies convey their message to their customers and
important public group. PR helps the products to go into customer's awareness.

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Some advantages of PR: a process of two-dimensional information; High
objectivity ; Transfer more information than other propaganda, broadcasting media;
Often bring specific benefits for customers. PR messages are less commercial by
using intermediation devices or messages contain diversified, rich information
therefore easily draw public attraction and acceptance. PR particularly effective in
cases of: Launch of new products; Refresh old products; Raise prestige; Limited
budget enterprises ; Crisis encountered enterprises.

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Tools of PR :

o Event Marketing and Sponsorship: Exploiting the cultural, sport, social
events to disseminate brand name as a direct participation or sponsorship.
o Community activities: Often conducted by non-profit and political
organizations
o Expo participation: Requires the careful preparation for the logistics
activities prior to display in exhibitions. .
o The company publications: Show image of the company and the brand that
the company wishes to introduce in the publications.
o Film: Show partners a beautiful image of the historical development, the
effort in operations, making of the brand name.

 Other activities

Use secondary image for brand development: Secondary image may result from the
image attributes of related to (1) business name, (2) origin, (3 ) distribution channels,
(4) famous people representing products or services or (5) an event

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CHAPTER II
STATUS QUO ON STRENGTHENING VNPT BRAND
I.

Introduction about VNPT and VNPT brand
1.1.

Introduction about VNPT

VNPT was established on the basis of innovating, re-organizing Vietnam Post and

Telecommunication Corporation and its affiliates. On 26 March 2006, VNPT
officially proclaimed the decision of the Prime Minister on establishing the Group.
At present, VNPT is one of eight core State-owned economic groups operating in
the key economic sectors, which were approved by the Prime Minister for the pilot
establishment in the year 2006. In 2008, of the largest economic groups in Vietnam,
VNPT is ranked the third grade in terms of capital, turnover and graded the second
in the State Budget contribution. In addition, with more than 19,000 transaction
points and the staff of 93,000 employees in the more than 100 member companies,
it can be said that VNPT is now the second or third largest economic groups in
Vietnam.
Development model of VNPT
64 provincial and city post offices nationwide have been separated to establish 64
posts companies and 64 telecommunications companies (posts companies keeps the
name of provincial post offices). At present, 64 provincial telecommunications
companies are under the direct management of the Group.

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