AI SearchBrand building in the information technology industry : (Record no. 13248)
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| 005 - DATE AND TIME OF LATEST TRANSACTION | |
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| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 051214s2004 th uu|m rtt 0| a1eng d |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | .b11976251 |
| 099 #9 - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | AIT RSPR no.SM-04-99 |
| 100 0# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Dang Thuy Hanh |
| 245 10 - TITLE STATEMENT | |
| Title | Brand building in the information technology industry : |
| Remainder of title | a case study of FPT Corporation, Vietnam |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Pathum Thani, Thailand : |
| Name of publisher, distributor, etc. | Asian Institute of Technology, |
| Date of publication, distribution, etc. | 2004 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 87 leaves : |
| Other physical details | ill. |
| 490 1# - SERIES STATEMENT | |
| Series statement | Research studies project report ; |
| Volume/sequential designation | no. SM-04-99 |
| 500 ## - GENERAL NOTE | |
| General note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Research Studies Project Report (M. Eng.) - Asian Institute of Technology, 2004 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Information technology |
| Geographic subdivision | Vietnam |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Business names |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Truong, Quang, |
| Relator term | Chairperson |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Sununta Siengthai, |
| Relator term | Examination Committee |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Broustai, Joel Francois, |
| Relator term | Examination Committee |
| 710 2# - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | The French Government, |
| Relator term | Scholarship donor |
| 710 2# - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | AIT Fellowship, |
| Relator term | Scholarship donor |
| 810 2# - SERIES ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Asian Institute of Technology. |
| Title of a work | Research studies project report ; |
| Volume/sequential designation | no. SM-04-99 |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Full-Text |
| Uniform Resource Identifier | <a href="http://203.159.5.9/ait-thesis/detail.php?q=B08642">http://203.159.5.9/ait-thesis/detail.php?q=B08642</a> |
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| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Cost, normal purchase price | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | 50.00 | AIT RSPR no.SM-04-99 | 30050120664783 | 17/08/2026 | 1 | 17/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | 50.00 | AIT RSPR no.SM-04-99 | 30050120664759 | 17/08/2026 | 2 | 17/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-04-99 | 30050120301048 | 17/08/2026 | 1 | 17/08/2026 | 40-Archives | |||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-04-99 | 30050120994537 | 17/08/2026 | 3 | 17/08/2026 | 20-AIT Publication |