02706nas|a2200253 i 450000500170000000800410001703500150005810000210007324500760009426000520017030000140022249000520023650001420028850200830043052015440051365000320205765000250208970000420211470000450215670000420220171000600224381000840230385600650238720260818085208.0011109s2001    th uu m rtt  00|  a1eng d  a.b118393260 aNguyen Trong Tan10aCorporate brand management :ba case study of LG Electronics in Vietnam  aBangkok :bAsian Institute of Technology,c2001  a48 leaves1 aResearch studies project report ;vno. SM-01-91  aA research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management  aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001  aThe future of many companies lies in brands. 1 Brand management is becoming more important than ever since more and more consumers only purchase well-known brands. While some companies too frequently segment the way they communicate some others maintain consistency in their communication strategy. Yet, consumers and other audiences seem to prefer organization that present themselves clearly and consistency. LG Electronics is one of successful that maintain a clearly and consistency communication strategy with both employees and external customers. The research looks at the process of changing and managing corporate brand at LG Electronics Corporation in Vietnam market. LG Electronics changed its corporate identity and brand image in 1995. The research will analyze why LG change the name and the process of building new brand image after change. The first part of the research focused on the marketing environment of Vietnamese market. Marketing environment was analyzed follow four aspects: {u2022} Legal environment for brand and trade mark protection {u2022} Distribution network characteristics {u2022} Advertising and promotion {u2022} Consumer behavior The second part will study the corporate identity of LG Electronics and how Company communicated with its employees and external consumers. In this part, LG's history, vision, philosophy and corporate culture were analyzed. Structure of LG brand after and before changing, the reasons for change also were studied. Finally, the communication strategy of LG was evaluated10aProduct managementzVietnam10aElectronicszVietnam1 aBroustai, Joel Francois,eChairperson1 aBechter, Clemens,eExamination Committee1 aTruong, Quang,eExamination Committee2 aPartial, Government of Switzerland, eScholarship Donor2 aAsian Institute of Technology.tResearch studies project report ;vno. SM-01-91  3Full-Textuhttp://203.159.5.9/ait-thesis/detail.php?q=B07280