03766nas|a2200445 i 4500 20260818085208.0 011109s2001 th uu m rtt 00| a1eng d .b11839326 AIT RSPR no. SM-01-91 Nguyen Trong Tan Corporate brand management : a case study of LG Electronics in Vietnam Bangkok : Asian Institute of Technology, 2001 48 leaves Research studies project report ; no. SM-01-91 A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 The 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 evaluated Product management Vietnam Electronics Vietnam Broustai, Joel Francois, Chairperson Bechter, Clemens, Examination Committee Truong, Quang, Examination Committee Partial, Government of Switzerland, Scholarship Donor Asian Institute of Technology. Research studies project report ; no. SM-01-91 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B07280 .b11839326 mnait u 240618 0 011109 m a u 0 mnait mnait mnarc mnarc 20 40 Barcode : 30050120610547 CREATED : 2001-09-11 RECORD # : i12262614 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120610539 CREATED : 2001-09-11 RECORD # : i12262626 LPATRON : 1015900 LCHKIN : 2004-03-06 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 3 TOT RENEW : 0 Barcode : 30050160083217 CREATED : 2016-04-05 RECORD # : i12971765 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120994305 CREATED : 2020-06-03 RECORD # : i13266111 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 23494 23494 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT RSPR no. SM-01-91 30050120610547 2026-08-18 08:52:08 1 2026-08-18 20 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT RSPR no. SM-01-91 30050120610539 2026-08-18 08:52:08 2 2026-08-18 20 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT RSPR no. SM-01-91 30050160083217 2026-08-18 08:52:08 1 2026-08-18 40 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT RSPR no. SM-01-91 30050120994305 2026-08-18 08:52:08 3 2026-08-18 20