a case study of LG Electronics in Vietnam Nguyen Trong Tan creator Broustai, Joel Francois Chairperson Bechter, Clemens Examination Committee Truong, Quang Examination Committee Partial, Government of Switzerland Scholarship Donor text series technical report th Bangkok Asian Institute of Technology 2001 continuing eng 48 leaves 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 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 Product management Vietnam Electronics Vietnam Asian Institute of Technology. http://203.159.5.9/ait-thesis/detail.php?q=B07280 http://203.159.5.9/ait-thesis/detail.php?q=B07280 011109 20260818085208.0