000			03766nas|a2200445 i 4500
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008			011109s2001 th uu m rtt 00| a1eng d
035			_a.b11839326
099		9	_aAIT RSPR no. SM-01-91
100	0		_aNguyen Trong Tan
245	1	0	_aCorporate brand management : _ba case study of LG Electronics in Vietnam
260			_aBangkok : _bAsian Institute of Technology, _c2001
300			_a48 leaves
490	1		_aResearch studies project report ; _vno. SM-01-91
500			_aA research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management
502			_aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001
520			_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 evaluated
650	1	0	_aProduct management _zVietnam
650	1	0	_aElectronics _zVietnam
700	1		_aBroustai, Joel Francois, _eChairperson
700	1		_aBechter, Clemens, _eExamination Committee
700	1		_aTruong, Quang, _eExamination Committee
710	2		_aPartial, Government of Switzerland, _eScholarship Donor
810	2		_aAsian Institute of Technology. _tResearch studies project report ; _vno. SM-01-91
856			_3Full-Text _uhttp://203.159.5.9/ait-thesis/detail.php?q=B07280
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