臺灣博碩士論文加值系統

Brands play an important role for businesses, for consumers and for the economy. Brands are intangible assets, but have great value of the business. There are many famous companies in the world not only by the scale of investment, technological innovation, which is due to the brand. Such as coca-cola brand value in 2010 was 70.4 billion dollars; IBM brand is worth 64.7 billion dollars. (Interbrand 2010)
- Brands contributed significantly increase in turnover and profit.
- Brands to help businesses easily perform the contract, maintain traditional customers while attracting new customers, potential customers. In fact, consumers are often drawn, conquered by goods brands, popular and stable. For example, when it comes to beer consumers think of Heineken beer brand, Saigon etc. These businesses have long known brands will create and reinforce the loyalty of large traditional customers, attracting more potential customers, even customers of rival firms’ competition.
Strong brands, sustainable help businesses to create its image, reduce costs for trade promotion activities, marketing activities; support businesses implement policy to penetrate and expand markets and distribution process favorable product distribution efficiency.
Brands delivers competitive advantage for businesses, helping business has conditions and defense against other competitors. Brands create a brand consumers trust for quality, good prices. Consumers know the origin of products and help consumers reduce costs, time to learn the product. Brands help protect the interests of consumers.
State trademark protection situation will prevent counterfeit, fake consumer fraud. Famous brand encourage consumer psychology, consumers are not only willing to pay for the product value but also pay for their satisfaction when buying products with famous brand.
In economies market, opening up and integration of the brand is a symbol of strength and national pride. Comes to electronic goods that people are talking about Japan or wine is said to be thinking of France. A country with many famous brands and with long tradition is a manifestation of the survival and development. Thus, we can say that the brand is a great valuable asset of a business, because it can affect attitudes and behavior of consumers.
The relationship between brands and customers can see as the conclusion. Customer trust and loyalty in the brand and understand that the brand will benefit themselves through the use of products and services with reasonable prices, marketing programs, promotions and other support services. Besides, brands also assumed an important role for the enterprise, which is to bring all staff aware and proud to work for companies with famous brands.

Brands play an important role for businesses, for consumers and for the economy. Brands are intangible assets, but have great value of the business. There are many famous companies in the world not only by the scale of investment, technological innovation, which is due to the brand. Such as coca-cola brand value in 2010 was 70.4 billion dollars; IBM brand is worth 64.7 billion dollars. (Interbrand 2010)
- Brands contributed significantly increase in turnover and profit.
- Brands to help businesses easily perform the contract, maintain traditional customers while attracting new customers, potential customers. In fact, consumers are often drawn, conquered by goods brands, popular and stable. For example, when it comes to beer consumers think of Heineken beer brand, Saigon etc. These businesses have long known brands will create and reinforce the loyalty of large traditional customers, attracting more potential customers, even customers of rival firms’ competition.
Strong brands, sustainable help businesses to create its image, reduce costs for trade promotion activities, marketing activities; support businesses implement policy to penetrate and expand markets and distribution process favorable product distribution efficiency.
Brands delivers competitive advantage for businesses, helping business has conditions and defense against other competitors. Brands create a brand consumers trust for quality, good prices. Consumers know the origin of products and help consumers reduce costs, time to learn the product. Brands help protect the interests of consumers.
State trademark protection situation will prevent counterfeit, fake consumer fraud. Famous brand encourage consumer psychology, consumers are not only willing to pay for the product value but also pay for their satisfaction when buying products with famous brand.
In economies market, opening up and integration of the brand is a symbol of strength and national pride. Comes to electronic goods that people are talking about Japan or wine is said to be thinking of France. A country with many famous brands and with long tradition is a manifestation of the survival and development. Thus, we can say that the brand is a great valuable asset of a business, because it can affect attitudes and behavior of consumers.
The relationship between brands and customers can see as the conclusion. Customer trust and loyalty in the brand and understand that the brand will benefit themselves through the use of products and services with reasonable prices, marketing programs, promotions and other support services. Besides, brands also assumed an important role for the enterprise, which is to bring all staff aware and proud to work for companies with famous brands.

AKNOWLEDGEMENTS I
ABSTRACT II
Contents IV
Tables VII
Figures VIII
Chapter1 Introduction 1
1.1 Background and Motivation 1
1.1.1 Company profile PNCo. 1
1.1.2 Status and development prospect of the Company compared to other enterprises in the same industry. 2
1.1.3 Assessing the suitability of the Company’s development orientation toward the industry orientation, the State policies and general trends in the world. 3
1.1.4 Technological level. 3
1.1.5 The situation of research and development of new products. 4
1.1.6 The situation of product quality inspection. 4
1.1.7 Marketing activities. 4
1.1.8 Company name, logo, trademark. 5
1.1.9 Labor structure, regulations and policies related to employees. 5
1.2 Research Objectives and Research Questions 6
1.2.1 Research objectives. 6
1.2.2 Research questions. 7
1.3 Research Scope and Limitations 7
1.3.1 Research scope. 7
1.3.2 Limitations. 7
Chapter 2 Theoretical Basis of Brand Building 1
2.1 The Concept of Branding 1
2.1.1 The definitions of branding. 1
2.1.2 Distinguishing the brand and trademark. 1
2.2 Process of Building and Developing Brand 2
2.2.1 Develop overall strategy. 3
2.2.2 Identify the brand elements. 7
2.2.3 Brand protection. 11
2.2.4 Building media strategy. 11
2.2.5 Measurement and correction branding. 13
2.3 Strategic Branding 14
2.3.1 Competitive strategy. 14
2.3.2 Quality in competitive trends and brand building. 16
Chapter 3 Research Methods 20
3.1 Research Process 20
3.2 Research Methods 22
3.2.1 Research on qualitative. 22
3.2.2 Research on quantitative. 23
3.3 Questionnaire Design 23
3.4 The Accuracy of Data 24
3.5 The Reliability of Data 24
Chapter 4 Analysis and the Results 26
4.1 General Information Objects Through a Questionnaire Survey 26
4.1.1 Results of the gender. 26
4.1.2 Results of the age. 26
4.1.3 Results of the education level. 27
4.1.4 Results of the career. 28
4.1.5 Results of the working time. 28
4.2 Opinion Results about the Determinant Groups of Building and Developing Brand Strategy of PNCo Company 29
4.2.1 Results of evaluation of vision and mission. 29
4.2.2 Results of Assessment of Brand Positioning 30
4.2.3 Results of the assessment of elements of brand. 31
4.2.4 Results of assessment of character and essence of the brand. 32
4.2.5 Results of the assessment of communication strategy. 33
4.2.6 Results of the assessment of synchronization strategy building and developing brand of PNCo. 34
Chapter 5 Conclusions and solutions 35
5.1 Conclusions 35
5.1.1 The advantages. 35
5.1.2 The limitations need to change. 36
5.2 Solutions 37
Reference 39
APPENDIX A - English Questionnaire 42
APPENDIX B – Vietnamese Questionnaire 46

I. English
Aaker, D. (1991), “Managing Brand Equity: Capitalizing on the value of a Brand name“, New York: Free Press.
Aaker, D,. (1996), “Building Strong Brands“, New York: Free Press.
Al, R. and Jack, T. (1982), “Positioning: the Battle for your mind”, Warner Books.
Ambler, T. S., (1996), “Brand Developments“, New Product Development: Toward a Process Model of Extension
Cronbach, L. J. (1951), “Coefficient alpha and the internal structure of tests”, Psychometrika, 16, 297-334
F. J., Babin, B., Money, A.H., & Samuel, P. (2003). “Essentials of Business Research Methods”, John Wiley and Sons, Leyh Publishing, LLC, USA
Golafshani, N. (2003), “Understanding Reliability and Validity in Qualitative Hair”, The Qualitative Report, 8, 4, 597-607.
J. G. Hutton (1999),” The definition, dimensions, and domain of public relations”, Public Relations Review, 25, 2, 199-214
L De Chernatony, (2001), “A Model for Strategically Building Brands”, The Journal of Brand Management, 9, 1, 32-44.
Turco, D. M. (1993),” Event sponsorship: effects on consumer brand loyalty and consumption”, Sport Marketing Quarterly, 3, 3, 35-37.
II. Vietnamese
Do luong va hieu chinh thuong hieu [Measurement and correction brand]. Retrieved November 15, 2010, from http://weblink.vn/th/article_d/c159-352/do-luong-nhan-hieu---bay-yeu-to-cua-mot-nhan-hieu-manh
Doan,Van - Kim Ngoc Dat compiler (2010). Quan tri chien luoc [Strategic Management]. Nha Xuat Ban Thong Ke Published.
Doan Gia Dung. Ban ve su tich hop chien luoc nguon nhan luc voi chien luoc cong ty [Discusses the integrated human resource strategy with company strategy]. Retrieved November 5, 2010, from http://opac.lrc.ctu.edu.vn/pdoc/23/26tichhop.pdf
Duong, Huu Hanh.(2005). Quan tri tai san thuong hieu [Administrative Brand Equity]. Nha Xuat Ban Thong Ke Published.
Hoang Xuan Thanh (2003). Cac thanh to thuong hieu [The brand elements]. Retrieved November 5, 2010, from http://www.ageless.com.vn/Buoc%201.htm
Jack Trout and Steve Rivkin (2000). Khac biet hay la chet [Differences or Die], Pham Thao Nguyen - Duong Bao Long compiler. Nha Xuat Ban Tre Published.
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Michael, E. Forter. (1980). Chien luoc canh tranh [Competitive strategy]. Duong ,Dung compiler. Competitive strategy theory of Michael, E. Forter. Nha Xuat Ban Tong Hop Thanh Pho Ho Chi Minh Published.
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Ngoc Quang. (2005). Tam nhin thuong hieu [Brand Vision]. Retrieved November 10, 2010, from http://www.lantabrand.com/cat2news548.html
Ngoc Quang. (2005). Su mang thuong hieu [Brand Mission]. Retrieved November 10, 2010, from http://www.lantabrand.com/cat2news548.html
Ngoc Quang. (2005) Chien luoc thuong hieu [Brand Strategy]. Retrieved November 15, 2010, from: http://www.lantabrand.com/catnews2555.html
Nguyen Quoc Thinh, Nguyen Thanh Trung. (2009). Thuong hieu voi nha quan ly [Brand with Managers]. Nha Xuat Ban Lao Dong – Xa Hoi Published.
Nguyen Thanh Tung (2010) Quan ly du an danh cho lanh dao [Project Management for Leaders]. Retrieved January 15, 2011, from http://benthanhgroup.com/zone/75/news/464-tai-lieu-quan-ly-du-an-danh-cho-lanh-dao-tong-cong-ty-ben-thanh.aspx
Nguyen Trong Tan. (2004). Nam buoc co ban xay dung thuong hieu [Five basic steps to build a brand]. Retrieved November 20, 2010, from http://www.lantabrand.com/cat2news90.html
Nguyen Van Dung. (2009). Xay dung thuong hieu manh [Building strong brands]. Nha Xuat Ban Giao Thong Van Tai Published.
Patricia F. Nicolino (2001). Quan tri thuong hieu [Brand management]. Nha Xuat Ban Lao Dong - Xa Hoi Published.
Paul Temporal.(2007). Quan tri thuong hieu cao cap [Senior brand manager]. Nha Xuat Ban Tre Published.
Pham, Luat. Su khac nhau giua thuong hieu va nhan hieu [Difference between brand and trademark]. Retrieved November 5, 2010, from http://www.luatgiapham.com/tai-nguyen/s-hu-tri-tu/317-phan-bit-s-khac-nhau-gia-thng-hiu-va-nhan-hiu-.html
Philip Kotler.(2009). Thau hieu tiep thi tu A-Z [Marketing insights from A-Z]. Nha Xuat Ban Tre Published.
Phu Nhuan Trading Joint Stock Company. (2010). Ban cao bach [Statement]. PNCo Published.
Tran Nha. (2004). Dinh vi thuong hieu [Brand Positioning]. Retrieved November 5, 2010, from http://www.lantabrand.com/cat5news2546.html
Tran Quoc Tuan. Quan ly chat luong - Cot loi cua su phat trien ben vung [Quality management - the core of sustainable development]. Retrieved November 5, 2010, from http://portal.tcvn.vn/default.asp?action=article&ID=2751
10 Thuong hieu hang dau [Top 10 brands]. Retrieved November 25, 2010, from http://www.interbrand.com/en/best-global-brands/Best-Global-Brands-2010.aspx