Build and develop a fashion brand case study mattana brand

TR
NG
I H C M TP. HCM
HO CHI MINH CITY OPEN UNIVERSITY

UNIVERSITÉ LIBRE DE BRUXELLES
SOLVAY BRUSSELS SCHOOL

MBAVB3
_________________________________________________________________________

NGUYEN DANG HUNG

BUILD AND DEVELOP A FASHION BRAND
CASE STUDY: MATTANA BRAND

MASTER PROJECT
MASTER IN BUSINESS ADMINISTRATION
(PART-TIME)

Tutor’s name: Dr. Bui Thanh Trang

Ho Chi Minh City
(2010)


i
DECLARATION

I, Nguyen Dang Hung, hereby declare that this master thesis is my own original
work and efforts. Other sources of information used have been acknowledged.

Signature: NGUYEN DANG HUNG
Date: February 20th, 2011


ii
ACKNOWLEDGEMENTS

First of all, I would like to thank my tutor, Dr. Bui Thanh Trang, for his valued
guidance and comments.
I want to thank Mr. Dinh Quang Thien for his help in giving comments and helps.
I also would like to thank Ms. Le Thi Ha Chi, supplain chain manager of Nha Be
Corporation and her commercial group for their cooperation and spending time
for this thesis.
My unforgettable thanks go to my wife who always support and encourage me
during this time.
Finally, I’m grateful to my parents, my family whose patient love inspires me to
complete this MBA program.


iii
SUPERVISOR’S COMMENTS


iv
TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION------------------------------------------------------1
1.1.

Introduction-------------------------------------------------------------------------1

1.2.

Background-------------------------------------------------------------------------1

1.3.

Statement of problem--------------------------------------------------------------2

1.4.

Objective of study------------------------------------------------------------------4

1.5.

Research questions-----------------------------------------------------------------4

1.6.

Data and Methodology------------------------------------------------------------4

1.7.

Scope of study----------------------------------------------------------------------5

1.8.

Structure of study------------------------------------------------------------------5

CHAPTER 2: LITERATURE REVIEW---------------------------------------------6
2.1.

Introduction-------------------------------------------------------------------------6

2.2.

Definition and role of brand------------------------------------------------------6

2.3.

Different of Band in B2C and B2B----------------------------------------------7

2.4.

Build a brand------------------------------------------------------------------------7

2.4.1. Brand building process: model of Philip Kotler-----------------------------7
2.4.2. Brand building--------------------------------------------------------------------8
2.4.2.1. Brand positioning-------------------------------------------------------------8
2.4.2.1.1. Targeted customer-------------------------------------------------------8
2.4.2.1.2. Frame of reference-------------------------------------------------------8
2.4.2.1.3. Point of difference--------------------------------------------------------8
2.4.2.2. Designing Brand--------------------------------------------------------------9
2.4.2.2.1. Customer perception-----------------------------------------------------9
2.4.2.2.2. Evaluating brand design-------------------------------------------------9
2.4.2.2.3. Brand systems-----------------------------------------------------------10
2.4.2.3. Brand meaning----------------------------------------------------------------10
2.4.2.3.1. Brand perspective--------------------------------------------------------10
2.4.2.3.2. Triangulating brand meaning-------------------------------------------11