Launching Nuoc Phan Lan brand in Vietnam
Pham, Huydong (2015)
Kymenlaakson ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201505076635
http://urn.fi/URN:NBN:fi:amk-201505076635
Tiivistelmä
Environmental issues are emerging as another side of economic development in Vietnam. From Finland, through its strong network in South East Asia, Finnish Water Forum recognised the opportunity and the need of having a Finnish brand promoting Finnish water expertise in the environmental sector, especially water treatment in Vietnam.
The research objective is to launch the brand successfully in Vietnam within 2014. In order to achieve that, this paper describes carefully the process of building the brand concept and visual identity. Those are the important criteria that are required in the beginning stage of the brand development.
Qualitative research and quantitative research were carried out in this study. The data was collected though the author’s observation and discussion with the commissioner during the working period in the company. Moreover, a survey took place on the launching day of the brand in Vietnam. This brought to the research more concrete re-flection of the brand recognition and the professionals’ interests.
The final result of this research was to create and launch a Finnish brand in Vietnam. In essence, the pros and cons of this process are revealed carefully in this paper. Furthermore, at the end of this study, suggestions to the brand long-term strategic management is proposed, thus this leads to further researches in the future.
The research objective is to launch the brand successfully in Vietnam within 2014. In order to achieve that, this paper describes carefully the process of building the brand concept and visual identity. Those are the important criteria that are required in the beginning stage of the brand development.
Qualitative research and quantitative research were carried out in this study. The data was collected though the author’s observation and discussion with the commissioner during the working period in the company. Moreover, a survey took place on the launching day of the brand in Vietnam. This brought to the research more concrete re-flection of the brand recognition and the professionals’ interests.
The final result of this research was to create and launch a Finnish brand in Vietnam. In essence, the pros and cons of this process are revealed carefully in this paper. Furthermore, at the end of this study, suggestions to the brand long-term strategic management is proposed, thus this leads to further researches in the future.