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 Introduction -1 1.2 Background -1 1.3 Statement of problem 1.4 Objective of study 1.5 Research questions -4 1.6 Data and Methodology 1.7 Scope of study 1.8 Structure of study CHAPTER 2: LITERATURE REVIEW -6 2.1 Introduction -6 2.2 Definition and role of brand 2.3 Different of Band in B2C and B2B 2.4 Build a brand 2.4.1 Brand building process: model of Philip Kotler -7 2.4.2 Brand building 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 2.4.2.2 Designing Brand 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 ... 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... Different of Band in B2C and B2B 2.4 Build a brand 2.4.1 Brand building process: model of Philip Kotler -7 2.4.2 Brand building... 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: