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研究生: 黃國鬥
研究生(外文): HUYNH QUOC DAU
論文名稱: BUILDING BRAND NAME FOR VIETNAMESE RICE AT DOMESTIC – A CASE OF VINAFOOD II
論文名稱(外文): BUILDING BRAND NAME FOR VIETNAMESE RICE AT DOMESTIC – A CASE OF VINAFOOD II
指導教授: 黃心維
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 金融與風險管理系碩士班
論文出版年: 2011
畢業學年度: 99
語文別: 英文
論文頁數: 102
中文關鍵詞: Output controlBrand imageBuilding brandIntegrated Marketing communicatio
外文關鍵詞: Output control, Brand image, Building brand, Integrated Marketing communicatio
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To cope with the impacts of open market and international trade, utilization of brand strategy has become one of the popular marketing approaches in varied fields. Although “Vietnamese rice” is famous for its high quality all over the world, development of rice brand can add values to such agricultural products to a greater extent undoubtedly. The elements related to brand building are multiple, and brand equity is considered as the most important indicator when building a successful brand for certain products or services in an industry. The current study focused on subjects who are those Farmers’ Associations and have obtained the quality certification granted by Council of Agriculture (COA) while building their rice brands. The research purposes aimed to explore the process of developing and building their rice brands and further understand what dimensions pertaining to brand equity they consider most critical in brand building using questionnaire survey.
As revealed by the results of analyses, before the brand building for their fruit products, training and helping farmers understand COA’s regulation of quality certification by all means

are viewed as most essential. Next, in the process of brand building setting up a standardization system to carry out brand development and strengthening farmers’ beliefs in order to assure product quality are necessary. At the final management stage of brand building, it is important to enhance consumers’ faith in the developed fruit brand based on the research results. In addition, this study also found two factors influencing what dimensions of brand equity are recognized more significant include the control of planning brand development and number of product categories involving in brand building. In sum, research findings concluded all dimensions of brand equity should be taken into account equally to make a success in brand building as advised by the literature.


To cope with the impacts of open market and international trade, utilization of brand strategy has become one of the popular marketing approaches in varied fields. Although “Vietnamese rice” is famous for its high quality all over the world, development of rice brand can add values to such agricultural products to a greater extent undoubtedly. The elements related to brand building are multiple, and brand equity is considered as the most important indicator when building a successful brand for certain products or services in an industry. The current study focused on subjects who are those Farmers’ Associations and have obtained the quality certification granted by Council of Agriculture (COA) while building their rice brands. The research purposes aimed to explore the process of developing and building their rice brands and further understand what dimensions pertaining to brand equity they consider most critical in brand building using questionnaire survey.
As revealed by the results of analyses, before the brand building for their fruit products, training and helping farmers understand COA’s regulation of quality certification by all means

are viewed as most essential. Next, in the process of brand building setting up a standardization system to carry out brand development and strengthening farmers’ beliefs in order to assure product quality are necessary. At the final management stage of brand building, it is important to enhance consumers’ faith in the developed fruit brand based on the research results. In addition, this study also found two factors influencing what dimensions of brand equity are recognized more significant include the control of planning brand development and number of product categories involving in brand building. In sum, research findings concluded all dimensions of brand equity should be taken into account equally to make a success in brand building as advised by the literature.


CONTENTS
ABSTRACT  i
ACKNOWLEDGEMENT  iii
CONTENTS  iv
TABLE OF DIAGRAMS  vi
TABLE OF FIGURES  vii
TABLE OF TABLES  ix
LIST OF ABBREVIATIONS  x
CHAPTER 1  INTRODUCTION  1
1.1 RESEARCH BACKGROUND  1
1.2 STATEMENT OF THE PROBLEM  2
1.3 PURPOSE OF STUDY  4
1.4 SIGNIFICANT OF THE STUDY  5
1.5 LIMITATION AND DELIMITATION  6
1.6 THE STRUCTURE OF THE THESIS  6
CHAPTER 2  LITERATURE REVIEW  8
2.1 DEFINITION OF BRAND NAME  8
2.1.1 Definition of brand  8
2.1.2. Definition of branding  9
2.1.3. Distinguishing brand name – trademark  10
2.1.4. Why do brands matter  10
2.2 THE ELEMENTS OF A BRAND NAME  13
2.2.1 The elements of a brand name  14
2.2.2. Brand name types  16
2.3 WHO WILL INVOLVE IN BRAND BUILDING OR WHO OWNS THE BRAND  19
2.4. BRAND STRATEGY AND BUSINES STRATEGY  19
2.4.1. Brand strategy and busines strategy  19
2.4.2. Types of brand building strategies  20
2.5. BRAND PLANNING  22
2.5.1. Building brand’s plan  22
Source: American Marketing Association, AMA, 1984  24
2.5.2. Designing a brand (Product)  24
2.5.3. Price Decisions - Price  29
2.5.4. Distribution Decisions - Place  29
2.5.5. Promotion Decisions - Promotion  29
CHAPTER 3: METHODOLOGY RESEARCH  30
3.1. RESEARCH OF RICE IN THE WORLD  30
3.2. RESEARCH OF RICE IN VIETNAM  31
3.2.1 Production, export and domestic consumption  31
3.2.2. The difficulties of Vietnamese rice  36
3.2.3 Brand name of Vietnamese rice in domestic market – HoChiMinh City area  37
3.3 VIETNAM SOUTHERN FOOD CORPORATION’S PROFILE (VINAFOOD II’S PROFILE)  41
CHAPTER 4  DATA  ANALYSIS  49
4.1. INTERVIEWEES’ PROFILE  49
CHAPTER 5  RECOMMENDATION AND CONCLUSION  65
5.2. RECOMMENDATION – BRANDING PLAN  66
5.2.1 Internal factors  66
5.2.3 Price:  76
5.2.4 Place  77
5.2.5 Promotion  78
5.2.6 External factors  80
REFERENCES  82


TABLE OF DIAGRAMS

Diagram 1 - Consumer purchase decision process  11
Diagram 2 - Process for naming a product  25
Diagram 3 - The linkage between rice price and salary  58
Diagram 4 - Distribution channels  77
Diagram 5 - Purchasing channels of Vinafood II  78


TABLE OF FIGURES

Figure 1- Production of paddy of the whole country from 2005 - 2010  32
Figure 2 - Productivity of paddy of the whole country from 2005 - 2010  33
Figure 3 - Productivity of paddy of the whole country from 2005 - 2010  34
Figure 4 - Statistical numbers of export rice from 2005 - half year 2011  35
Figure 5 - Range of age of Interviewees ....  50
Figure 6 - Range of  salary of Interviewees  50
Figure 7 - The priorities in buying Vietnamese rice  51
Figure 8 - Changing ability in buying rice  52
Figure 9 - Kinds of foreign rice  53
Figure 10 - The priorities in buying foreign rice  54
Figure 11 - Comparison between Vietnamese rice and foreign rice  55
Figure 12 - The volume of rice is bought per time  56
Figure 13 - Quantity of rice per package  56
Figure 14 - Changing behavior due to price changing  59
Figure 15 & 16 - Place to buy rice (1)  60
Figure 17 - Place to buy rice (2)  61
Figure 18 - The fluctuation of Vietnamese rice  61
Figure 19 - How many buyers know the producers  62
Figure 20 – The necessary to build brand name for rice  63
Figure 21 - Brand name awareness of Vinafood II  64
Figure 22 - Overview the building brand name of Vietnamese enterprises  71
Figure 23-Overview the branding name of Vietnamese enterprises in agricultural business (3)  72
Figure 24 - Overview the branding of Vietnamese enterprises  73
Figure 25 - Package of rice (1)  75
Figure 26 - Package of rice (2)  75
Figure 27 - Promotion means for rice of Vinafood II  79
Figure 28 - Advertising means for rice of Vinafood II  80


TABLE OF TABLES

Table 1 - The difference between "Brand name" and "Trademark"  10
Table 2 - The 4Ps in Marketing Mix  24
Table 3 - SWOT Analysis of Vinafood II  44
Table 4 - Competitors'' profile  46
Table 5 - The statistical number regarding branding of Vietnamese enterprises  72
Table 6 - The statistical number regarding branding of Vietnamese enterprises  73


LIST OF ABBREVIATIONS
AFTA      –  ASEAN Free Trade Agreements
AMA      –  American Marketing Association
GDP      –  Gorss Domestic Production
IRRI      –  International Rice Research Institute
MARD    –  Ministry of Agriculture and Rural Development
MOF      –  Ministry of Finance
R&D      –  Research and development
SOHAFARM  –  Song Hau Farm
SOHAFOOD  –  Song Hau Food Company
SPSS      –  Statistical Package for the Social Science
SWOT    –  Strengths, weakness, opportunities and threats
TIGIFOOD    –  Tien Giang Food Company
IMEXTRAVINH  –  Travinh Food Company
BINH TAY CO.,  -  Binh Tay Food Co., Pte Ltd
USD      –  U.S. Dollar
USDA    –  United States Development Agricultural
VFA      –  Viet Nam Food Association
VINAFOOD I  –  Vietnam Northern Food Corporation
VINAFOOD II  –  Vietnam Southern Food Corporation
VND      –  Viet Nam Dong
WTO      –  World Trade Organization


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