Theoretical background of brand and brand building

By looking at the process ofBrand building for VTV6, the thesis analyzed problems existing, research about the Brandawareness of TV viewers and proposes appropriate recommendation for im

TABLE OF CONTENTS

TABLE OF CONTENTS 1

ACKNOWLEDGEMENTS 3

ABBREVIATION 4

LIST OF TABLES 5

LIST OF CHARTS 6

EXECUTIVE SUMMARY 7

CHAPTER 1 9

INTRODUCTION 9

1.1 Back ground and rationale 9

1.2 Research problems 10

1.3 Research objectives 11

1.4 Theoretical background 12

1.5 Research methodology 12

1.5.1 Collecting data 12

1.5.2 Analyzing Data Method 13

1.5.3 Relativity of the data 13

1.6 Scope and limitation of the research 14

1.6.1 Scope of the research 14

1.6.2 Limitation of research 14

1.7 Structure of the thesis 15

CHAPTER 2 16

THEORETICAL BACKGROUND OF BRAND 16

AND BRAND BUILDING 16

2.1 The concept of Brand 16

2.1.1 Brand definition 16

2.1.2 Brand personality and characteristic 17

2.1.3 The importance of Brand 19

2.2 Brand building 21

2.2.1 Brand strategy and its importance 22

2.2.2 Brand building process 23

CHAPTER 3 38

CURRENT STATUS OF THE BRAND BUILDING FOR VTV6 CHANNEL 38

3.1 Introduction about Vietnam Television Station and VTV6 channel 38

3.2 Condition and motivation for the brand building of VTV6 41

3.2.1 Macro environment of Vietnam 41

3.2.2 Analysis of Vietnam Television Broadcasting Industry 43

3.3 Current status of the brand building for VTV6 56

3.3.1 VTV6 Brand base structure 56

3.3.2 Brand positioning of VTV6 60

3.3.3 VTV6 Brand Development Strategy 63

3.3.4 VTV6 Brand communication Strategy 64

3.3.5 Evaluating Brand awareness of TV viewers 66

3.4 Summary about the success and the existing problems in the Brand building process of VTV6 73

3.4.1 Success of VTV6 in the Brand building process 73

3.4.2 Existing problems in the brand building process of VTV6 74

3.4.3 Reasons for existing problems in the Brand building process of VTV6 77

CHAPTER 4 82

RECOMMENDATIONS 82

4.1 VTV6’s strategic development in the period 2010 – 2015 82

4.1.1 Overview about VTV6’s strategic development in the period 2010 – 2015 82

4.1.2 VTV6 Brand strategic development in the period 2010 – 2015 83

4.2 Recommendations & Conditions for applying 83

4.2.1 Recommendations 83

4.2.2 Conditions for applying suggested recommendations 97

CONCLUSION 99

REFERENCES 100

APPENDIX 101

I would also like to express my gratefulness to the teachers, trainers of Business School –National Business Economic University who has provided me professional knowledge duringthe EMBA course and created favorable conditions for me to complete the final thesis.

I also send deep thanks to the leaders and colleges of Media Center for Youth – VTV6who were always willing to answer my interview questions and well as providing me therelated necessary documents

Last, but not least, I would like to say thanks to all of my classmates, my family andespecially my husband who have give me much encouragement and support during the time Iperform this thesis

All of these support and encouragement were acknowledged in this thesis as anindispensable part for its final result

Hanoi, Decmber 2009

PHAM THI MAI HOA

BBC British Broadcasting Corporation

DAB Digital Audio Broadcasting

DRT Dang Radio and Television

DVB Digital Video Broadcasting

DVTV Danang – Vietnam Television

ESPN Entertainment and Sports Programming Network

HCTV Hanoi Cable Television

HTTV High Tech Television

IPTV Internet Protocol Television

IS Internet subscriber

SCTV Saigon Cable Television

LIST OF TABLES

Table 1.1: The difference between Brand identity and Brand Image……… 28

Table 3.1: The viewers rating in Hochiminh city……… 54

Table 3.2: The viewers rating in Hanoi ……… 55

Table 3.3: Table 4: VTV6’s market segmentation……… 58

LIST OF CHARTS

Chart 2.1: Buying decision making of customers ……… 19

Chart 2.2: Group Brand Strategy ……… 32

Chart 2.3: The role of Brand communication……… 34

Chart 2.4: Customer Brand awareness and Brand Building model ……… 37

Chart 3.1: The organization structure of VTV6 ……… 40

Chart 3.2: Hochiminh city’s most watched channels ……… 47

Chart 3.3: Hanoi’s Most Watched Channels ……… 48

Chart 3.4: Can Tho’s Most Watched Channels ……… 49

Chart 3.5: Da Nang’s Most Watched Channels ……… 50

Chart 3.6: Phenomenal growth of Internet ……… 52

Chart 3.7: Ranked website and Est daily hit ……… 53

Chart 3.8: Brand Strategy of VTV6 ……… 63

Chart 3.9: The viewer’s understanding with VTV6’s targeted customer……… 67

Chart 3.10: The level of viewers’ VTV6 logo recognition……… 68

Chart 3.11: The level of viewers’ VTV6 slogan awareness……… 69

Chart 3.12: The level of viewers’ VTV6 brand identity awareness……… 70

Chart 3.13: The frequency of viewers watching VTV6……… 72

Chart 4.1: The organizational structure of VTV6 with Branding department………… 93

Chart 4.2: The cooperation model in working process within VTV6 channel………… 95

Chart 4.3: Program content censoring process of VTV6 ……… 96

EXECUTIVE SUMMARY

Vietnam Media Department for Youth (VTV6) affiliated with Vietnam Television Station was established in the beginning of 2007 to implement the project of building one particular

TV channel for Youth named VTV6 With targeted viewers aged from 15 to 25,

VTV6 plans to position itself to be the number-one channel for Youth in Vietnam where young generation can find a wonderful place for them to learn, to play and to grow up However, VTV6 was born in the context that the competition in Television broadcasting industry become fierce than ever before, so that it’s so challenging to attract the TV viewers in general and the Youth in particular In order to reach its goal, VTV6 has implemented the

brand building to create its own differentiation as well as to define one relative place amongother competitive TV channels in the mind of TV viewers Though this program was carriedout methodically, initial observation has indicated that VTV6 did not reach its target and it isblamed for weakness during planning and implementation of the brand building process.Though this process is under implementation, a research on it is necessary form preliminaryevaluation, thus providing some references for VTV6 in the Brand adjustment in the future.This thesis studied about the brand building process of VTV6 By looking at the process ofBrand building for VTV6, the thesis analyzed problems existing, research about the Brandawareness of TV viewers and proposes appropriate recommendation for improving theeffectiveness of Brand building for VTV6.

The thesis revealed some key findings: Regarding the Brand base structure and Brandpositioning, VTV6 has been failed in applying the system of Brand identity and in determiningthe main personalities and characteristics of The Brand VTV6 Furthermore, VTV6 couldn’tdetermine: who are their targeted customers that lead to the confusing of viewers about theimage of VTV6 In terms of Brand communication, VTV6 has used ineffective method ofBrand promotion that make it become dim and not impressive in the viewer’s mind and hearts.VTV6 almost promotes itself on its channel, that’s is the main reason why its communication

is not effective Lack of internal communication also makes the normal staffs couldn’tunderstand deeply about the Brand of their company and certainly, they do not contribute inthe process of Brand building Finally, due to subjective reasons like: the political orientation

of Vietnam Television leaders, the lack of financial budget, the limited access viewers sincebroadcasting via cable system make the brand building of VTV6 unsuccessfully

Based on the findings, the below is recommended for consideration of VTV6:

- Restructuring the Brand identity system and adjusting the Brand positioning of VTV6

- Building the consistent image of VTV6 channel via VTV6’s programs

- Improving the Brand communication by improving the PR programs and advertisingcampaign

- Training Brand awareness for staffs, including Brand sections and staffs at contentdepartment

- Setting up specialized department and improving the cooperation between the Branddepartment and the content department

- Suggesting on changing in management mechanism of Vietnam Television withVTV6

The thesis focuses on the Brand building process of VTV6 and from that raising somesolutions to improve the situation The findings from research reflect there must be adjustmentfor the Brand Building of VTV6 and thereby bring about the realistic application of the thesis.Additional explanatory information and support for findings and recommendations arecontained in this thesis

CHAPTER 1 INTRODUCTION1.1 Back ground and rationale

Together with the development of Information technology, mass of media companies,communication groups and TV channels were born That leads to the overlapping in theTelevision broadcasting industry among different TV-channels Many similar TV-channelswere born lacking of specifically research Almost every TV-channels have not had specificcharacters and differentiations to be recognized easily by the TV-viewers One of the mainreasons for this current status is that they have not use the strategies to determine obviouslytargeted viewers, features, characters, stylish and differentiation for themselves On the

contrary, in the international market, for ex in the US, there are about more than thousand channels which one its own specific characters with different ways of communication andrepresenting information With each TV-channel, TV-viewers can see and can feel differentoutstanding features and different attractiveness That’s the reason why the almost everyleader would like their TV-channel focus on very specific objective and very specific targetedTV-viewers.

TV-Like a new product, a new TV-channel needs to be inclined with a strong brand so as to beremembered and take a relative place in the viewers’ mind So that, brand building for onenew TV-channel like VTV6 is very important to help it succeed and be well-known by mass

of TV-viewers However, for many objective and subjective reasons, the brand building ofVTV6 has not been effectively enough to build a strong brand in the viewers’ heart and mind.That the reason why VTV6 channel has been born in two years, the rating of viewers whowatching it is very low Many people evenly don’t know about the existing of VTV6 So that,the research on brand building of VTV6 is very necessary That would help VTV6 have anoverview about the methodical process of brand building Moreover, that helps VTV6 toreposition a brand with its own clearly features as well as to be easily recognized and attractmore and more TV-viewers

1.2 Research problems

Brand building in television industry will provide TV viewers with understanding aboutthe mission, vision, image and the specific characteristics of each TV channel or programs.However, the quantity of the whole brand building process and each particular action step areimportant factors that lead to the effectiveness result The application depends on two parts.One is the internal force and the actual capacity of VTV6 channel, one is the supporting part

of Vietnam Television Station (VTV6 is only one center that belongs directly to Vietnam Television Station)

Regarding the first part, VTV6 has not people who specialize in marketing and brandingfield with related professional skills & knowledge The brand building process of the leaders isnot clearly and not methodically The leaders of VTV6 couldn’t determine which characters,

which features and which differentiations that they would like to link with its brand most.Some leaders in VTV6 want it to be known with the fresh- air & youthful of entertainmentprograms Some others want it to be known with the style of commentary Youth Evenly, theycouldn’t determine the age of core TV-viewers (from 15 to 25 or elder 18 to 35) So, theycouldn’t know their targeted customers is the teenage or the mature

For the second part, the Vietnam Television has no department that focus on promotion orbranding as well as it doesn’t support enough marketing budget for big brand building strategyplan of VTV6 channel The leaders of Vietnam television station’s attitude as well as thegeneral policies in that unit do not support the strategy of VTV6 channel Furthermore, thecontent of VTV6’s channel is usually leaded by the top-leaders of Vietnam Television Stationfor of political objectives and orientation They couldn’t do what they want to build anobvious brand for the youth For Example, VTV6 would like to focus on entertainmentprograms with stylish MC, however, they would be guided to focus on commentary talk showwith serious represents VTV6 therefore become a collective TV-channel with many style ofprograms (talk show, game show, reality show, magazine…) and it doesn’t stand out for anykind of programs with memorable outstanding

That leads to the fact the leaders of VTV6 feel confuse in the process of brand building.TV-viewers couldn’t know and feel which is the differentiation and the core value that VTV6brings for them Consequently, they don’t watch VTV6 because they say that VTV6 is notattractive Some people evenly say that, they only remember about VTV6 as a channel alwaysre-broadcast film Talking about VTV6, TV-viewers couldn’t remember about any specialfeatures of it It means that, VTV6 has failed in the brand building

1.3 Research objectives

The research objectives includes:

 To describe, analyze and evaluate the current brand building process of VTV6, to findout its strengths, weakness and explore problems existing in this brand positioning

This research aims at aswering the following Research Questions

1 What is the necessity of brand building on Television industry in general & VTV6 inparticular?

2 What are the most important factors to make a brand building process successful in thetelevision broadcasting industry?

3 What & how are the brand building process of VTV6 & its specific activities to carryout this process?

4 Does VTV6 find any difficulties in the process of brand building?

5 How do TV- viewers evaluate & feel about the quality as well as the image of VTV6?Why do they evaluate like that?

6 What are the differentiations, features & characters in comparison with other channels that VTV6 needs to make TV-viewers feel and know about it

TV-7 In the near future, what the VTV6 should do for its brand building & how should they

do re-positioning its brand?

1.4 Theoretical background

The problem will be analyzed in several concepts, management theory and models, asfollowed:

Marketing Management theory of Philip Kotler: This theory will provide some key

concept such as: Brand, Bran positioning, Brand building…The research also reference tosome theories of positioning Brand form Al Ries & Jack Trout, from Dr.Ton That NguyenThiem and other author’s view point on Brand and Branding These standpoints will help tounderstand more the nature, the real “soul” of Brand and how to strengthen it

PETS analysis: this model will be applied to analyzed the external environment and

changes in which VTV6 operate The analysis will point out the changes in politic, economic,

society and technology which directly affect VTV6’s branding strategy The author will alsorefer partly to M Porter’s 5 forces analysis to analyze the competition situation in Televisionbroadcasting industry which will identify the reason why VTV6 has to have a strong Brand.

1.5 Research methodology

In order to get enough data and information for the research, the author will apply both

quantitative and qualitative method in collecting data The data is from many sources

including primary and secondary data

1.5.1 Collecting data

The secondary data are collected and study to review the situation of VTV6 channel andTelevision industry and the media articles relating to the Brand Building of VTV6 including:

 Available statistics and researches inside and outside VTV6

 Researches and Publication of marketing and Branding experts in Vietnam and abroad

 News papers, internet…and other media measures which can provide necessaryinformation for the project

The primary data were collected by surveying targeted viewers and in depth interview with

5 staff and 2 ranking leaders of VTV6

Questionnaire: The questionnaire applied for normal TV-Viewers (100 viewers) The

questionnaires were directly delivered by the author to targeted TV-viewers of VTV6 agingfrom 15-25 The questionnaire is designed with reference of previous survey experiences ofsome Brand consultant companies such as Saatchi & Saatchi; focusing on details so as to getresponse of people about the Brand of VTV6, Brand image, logo, slogan as well as the quality

of VTV6’s products that customers perceived Base on that detail, the author will calculate tofind out the level of Brand recognition, perceived values and brand loyalty toward VTV6Brand

In-depth interview was carried out to collect qualitative data The in depth interview was

conducted with around 5 staff and only 2 ranking leaders of VTV6 This in-depth-interview

was conducted directly by the author For the staffs of VTV6, questions are set out in order toidentify their awareness about VTV6 brand and branding and how they response to thisprocess For the high ranking leaders, the interview was aimed at identifying their pint ofviews about this program, how they support it and how they manage for the success of theprogram These in-depth interviews helps to give a more comprehensive look at this Brandingfrom inside the company Since they are the people who directly involve in managing andperforming the Brand building process Their point of views about it will provide more exactlyinformation which is good base for the author to evaluate this program.

1.5.2 Analyzing Data Method

The author use Excel software to synthesize the result of the questionnaire

1.5.3 Relativity of the data

Due to the limitation of time and budget, the author just can deliver questionnaire tolimited group of TV-viewers They are people studying at High school, Universities andworking in offices, living in Hanoi aging from 15-25 This group does not present for alltargeted TV-viewers of VTV6 Therefore the data collected from this survey has relativity.During the time of analyzing data, giving out the finding and evaluating about the wholeprocess of VTV6 Brand building, the author has considered the relativity of the data, combineand compare it with the fact in reality in order to give the most exact and reliable statistics andfindings The result of the survey and in-depth interviews are the main important base whichresulted in findings, comments and evaluations However, they are not the only base Theauthor considered the Brand Building process it self from the steps of implementing andcommunicating to have a look at the whole process

1.6 Scope and limitation of the research

1.6.1 Scope of the research

Due to the limited time, the author selected Hanoi as the main city to carry out theresearch In which, the targeted customers will be selected randomly to do the survey.Different departments of VTV6 are also selected into the study in order to have more intensive

view of the topic Therefore the research analysis mainly base in actual practice in Hanoi

The research will focus at analyzing and evaluating VTV6 Brand building process from

2007 – 2009 and the VTV6’s strategic development from 2010 to 2015 This was the timeperiod when Brand strategy of VTV6 was set up and VTV6’s Brand identity system wasapplied for the first steps

Because the content and theories about Brand and Brand building are so plentiful anddiversified, this research could only focuses the main features and main concept of Brand andBrand building process

1.6.2 Limitation of research

Since the time and budget constraints, the author just could carry out the research in Hanoiarea with limit number of survey data Therefore, during the time of summarizing the primarydata collected, the author has to take into consideration the comparativeness of this data andstatistics and combine with the observation of practical situation of VTV6 in order to give themost reasonable one

1.7 Structure of the thesis

Apart from the acknowledgement, abbreviation, executive summary, and appendixes, theproject is structured with 4 chapters:

Chapter 1: Introduction

Chapter 2: Theoretical background of Brand and Branding

Chapter 3: The Branding process of VTV6 channel

Chapter 4: Recommendations

*****

CHAPTER 2 THEORETICAL BACKGROUND OF BRAND

AND BRAND BUILDING2.1 The concept of Brand

2.1.1 Brand definition

Brand is naturally not a simple and consistent concept It has been defined in many wayswith many aspects and point of views of different economists and expects There are relativelymuch brand definitions

In the book 'Building Strong Brands' David Aaker suggests the brand is a 'mental box' and

defines brand equity as: "A set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service…"(8, pp124)

The American Marketing Association defines “a Brand as a name, term, sign, symbol, or design, or combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those competitors” (14, pp136)

Another opinion belongs to Jean-Noel Kapferer in the book Strategic Brand Management,

New approaches to Creating and Evaluating Brand Equity “A Brand is the product’s essence, its meaning, and its direction” Or another definition which favored on emotional aspect of the Brand: “Emotional values are replacing physical attributes as the fundamental market influence To survive, companies must be authentic: they must grow Brands from the heart” (11, pp226)

The term Brand name is often used interchangeable with “Brand” Although it is morecorrectly used to specifically denote written or spoken linguistic elements of a Brand In thiscontext a “Brand name” constitutes a type of trademark, if the Brand name exclusivelyidentifies the Brand owner as the commercial source of the products or services A Brandowner may seek to protect proprietary rights in relation to a Brand name through trademarkregistration

Some marketers distinguish the psychological aspect of the Brand from the experiential

aspect

The psychological aspect, sometimes referred to as the Brand image, is a symbolic

construct created within the mind of the people and consist of all the information and theexpectation associated with a product or service

The experiential aspect consists of the sum of all points of contact with the Brand and is

known as the Brand experience

Professor Ton That Nguyen Thiem defined Brand as a living entity carrying harmonizedessence of “spirit”, “personality”, “characters”, “appears” (3) According to him, the Brandpresents the soul, the core value that the company carries and tries for Brand is not simply anidentity tool bring to the products or services the meaning which the products or services donot carry themselves He emphasized the soul and spirit of Brand which create thedifferentiation and authenticity in order to meet the spiritual requirements of customers

2.1.2 Brand personality and characteristic

All theories about Brand today direct forward a reality that compares Brand with a livingentity in which personalities and characteristics of Brand are mentioned In order to create abrand that easily comes to the hearts of customers; we must create characteristics for it like alively person Following are the most popular personality attributes basing on the survey result

of the website www.brandingstrategyinsider.com (in decreasing order of popularity) (15)

Since the customers always have the tendency to love the Brands with full humancharacteristic and able to communicate, firms often try to create personalities accompanieswith the Brands and find the best way to diffuse these personalities The final purpose of theseactivities is to make the Brand as friendly as possible to the customers and occupy the love ofthem which will impact on their buying behaviors However disposal of personalities andcharacteristics of Brand is not enough It is necessary to prove those personalities andcharacteristics Thus, many ideas said that the Brand will be more realistic when it associates

with responsibilities with society and communities “The companies that embody the core values based on understanding society – those that put society at the heart of their business –

can be more successful than those that do not The reason for this are twofold: first, the social values and behavior of a company affects its Branding and the way it is perceived by those outside the organization, particularly its consumers Second, the consuming public and citizens generally are becoming more aware of social and ethical issues and more demanding

of companies” (13, pp175) “If Brands do not evolve, then they are in trouble They are social constructs, and to be relevant, they must be responsible and transparent, and aligned with society” (10, pp256)

It is important for every company to build up and increase the “Brand loyalty” In order toincrease customer’s loyalty to the Brand, it is the organization that has to be loyal with thevalued that it creates in the customer’s mind which is called “Loyalty status” Theorganization has to behave in the way that deserve the loyalty of customers and the positionthat it created in customer’s mind In term of Brand personality and characteristic, customer’sloyalty and loyalty status are closely bonding Therefore, it is not a simple accident that manyorganizations have strongly developed based on a long term and consistent strategy in buildingand enhancing Brand’s core personality

2.1.3 The importance of Brand

Nowadays, Brand is the first and foremost element to decide the success of one company

In this part, we will see what role make Brand a big value to the organization and even to thecustomers

2.1.3.1 To the consumers

Brand plays an important role in taking one relative place in the customer’s mind Thereare many things that each customers would consider when they decide to buy one thing: theorigin, the quality, the price, the functional benefits… Since Brands show the origin or themanufacturer of a product, Brand has significant meaning to customers Thanks to theexperience with the product and marketing program of that product in many years, customersare aware of Brands Customer finds out which Brand can satisfy their needs The result is:Brand becomes an effective tool which can simplify and push up the buying decision This isthe most important thing that a Brand and a company associated with the Brand can try for

Chart 2.1: Buying decision making of customers

The relation between a Brand and customer in many aspects can be seen as a tangiblecommitment or engagement Customers put their belief and loyalty into a Brand and implicitthat Brand will bring them benefits through the quality, reasonable price, promotion andmarketing campaign and other supports of the products In fact, these benefits can beexperienced by customers in different ways Brands can be seen as tools for the customers toconfirm their personal value or features

2.1.3.2 To the company

With every business, the prestigious products or services and the revenue from sellingproducts are main key factors to evaluate one business situation However, one product orservice could not be launched out to the market and get high market share if they do not have astrong Brand When remember about one company, the customers commonly do not thinkabout its name but think about one specifically Brand and Product Just the Brand confirms theexisting of one company in customer’s mind and heart As mentioned above, a Brand is notonly a simple combination of the symbols It contains many meaning inside which make upthe so-called “Brand soul” Every Brand has an origination and the story about that make upthe Brand brings a very special feature and characteristic for that Brand Going through thewell-known Brand names in the world and Vietnam we can see generally that Brand name canoriginate from a human name, a regional name, a country name or the short cut of companyname…Whatever it originates from, it is the symbol for core values of the firm Nowadays,

Awareness Searchingfor

information

Evaluatethe options Decide tobuy buyingAfter

behaviors

many Brand names are originated from the shortcut of company name In that case, it showsoff company’s scope of businesses, the areas in which the company operates It definescompany’s core businesses and the products/services company brings to the customers Inanother word, it shows to the customers even at the first time to see it who it is and what itstands for.

Brand is the central element deciding awareness of customer So that, in many aspects,Brand is Core business, Core Activity or Core Profession of a firm Understanding thisconcept can answer the question: why the company exists for? The core professional activities

in which the firm operates and brings products and service to the customers; The core benefitsbeyond the product or service itself that the firm commits to bring to its customers In moreexactly word, Core business, Core Activity and Core Profession belong to “Exogenous AddedValue” of a firm and are defined by answering 3 strategic questions: “What does thecustomers really want to buy”, “What does the firm really sell to the customers” and “In whichindustry does the firm really operate? Many big companies have answered these questionsexcellently Only by taking consideration this matter seriously, Coca-Cola defined it as not acompany who sell beverage but a company who sell the “dream of beauty and high classportrait”, Mercedes does not sell the car but sell the image of “high standing in society”.Brand plays a very important role in their company’s development Basically, Brandserves the purpose of identity in order to simplify original reference of the product It helps thecompanies to legally protect its specific features and/or forms, privately owned by the product.Therefore, it is intelligent protected and bring legally right for the owner The loyaltycustomers to the company allow the company to forecast and control it owned market.Furthermore, it creates barriers, causing difficulties for other rival companies to enter themarket Though production process or product design can be copied, expression that engravedinto customer’s memory can not be copied easily through the time To this end, Brand can beseen as a useful way to promote competitive advantages Big companies such as Coke,Microsoft or Disney have shown that owning a big name is a weapon in competition Thus, forthe companies, Brand is a value property since it an create impact on the attitude and behavior

of customers It can be traded with very big value

In general, a Brand is a collection of images and ideas representing a company; more

specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme

A brand is a symbolic embodiment of all the information connected to a company, product orservice A Brand which is widely known in the marketplace acquires Brand recognition andBrand personality, Brand characteristic A Brand image may be developed by attributing a

“personality” or associating an “image” with a product or service whereby the personality orimage is “Branded” into the consciousness of consumers A Brand is therefore one of the mostvaluable elements in an advertising theme, as it demonstrate what the Brand owner is able tooffer in the marketplace The art of creating and maintaining a Brand is called Brandmanagement

2.2 Brand building

Branding is a process of selecting and combining tangible and intangible characters of theproduct, service or organization in an interesting, meaningful and attractive way Branding isabout the totality of a customer's experience The brand is about everything you do whichimpinges on the consciousness of the customer and, more importantly, it is about everythingshe/he thinks you do Some experiences carry greater weight than others Some experienceshave been forgotten entirely consciously by your customer, but are nevertheless of paramountimportance in the way she views you Brands last forever, if managed correctly Since Brand

is important to every company, a strong company need strategy for it Brand Branding is theprocess to apply the strategy into reality

2.2.1 Brand strategy and its importance

Like every other policies of each company, business strategies play an important role informulating business plan and draw out the shortest way to reach the initial business goal,branding also need strategy to be implemented A Brand strategy is originated fromdifferentiation method Which strategy will influence customers/ consumer and influence theirbuying behavior and decision? Price, service, quality or modern technology can be a cutting-the-edge but which one is a company’s competitive advantage? A comprehensive Brandstrategy will help a company

Strategy is the way you draw out to gain the goal In the competitive environment, one ofthe most important goals is to be loved more than the company’s competitors That’s why agood strategy plays the role of the orientation which helps the company plan to gainadvantages over competitors – to the eyes of customer The priority can only be obtained

through differentiation, bringing the benefit that the competitor can’t By differentiation, thecompany has brought to the consumer the reason to have more chance to decide to buycompany’s product or service Even customer will only buy your product or service if thecompany has the best strategy.

Differentiation of one product plays an important role in affecting the customer’s buyingdecision There are often some minutes or even some second for the customer to decide to buy

a product However the success or failure is decided in that second, when the decision dependsmuch on customer perceived values – or how they feel about the products, not the values ofproduct Especially in case there are not many products bring them a really outstanding reason

to decide to buy over the other products, their decision depends much on their feelings andperception Competitive strategy originated from either an idea or a concept, is used to createcompetitive advantaged at a certain period in customer’s mind should meet two requirements.Firtsly, it must point out who is target customer group This group is the gather of manypeople who have common characteristic or living style Thus they can accept the samebenefits brought by company or product Those benefits must attractive enough to them and atleast be a new thing Secondly it commits to bring potential to customers Many exampleshave shown that, even when the consumer does not consider the rival products are bad, theystill like and choose their favorite product BMW do not believe that Mercedes is bad car, butthey don’t like it because it is simply not BMW For them, BMW can’t be replaced byMercedes

The factor has impacted on a strategy for Brand A successful Brand strategy mustassociate the Brand with benefits/ hope/ expectations and potentials it can bring to thecustomers The strategy will also show the vision and mission of the company – a “reason tobe” If a Brand is just a name or a symbol and exist around the customer, not in their mind, itcan’t be called a Brand In recent year, the role of Brand in Marketing has changed rapidly Inthe past, Brand is often used together with the product or a company, be a tool to help it moreattractive to the customer Nowadays, things have changed Developing a brand require tocarry out a strategy through bring values that can be perceived by customers

2.2.2 Brand building process

2.2.2.1 Factors Impact on brand building process

Human factor

Human factor is always the main center deciding the success of every process Like everyother kinds of business, Marketing and Brand need professional specialists with specializedknowledge on Brand and Branding field However, unlike other kinds of business, Brand andBranding, in order to be successful need people who are really creative and always thinkingabout innovation The main objectives of Brand and Branding is creating the differentiationand making one relative place on customers’ mind, so if people who carry out the branding arenot creative, they certainly couldn’t create any breakthroughs There are many differentpositions in the Brand section such as: Copywriter who is mainly responsible for creatingslogans for one company or one promoting campaign, Image Directors – Who accounts for theimage through every designed products or poster of one company, Innovative Director – whotakes the responsibility to create ideas for launching new marketing campaign and etc

Besides, Brand and Branding is relatively particular field, so that besides the capability ofinnovation, the human must have specialized knowledge to implement the brandingmethodically The creative ideas help to create the differentiation of each Brand, but thespecialized knowledge help to make the whole process success steps by steps However, notevery company are able to recruit and maintain brand section with excellent Brand specialistbecause of the financial budget That’s the reason why there are many advertising agency andmarketing- PR companies who are mainly dealing with Brand and Branding These companieswould provide the service of Brand and Branding for other which do not do business in thatfield

The human factors concerned here is not only about the human in Brand section but alsorelate to the human in other section in the whole organization The brand personality andunique must be agreed and shown out by all departments in one organization: CustomerValue Chain, HR Systems, Sales, Customer service, Marketing & Advertising, Operations,Accounting, Delivery, Manufacturing That could be performed by things outside likeuniforms, the way of decorating office, poster, slogan & panels, office accessories… or could

be performed by business culture: the way of one staff answering telephone, the way of

another staff deal with clients…Customers, clients or partners who usually communicate withthe business could easily recognize and feel about the quantity of products & services weprovide as well as the quantity of the brand we are building So that, being consistent with thebrand building strategy from top to the bottom of one organization is very necessary.

Customer factors and main features of Market segmentation

Targeted customers are the people which the Brand aims at So that, the Brand must bebuilt basing on the needs and the wants of the targeted viewers Before implementing thebrand building process and launching new products or services, each business shoulddetermine who their targeted customers are By Market segmentation, we could determine thetargeted customers Every time the following questions are asked:-”Who are your customers?Who will buy your product and/or service?” Most small business people either have no ideawho will buy from them, or they assume that ‘everyone’ will Assumptions like this can lead

to wrong decisions, wrong pricing, wrong marketing approaches, and wrong brand strategy.The beauty of knowing who your targeted customer is makes the brand communication ofyour product and/or service easier and more cost effective Target marketing provides a focus

to all of a small business’ marketing activities For example, if you wish to offer a homecatering service, instead of advertising on television, radio or using newspaper inserts thatgoes out to everyone, you could use direct mail or personal selling aimed at particular people

Factors of Marketing MIX

Products: As analyzed above, the main objectives of Brand and Branding is creating thedifferentiation and making one relative place on customers’ mind However a Brand hasclosely connect with the products or services, it represents the core value and benefits of oneproduct or service Or in another word, specific product or service is tangible part of onebrand, by using products and services, consumers have evaluation and feeling about theprestigious of one brand By contrast, the brand is intangible bridge between the consumersand specific products and services Consumers decide to buy one product when they believe inthe Brand So that if the products themselves have not any special benefits, function anddifferentiation, the brand couldn’t be successful and couldn’t take the place on the mind andheart of consumers No matter how the brand is impressive and well – structures, it couldn’t besuccessful if the products themselves are not good So that, building brand must be carried out

at the same time with building the products strategy and other doing business strategy

Marketing Promotions: In our “massively connected” society, successful brand musthave good promotion strategy Promotional strategies embrace multiple media, both onlineand offline, including a website (now a necessity), corporate capabilities brochure, direct mail,email campaigns, tradeshows and public relations events All promotions should reflect theBrand identity, be consistent and on message as the business grow one brand Keep in mindtoo that all company policies and activities should be directed toward satisfying customerneeds - perhaps the most critical piece of sustaining a healthy corporate identity and brand

Distribution Channels : Distribution channel of the products or service influences on

the characteristics of one Brand The Brand of products sold massively on the supermarket istotally different with the brand of high – grade goods displayed in luxurious stores It must bemore friendly and more easily accessing So that, when deciding about the features orcharacteristics of one Brand, each business should consider about the factor of distributionchannels

Pricing: The price strategy has much impacts on the image of one Brand The brand forluxury products would high price strategy because many people thinks that: Quality goestogether with high price On the contrast, the brand for popular products or services will havereasonable price strategy

Macro economics and industry: Other factors belonging to the macro economics havealso impact on the brand building strategy The political factor influences on the development

orientation of one brand and one company The economic growth rate as well as the realsituation of the economy affect to revenue and investment projects of every business Onecompany couldn’t have good brand building process if they are not supported financial budgetsatisfactorily The social factors reflect the needs, the trend of consumer which have greatimpact on the Brand building strategy The technical factors help to strengthen theeffectiveness of brand building by increasing the quantity of products or services Otherfactors like threats of barrier and competitive rivalry also affects the brand building process.They make one Brand easily make the place on the market or not

2.2.2.2 Steps of Brand Building process

In order to build a strong and stable Brand which can develop in long term, a Brandingprocess normally include 5 steps (7)

Step 1: Defining the base structure of Brand

Step 2: Brand positioning

Step 3: Building Brand Development Strategy

Step 4: Building communication Strategy

Step 5: Evaluating and Adjusting

Step 1 - Defining the base structure of Brand

This is the most important step in Branding or Brand building Because if the base iswrongly constructed, it is difficult for the Brand to make any adjust in the future Building theBrand identity requires the organization to create its Brand’s name, logo, colors, tagline, andsymbol Going beyond these elements, the marketer must believe that they are offering acontract to the customer regarding how the Brand will perform and the contract must behonest To diffuse the Brand, it often accompanies with a campaign to create namerecognition, Brand knowledge and possible some Brand preference The main materials for thebase structure are:

Main Brand Attributes: include logo, symbol, color, feature which help to differentiate

with other Brands For example: main attributes of Aquafina are: pure bottled water, logo

with blue and white color and red color of the sun over the blue – white waved mountains TheBrand is differentiated and very clear

Brand benefits: are the real benefits, emotional benefits and spiritual benefits that the

Brand brings to its customers

Brand belief: the belief prove that the Brand will bring benefits to the customers.

Brand personalization: In order to create a brand that easily comes to the hearts of

customer, we must create character for it like a lively person

In fact, a Brand has an existence that is more than an actual product or service: it has a life ofits own that is free from the original product, but can also carry its values and identity intonew product areas It is important to the organization to design and build Brand identitysystem So what is Brand identity?

Brand Identity: are visible elements of a brand (such as colors, design, logotype, name,

symbol) that together identify and distinguish the brand in the consumers' mind.The outward

expression of brand, including its name and visual appearance The brand’s identity is itsfundamental means of consumer recognition and symbolizes the brand’s differentiation fromcompetitors (16)

Brand identity is different with brand image Brand Image is the customer’s net “out take”

from the brand For users, it is based on practical experience of the product or servicesconcerned (informed impressions) and how well this meets expectations, for non-users it isbased almost entirely upon uninformed impressions, attitudes and beliefs

Table 2.1: The difference between Brand identity and Brand image

Source/Company focused Receiver/ Target audience focused

Created by managerial activities Created by perceptions or consumer

Encoded by the brand originators Decoded by brand receiver

Source: (16)

The brand identity is the audio-visual trade dress of the brand that expresses, and brings toartistic life, the brand definition, especially the:

1 Central organizing thought of the brand: what the brand is all about from an

insider's perspective, expressed in one short sentence

2 Slogan: the publicly expressed statement of the brand that translates the central

organizing thought for the benefit of its target customers

3 Personality of the brand: the human character of the brand, maybe supported by a

celebrity character within the company

4 Values of the brand: what the brand stands for and believes in

5 Tastes/appearance of the brand: what it likes, what it wears, how it speaks

6 Brand heritage: the stories told about the brand - the insider's view

7 Emotional benefits of the brand: what the brand delivers emotionally - avoidance of

pain, reduction in pain, promotion of pleasure

8 Hard benefits of the brand: what the brand delivers rationally

The brand identity, used in all aspects of communication with your customers (includingliterature, brochures, packaging, the product itself, the Internet, stationery, and so on), mustreflect all these things in its:

 Graphical design (the Nike ® "swoosh", the Coca-Cola ® bottle design)

 Type face

 Use of color (the Post-it ® Note yellow)

 Sounds (the Microsoft ® or Intel ® tune)

The more differentiated the identity, the easier it is to protect from infringement.Competitors will often pick up on elements of the trade dress of the brand leader They must

be confronted, otherwise the trademark is lost as a valuable piece of intellectual property and,more importantly, the clarity of your identity (a key piece of communication between yourbrand and your customers) becomes drowned in confounding "noise" from other brands

Brand Identity is a promise One given from business to customer to expect certain things.Whether that promise involves product quality, service, price or a million other things variesfrom brand to brand But the one thing common among all brands is the need to be a strongbrand A strong brand identity can position a company above its competition all by itself Buthaving a brand that's strong takes time, money and effort to develop It's not as simple as justredesigning a logo or rewriting a tagline Brand identity is the reason you offer for yourcustomer to choose you instead of your competition

Step 2 - Brand positioning

Brand positioning is much more than an advertising claim or slogan It is a discipline thatdefines an enterprise and shapes the very fundamental beliefs people have in a product,service, company or organization Brand positioning defines one relative place amongcompetitors in the mind of prospects and customers It must be true, unique, important tocustomers, beneficial for customers, and hard for competitors to copy Brand positioning alsodefines one company and its unique advantages for employees, vendors, business partners andinvestors

The word positioning was popularized by two advertising executives: Al Ries and Lack

Trout They see positioning as a creative exercise done with existing product: “Positioning start with a product star, a piece of merchandise, a service, a company, a institution, or even

a person…But positioning is not what you do to a product Positioning is what you do to the mind of prospect That is, you position the product in the mind of the prospect” (6, pp114).

Ries and Trout argue that well-known products generally hold a distinctive position incustomer’s minds” Coca-Cola, for example holds the position of world’s largest soft-drinkfirm To compete against this kind of position, a rival can strengthen its own current position

in the consumer’s mind, de-position or re-position the competition, or imply that it is in theclub with the best.

Each company must decide how many ideas such as benefits, features to stress in itspositioning Each Brand is touted as “number one” on a particular attribute, such as “bestquality”, “best service”, “lowest price”, or “most advanced technology”…and has to beconsistent with these features from the beginning to the end When you've figured out whatyou do, who you do it for, and how you're different, it's time to put it all together into a

sentence that states this concisely named: “Brand Positioning Statement” This is can be

structured as "For (target customers), offers (competitive frame of reference) that provides(greatest competitive advantage) Your brand positioning statement may sound familiar:

 It will be similar to your mission or purpose statement, but takes into account your

customers and competitors

 It will be similar to your unique selling proposition (USP), but takes into account

your target customers

Once you have developed your brand positioning statement, you'll be able to developconsistent communications and customer experiences to support it, and use it as the basis fordeveloping a brand personality, which we'll discuss in future articles By defining a brandpositioning statement for your business, you can focus on your best customers, help themunderstand what you offer more easily, and create a consistent brand that they will remember

Brand positioning needs to answer the following questions:

- Why does customer buy the product? What are customer’s benefits andsignificant features expressed in the Brand?

- Who is Brand’s target object

- When does customer use the product? Or in another word, the company has toknow on what occasion the customer often buy the product and why?

- Who are competitors? This question allow analyzing the main competitiveBrand of the company who is continuously expanding their market segment Aprominent example of a hard and longed competition at anywhere and anytime

in the world

Conceptually, three bases of positioning can be distinguished (15):

 Functional positioning (focused on the useful and function of one service or product)

 Emotional positioning (focused on the emotion that can be brought about together

with one service or product)

 Experiential positioning (provide sensory stimulation, provide cognitive stimulation)

 Self- Expressive positioning (self – image enhancement, ego identification,

belongingness and social meaningfulness, affective fulfillment)

In general, Brand positioning is to create a distinct position for the Brand in a competitiveand full of information environment in order to ensure that the Brand can compete with othercompetitors Brand positioning is very important since it relates to the thought and evaluation

of the consumers However, whatever the Brand positioning is, it should be communicated toits customer to make its sense

Step 3 - Building Brand development strategy

There are six types of relations between product and Brand and equal to it is a strategy ofdeveloping Brand

- Brand Product Strategy

- Range Brand Strategy

- Group Brand Strategy

- Umbrella Brand Strategy

- Source Brand Strategy

- Standard Brand Strategy

In this thesis, the author only analyzed the Group Brand strategy which are currentlyapplied in VTV6 channel.

Group Brand strategy is case that one firm has many products but all of them have thesame name put under only one Brand of the group For Example: Weight Watchers has morethan 10 products, all of them have a same name and put under commitment “With qualifiedfood, you will live longer” Or in 1990, Findus has gather its 35 frozen products under acommon commitment: “With Findus, only the best is called good”….Group Brand put a group

of product under a same Brand name and commitment However, each product still remains itsattribute; Group Brand strategy is often applicable for companies in food industry, cosmeticand fashion industry

Chart 2.2: Group Brand Strategy

but a long term investment policies to the Brand in order to make enhance its reputation andobtain customer’s loyalty.

Step 4 - Building a communication strategy

After building completely, the Brand should be introduced widely to the public as known to the targeted customers as possible The company’s leaders have to think of how tocommunicate that strategy, or in another world to launch it out to the public so that their targetgroup can perceive the value and commitment than Brand carries on To communicate acompany or Brand positioning, a Marketing plan should include a positioning statementfollowing the form: To (target group and need) our (Brand) is (concept) that (point ofdifferent) Once the company has developed a clear positioning strategy, it must communicatethat positioning through all facets of marketing mix and manage it through every point ofcontact The task of communicating is to deliver a central idea about a company or an offering

well-to the target market The communication strategy includes advertising, PR program such assubsidizing for social activities, explaining the meaning of Brand on Mass Media Thecommunication strategy is also implemented from company’s contact point, from its ownpeople to convey an only message to its customers

One of the very important tasks of Brand communication which decide the success ofBrand strategy is to define the target market/ or target group of customer to which thecommunication is oriented By Market segmentation, we could determine the targetedcustomers:

There are two common methods generally used to segment a market (17):

Geographical targeting – Focuses on serving customer needs in a narrow geographical

area (e.g targeting a neighborhood as nail salons, beauty shop, convenience store, familypractice physician, realtors, etc.)

Customer targeting – Focuses on those groups of customers most likely to buy the

product or service no matter where they are located (e.g national or even global targeting such

as industrial supply distributors, manufacturers, online retailers, packaging supply, etc.)

A successful Brand communication strategy is the one that can bring the message andimage of the Brand into customer’s mind and even heart Images are the result of imaginationand illustration of public about a product, a brand, a company or even a country Images ofBrand show up the way public encode the signals of Brand created through communication.Therefore, what public has in their mind is the result of communication From certain Brandidentity set up by the company, through communication, there will be shaped in customer’smind a specific image of Brand

Chart 2.3: The role of Brand communication

Source: (4)

There are normally channels for Brand communication as follows:

 Advertisement (panels, billboard, TV commercial films…)

 Public relations (Newspaper corner, sponsorship, social activities, public seminar…)

Brand Identities

External

influence

Signal arebroadcasted

Brand perceivedand its image

Competition

 Direct training for targeted group

 Marketing Mix (Include program on Product – increase product experience, andperception about product values, program on Price, Promotion and Distributionchannels)

Step 5 - Evaluating and adjusting

After each communication strategy, the company needs to evaluate the efficiency so as tomaking timely adjustment Valuing the brands owned by a company has become a tool to helpcalculate the true value of the business and the company A standard used to evaluate a Brand

is to measure its property and valuation Brand valuation is collection of invisible propettieswhich associate closely with name and signals of the Brand It contributes into increase (ordecrease) value of a product/service or an organization The main elements of Brand

evaluation are: (1) Brand awareness; (2) Brand loyalty; (3) Perceived quality and) Brand

connectivity

Brand awareness: Brand awareness indicates the level of Brand existing in customer’s

mind The level can be classified as: recognition (getting familiar with the Brand) or prompt(recognize the Brand when it is mentioned); top of mind (the first Brand to be remembered);prominent (the only Brand to be remembered) Creating brand awareness is one of the keysteps in promoting a product or a service The product that maintains the highest brandawareness compared to its competitors will usually get the most sales

Brand loyalty: in marketing, brand loyalty consists of a consumer's commitment to

repurchase or otherwise continue using the brand and can be demonstrated by repeated buying

of a product or service or other positive behaviors such as word of mouth advocacy Brandloyalty is more than simple repurchasing, however Customers may repurchase a brand due tosituational constraints (such as vendor lock-in), a lack of viable alternatives, or out ofconvenience Such loyalty is referred to as "spurious loyalty" True brand loyalty exists whencustomers have a high relative attitude toward the brand which is then exhibited throughrepurchase behavior This type of loyalty can be a great asset to the firm: customers arewilling to pay higher prices, they may cost less to serve, and can bring new customers to thefirm For example, if Joe has brand loyalty to Company A he will purchase Company A'sproducts even if Company B's are cheaper and/or of a higher quality An example of a majorbrand loyalty program that extended for several years and spread worldwide is Pepsi Stuff

Perhaps the most significant contemporary example of brand loyalty is the dedication thatmany Mac users show to the Apple company and its products.

Perceived values and Brand connectivity: are the benefits, values, emotions, and evenly

imaginations that the consumers feel and think about when remembering about one Brand Forexamples: when talking about the Brand of Playboy magazine, people think about a sexy guyalways breaking the rule, when talking about the Brand of KFC, people will immediately thinkabout one kind of delicious fast food with the image of one old man and fried chicken, whentalking about CNN channel, people think that could get the most update news all over theworld From these criteria we can draw out the question need to be answered during evaluation

a Brand:

 How many percentage people know the Brand (Brand awareness)

 Which details or factors of the Brand they can remember?

 What relationship do they have or how do they evaluate the Brand?

 How many percentage people try to use the Brand?

 How many percentage people continue to use?

 How many percentage people introduce to other people use?

In conclusion, a strong Brand is a result of a process which implements well all the step ofBranding: Building rational and suitable Brand Identities, setting up good strategy fordeveloping and communicating the Brand widely to the targeted customers A successfulBrand is the one could create the brand awareness from each step of Brand building frompositioning strategy to brand communication strategy The brand communication strategyhelps to transmit the message and core values of the Brand through the Brand identity system.Next, through means of communication strategy like advertisement, public relation, sponsor orevent, the targeted customers will be aware of the Brand, recognize it and have connectionwith it They will start considering to buy the product of that brand and if they satisfy with it,they would become loyal customer and evenly feel highly enthusiastic to introduce it to otherfriends Obviously, all steps of the Brand building have closed link with the process ofbuilding customer Brand awareness So that, it is necessary to have an overview about thewhole process of Brand building by reviewing all of theoretical background

Chart 2.4: Customer Brand awareness and Brand Building model

Source: Author’s drawing

CHAPTER 3 CURRENT STATUS OF THE BRAND BUILDING FOR

VTV6 CHANNEL

The process for customer to aware the

Brand The process for company to build theBrandRecognize the Brand Communication strategy (ads, PR,

sponsor, event…)

Creating connection with the Brand

Consider to buy the product of that

Brand

Loyal to the Brand and introduce to

other people

Establish Brand strategy

Positioning the Brand

Building the internal structure /identities of Brand

3.1 Introduction about Vietnam Television Station and VTV6 channel

Vietnam Television, the national broadcaster of the Socialist Republic of Vietnam is theonly nation-wide TV in Vietnam It was formed on September 7th, 1970 from an editorialdepartment of Radio "Voice of Vietnam" In 1976, it was separated from Radio "Voice ofVietnam" and moved to its current location in Giangvo Vietnam Television became anofficial name on April 30th 1987 and since then, it’s also become the national television.Vietnam Television is a Government institution which operates by Government budget and isunder the direct administration by the Government As the leading news and masscommunication organization in Vietnam, VTV plays an active role in the nation’s ideologicaland cultural forefront by disseminating information to the general public across the countryand overseas Vietnamese, providing scientific and educational programming andentertainment to audience groups Besides, it’s also an effective channel for mutualcommunication among over 50 ethnic groups in Vietnam as well as between Vietnam and therest of the world Over the last decade, VTV has developed diversified services fromtelevision broadcasting to other fields such as film making, pay-TV, Internet and publication

of printed media It has proved its increasing influence on the spiritual, cultural andentertainment life of the Vietnamese people

Vietnam Media Department for Youth (VTV6) affiliated with Vietnam Television wasfirstly broadcasted on Cable TV in the pilot period on April 29th, 2007 The target viewerswhom VTV6 aims all efforts at range from the age of 13 to 35 including teenagers, studentsand young professionals With the plan of the official free to air in 2009, VTV6 is positioningitself to be the number-one channel for Youth in Vietnam where young generation can find awonderful place for themselves to learn, to play and to grow up VTV6 programmers focus onfurnishing the young with social skills, life style and information in both journalistic andentertainment In the time of Internet booming, there is a clear evidence that the young peopleneed to update and select the modern knowledge for them in life and VTV6 was born for thatvery mission

Until now, there are 23 programs on VTV6 channel including plentiful genres such asnews for youth, talk shows, education, lifestyle, entertainment, TV magazine, reality TV,hidden camera, video making, fashion show, music show, sitcom, game shows

There are sixty full-time and forty part-time workers in VTV6 All of them are well-educatedwith university degree and postgraduate level Despite the condition of scarce resources,members in VTV6 still take pains to produce the high quality and fully interactive programsfor broadcasting 12 hours per day The young workers under 35 year old take 96 percent oftotal workers in VTV6 who are managed by the dynamic, professional and looking-forwardleaders There are three persons in board of directors One Vice Director takes responsibilityfor contents, another takes human resource and administration Director is person in charge ofgeneral operation of organization The vision for success of VTV6 organization has beengoing through all members from programming, content department to business andadministrative department

“Organization structure describes how the overall work of the organization is divided into subunits and how these subunits are coordinated for task completion” (Cummings and Worley, 2005, p274) There are five common structures used in the organization They are

Vertical Functional, Divisional, Horizontal Metrix, Team-Based and Network The currentorganizational structure of VTV6 is applied with vertical functional structure This is a veryfamiliar structure at VTV in particular and at other State-owned corporations in general

Chart 3.1: The organization structure of VTV6

Content Dept 3

Vice Director Vice Director

Director & Cameramen

Dept

General Dept

Content

Dept 1 ContentDept 2 ContentDept 4

Source: (22)

There are totally six departments in VTV6 channel They are:

 Content department 1, 2, 3 take responsibility for producing programs and contentsbroadcasted on channel

 Content department 4 is in charge of scheduling, designing channel packaging

 Director and cameramen department provides TV equipments and cameramen forproduction groups

 General department is the one which supports Board of Directors in decision makingprocess in Human Resource, Accounting, Marketing and Administration

If Content department 1, 2 and 3 work as input resource, Programming department will act

as output In a TV channel, scheduling plays a very important role in allocating contents It is afull set of complete programs which is arranged scientifically and logically