Branding management establishing fba brand identity in the digital age

Brand vision The vision that FBA wants to achieve is to become one of the first faculties in combining online and offline learning with the best quality including teaching quality, facil

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION

BRANDING MANAGEMENT

Major: MARKETING ESTABLISHING FBA BRAND IDENTITY IN THE

DIGITAL AGE

Group’s name: Group 05 Course: 2020-2024 Group’s member:

HCMC, 12/2023

TABLE OF CONTENT

1 EXECUTIVE SUMMARY

1.1 Brief about FBAL

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REFERENCES

LIST OF FIGURES

Figure 3 1: Brand key vistone ccccccccccccececesscesceeseesseeseenecssessssseesseesecenecensteeeeseas 8

Figure 5 2: FBA’s logo designed by the author 2c 2 2211211121121 1221212ezte2 11

Figure 5 3: Uniform of FBA designed by the author 2.552 22 22522222222 ss+2 II

Figure 5 4: Backpack of FBA designed by the author ¿2 2c 22c 2222 11

Figure 5 5: FBA’s Notebook designed by author - + 2 2222 2221222212222 sss 12

1, EXECUTIVE SUMMARY

1.1 Brief about FBA

The Faculty of Business Administration was established in 2001 After more than 20

years of development, the faculty currently has three majors: Business Administration

(Marketing, Human Resource Management), Logistics and Supply Chain, and

Business Administration Internationally taught by lecturers with many years of

experience in the industry

All students are taught using English textbooks to help students feel less confused

when communicating in English when entering society to work Currently, the faculty

office is located at Cao Thang campus, address 302- 304 Cao Thang, Ward 12,

District 10, but teaching is carried out at Hoc Mon Campus - with modern facilities

from meeting classrooms, teaching equipment, and rest rooms for students, library,

canteen with full food and drink to provide the best possible learning environment for

students

1.2 SWOT analysis

1.2.1 Strengths

All of the department's textbooks are taught in English by foreign-trained lecturers

with many years of experience in the industry and teaching

Although HUFLIT is a public school, it has average tuition fees and high teaching

quality In particular, the School recently put Hoc Mon campus into operation with

quality facilities and full equipment to serve learning

Offices and teaching facilities are mainly located in Cao Thang with an average class

of few students, located right in the middle and convenient for travel

Often organize exchanges and workshops of successful people to share experiences

and career stories to help students gain knowledge about the profession

The subjects in FBA are provided with practical activities by self-organizing

workshops, doing projects, and events so that students can have more experience with

the profession

The school has policies to support difficult students, or have reward and

encouragement sessions for students with good academic achievements

1.2.2 Weaknesses

Currently, Cao Thang's facilities are not good enough to serve learning and teaching

The school does not have a dormitory, so students are forced to find accommodation

outside, so safety is still a problem

Students who are too weak in English will have difficulty keeping up with the

curriculum, as well as what the lecturers teach

1.2.3 Opportunities

Cooperate with businesses to create a working environment for interns, or invite

partner experts to share the business’ perspective to help students have a better

perspective

Studying with English textbooks will help students be more fluent in communication

when they graduate

1.2.4 Threat

Competition for FBA departments among schools is very fierce with facilities and

equipment superior to FBA's main teaching facilities

There is no entrance test so it is impossible to classify between classes and cannot

control the quality of students

Because there are many campuses, the school has to divide the teachers' schedules, so

sometimes classes are overloaded with students, making it difficult for students to

learn

2, BRAND IDEA

2.1 Brand vision

The vision that FBA wants to achieve is to become one of the first faculties in

combining online and offline learning with the best quality including teaching quality,

facilities, as well as creating the best environment for students to develop themselves

2.2, Brand purpose

FBA always strives to support students in developing themselves as much as possible

by ensuring FBA provides adequate knowledge by lectures who have many years of

experience in the profession to be able to transmit knowledge for students anywhere

with any electronic device

2.3 Brand value

FBA's value is "Knowledge - Integration - Creativity" with the core value of providing

knowledge to students In addition, FBA is the faculty that teaches English, FBA can

easily integrate with changes in today's digital technology age, so FBA provides

online and offline learning programs for students Students can study at night without

worrying about danger when coming home Besides, FBA teaches mainly at Cao

Thang campus, but also teaches at Hoc Mon campus with full facilities such as a

library with desks separated by glass panels so students can freely learn and create

2.4, Brand promise

FBA is committed to providing specialized knowledge even though students study a

combination of offline and online with practical activities to help students interact

with reality In addition, although FBA offers combined courses, it still requires an

English certificate and MOS Besides, online learning will help students have enough

confidence to apply to foreign business environments where businesses offer

employees who can work remotely or online jobs more easily because they have been

trained before

2.5 Brand story

FBA always makes efforts to develop the faculty by inviting lecturers from

universities that have applied online blended learning as well as inviting influential

people or foreign businesses that have applied the remote working model to share

useful information when learning this form

2.6 Brand innovation

FBA students will learn a new, progressive curriculum that is developed to suit current

thinking and changes in the world In addition, FBA also provide equipment in the

library to support students in times of need

2.7 Purchase moment

Studying at FBA, students have the opportunity to study with software that can be

used remotely, thereby becoming familiar with how to work remotely, and help

students in the future

Curriculum and knowledge are updated and innovated each semester based on

changes in the industry to provide students with knowledge consistent with world

trends

A program of study in English is an advantage because it will give students

confidence when going for job interviews, and communicating in English, or working

in an environment where English is mainly needed

2.8 Brand experience

A learning environment with modern equipment and software is provided by the

school for students while studying online so that students can confidently enter the

business when they need to use technology In addition, the environment that FBA

provides will help students develop teamwork thinking, public speaking skills, and

presentation skills With the name “HUFLIT”’, English and Information technology

will always go hand in hand, supporting students throughout the learning process

3 BRAND KEY VISION

The availability of a stable

Provide nternship and \

internet conn n, learnin cooperation opportunities with Aimed at students for lời ernet connection, learning

businesses convenience in assigning ross-platform support management systems and online

Provides a good online learning assignments to students, Security and data management teaching tools

system lecturers taking attendance, Easy-to-use interface Compliance with government

Provides many online learning taking exams, etc regulations and accreditation

materials requirements related to online

education Course content and assessment

in online format

5 Benefits

3 4 Target Customer

Market Insight

Root Strength | Competition

6 Values &

Personality

8 Reason 2 Believe

convenient creative

Prolide good support services supports easy learning ‘We are known for our

for students studying online commitment to academic

financial support for students faculty members, modern

Offer additional learning options,

in-depth courses, or additional

study materials

Diverse all forms of learning Brings high learning value curriculum facilities, and a rigorous

Figure 3 1: Brand key vision

4 BRAND POSITIONING STATEMENT

4.1 Points of Parity (POP)

In the digital age, building reputation and recognition for FBA is more important

than ever The application of advanced technology has made the learning process

more convenient Combined with advanced technology, the curriculum contains

many experiences, and teaching also becomes richer The study schedule is fixed

throughout the learning process In addition, there is a clear curriculum and a

specifically defined teaching topic, while building a flexible training system helps

students be constantly creative

4,2 Points of Difference (POD)

An advanced learning environment with creative learning experiences Online

learning helps teachers and students easily exchange, share documents and manage

classrooms Online learning is not only about imparting knowledge but also

encouraging creativity and critical thinking Utilities such as video meetings and

screen sharing create an effective learning process and connection and collaboration

between students and lecturers

4.3 Reason to beloved

An advanced learning environment with creative learning experiences Online

learning helps teachers and students easily exchange, share documents and manage

classrooms Online learning is not only about imparting knowledge but also

encouraging creativity and critical thinking Utilities such as video meetings and

screen sharing create an effective learning process and connection and collaboration

between students and lecturers

5 THE BRAND IDENTIFICATION SYSTEM

Figure 5 1: FBA's logo 5.1 Logo Meaning

This logo is uniquely designed, FBA is the Business Administration major of HUFLIT

School so it stands out with the delicate letter F B A placed in the center, creating a

strong and attractive focal point at first sight Around the word FBA is the circle of the

+ +†

word " University of Foreign Languages - Informatics " and explains the phrase

FBA " This arrangement not only creates a harmonious overall picture but also

symbolizes the interconnectedness, professionalism and comprehensiveness of the

organization.Placing the FBA in the center of the logo is not just a random

arrangement but a deliberate design strategy It not only creates a point of emphasis

but also makes FBA lettering the heart of the whole image, an inspiration and a source

of energy for HUFLIT

In this way, the logo is not just a visual symbol but a story that talks about the

importance of reputation and prestige in the principle of business administration it is

the perfect combination of design art and strategic meaning, making each element

have its own meaning and together creating a powerful element of value and shaping

HUFLIT

5.2 Mean color

Dark blue is the main color of the logo Dark blue is often associated with many

positive values, including professionalism, trust, and stability The dark blue color in

this logo signifies the trustworthiness and credibility of the business or organization It

symbolizes creativity and leadership in the FBA field It not only gives a sense of

modernity but also demonstrates creativity and the ability to move forward steadily

And what's more, blue is often associated with the water and sky elements creating a

sense of vastness, expansiveness, and vision This speaks of interest in the

development and comprehensiveness of Business Administration at HUFLIT

5.3 Slogan

"Learning Online, Knowledge Unlocked."

The slogan means that online learning is not just about accumulating knowledge but

also the key to opening the door to knowledge Therefore, this is an opportunity for

students to explore, experience and unleash their creativity even in the learning

space

5.4 Fonts

Pakenham Black is a unique and striking option, often used to create emphasis and

attract attention In addition, it also shows the strength and sophistication that gives a

modern and professional feeling

Organetto Ultra Bold has a profound impression at first glance with simple but very

strong, prestigious and easily recognizable lines