Khóa luận tốt nghiệp Quản trị kinh doanh: Brand awareness assessment of telecom and 3G internet service: case study of Viettel and Vinaphone

After years doing branding, it is neccesary to understand which brand elements make the audience impressive and remember more, whether Brand Name, Logo, Slogan or the Jingle on TV commer

VNU- UNIVERSITY OF ECONOMICS AND BUSINESS

FACULTY OF BUSINESS AND ADMINISTRATION

BRAND AWARENESS ASSESSMENT OF TELECOM AND 3G INTERNET SERVICE: CASE STUDY OF VIETTEL

AND VINAPHONE

Supervisor’s name: Dr NGUYEN Cam Nhung

Student’s name : PHAM Hai Yen

Student ID : 12050136

Intake : QH2012-E

Hanoi — May 2016

TABLE OF CONTENTS

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2 Aims Of research 0.0 2

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CHAPTER 1: LITERATURE REVIEW HH HH, 5

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1.5 The theoretical framewWOFFk óc LH HH HH Hy 14CHAPTER 2: RESEARCH METHODOLOGY - Ác tet eeeeneteees 17

2.1 Research Methodology LH Hư HH HH He reg 17

2.2 Designing quesfionn4ÏFr€ ch ng nh HH như 17

2.3 Sampling and collecting đa(a - - - Ăn HH HH HH 22

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2.4.2 Exploratory fACtOr (IH(ÏSÏS HH HH He 23

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3.1.1 Overview of telecom Service in VietNam .ccccccccccc eects cee teeeeeees 253.1.2 Introduction of Viettel Military Telecommunications Group 26

3.1.3 Introduction of Vietnam Post and Telecommunications Group 28

3.2 Research analysis of Viettel 'Teleeom Ăn 30

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3.3.1 Descriptive data H(1ÏÿSÏS -s - c nnH kưn 40

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4.1 Assessment of brand elements influence on raising brand awareness 494.2 Recommendation for Viettel and Vinaphone eens 52

4.2.1 Recommendation 0,84, 0n e5 52

4.2.2 Recommendations for VÏÌHADÏHOH€ Shin S24.3 Limitations of the study ch Tnhh ưườ 53

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REFERENCES sessions nxanam cnssnnnonsacemsarsnensaneanarascuassee sock snsanensssesast sowsssseseansere 0005000018 55

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It has been over months since I started conducting this study In this opening,

I would like to show my gratitude for people who has been always encouraged me

to overcome challenges and supported me while working at Viettel Store Lang Son

as well as doing research

First of all, it is my honor to be instructed by a devoted lecturer and always

be a source of inspiration for me, Dr NGUYEN Cam Nhung Besides, I would like

to give my appreciation to Mr DO Trong Ha — my supervisor at Viettel Store for

his valuable feedback and helpful suggestion during my internship time Without

their advices, I hardly finish my work today

Finally, I would like to send my thankfulness to all colleagues in Faculty of

Business Administration, University of Economics and Business as well as Dr

NGUYEN Dang Minh for their thoroughly supporting so far

Student,

Pham Hai Yen

LIST OF ABBREVIATIONS

No | Abbreviation Explanation

| SPSS Statistical Package for the Social Sciences —

2 VIF Variance Inflation Factor

3 EFA Exploratory Factor Analysis —

4 KMO Kaiser-Meyer-Olkin Test ]

5 VIF Variance Inflation Factor

6 EFA Exploratory Factor Analysis

LIST OF FIGURES

Bigure Jel Rand QUIEN [2 |bcsseeasrssnssnseinnakffRStrviovlaoSiiffRnkEngbauggis0gdtc0AtĐSnNNEo200000368383100008gg5 7Figure 1.2 Brand Equity Definition [3] - cá c1 * vn ng nhiệt 7Figure 1.3 Brand Elements [3 ] - <5 5< 1311331113311 13 11 9 11 vn ngư 1]Figure 1.4 The theoretical framework ccccccceeseeseeeceeesenecneesenseseceesesetseneeneeaes 16

Figure 3.1 Logo Viettel 01 26

LIST OF TABLESTable 2.1 Encoded data ccc 18Table 2.2 Cronbach alpha values and internal consistency [5] - 23

Table 3.1 Viettel — Descriptive data analysis + chi eưey 30

Table 3.2 Viettel — Reliability analysis eee cee cecseeeeseseeeeceeesseesseseeseeeees 32

Table 3.3 Viettel — Exploratory factor analysis of independent factors 34

Table 3.4 Viettel — Exploratory factor analysis of dependent factors 35Table 3.5 Viettel — Pearson CorrelafÏOTIS - <4 +2 HH Hy 37Table 3.6 Viettel — Regression analysis summary (NAME-LOG-SLO-AD-

Table 3.7 Viettel — Hypotheses tested results 56 nh 39Table 3.8 Vinaphone — Descriptive SfafISẨICS - á Sàn He 40Table 3.9 Vinaphone — Reliability Statistics - Gà se re 4I

Table 3.10 Vinaphone — Exploratory factor analysis of independent factors 43

Table 3.11 Vinaphone — Exploratory factor analysis of dependent factor 44

Table 3.12 Vinaphone — Pearson Correlations -. 5 55+ 2< +c+xseeererrereres 45

Table 3.13 Vinaphone — Regression analysis summary

(NAME-LOG-SLO-AD-C00 nh ố 46

Table 3.14 Vinaphone — Hypotheses tested resulÏfs -sc+c++ccccscsrces 48

ABSTRACTOur globe has gone so far since the new age of technology, in which, thetelecommunications and its application has totally changed our living life Hardlyimagine our life nowadays without telephone and our work without data network InVietnam, the business of providing telecom services has set up for nearly three

decades, gradually transforming from monopoloy to competitive market

Throughout, this benefical business has seen various new entrance and exist marketplayers suffering upturn and downturn However, it has never been tedious to look

at this market and see how the suppliers deal with users and their huge demand

growing continously without any sight of pause in the future

In 20th century, the first telecom service in provider was established as astate-owned enterprise, under the name Vinaphone, enjoyed all advantages of themarket leader Then, Viettel, a military-served corporation came into as inferior

follower But now, the rule of game changes Even though two of them become the

biggest players in the market, the significance market share is in hand of Viettel instead of Vinaphone This study would like to take involve of two competitors, one

military-served and one originally state-owned enterprise, to research about their

success in building brands since years After years doing branding, it is neccesary to

understand which brand elements make the audience impressive and remember

more, whether Brand Name, Logo, Slogan or the Jingle on TV commercial

advertisement.The contribution of brand elements is evaluated in term of raising

brand awareness Looking from the perspective of younger generations in thecontext of Vietnam society in 2016, this essay also interprete the customers’

preference by implementing a simple comparison between Viettel and Vinaphone.

To achieve this goal, quantitative method was chosen to analyze data andprevious analysis result was used to refer In details, the author reviewed theory of

brand equity, brand awareness and brand elements to form a conceptual framework

to analyze statistics

1 Define the significance of research

The Telecommunications has become more and more essential in modernsociety, defined itself as the most crucial technology foundation of any country

Telecommunications creates a platform that helps enclose individuals toindividuals groups to groups, organizations to organizations, business to its

customers, government to its popular and governments to governments It enables

participation and development, thanks to the ability to transfer data throughdistance Also, telecommunications also provide vital infrastructure for national

security The technologies and its application has changed the way we live since thelast century, consequently, changed the face of doing business

Such importance, the Telecom Service suppliers own a huge advantage indoing business Hardly imagine our life nowadays without telephone and our workwithout data network In Vietnam, this business sector has typical features ofoligopoly market when the majority of market share is in the hands of the few Thisstudy conduct research on two big player Viettel and Vinaphone, one military-

served and one originally state-owned enterprise, in term of mass marketing —

assessment the brand awareness in customers’ mind

The research intends to draw a general picture of brand awareness of twoTelecom Service providers Viettel and Vinaphone, in order to have deeperunderstand of this business market in present To business, it is time to review gain

and loss To further studying, this research can be considered as a reliable source ofacademic reference with realistic data and appropriate scientific methodology in thecontext of Telecommunication sector and in the subject of building strong brand

The author stands on the neutral point of view, collects answer from clientstoward two brands, then applies quantitative method to analyze and compare Thefinal research result would be an overview of what elements they are doing well andopposite, accompanying with discussion on the strength and recommendation on

improving their weakness.

2 Aims of research

From the requirement of my internship at Viettel Store, it is essential to look

at a report with figures of the current situation of the Telecom Services market from

the perspective of customers, as the basis to build marketing plan for my project.Despite searching efforts, there is not any reliable previous work equivalently.Hence, this study was conducted comprehensively to serve the purpose of a

stakeholder.

3 Objectives

Telecom Services suppliers Viettel and Vinaphone are the objectives of thestudy Note that in case of Viettel, the name of company and telecom services brandname is the same, however, for Vinaphone, the brand name is put into reserch iscalled Vinaphone In details, the level of brand awareness that Viettel andVinaphone has achieved is main content Acting as third party, the researcher took

involvement of telecom service users to talk about two providers and their opinion

about two brand identities The participants were chosen randomly, belonged to

diversified social classes with different occupation, income level and certainlydistinctive in demand

4 Research Questions

Brand awareness level of Telecom Services and 3G Internet in case of

Viettel and Vinaphone is defined by answering three questions:

- After 15 years building brand, which brand elements has most impact ontheir customers’ brand awareness in case of Viettel and Vinaphone?

- What is customers’ preference between two brands in term of four brand

elements: Brand name, Logo, Slogan and Advertisement?

- What should Viettel and VNPT telecom services providers do to improve

in the future?

5 Research Scope

It is impossible for a SME to conduct research on national scale of whole

telecommunication industry Therefore, our Project concentrated on two services of

telephoning and mobile Internet 3G provided by Viettel and Vinaphone, which arefamiliar to mass audience and certainly strong impact on our business The authorcontacted 500 people living in 7 big districts around Ha Noi and in 3 districts in Lang

Son province from client database to ask for participation There were 300 valuable

feedback forms received after 3 weeks from March 25th to April 8th 2016

6 Research ProcessThis research is result of three-month internship at Viettel Store Lang Son

Initially, the author participated in market research activities: collected data of clients,

contacted as a part of customer service Next stage, a questionnaire was built andspread through to randomly chosen 500 customers who has business transaction withour company during a month The response were filtered and cleaned before going toanalyzing process in later stage

This essay is divided into five main chapters with four main contexts:

Chapter 1: Literature review

Theoretical framework related to the research is presented,contains main

concepts about brand awareness topic.

Chapter 2: Research methodology

Chapter 2 provides research methodology in details, from preparing for

collecting data to analyzing plan

Chapter 3: Analysis

This chapter describes the research context, introduces the objectives Then, it

encompasses data analysis and shows results after using SPSS 20.0 software

Chapter 4: Research results/ Discussions

This chapter shows the implications, conclusion and recommendations based onresults and findings in chapter 3 All research questions will be answered, besides some

suggestions to enhance brand awareness for two companies in further future

7 Contributions

Due to the inability to access to similar previous work, this rearch not only is

valuable to the private purpose of my own demand at work, but also a good reference

to other people in telecommunication field and academic research about evaluatingdeterminant factors affecting brand awareness levels Having conducted from

February to April 2016, the result from observation and interview process wasmainly handled by quantitative method, accomplishes with secondary data Three

research questions were answered by different approaches, includes descriptive and

regression analysis The result of questionnaire was evaluated with the support in

processing of SPSS to analyze the customers’ preferences

CHAPTER 1: LITERATURE REVIEW

1.1 Brand overview

To design a good brand, it is never an easy task Moreover, to manage a

brand effectively, the story is totally different Talking about the way to define a

brand, there is no specific answer but variety of opinions and views are being shared

and complement for each other

The concept of Branding holds tremendous importance since many years; it

is the key to distinguish the goods and services from one to another Customer’s

simple understanding of brand is to associate and reckon with easy information

processing about products purchasing and being certain about the brand to buildtheir trust with time

Normally, people mention of brand as a “name, term, sign, symbol, or |

design, or a combination of them, intended to identify the goods and services of one

seller or group of sellers and to differentiate them from those of competitors”(American Marketing Association) [6] Brand knowledge can be conceptualized as

including of a brand node in memory to which a variety of associations are linked

According to the Keller model of brand knowledge, we find out the relevant

dimensions that distinguish brand knowledge and affect consumer response are the

awareness of the brand (in terms of brand recall and recognition) and thefavorabilitv strength, and uniqueness of the brand associations in consumermemory In other words, when a marketer creating a new name logo, packaging

at the same time they are creating a new brand A brand might be used as a tool ofrecognition for a single item, a family or all items provided by a marketer [10]

In the different way, Al Ries — author of “brand positioning theory” supposedthat “a brand is a singular idea or concept that you own inside the mind of a

prospect” [17] The process of positioning for a brand is the same as “the battle foryour mind” There might be a question that why a brand is just mentioned as asingular idea; would a bundle of associations be better to complete a “brand” in the

mind of customer? The fact has proved that, the most serious mistakes of business

makers is that they are spending too much resources in trying to put customer into

sO many meanings, imaginations and so on “Less is more”, the rule works perfectly

in this case By only one idea, people see it is easier to remember, and therefore,

easier to make a choice.

Today, the concept of branding has had more change and the process of

branding has come to include much more than just creating an identity of a product

or company Branding today is used to create emotional attachments to products and

companies [4] Branding efforts create a feeling of involvement, a sense of higher

quality, and an aura of intangible qualities that surround the brand name, mark, or

symbol [5]

Brands basically create perceptions in the mind of the consumer that it is

unique and there is no other similar product or service in the market Therefore, a brand

is to say to be strong entity if it is consistent over a long period of time in providing the

product or service which consumers and prospective purchasers can rely and trust,which will lead to a Brand promise (Srinvasan, Park & Chang, 2005) [10]

1.2 Brand equity

Marketers now face a number of competitive challenges, and some critics

feel the response of many has been ineffective or, worse, has further aggravated the

problem

One of the most popular and potentially important marketing concepts toarise in the 1980s was brand equity Its emergence, however, has meant both good

news and bad news to marketers.

Brand equity is initially built by laying a foundation of brand awareness —

eventually forming positive brand images — and is ultimately maximized by high

levels of brand loyalty, which is illustrated in the following figure 1.1:

Brand Personalitv

Source: Strategic Marketing and Research Tec niques, 1992-2008 Brand and Image Assessment

Figure 1.1 Brand equity [2]

(Source: Strategic Marketing and Research Techniques, 1992-2008)According to Aaker (1991), the term brand equity is typically used to

describe the financial asset value of a brand that derives from the goodwill and loyalty it has built up among customers, as a result of its high awareness, its

perceived quality, its imagery and its personality associations [2]

Aaker & Joachimsthaler (2000) define brand equity as brand assets linked to abrand’s name and symbol that add to, or subtract from, a product or service [3]

According to them, these assets, shown in Figure 1.2, can be grouped into four

dimensions: brand awareness, Perceived quality, brand associations, and brand loyalty.

Brand Equity |

Brand

Associations

Figure 1.2 Brand Equity Definition [3]

(Source: D Aaker and E.Joachimsthaler, Brand Leadership, New York: Free Press, 2000)

Brand

Awareness

Aaker & Joachimsthaler, 2000 Source: Francisco Guzman, 2004

It is worthy to note here that a brand has positive brand equity when

consumers’ reaction to it is positive or favorable unlike generic or unbranded ones.

On the other hand, they have negative brand equity if consumers’ reaction to the latter is less favorable (Kotler and Armstrong, 2006) [12]

In Keller’s interpretation (1998), brand equity is “the differential effect of brand knowledge on consumer response to the marketing of the brand” given by the difference between consumer response to the marketing of the branded and unbranded product [10].Consumers give a more favorable response to marketing

mix in the case of brands with high brand equity than in those with low equity As a

consequence, relative marketing costs decrease as the efficiency of marketing

activities increase

1.3 Brand AwarenessBrand awareness consists of brand recognition and brand recall performance

Brand recall relates to consumer’s ability to retrieve the brand when given the

product category, the needs fulfilled by the category, or some other type of probe as

a cue In other words, brand recall requires that consumers correctly generate the

brand from memory (Keller 1998) [10] Brand recognition relates to consumers’ ability to confirm prior exposure to the brand when given the brand as a cue In

other words, brand recognition requires that consumers correctly discriminate the

brand as having been seen or heard previously (Keller 1998) [10]

According Aaker (2010) Brand awareness means that how strong the brand exists in consumers’ minds [3] If the consumers’ minds are full of mental emotion,

then each emotion represents a single brand in terms of brand awareness It can be

measure in different ways and is different in how consumers remember the brand intheir mind [3].

Brand awareness plays an important role in consumer decision making for

three major reasons First, it is important that consumers think of the brand when

they think about the product category Raising brand awareness increases the

likelihood that the brand will be a member of the consideration set [1] Second,

brand awareness can affect decisions about brands in the consideration set, even if

there are essentially no other brand associations For example, consumers have been

shown to adopt a decision rule to buy only familiar, well-established brands(Jacoby, Syzabillo, and Busato-Schach 1977; Roselius 1971) [1] Finally, brand

awareness affects consumer decision making by influencing the formation andstrength of brand associations in the brand image A necessary condition for the

creation of a brand image is that a brand node has been established in memory, andthe nature of that brand node should affect how easily different kinds of informationcan become attached to the brand in memory (Keller 1998) [10]

A professor further suggested that the higher the brand awareness was, the

higher the consumers’ quality evaluation was A brand with high awareness andgood image can promote brand loyalty to consumers, and the higher the brandawareness 1s, the higher brand trust and purchase intention are to consumers Peng(2006) indicates that brand awareness has the greatest total effects on brand loyalty.When businesses develop a new products or a new market, they should promotetheir brand awareness in order to receive the best result because brand awareness is

positively related to brand loyalty [3] Chang and Wildt (1994) submit that valuecan facilitate loyalty [20] Parasuraman and Grewal (2000) propose that the more

positive customer transaction perceptions are, the stronger customer loyalty is.

According to Aaker, there are several levels of noticing a brand:

Recognition, Recall, Top-of-mind, then Brand Dominance, Brand Knowledge and

Brand Opinion In 1991, David A Aaker supposed top-of-mind as the highest level

of awareness since it means that the brand is ahead of all the other brands in themind of the person However, in a work published in 1996 this author added inthree more: Brand Dominance, Brand Knowledge and Brand Opinion [2]

Brand Recognition is the lowest level which is related to the consumers’

ability to confirm previous exposure to the brand when given the brand as a cue

(Keller 1998) [10] Brand Recognition is based upon an aided recall test whichfinds the respondents’ ability to identify brands in a certain product class whenbeing provided with the names (Aaker, 1991) [2] It also refers to the ability of the

consumers to correctly differentiate the brand they previously have been exposed to,

which means that consumers can respond to a certain brand after viewing its visual

packaging images.

Two factors of brand recognition involving are familiarity and liking

Familiarity takes place from previous experience or remembers the brand on basis

of past experience To give buying decision, familiarity with brand is always on top

in selection process, because customers tend to prefer old brand rather than new

brand Besides, in economist point of view, consumers’ selection of familiar brand

is not an instinctive response When customers is reminded about a brand which hasbeen seen several times before, they would suppose the effort of company to spendmoney on good products rather than bad products Consumers take this asrecognition or a signal that brand is of good quality (Aaker, 2010, p.10) [3]

Next, Brand Recall related to consumer’s ability to retrieve the brand frommemory when given a relevant cue (Keller, 1998) [10] A brand is said to have

recall if it comes to consumers’ minds when its product class is mentioned Whether

or not a customer recall, your brand can be the deciding factor in getting on ashopping list or receiving a chance to bid on a contact (Aaker, 2010, p.11) [3] Inother words, it can be called an unaided recall test, which identifies the respondents’

ability to name brands in a certain product group without being provided with anynames A person is able to recall several brands on an aided recall basis than

unaided Customers are often asked to list the brands they know in a certain field,

such as cars washing powder, toothpaste Some researchers classify recognitioninto 2 groups: suggestion and non-suggestions Suggestions are used to measurehow clients have realized the brand mentioned The most common question is "Do

you know the brand Honda does not?"

The first brand name called out by respondent in an unaided recall task has

achieved top-of-mind awareness Considering the popularity of the brand,

companies often try to achieve the highest level of recall without suggestions Brand

which is remembered first (top of mind) will get more competitive advantage than

other competitors and provides customers more priority choice

While the first-named brand in a recall task is what Top-of-mind level

looking for, Brand Dominance level is achieved in case the respondent can give

only one brand name about a particular product Brand Knowledge, furthermore, is

attained, when the interviewees correctly answer what that brand stands for At top,

Brand Opinion requires customers to employ recall by asking for discussion.

In this essay, the survey was designed to figure out all five levels of customers’ awareness In fact, questions for first or second level are inconvenient to use in a survey sometimes, for instance: “Have you heard of Viettel Telecom?” or What brands of telecom service providers can you recall?” Due to the fact that the majority of telecom service market share are contributed by minorities and two chosen companies Viettel and VNPT are both in top well-known providers, this study intends to focus on what is in customers’ mind through Brand Knowledge and

Brand Opinion rather than Brand Recall and Brand Recognition level

1.4 Brand Elements and criteria 1.4.1 Brand Elements

Brand elements play the role of representatives which indentify and

differentiate the brand among market players Brand identity can be described byvariety of elements listed in below figure:

Figure 1.3 Brand Elements [3]

(Source: D Aaker and E Joachimsthaler, Brand leadership New York: Free Press, 2000)

Brand names is the first and most important element With the aim ofbuilding a strong brand with high level of brand awareness, the name should besimple and easy to pronounce and spell, familiar and meaningful, at the same timeshow the distinctive and unique characteristics of the brand

URLs (uniform resource locators) specify locations of pages on the web,which refers to the domain names, or brand name in virtual world This element is

in need of guarantee the possession and copyright issue

Building brand equity takes essential contribution from logos and symbols

Logos and symbols help visualizing the brand name, therefore better go intocustomers’ mind than words only Logos might include either corporate names or

trademarks, sometimes both, in a creative design with text and abstract symbols

Characters can be considered as a special type of brand symbols that takes onhuman or real-life characteristics For example, Disney Channel and animatedcharacter Micky Mouse are well-known globally The live-action characters, orambassadors are source of inspiration, take advantage of their fans to gain theirattention, for instance, James Bond and Omega luxury watch, famous tennis playerVenus Williams and sport apparel Reebok brand

Slogans are short phrases that communicate descriptive or persuasive

information about the brand They are powerful branding devices in impressing and

effectively increasing brand awareness Nike’s slogan “Just do it” has been spoken

by millions people per day “Think different” and Steve Jobs, founder of Apple

corporate was a phenomenon to the world in 2000s.

Jingles are musical messages written around the brand with catchy rhythmand chorus The jingle is effective and efficient brand element that helps register thebrand permanently in customers “mind even in decades or generation In Vietnam,

Vinamilk and their songs are favorite of the youngsters in years, even now, thatgeneration can sing along when being reminded

Finally, the producer should pay attention on packaging for tangible

products Being the first and foremost contact to the eyes of customers, it must

transfer not only the name, but descriptive and persuasive information to potential

buyers, also assist moving, storage and consumption at home, as well as stimulate

purchasing behavior.

1.4.2 The selection criteria

Seven brand elements must be selected carefully under a framework of

criteria to fit with the way a company build brand equity and leverage andmaintaining brand equity There are six selection criteria in total: Memorability,Meaningfulness, Likability, Transferability, Adaptability and Protect ability

Firstly, in order to build brand equity, brand elements must be memorability,meaningfulness and likability Memorability refers to the ease of a brand element

being recalled and recognized Meaningfulness suggest the corresponding category

of products (guides brand awareness and salience), provide the specific information

about particular attributes and benefits of the brand (brand image and positioning),besides the inherent meaning added in Likability requires companies to answer two

questions “Do customers find the brand element aesthetically appealing?” and “Do

descriptive and persuasive elements reduce the burden on marketing

communications to build awareness?” A memorable, meaningful and preferable

brand name would result in a high level of brand recognition as well as recall

Moreover, to leverage and maintain brand equity, the companies should payattention to defensive role of brand elements, which is expressed in the ability of

transferring, adapting and protecting Transferability is necessary in building brand

equity across geographic boundaries and market segments when refers to the use ofbrand elements in introduce products in the same or different categories A particularbrand element is adaptable when it owns the flexibility to catch up to the change incustomers’ taste values and opinions Finally, brand identity should be appropriate

authorized and legally protectable not only domestic but also internationally Notice

that a brand names is able to become synonymous with product categories, for

example Kleenex tissue, Jell-O gelatin desert and Coca-cola Coke.

This essay presents how strong brand awareness that two Vietnamese TelecomService providers have through customers’ ability to recognize, as well as collectcustomers’ preference to their brand elements, based on six chosen criteria listed

1.5 The theoretical framework

The literatures used in order to develop a theoretical framework for thisthesis can be classified as secondary sources, as it represents data that is alreadycollected by others Due to the fact that variety of researches about Brand

Awareness could be found, no previous work available on public mentioned aboutVietnamese Telecom Service, particularly comparing two dominant brands in this

market — Viettel and VNPT providers The author believes this topic is not only

interesting for my own but also meaningful for other further studies

In context of this study, there are two main purpose Initially, the authorevaluated the level of Brand Awareness that Viettel and Vinaphone attains incustomers’ mind independently, considered how well brand elements devoted sofar Then, a comparison would be made to assess the strength and weakness of twoobjects, as the reference to building brand equity suggestion in the future

Based on the available brand elements that Viettel and Vinaphone have been

using to access to target customers in marketing so far, this study would take into

account five elements of Brand Name, URL, Logo, Jingle and Slogan Aftercollecting the marketing materials from Viettel and Vinaphone, it is unable to deny

the fact that each firm has a different way to engrave their identity into customers’memory As customers passively received information, each time showing up

besides impressing the marketer tries to attach plural of brand elements, not only

one Therefore, standing on the position of customers, five elements were organized to fit with their awareness consequently making up new theoretical

re-framework for this study.

In details, there are four hypotheses given to the test respectively:

The first group factor - Brand name is supposed to have positive

relationship with raising brand awareness in customers’ mind Two elements Brand

name and URL address closely related to each other, in fact, usually URL is the

reflection of brand name Hence, in questionnaire, the URL is seen as brand name.Respondents evaluate the memorability, meaningfulness, likability, transferability,

adaptability and protect ability range from 1-5

The second factor — Logo — is also tested on six chosen criteria, in order tosee how easy to recognize, memory, distinguish and how strong it impress

customers.

Slogan is an essential element in Telecom Services, as a vow of quality andcredibility to customers, in the cases of Viettel and VNPT Many generations ofVietnamese people could give a correct answer effortlessly about Viettel’s slogan.But does it help to turn Viettel to be the Brand Dominance rather than Vinaphone in

this market field?

Last but not least, the element of Jingle, would be expand intoAdvertisement The reason lies in the intangibility nature of chosen products andservices - Telecom Services and 3G Internet In marketing materials collected, the

jingle appeared in form of multimedia, particularly television commercial

advertisement Furthermore, Viettel and Vinaphone exploited promotion efficientlymany types of advertisement to contact to its customers, so hardly put aside theattribution of this channel in effort of earning top of mind brand position Therefore,the Advertisement is questioned in positive relationship with making brand familiar

any clue, that brand already stands in top of mind The more correct answers to

descriptive questions, the higher level of awareness

In zeneral the theoretical framework is constructed to study the interaction

between four elements Brand names, Logo, Slogan, Advertisement and level of

Brand Awareness The model of research is described in simple way expression of

CHAPTER 2: RESEARCH METHODOLOGY

2.1 Research Methodology

Quantitative Methodology is chosen for this research due to some reasons:

The first one comes from the aims of research to figure out the impact of four

elements on level of awareness Only statistical data analyzing can result in fraction

to weigh the share, in turn, support the author to give conclusion of the strength and

weakness in building brand equity process of each brand

Secondly, the research was designed to give comparison between two

brands Have not found any similar research applied quantitative method for this model in reference, the author decided to implement The supportive answer would

show us who is doing better in earning more favor according to customers’ opinion.

From here, suggestion for improvement in the future is realistic and meaningful.

Regression analysis is applied to solve the first question “Which brand

element is the determinant factor of raising brand awareness?” In second question

“In term of brand elements, which brand earns more preference, Viettel or

Vinaphone?”, the descriptive statistic and probability are supportive The tool is

effectively for explaining the characteristics of respondents, as well as manifesting

the choices and customer preferences with meanings

The results of this research are promised to be input of further qualitative

method for deeper understanding as well as larger scale of Telecom Services

provider, also applicable to studying in other fields.

2.2 Designing questionnaire

Questionnaire was designed in Vietnamese and divided into three main parts

(appendix A):

- Part I asked participants about their personal information, previous and

current situation of Telecom Service consumption The answers lead to three groups

of objectives: (1) never consumed any product or service of Viettel and Vinaphone; (2) customers of only one among two: (3) have experience of consuming both

in part

18

and Vinaphone Telecom services Group (2) and (3) continue with question

II and II, while group (1) moves to part III and finishes here

- Part II was designed to collect assessments from customers about the independent and dependent factors If so far the respondents have been engaging

with only one brand consumption, they have to answer once Otherwise, they are

required to evaluate both Viettel and Vinaphone

Part II comprised 29 variables in total Responses were made on Likert scale

of 5-point rating, which corresponding to:

Independent variable including Brand Name, Logo, Slogan and

Advertisement asks for following opinions:

Table 2.1 Encoded data

Label Explanation

BRAND NAME

| NAMELI |Brand name Viettel/Vinaphone is easy to read and remember

2 NAME2 | Brand name Viettel/Vinaphone is meaningful

: anaes | Brand name Viettel/Vinaphone is distinctive, hardly being

confused with other brand names

4 | NAME4 | Brand name Viettel/Vinaphone is hardly to counterfeit

5 “NAMES | Brand name Viettel/Vinaphone is attractive to me

[6 | NAME6 | | Brand name Viettel/Vinaphone is transferable

LOGO

7 LOGOI Logo of Viettel/Vinaphone is easy to remember

8 LOGO2 Logo of Viettel/Vinaphone is eye-catching

0 | LOGO3 | Logo of Viettel/Vinaphone is meaningful

10 | LOGO4 Logo of Viettel/Vinaphone is distinguishable

li LOGOS Logo of Viettel/Vinaphone 1s updated by time

12 LOGO6 Logo of Viettel/Vinaphone is transferable

SLOGAN

13 SLGI Slogan of Viettel/inaphone is memorable

14 SLG2 Slogan of Viettel/Vinaphone is attractive to me

15 SLG3 Slogan of Viettel/Vinaphone is meaningful

|

16 SLG4 Slogan of Viettel/Vinaphone couldn’t be imitiated by other.

17 SLGS Slogan of Viettel/Vinaphone is adaptable

18 SLG6 Slogan of Viettel/Vinaphone is transferable

ADVERTISEMENT

19 ADI Advertisement of Viettel/Vinaphone is memorable

Advertisement of Viettel/Vinaphone evokes its products and

20 AD2 ;

services

- ane Advertisement of Viettel/Vinaphone is unique, hardly being

: confused with other brand names.

Advertisment of Viettel/Vinaphone has many layers of

22 AD4 ;

meanings in plot

23- ADS Advertisment of Viettel/Vinaphone includes catchy jingle

7 _ | Advertisement of Viettel/Vinaphone has visually attractive

24 AD6

;scenes.

The dependent variable Brand Awareness were asked whether Viettel/VINAPHONE was top of mind of customers, through first appearance, the

ability to recall brand elements and call for action when other people ask for a

telecome provider suggestion Note that there were multiple choices questions

mentioning about telecome services

I can show correct name of products or service provided by

through its jingle effortlessly

When other people ask for my suggestion, I would certainly

29 AWARES

mention Viettel/Vinaphone

- Part III collects response from all participants, includes questions of comparison in following form: “Which brand attract you more when seeing this?” Several variables in part II are picked to become the criteria, mostly focus on

Memorability Meaningful and Likable due to its contribution to building brand

awareness Note that a set of brand elements is prepared and given to interviewees

to make sure the fairness between responses In each question, based on the binary rule Viettel and VINAPHONE are two alternatives The chosen brand gets | point.

otherwise 0.

Label ExplanationBRAND NAME

| NAME] _ |This brand name is easier to read and remember

2 NAME2 lau brand name has more meanings to me

5 NAMES _ |This brand name is more attractive to me

LOGO

7 LOGOI _ [Logo of this brand is easier to remember

8 LOGO2 _ |Logo of this brand is more eye-catching to me

9 LOGO3 _ |Logo of this brand has more meanings to me

SLOGAN

13 SLGI Slogan of this brand is more memorable

14 SLG2 Slogan of this brand is more attractive to me

15 SLG3 Slogan of this brand has more meanings to me

23 ~ ADS Advertisment of this brand includes interesting jingle |

a | ~ Advertisement of this brand has more visually attractive

appears first in my mind

When other people ask for my suggestion, I would certainly

29 AWARES

| mention this brand

| _

2.3 Sampling and collecting data

This study has 29 variables in totals The sample size should be at least 5 respondents per | observed variable Hence, the study needs to collect at the

minimum sample size of 145 respondents To get this sample size, 500

questionnaires were given to customers, however only 300 feedbacks form

valuable, among, 150 responses for each brand

To collect data, a survey was conducted with the help of 300 people in 7 big

districts around Hanoi and in 3 districts around Lang Son city Questionnaires wereprovided to customers who have free time and be ready to answer survey questions

It took each customer about 5 to 10 minutes to answer the questionnaire Survey

process was carried out from March 25" 2016 to April 8" 2016.

2.4 Analyzing data plan

The positive relationship means that the higher/lower determinant factor is

evaluated, the higher/lower level of brand awareness

The data collected is input and screened to identify missing samples After rejecting

all invalid samples data will be cleaned and processed by software SPSS 22.0

2.4.1 Reliability analysis by Cronbach’s alpha

The research applied Reliablility analysis initially to determine the reliable of its data by Cronbach's alpha This test examines the internal consistency of all the items to measure there is similar concept or construct connected items within the

test according to Tavakol (2011) [20].

Croncbach’s alpha (a) has range of value from negative infinity and | butpositive alpha has meaning only In the context of this essay, acceptable alphacoefficient ranges from 0 to | and the increase of this value means the correlationsbetween items increase, as Amit Choudhury declaimed (2010) [5] Accepted

internal consistency if Cronbach’s alpha:

Table 2.2 Cronbach alpha values and internal consistency [5]

Cronbach’s alpha Internal consistencya> 0.9 Excellent

09> a>08 Good

0.8 =a 20.7 Acceptable0.7>a> 0.6 Questionable0.6>œ>0.5 Poor

0.9>a Unacceptable

In this research, scales which have Cronbach’s alpha coefficient greater than

or equal to 0.6 will be accepted Besides, Item-total correlation indicates the

correlation of one variable with others in the same scale The higher correlationvalue, the stronger relation Only greater than 0.3 item-total correlations will be

accepted; the smaller would be rejected.

2.4.2 Exploratory factor analysis

Exploratory factor analysis determines (1) the number of common factors

influencing a set of measures; (2) the strength of the relationship between each

factor and each observed measure follow DeCoster (1998) [7]

At first the factor analysis bases on Kaiser-Meyer-Olkin (KMO) Measure If

KMO has value between 0.5 and 1.0 and Sig is smaller than 0.5 factor analysis ismore appropriate In case of KMO has value smaller than 0.5 or Sig is greater than

0.5, it indicates that factor analysis may not be appropriate [7]

The Kaiser creation states that investigator should use a number of factorsequal to the number of the eigenvalues of the correlation matrix that are greater than

one [7] The eigenvalues will be plot in descending order, then the number of factor

will equal to the number of eigenvalues that occur prior and have greater than 1.0

values By performing exploratory factor analysis, investigator can decide the

number of factors to extract in the model

An important part in exploratory factor analysis is interpreting factor

matrixes This research will use Varimax rotation process to produce multiple group

factors Factor loadings which indicate correlations between the variables and thefactors are required to have greater than 0.5 values Then, a factor can be interpreted

in terms of the variables that have high load on it

2.4.3 Regression analysis

Regression analysis expresses the correlation between a real value of dependentvariable and one or more independent variables according to Ragsdale, 2007 [18] Ithelps identify how tight independent and dependent variables relate

Testing the linearity of the relationship between dependent and independentvariables would be the first Secondly, it is necessary to check the correlation among

variables and variance inflation factor (VIF) which accept variable values to be lowerthan 10 The lower VIF value, the more reliable variable values are

In the final step, the most important of regression analysis is to find thecoefficient or determination and error term in the formula of regression model The

formula of regression analysis is in form of:

tran +b Xi +

- Y=Scores on the Purchase Amount customers willing to buy

- XI X _ X, = Scores on the influential factors (Product choice, Brand

choice Dealer choice and Purchase time)

b, = Regression co-efficient of independent variables

- bạ= an intercept

- €=amnerror term

To sum up, based on a lot of statistics models, the study aims to figure out

among four brand elements which determinant factor has strongest influence on raising

Brand Awareness level in case of Viettel and VINAPHONE Telecom Service, then

comparing the preference in customers In other words, the study will point out the

strength and weakness in doing branding effort of two companies

CHAPTER 3: ANALYSIS

3.1 Research context

3.1.1 Overview of telecom service in Vietnam

The structure of telecommunications industry has changed on its own,

integrated technology and applications and built in layers It became extremely extensive so that new definition was given “Telecommunications is the suite of

technologies, devices, equipment, facilities, networks, and applications that support

communication at a distance.” [19]

The telecommunication industry have been developing with incredible

growth rate and impressive achievement during recent decades As a complex

valuable chain, not only vertically but also horizontally integrated, this field become

exciting and lively than ever, with participation of networking service providers

(Internet, wireless carriers, cable operators), communications equipment suppliers(vendors of service providers), networking equipment suppliers, semiconductor

manufacturers (providing system-on-a-chip solutions for the telecommunications industry), suppliers of operating systems that include a networking stack, software suppliers, on-demand service providers and consumer electronics suppliers Due to

the typical nature requires special infrastructure, many market players invest on

more than one product or service listed above, rather than specialize their business

with only one function.

In the context of this essay the term “telecom service” refers to two categories of services: basic telecommunication system and add-on services Talking about basic telecommunication system is about voice or telephony services and data transmission services In detail, the voice services include fixed telephone service and mobile phone, while the latter one is famous for leased line services and television The value-added services refer to convenience with display caller ID, forwarding services temporarily, conference, transmission multimedia message with

photo, sounds and video clips, GPRS, etc

Telecommunications service but very efficiently and effectively in the end of

process of information transmission Because it is not a physical tangible product.the service could not be stored, refunded or reproduced Besides, information is

different from people to people, time to time, place to place, therefore the diversity

requires high quality transmission process and adaptable to newest technology

In Vietnam, the telecommunications industry established more than twentyyears ago Initially, Vinaphone was the state-owned enterprise entered market In

2000s, the market suffered a boom: service available, easy accessing, sensitive pricecompetition between operators In 2012, top three largest market players were

Viettel, Vinaphone and Mobifone took into account 95% the country’s total market

share of mobile phone subscribers As announced by the Ministry of Information

and Communications on June 2015, Viettel surpassed for more than 50%contribution to the market In this report, in 2014, Viettel earned $8.95 trillion VND

in revenue and 57.5 million subscribers, MobiFone got $1.66 trillion VND and 40

million users, VinaPhone rank at third position with $1.6 trillion and 26 millioncustomers only Technology innovation and wisdom business strategy is the key todominate the total market in this industry

3.1.2 Introduction of Viettel Military Telecommunications Group

wae tte.

Hãy nói theo cách của ban

Figure 3.1 Logo Viettel

Viettel Military Telecommunications Group is a pioneer in thetelecommunications market in Vietnam This enterprise was founded in June,1989under the name of Electronic Communication Devices Corporation (SIGELCO) and

changed to Viettel Military Telecommunications Corporation Viettel has been the

first enterprise who broke the monopoly in the telecommunications sector in

Vietnam, as the head of the mobile network in Vietnam with 40 million subscribers,

as one of the fastest growing mobile network in the world (magazine Wireless

Intelligence votes); as the No 1 network for mobile services in Vietnam; No 2 on

the government PSTN services, VoIP and ADSL in Vietnam, leading in speed fibertransmission in Vietnam, extensive distribution network of Vietnam; technical

breakthrough collection - played on an optical fiber; and the head of the scale of

customer care call center in Vietnam Besides, Viettel is the first enterprise of

Vietnam telecommunications direct investment abroad Now, Viettel has reached

the top 20 largest telecom brand in the world

Right from the beginning, Viettel focused on above average incomes people and targeted on students It is potential customers for the future, when they graduate and get salary, they continue using service of Viettel and so on, therefore, Viettel

has increased customer loyalty rate up This can be considered as a wise step andViettel's strategy to build brand image in the minds profound younger customers Inthe minds of customers, Viettel telecommunications offers affordable rates, in linewith the students When compared with similar packages of telecommunications

networks such as Vinaphone or Mobi-Fone is always at a price equal or lower

portion of the charges Value-added services and promotions for students SIM are

numerous, such as giving free GPRS, free accompanied by subscribers using GPRS

services for those students using Viettel telecommunications network; free ring

back subscribers; monthly airtime bonus for pupils and students, charging for the

services of the two packages is also cheaper than most other major

telecommunications network of Vietnam

As the significant market player, Viettel would be put under question about its success in doing branding, how valuable the brand elements brought to corporation The brand name Viettel is combination of country name Vietnam and three first letters on Telecommunication Logo of Viettel is simple with images and letters, typical and easy to print on advertisement It is said to bring the meaning of

iconic quote, as the way of showing respect to cite someone’s saying, which

consists to the vision and slogan “Say in your way” Always emphasizing people tostand at center to build the future, Viettel presents their respect and willingness to

listen from clients to complete service quality

However, people supposed that trade marketing and mass marketing of Viettel is not comparable with competitors The contact point directly with customers is not impressive, as well as the channel of website and advertising on

“Vietnam Posts and Telecommunications Group, commonly abbreviated

as VNPT, is atelecommunications company, owned by the Vietnamese

Government, and the national post office of Vietnam According to a list

of UNDP in 2007, it is the second-largest company in Vietnam, just after the Vietnam Bank for Agricultural and Rural Development It owns Vinaphone, one

of the three largest mobile network operators in Vietnam.” [24]

VinaPhone is one of three largest mobile communication network in

Vietnam 100% funding and manpower from Vietnam It was the leader in supplying

telecom service to 100% of provinces and cities in 1999 VinaPhone provides

services with 6 prefix numbers (091, 094, 0123, 0125, 0127, 0129) for about 36

million of real subscribers at the moment VinaPhone mobile network hasconstantly strive for perfection in order to catch up with the trend of modern

information technology integration with the competitive environment of the market

economy proceeding to step regional economic integration and the world [26]

In term of business achievement, last year VNPT earned total profit of 3,280

billion, total revenue reached 89,122 billion, increased 7.5% over last year Theother financial indicators were in growing trend, as total State budget 2015 3555billion, reaching 114.7% of the plan, rising by 3.9% compared with that in 2014.The Group's network is the leader of quality, serve and satisfy customer needs.Currently Vinaphone Mobile is the only network successfully deployed 3Gtechnology 900 Mhz frequency wide, to all 63 provinces and cities, in other words,

the mobile network has the widest 3G coverage in Vietnam 3G stations has

increased by 2.5 times, total international capacity increased 2.3 times compared to

2014 [21].

Together with development, there has been an adaptation of Vinaphonebrand in recent years In June 2006, company published its new logo VinaPhonewith new symbol to meet the criteria of the expression The text (logo type)

"VinaPhone" has been simplified by writing in lower case, simple, easy to read

Icon is formed by the tears circles linked together in a soft but very tight andmeaningful, according to Eastern philosophy The interconnected water drops issymbolic for availability everywhere, softness and flexibility, but also has

tremendous strength Image 3 interconnected water droplets that create powerfulfirm The upper tributaries made V-shaped, the first letter of the word "VinaPhone"

and at the same time means victory and a check for good quality Images of waterdroplets are spread far expressed aspirations towards the future, in line with the

development orientation of the enterprise, expressed in the slogan "Constantly reachout" of VinaPhone The only color cyan reflects the modern and peace, warmth and

credibility.

3.2 Research analysis of Viettel Telecom

3.2.1 Descriptive data analysis

The number of valid feedback forms is 300 devided into half for each brand

Question is marked from 1 to 5 follow Likert scale: 1 as the lowest score and 5 as thehighest score for level of agreement respectively

Data of Viettel Telecom was analyzed initially As can be seen from table 3.1,

lowest mean value 3.48 and the highest value is 4.01.

Table 3.1 Viettel — Descriptive data analysis

NAME6 150 2 5 3,57 1,101

LOG] 150 2 5 3,65 5752LOG2 150 3 5 3,69 646

LOG3 150 3 5 3,74 699

LOGS 150 3 3 3,84 733

LOG4 150 3 =) SN 6023

LOG6 150 3 5 3.74 680 SLO] 150 3 5 3,61 515

SLO2 150 3 5 3,60 518

SLO3 150 3 5 3,63 538 SLO4 150 3 5 3,64 509

SLOS 150 3 5 3,60 518

SLO6 150 2 5 3,51 599 ADI 150 3 5 3,92 „671

AD2 150 3 5 3,80 695AD3 150 3 5 3,69 „677AD4 150 3 3 3,67 „596ADS 150 3 5 3,83 ,683

AD6 150 3 5 3,69 625AWARE! 150 2 5 3,77 „618AWARE4 150 2 5 3317 „677AWARE2 150 2 =) 3,50 „809 AWARE3 150 2 5 3,64 „638

AWARES 150 2 5 3,60 645

AWARE Y 150 2,20 5,00 3,6560 „53048

AD XI 150 3,00 4,83 3,7656 „54139

SLO X2 150 3,00 5,00 3,6160 „43320 LOG_X3 150 3,00 5,00 3,7307 96993

NAME X4 150 2,00 5,00 35,9973 385921

Valid N (listwise)} 150

Among 150 samples, there are 57% female and 44% male participants The

major of survey respondent is students in the age of 18-30 years old with income

lower than 2 million VND.

3.2.2 Reliability analysis

All dimensions are scanned through reliability test to examinied two values:Corrected item total correlation and Cronbach’s Alpha In statistics, Corrected itemtotal correlation must be greater than 0.3 and alpha must higher than 0.6