TTDA: Innovating the brand communication model of Hai Anh Uniforms through direct communication activities.

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name: Nong Thu Huyen 2. Gender: Female

3. Date of birth: November 2, 2000

4. Place of birth: Lao Cai Province

5. Decision on student admission No. 5915/QD-XHNV dated October 28, 2024, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in the training process: None

7. Project Title: Innovating the Brand Communication Model of Hai Anh Uniforms through Direct Communication Activities

8. Major: Journalism and Media Management; Code: 8320109

9. Scientific supervisor:

Supervisor 1: Assoc. Prof. Dr. Phan Minh Duc - Academy of Journalism and Communication

Supervisor 2: Dr. Nguyen Thanh Mai - Faculty of Social Sciences and Humanities - Vietnam National University, Hanoi

10. Summary of project results:

Project"Innovating the brand communication model of Hai Anh Uniforms through direct communication activities"Significant results have been achieved in terms of theory, practical research, and proposed implementation models.

From a theoretical standpoint, the project has systematized the scientific foundations related to branding, direct communication, integrated marketing communications (IMC), relationship marketing, and brand value in the B2B environment. Based on this, the project establishes a direct communication approach as a central component in the process of building corporate brand experience and value.

In practical terms, the project analyzed the current state of brand communication activities of Hai Anh Uniforms during the period 2022–2025, thereby highlighting the strengths and gaps in the current communication system, particularly in the integration between brand touchpoints and B2B customer experience management activities.

From a conceptual standpoint, the project proposed an integrated brand communication model through direct touchpoints (IDTBM), built on the logic of the customer journey from pre-purchase, during purchase to post-purchase. The model emphasizes the role of direct touchpoints such as showrooms, consultations, proposals, customer care, and personalized interactions in strengthening trust and increasing brand value.

Regarding implementation effectiveness, initial test results show that when touchpoints are synchronized in terms of messaging, experience, and internal coordination mechanisms, the brand is able to create a clearer perception of professionalism, trustworthiness, and long-term partnership with corporate clients. This indicates that the proposed model has practical applicability in Hai Anh Uniforms' B2B brand communication activities.

11. Practical applications:

The proposed model has practical applicability to Hai Anh Uniforms' current operating conditions. The model does not require the company to completely change its existing communication system, but focuses on restructuring and integrating brand touchpoints in a way that is consistent and customer-experience-oriented.

During implementation, businesses can apply the model to activities such as in-person consultations, showroom experiences, customer seminars, branded proposals, post-purchase care, and customer appreciation programs. Integrating direct and digital communication also helps improve outreach effectiveness, personalize experiences, and maintain long-term relationships with B2B customers.

Besides its value to Hai Anh Uniforms, the model can also serve as a reference for businesses operating in the uniform and garment industry, or B2B businesses that heavily rely on customer relationships and real-world experience in brand building.

12. Future research directions:

Firstly, the research scope should be expanded to include other B2B business groups beyond the uniform and apparel sector to assess the suitability and adaptability of the model in industries with different customer characteristics and purchasing behaviors.

Secondly, further research is needed on the role of customer data and CRM systems in brand experience management, particularly in personalizing direct touchpoints and optimizing the B2B customer journey.

Third, continue researching the potential for integrating direct communication with new digital communication technologies such as AI, marketing automation, or behavioral data analytics to enhance the effectiveness of brand communication management in a multi-channel environment.

13. Published works related to the project:

Currently, no scientific papers have been published directly related to the content of the proposal.

INFORMATION ON PROJECT

1. Full name: Nong Thu Huyen 2. Sex: Female

3. Date of birth: November 2, 2000 4. Place of birth: Lao Cai Province

5. Admission decision number: Decision No. 5915/QD-XHNV dated October 28, 2024,

issued by the Rector of the University of Social Sciences and Humanities, Vietnam National

University, Hanoi.

6. Changes in academic process: No changes during the training process.

7. Official project title: Innovating the brand communication model of Hai Anh Uniform through direct communication activities

8. Major: Media Management Code: 8320109

9. Supervisors:

Supervisor 1: Assoc. Prof. Dr. Phan Minh Duc – Academy of Journalism and Communication

Supervisor 2: Dr. Nguyen Thanh Mai – University of Social Sciences and Humanities, Vietnam National University, Hanoi

10. Summary of the findings of the project:

The project entitled “Innovating the brand communication model of Hai Anh Uniform through direct communication activities” achieved significant results in terms of theoretical foundations, practical research, and model development.

The project systematized theoretical relationship foundations related to branding, direct communication, Integrated Marketing Communications (IMC), marketing, and brand equity in the B2B environment. Based on these foundations, the study positions direct communication as a central component in building brand experience and long-term brand value.

From a practical perspective, the project analyzed Hai Anh Uniform's brand communication activities during the 2022–2025 period, identifying both strengths and limitations in brand touchpoint integration and B2B customer experience management.

The project also proposed the Integrated Direct Touchpoint Brand Model (IDTBM), developed according to the customer journey from pre-purchase to post-purchase stages. The model emphasizes the role of direct touchpoints such as showrooms, consultation activities, proposals, and customer care in strengthening trust and enhancing brand value.

The pilot implementation results show that consistent organization of touchpoints in terms of message, experience, and internal coordination can improve customers' perceptions of professionalism, reliability, and long-term partnership capacity. These findings demonstrate the practical applicability of the proposed model in Hai Anh Uniform's B2B brand communication activities.

11. Practical applicability, if any:

The project demonstrates practical applicability under Hai Anh Uniform's current operational conditions. The proposed model focuses on restructuring and integrating brand touchpoints in a more synchronized and customer-oriented manner rather than replacing the entire communication system.

The model can be applied to activities such as direct consultation, showroom experiences, customer workshops, branded proposals, post-purchase customer care, and customer appreciation programs. In addition, it may serve as a reference for enterprises in the uniform and garment industry as well as other B2B businesses that rely heavily on customer relationships and brand experience.

12. Further research directions, if any:

First, future studies may expand the research scope to other B2B industries beyond the uniform and garment sector in order to evaluate the suitability and adaptability of the model across industries with different customer characteristics and purchasing behaviors.

Second, further research could focus more deeply on the role of customer data and CRM systems in managing brand experience, particularly in personalizing direct touchpoints and optimizing the B2B customer journey.

Third, future studies may continue to explore the integration of direct communication with emerging digital communication technologies such as artificial intelligence (AI), marketing automation, and behavioral data analytics in order to improve the effectiveness of brand communication management in a multi-channel environment.

13. Thesis-related publications: To date, no scientific publications.