TTDA: Brand Communication Management for Appota Group

INFORMATION ABOUT THE MASTER'S PROJECT

1. Student's full name:Nguyen Hong Ngoc2. Gender:Female

3. Date of birth: 17/08/1999

4. Place of birth:Hanoi

5. Decision number for student admission:Decision No. 5626/QD-XHNV dated December 29, 2023, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in the training process:Do not have

7. Project title:Brand communication management for Appota Group.

8. Industry:Media and Communications Management;Code: 8320109

9. Scientific supervisor:

Assoc. Prof. Dr. Pham Chien Thang, Head of the Faculty of Journalism and Communication, University of Science, Thai Nguyen University.

Dr. Vu Thi Kim Hoa, Lecturer at the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

10. Summary of project results:

In the fiercely competitive landscape of the technology and digital media industry, building and managing brand image has become a strategic factor, helping businesses assert their identity, strengthen customer trust, and increase their competitive advantage. Appota Group – one of the pioneering enterprises in the field of technology and digital content in Vietnam – has built an ecosystem comprising various brands and communication channels. However, this diversity also poses challenges regarding consistency and effectiveness in communication management. The project "Brand Communication Management of Appota Group" was undertaken to assess the current state of the group's brand communication activities, and subsequently propose a management model and a system of solutions aimed at enhancing brand recognition, image, and professionalism across digital platforms. This project utilizes document analysis, field observation, and in-depth interviews to evaluate Appota's communication effectiveness across three main channel groups: owned media, paid media, and earned media. The results show that while the company possesses a significant advantage in its user ecosystem and satellite media network, it has not yet optimally utilized its available resources and lacks consistency in its brand strategy.

Based on that, the project proposes a group of key solutions including: (1) Improving the corporate brand management and orientation system; (2) Optimizing the operation of the communication channel system; (3) Strengthening internal communication and corporate culture; (4) Enhancing crisis management capacity and measuring communication effectiveness. These solutions aim to help Appota build a modern, consistent and sustainable brand communication strategy, in line with the corporation's development vision in the new phase.

11. Practical applications:

 This project offers practical value to Appota Group, a company operating in the technology and digital media sector. Specifically, it helps the company reassess its current brand communication organization and management practices, thereby identifying strengths, weaknesses, and areas for improvement in management. Furthermore, the project proposes several directions and solutions that can be considered and adapted to suit the company's strategic characteristics, scale, and resources. Ultimately, the project contributes to improving brand management effectiveness, building a sustainable corporate image, and enhancing credibility and competitiveness in the volatile digital media environment.

12. Future research directions:

In the future, Appota Group's research on brand communication management could be expanded in several specific directions. For example, in-depth research on the effectiveness of integrated marketing communication (IMC) across the entire Appota ecosystem, aiming to assess the level of coordination between sub-brands and identify the optimal management model. In addition, quantitative research on brand awareness, user engagement, or conversion efficiency could be developed to supplement current qualitative analyses. Furthermore, the application of artificial intelligence (AI) and big data analytics in communication management is also a potential direction, helping the company predict trends, optimize content, and personalize the communication experience for each customer group.

13. Published works related to the project:Do not have

INFORMATION ON MASTER'S THESIS

1. Full name:Nguyen Hong Ngoc2. Sex:Female

3. Date of birthAugust 17, 19994. Place of birth:Hanoi, Vietnam

5. Admission decision number:No. 5626/QD-XHNV Dated December 21, 2023, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in academic process:None

7. Official thesis title:Brand Communication Management of Appota Group

8. Major:County Management9. Code: 8320109

10. Supervisors:

Assoc. Prof. Dr. Pham Chien Thang, Dean of the Faculty of Journalism and Communication, University of Science, Thai Nguyen University.

Dr. Vu Thi Kim Hoa, Lecturer at the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

11. Summary of the findings of the thesis: 

In the highly competitive landscape of the technology and digital media industry, building and managing a strong brand image has become a strategic priority, enabling enterprises to affirm their identity, strengthen customer trust, and enhance competitive advantage. Appota Group — one of Vietnam's emerging companies in technology and digital content — has developed a diverse ecosystem of brands and communication channels. However, this diversity also presents challenges in maintaining consistency and effectiveness in brand communication management.

The project “Brand Communication Management of Appota Group” was conducted to assess the current state of Appota's brand communication activities and propose a management model with practical solutions to improve brand recognition, image, and professionalism across digital platforms. The study employs methods such as document analysis, field observation, and in-depth interviews to evaluate Appota's communication effectiveness across three key media groups: Owned Media, Paid Media, and Earned Media.

Findings indicate that while the company possesses significant advantages in terms of its extensive user ecosystem and satellite communication channels, it has yet to fully leverage these resources and still lacks coherence in brand orientation.

Based on these insights, the project proposes four core solution groups: (1) Improving the corporate brand management and strategic orientation system; (2) Optimizing the operation of communication channels; (3) Strengthening internal communication and corporate culture; (4) Enhancing crisis management capacity and communication performance measurement. These solutions aim to help Appota establish a modern, consistent, and sustainable brand communication strategy aligned with the Group's long-term vision for development.

12. Practical applicability:

This project provides practical value for Appota Group, a company operating in the field of technology and digital media. specifically, it enables the enterprise to reassess the organization and management of its current brand communication activities, thereby identifying strengths, weaknesses, and gaps that require improvement in practice. In addition, the project proposes a set of orientations and solutions that can be referenced and adapted to fit the company's strategic direction, scale, and available resources. Through these contributions, the project supports Appota in enhancing brand effectiveness management, building a sustainable corporate image, and strengthening its reputation and competitiveness in an ever-evolving digital communication environment.

13. Further research directions: 

In the future, research on brand communication management at Appota Group can be further expanded in several directions. For instance, in-depth studies on the effectiveness of Integrated Marketing Communication (IMC) across Appota's entire ecosystem could be conducted to evaluate the level of coordination among subsidiary brands and identify the most effective governance model. In addition, future research could incorporate quantitative analyzes on brand awareness, user engagement, or conversion effectiveness to complement the current qualitative findings. Moreover, the application of artificial intelligence (AI) and big data analytics in communication management represents a promising direction, enabling the company to forecast trends, optimize content, and personalize communication experiences for different customer segments.

14. Thesis-related publications:None