TTĐA: Brand communication management of Appota Group enterprise

INFORMATION ABOUT 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 to recognize student number:5626/QD-XHNV dated December 29, 2023 of the President 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 of Appota Group enterprise

8. Industry:Media Management;Code: 8320109

9. Scientific instructor:

Assoc.Prof.Dr. Pham Chien Thang, Head of 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 context of fierce competition in the technology and digital media industry, building and managing brand image has become a strategic factor, helping businesses affirm their identity, strengthen customer trust and increase competitive advantage. Appota Group - one of the pioneering enterprises in the field of technology and digital content in Vietnam - has built an ecosystem of many different brands and communication channels. However, this diversity also poses challenges in terms of consistency and effectiveness in communication management. The project "Brand communication management of Appota Group" was carried out to assess the current status of the group's brand communication activities, thereby proposing a management model and a system of solutions towards improving brand recognition, image and professionalism on digital platforms. The project uses document analysis methods, field observations and in-depth interviews to evaluate Appota's communication effectiveness on three main channels: owned channels (Owned Media), paid channels (Paid Media) and distributed channels (Earned Media). The results show that the enterprise has a great advantage in terms of user ecosystem and satellite media channel network, but has not yet made optimal use of available resources and lacks consistency in brand orientation.

On that basis, the project proposes a group of key solutions including: (1) Perfecting the corporate brand management and orientation system; (2) Optimizing the operation of the communication channel system; (3) Strengthening internal communication and corporate culture; (4) Improving 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 group's development vision in the new period.

11. Practical application:

 The project brings practical value to Appota Group - a business operating in the field of technology and digital media. Specifically, the project helps businesses re-evaluate the way they organize and manage their brand communication activities, thereby more clearly identifying the strengths, weaknesses and gaps that need to be improved in management practices. In addition, the project proposes a number of orientations and solutions that can be referenced and adjusted to suit the strategic characteristics, scale and resources of the business. Thereby, the project contributes to improving the effectiveness of brand management, building a sustainable corporate image, increasing prestige and competitiveness in the volatile digital media environment.

12. Further research directions:

In the future, Appota Group's research on brand communication management can be expanded in a number of specific directions. For example, in-depth research on the effectiveness of integrated marketing communication (IMC) in the entire Appota ecosystem, to assess the level of coordination between sub-brands and determine the optimal management model. In addition, it is possible to develop quantitative studies on brand awareness, user engagement, or conversion efficiency to complement current qualitative analyses. In addition, the application of artificial intelligence (AI) and big data analysis in communication management is also a potential direction, helping businesses predict trends, optimize content and personalize communication experiences 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 birth: August 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:Media 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