TTDA: Developing a brand communication strategy for HOMEMADECAKE food products.

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name: Nguyen Thi Phuong Thao 2. Gender: Female

3. Date of birth: March 13, 1997

4. Place of birth: Hoang Nguyen, Tay Thai Ninh, Hung Yen

5. Decision to recognize the student: No. 5626/QD-XHNV dated December 29, 2023, 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: Developing a Brand Communication Strategy for HOMEMADECAKE Food Products

8. Major: Journalism and Media Management Code: 8320109

9. Scientific supervisor: Dr. Vu Kim Hoa

10. Summary of project results:

The project "Developing a Brand Communication Strategy for HOMEMADECAKE Food" analyzes the current situation and implements a multi-platform brand communication solution (TikTok, Shopee, Facebook, Workshop) to spread brand awareness to the 15-35 age group and increase digital revenue. After surveying, the project identifies HOMEMADECAKE's strengths as follows: a young and dynamic communication team; existing infrastructure; and TikTok and Shopee channels attracting a large customer base and contributing significantly to revenue. Weaknesses include: personnel not yet fully utilizing their capabilities, inconsistent infrastructure, and risks from changes in platform policies and regulations.

Based on the survey results, the project proposes solutions including: standardizing the brand identity, optimizing SEO/algorithms for each platform, building a content production process (short videos, livestreams, workshops), restructuring personnel (4 core positions: Content Producer, Host, Performance Marketer, Creative Technologist), expanding the KOL/KOC collaboration program in groups and affiliate programs, and organizing experiential workshops at the school to collect data and create UGC.

After 6 months of implementation, the project has yielded the following test results:

• 35 videos posted on TikTok, 6 of which went trending, generating revenue of 80 million VND per video, and the TikTok shop was awarded the titles of shop star and shop mall.
• Shopee channel SEO top 5, rating 4.8
• The sample workshop received a satisfaction rating of 4.7/5.

11. Practical applicability: The HOMEMADECAKE food brand communication strategy is implemented across all HOMEMADECAKE communication channels and is still being researched and improved for application during the 2026 Tet holiday.

12. Further research directions: Early warning and crisis response systems for the HOMEMADECAKE food brand.

13. Published works related to the project: None

INFORMATION ON PROJECT

1. Full name: Nguyen Thi Phuong Thao 2. Sex: Female

3. Date of birth: March 13, 1997 4. Place of birth: Hung Yen

5. Admission decision number: 3397/QD-XHNV Dated April 29, 2025

6. Changes in academic process:

7. Official project title: Developing a Brand Communication Strategy for HOMEMADECAKE Food

8. Major: Media Management 9. Code: 8320109

9. Supervisors: Dr. Vu Jinhua

10. Summary of the findings of the project:

The proposal “Developing a brand communication strategy for HOMEMADECAKE” analyzes the current situation and implements a multi-platform brand communication solution (TikTok, Shopee, Facebook, workshops) to spread the brand among 15–35 year‑olds and increase digital revenue. The assessment identifies HOMEMADECAKE's strengths: a young and energetic communications team; available facilities; TikTok and Shopee channels attract large customer volumes and contribute significant revenue. Weaknesses include underutilized staff capacity, inconsistent facilities, and risks from changing platform policies and regulations.

Based on the situational survey, the proposal recommends: standardizing brand identity; optimizing SEO/algorithms for each platform; establishing a content production workflow (short videos, livestreams, workshops); restructure staff around four core roles (Content Producer, Host, Performance Marketer, Creative Technologist); expanding KOL/KOC collaboration by tier and running affiliate programs; and organizing school‑based experiential workshops to collect data and generate UGC.

After six months of implementation the pilot results are:

- 5 videos posted on TikTok; 6 videos trending, each generating ~80 million VND in revenue; TikTok Shop recognized the store as Shop Star and Shopee Mall.

- Shopee storefront ranks in top 5 for target keywords; average rating 4.8.

- Pilot workshop achieved average satisfaction 4.7/5.

11. Practical applicability, if any: The HOMEMADECAKE food brand communication strategy is implemented across all HOMEMADECAKE media channels and is continuously being researched and refined for application in the Tet 2026 period.

12. Further research directions, if any: Early warning and crisis response system for the HOMEMADECAKE food brand.

13. Thesis-related publications: None