Project Report: Developing a Brand Communication Strategy for Vivré Accessories

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name: Nguyen Ngo Van Quynh 2. Gender: Female

3. Date of birth: August 25, 2001

4. Place of birth: Thang Town, Hiep Hoa Commune, Bac Ninh Province

5. Decision to recognize student number: 5626/QD-XHNV December 29, 2023, from 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 Vivré Accessories jewelry.
8. Major: Journalism and Media Management Code: 8320109

9. Scientific supervisor: Dr. Nguyen Thu Thuy

10. Summary of project results:

This project analyzes the current situation and proposes an integrated communication model focusing on culture and emotions for Vivré Accessories. A survey of 170 customers revealed that the primary group was women aged 22-35 in major urban areas. The results showed that positive brand sentiment, trust, and empathy positively impacted purchase intentions. The 9-month strategy resulted in an increase in online awareness, engagement, and revenue of approximately 25%, positioning Vivré as a sophisticated and modern handcrafted jewelry brand.

11. Practical applicability: The project has high applicability, helping Vivré Accessories build a suitable IMC strategy, enhance brand recognition, increase interaction, and strengthen brand value.
12. Future research directions: Further research could evaluate the long-term effectiveness of emotional communication, compare IMC models, and apply digital data in measuring customer behavior.

13. Published works related to the project: None

INFORMATION ON PROJECT

1. Full name: Nguyen Ngo Van Quynh 2. Sex: Female

3. Date of birth: August 25, 2001 4. Place of birth: Bac Ninh

5. Admission decision number: 5626/QD-XHNV Dated December 29, 2023

6. Changes in academic process:

7. Official project title: Develop A Communication Strategy for Vivré Accessories Brand

8. Major: Journalism and Communication Management 9. Code: 8320109

10. Supervisors:Dr. Nguyen Thu Thuy                                                                                    

11. Summary of the findings of the project:

The project analyzes the current situation and proposes a cultural–emotional integrated communication model for Vivré Accessories. A survey of 170 customers reveals that the main segment consists of women aged 22–35 living in major cities. The results show that brand affection, trust, and empathy have a positive impact on purchase intention. The nine-month communication strategy is projected to increase brand awareness, engagement, and online sales by around 25%, positioning Vivré as a refined and contemporary Vietnamese handcrafted jewelry brand.

12. Practical applicability, if any: The project has high practical applicability, helping Vivré Accessories develop an appropriate IMC strategy to enhance brand awareness, increase engagement, and strengthen brand value.
13. Further research directions, if any: Future research may focus on evaluating the long-term effectiveness of emotional communication, comparing IMC models, and applying digital data analytics to measure customer behavior.
14. Thesis-related publications: None