TTDA: Building a communication strategy for the jewelry brand Vivré Accessories

INFORMATION ABOUT MASTER'S GRADUATION PROJECT

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/QĐ-XHNV December 29, 2023 by the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in training process: No

7. Project title:Building a communication strategy for the jewelry brand Vivré Accessories
8. Major: Journalism and Media Management ; Code: 8320109

9. Scientific instructor: Dr. Nguyen Thu Thuy

10. Summary of project results:

The project analyzed the current situation and proposed an integrated communication model based on culture and emotions for Vivré Accessories. The survey of 170 customers showed that the main group was women aged 22-35 in large cities. The results showed that brand sympathy, trust and empathy positively impacted purchase intention. The 9-month strategy increased online awareness, interaction and revenue by about 25%, positioning Vivré as a modern and sophisticated handmade jewelry brand.

11. Practical applicability: The project is highly applicable, helping Vivré Accessories build a suitable IMC strategy, enhance recognition, increase interaction and strengthen brand value.
12. Further 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