1. Student's full name: Vu Ha Trang 2. Gender: Female
3. Date of birth: September 14, 1998
4. Place of birth: Hanoi
5. Decision on student admission No. 1811/QD-XHNV, dated September 8, 2021, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process: None
7. Thesis Title: Brand Communication Management for a Magazine in the Beauty, Fashion, and Lifestyle Sector
8. Major: Media and Journalism Management Code: Pilot Program
9. Scientific supervisor: Dr. Hoang Ngoc Vinh Hanh, National Economics University
10. Summary of the thesis results:
To better understand the importance of brand communication for media organizations today, this thesis analyzes the theoretical and practical basis of brand communication management for magazines in the beauty, fashion, and lifestyle sectors. The thesis synthesizes and analyzes a range of theories, concepts, characteristics, and roles of elements such as management, communication, and branding. Through this analysis, the thesis also defines brand communication management and its role within organizations and businesses.
Based on theoretical foundations, this thesis also analyzes the brand communication activities of several magazines in the beauty, fashion, and lifestyle sectors, including ELLE Vietnam, Harper's Bazaar Vietnam, and Dep Magazine, during the period 2020-2022. The thesis researches and compares the current state of brand communication management in these magazines across various aspects, including human resource management, brand communication process management (from strategy development and planning to implementation, to managing, monitoring results, and adjusting strategies). From this, the thesis provides an assessment of the strengths and weaknesses in the brand communication management of these magazines.
Based on the research findings, this thesis proposes several solutions and recommendations to improve the quality of brand communication management for the magazine in the beauty, fashion, and lifestyle sector. These solutions are divided into three main groups: solutions related to management functions such as planning, organizing, leading, and controlling; solutions related to brand communication such as defining objectives and target customers, clearly defining communication messages, identifying appropriate communication channels, standardizing brand identity sets, and strengthening collaborative relationships with other strong brands; and other solutions such as developing the capacity of its staff and innovating and improving its communication publications.
The solutions proposed in this thesis have been researched by the author to align with global brand communication trends as well as the development trends of journalism in Vietnam.
11. Practical applications:
The survey results obtained during the research process for this thesis provide practical data that helps the leadership and management of fashion, beauty, and lifestyle magazines better understand the context and current state of brand communication their organizations are facing. This allows them to make appropriate adjustments and implement solutions to leverage strengths and overcome existing weaknesses. Furthermore, this thesis will serve as a useful resource for those working in brand communication management to refer to and utilize in building and managing the brand of their media organizations.
12. Future research directions: (if any)
13. Published works related to the thesis: None
INFORMATION ON MASTER'S THESIS
1. Full name: VU HA TRANG 2. Sex: Female
3. Date of birth: September 14, 1998 4. Place of birth: Hanoi
5. Admission decision number: 1811/QD-XHNV Dated September 8, 2021
6. Changes in academic process: None
7. Official thesis title: Brand marketing management for Magazines of cosmetics, fashion, and lifestyle
8. Major: Media Management 9. Code: Pilot
10. Supervisors: PhD. Hoang Ngoc Vinh Hanh, National Economics University
11. Summary of the findings of the thesis:
To better understand the importance of brand communication for media agencies nowadays, the thesis has analyzed the theoretical and practical basis of the issue of brand communication management for cosmetics, fashion, and lifestyle magazines. The thesis has collected and analyzed a series of theories, concepts, characteristics, and roles of factors such as management, communication, and brand. Thereby, the thesis also states the concept of brand communication management activities as well as the role of these activities associated with organizations and businesses.
On the premise of theoretical basis, the thesis has also analyzed the brand communication activities of several Magazines in cosmetics, fashion, and lifestyle including ELLE Vietnam, Harper's Bazaar Vietnam, Dep Magazine during 2020 - 2022. The thesis has researched and compared the status of brand communication management activities of these magazines in terms of human resources/people management issues, the issue of managing the brand communication process from strategy building, planning and implementation, to managing and monitoring results and adjusting strategies. From there, the thesis assesses the advantages and limitations in the management of brand communication activities of these magazines.
Based on results from the conducted research, the thesis has proposed some solutions and recommendations to improve the quality of brand communication management for the Magazines in the fields of cosmetics, fashion, and lifestyle. These solutions are divided into three main groups, including: Group of solutions related to management functions such as planning, organizing, managing, and auditing; Group of solutions related to brand communication such as defining goals and target customers, clarifying communication messages, determining reasonable communication channels, standardizing brand identities, promoting relationships with other strong brands; Group of other solutions such as capacity building for staff, innovating and improving publications.
The solutions proposed in this thesis are researched to match the general brand communication trend in the world as well as the development trend of the press in Vietnam.
12. Practical applicability, if any:
The results acquired in the process of conducting research on the thesis topic are the real-world statistics that help the Board of directors and managers of cosmetics, fashion, and lifestyle magazines to clearly recognize the context and the state of brand communication that their agency is facing, thereby making appropriate adjustments and solutions to promote the advantages and overcome the remaining limitations. In addition, the thesis would be a useful reference for those who work as brand communication managers in the process of building and managing the brand name of their media agencies.
13. Further research directions, if any:
14. Thesis-related publications: None
