TTLV: Managing brand communication activities for magazines in the fields of beauty, fashion and lifestyle

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 recognition of students No. 1811/QD-XHNV, dated September 8, 2021 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in training process: No
7. Thesis topic: Managing brand communication activities for magazines in the fields of beauty, fashion and lifestyle
8. Major: Media Management Code: Pilot
9. Scientific advisor: Dr. Hoang Ngoc Vinh Hanh, National Economics University
10. Summary of thesis results:
In order to better understand the importance of brand communication for current media agencies, the thesis has analyzed the theoretical and practical basis of brand communication management for magazines in the fields of beauty, fashion and lifestyle. The thesis has synthesized and analyzed a series of theories, concepts, characteristics and roles of factors such as management, communication and branding. Thereby, the thesis also presents the concept of brand communication management activities as well as the role of such activities in relation to organizations and businesses.
Based on the theoretical foundations, the thesis also analyzed the brand communication activities of a number of magazines in the fields of beauty, fashion and lifestyle including ELLE Vietnam Magazine, Harper's Bazaar Vietnam Magazine, Dep Magazine in the period 2020 - 2022. The thesis conducted research and compared the current status of brand communication management activities of these magazines in terms of human resource management, brand communication process management from strategy building, planning and implementation, to management, monitoring results and adjusting strategies. From there, the thesis made assessments of the advantages and limitations in managing brand communication activities of these magazines.
Based on the research results, the thesis has proposed a number of solutions and recommendations to improve the quality of brand communication management for the Magazine in the field of beauty, fashion and lifestyle. Those solutions are divided into three main groups including: Group of solutions related to management functions such as planning, organizing, leading, and controlling; Group of solutions related to brand communication such as determining goals and target customers, clearly defining communication messages, determining appropriate communication channels, standardizing brand identities, promoting collaborative relationships with other strong brands; Other groups of solutions such as training the capacity of its staff, innovating and improving its communication publications.
The solutions proposed in this thesis are researched by the author to suit the general brand communication trend in the world as well as the development trend of journalism in Vietnam.
11. Practical application:
The survey results during the research of the thesis topic are practical data that help the Board of Directors and managers of fashion, beauty and lifestyle magazines see more clearly the context and reality of brand communication that their agency is facing, thereby making appropriate adjustments and solutions to promote the advantages and overcome the existing limitations. In addition, the thesis will become a useful document for those who work in brand communication management to refer to and exploit in the process of building and managing the brand of their press and media agency.
12. Further research directions: (if any)
13. Published works related to the thesis: None

        

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