TTLV: Communication management to reposition corporate brands (Case study of Trang Tien Ice Cream and GUTA Cafe).

1. Student's name: Vo Kieu Thien Trang
2. Gender Female
3. Date of birth: October 30, 19964. Place of birth: Quang Ngai
5. Decision on recognition of students No. 2705/QD-XHNV dated December 24, 2020 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process:
Request for 12-month extension from 12/25/2022 to 12/24/2023
7. Thesis topic: Communication management to reposition corporate brands (Case study of Trang Tien Ice Cream and GUTA Cafe).
8. Major: Journalism and Media Management; Code: Pilot
9. Scientific advisor: Dr. Do Anh Duc - Institute of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of thesis results:
The thesis researches the topic "Communication management to reposition corporate brands (Case study of Trang Tien Ice Cream and GUTA Cafe)". In the thesis, the author has deeply researched the theoretical basis of communication management, branding, brand repositioning, communication management to reposition brands including research on concepts, methods, influencing factors and notable points.
Based on that theoretical framework, the author has studied, synthesized and researched the repositioning communication management activities of Trang Tien Ice Cream and GUTA Cafe - 2 brands in the F&B sector with small and medium scale, which have a position in the current market. The research activities start from brand analysis, repositioning communication management activities according to the theoretical model stated in chapter 1. Through research and analysis, it can be seen that the repositioning communication management activities of Trang Tien Ice Cream and GUTA Cafe have had certain successes but still have limitations. From there, the author has boldly proposed solutions to improve the repositioning communication management activities for Trang Tien Ice Cream and GUTA Cafe in particular and small and medium enterprises in general.
11. Practical applicability: From this thesis, businesses and communication specialists will have more useful documents when studying research on this topic to improve the effectiveness of the strategy being implemented.
12. Further research directions: (none)
13. Published works related to the thesis: (none)



INFORMATION ON MASTER'S THESIS

1. Full name: Vo Kieu Thien Trang
2. Sex: Female
3. Date of birth: October 30, 1996
4. Place of birth: Quang Ngai
5. Admission decision number: 2705/QD- XHNV Dated December 24, 2020
6. Changes in academic process:
- Extend for 12 months, from December 25,2022 to December 24,2023
7. Official thesis title: Communication management in repositioning the corporate brand (case studies Trang Tien Ice-cream and GUTA Café).
8. Major: Jounalism 9. Code: Pilot
10. Supervisors: PhD. By Anh Duc, USSH-School of Journalism and Communication, University of Social Sciences and Humanities, Hanoi National University.
11. Summary of the findings of the thesis:
This thesis has taken an in-depth look at “Communication management in repositioning the corporate brand (case studies Trang Tien Ice-cream and GUTA Café)”. The author delves deeply into the theoretical foundations of brand identity, brand repositioning, and media management for brand repositioning, encompassing research on concepts, methodologies, influential factors, and notable observations.
Leveraging this theoretical framework, the author scrutinized, synthesized, and researched the brand repositioning media management practices of Trang Tien Ice-cream and GUTA Cafe. These two brands operate within the medium to small-scale F&B sector, and have already made their mark within their market. The research activities start from brand analysis and brand repositioning media management activities based on the theoretical model proposed in Chapter 1. Through research and analysis, it was clear that brand repositioning media management activities for Trang Tien Ice-cream and GUTA Cafe had yielded some successes, but still had limitations. Consequently, the author confidently proposed solutions to enhance brand repositioning media management activities for Trang Tien Ice-cream and GUTA Cafe specifically, and for medium and small enterprises in general.

12. Practical applicability, if any: The knowledge derived from this thesis will provide useful resources for corporations and communication professionals. They can utilize this research when exploring the same topic, thereby enhancing the effectiveness of their ongoing strategies.
13. Further research directions, if any: (none).
14. Thesis-related publications: (none).