1. Student's full name: Hoang Thi To Quyen 2. Gender: Female
3. Date of birth: July 28, 1998
4. Place of birth: Quang Ninh
5. Decision to recognize students 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: Building and developing the brand of VTV24 News Center (Vietnam Television)
8. Major: Journalism and Media Management; Code: Pilot Program
9. Scientific supervisor: Dr. Nguyen Minh Hai, College of Television, Vietnam Television Station.
10. Summary of the thesis results:
This thesis falls under the research scope of Journalism Studies, specializing in Journalism and Media Management. Therefore, the thesis inherits theories on branding and media branding, while also utilizing theories of journalism and media – specifically, the theory of use and satisfaction – to develop research indicators. Based on the theories of previous scholars, the thesis proposes a theoretical framework for building and developing the brand of the News Center; surveys the brand building and development activities of the VTV24 News Center; analyzes and clarifies the successes and limitations of these activities; and proposes several solutions to improve the effectiveness of brand building and development at the VTV24 News Center.
The research findings of this thesis demonstrate that the VTV24 News Center is a strong brand of Vietnam Television, contributing to the brand image of VTV – a socio-political organization, but also a special product that, whether it wants to or not, must still follow market and competition rules. However, the news center still possesses unique attributes. VTV24's products must still adhere to VTV's principles and objectives. Therefore, the VTV24 News Center needs to both fulfill the political tasks of Vietnam Television and create distinctive brand values that suit the needs of the modern audience.
VTV24 has successfully built a multi-platform brand and created distinctive values with a significant impact on the public nationwide. This includes creating differentiated content, designing a consistent and easily recognizable visual identity, building a successful personal brand, and maximizing the effectiveness of various platforms. VTV24 has also shown other media brands that building a multi-platform ecosystem is essential today, and focusing on building the image of its staff is also a crucial strategy when positioning a brand in the public's mind.
However, VTV24 still faces limitations due to its weak context and strategy, particularly in public relations when handling media crises. Therefore, crisis management strategies in brand building and development are a serious undertaking that VTV24 has yet to fully prioritize. Furthermore, VTV24 needs to strengthen its content censorship, effectively integrating modern media language while maintaining the identity of a national news brand with the public. To effectively address these issues, the administrative structure should be unified to avoid difficulties in strategic direction.
11. Practical applicability: Using the theoretical framework when implementing brand building and development strategies for media organizations in the current social context.
12. Future research directions: None
13. Published works related to the thesis: None
(List the works in chronological order if available)
INFORMATION ON MASTER'S THESIS
1. Full name: Hoang Thi To Quyen 2. Sex: female
3. Date of birth: July 28, 1998 4. Place of birth: Quang Ninh
5. Admission decision number: 1811/QD-XHNV. Dated September 8, 2021
6. Changes in academic process:
7. Official thesis title: No change
8. Major: Jounalism 9. Code: THI DIEM
10. Supervisors: Dr. Nguyen Minh Hai, College of Television, Vietnam Television Station.
11. Summary of the findings of the thesis:
The topic of the thesis is in the field of Journalism research, majoring in Press and Media Management. Therefore, the thesis inherits the theory of brands and media brands and uses the theory of journalism, communication - theory of use and satisfaction to build research indicators. On the basis of theories of previous scholars, the thesis has researched and proposed a theoretical framework for building and developing the News Center brand; investigated the brand building and development activities of VTV24 News Center, analyzed and clarified the successes and limitations of this activity, and proposed some solutions to improve the efficiency of construction activities and brand development of VTV24 News Center.
Through the research results of the thesis, it can be seen that VTV24 News Center is a strong brand of Vietnam Television Station, contributing to the brand of VTV - a socio-political organization, but also a Special products and goods. Whether they like it or not, must still comply with market rules and competition rules. However, news centers still contain distinct attributes. VTV24's products still have to comply with VTV's principles and purposes. Therefore, VTV24 News Center needs to both carry out the political tasks of Vietnam Television Station but also create different values for its brand, in line with the needs of the modern public.
VTV24 has successfully built a brand on multiple platforms and created different values, having great influence on the public national. That is to create differences in content, identity images designed to be uniform, easy to recognize, create a successful personal brand and make the most effective use of platforms. VTV24 has also shown other press brands that building a multi-platform ecosystem is now inevitable, focusing on building employee image is also an important strategy when positioning the brand in the public mind.
However, VTV24 still faces limitations because the context and strategy still have many weaknesses, especially in public relations when dealing with media crisis issues. Therefore, the crisis management strategy in the process of building and developing the brand is a serious thing that VTV24 is still not really paying attention to. In addition, VTV24 needs to step up further in content censorship, effectively integrating modern media languages while maintaining the identity of a national news brand to the public. In order to do well on these issues, the administrative apparatus should also be unified so that there are no difficulties in strategic direction.
12. Practical applicability, if any: Using a theoretical framework when implementing brand building and development strategies for news agencies in the current social context
13. Further research directions, if any: No
14. Thesis-related publications: No
(List them in chronological order)
