TRƯỜNG ĐẠI HỌC NGOẠI NGỮ - TIN HỌC KỲ THI KẾT THÚC HỌC PHẦN

THÀNH PHỐ HỒ CHÍ MINH Học kỳ 1 - Năm học 2021 - 2022

KHOA QUẢN TRỊ KINH DOANH KHÓA 2018

ĐỀ CHÍNH THỨC Môn: BRAND MANAGEMENT

Thời gian nộp bài:
10/1/2022

Course Name
BRAND MANAGEMENT
Year 2021-2022
Written by
Group of 03 students max.
Turnitin Checking Obligation
Submit Assigment within
10/1/2022

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1. GENERAL PROJECT INFORMATION / DỰ ÁN THI CUỐI KỲ

Project Final Exam is a Brand Plan consists on preparing a consutant-like reports that discusses
establishing a brand “made in Vietnam” abroad – foreign countries or/and at domestic market of
Vietnam. Students are required to complete a BRAND PLAN project for final course examinations:
1.1 New to the World (NTW) Products & Brands :
Student/ Group of 3 students should totally create a newly-born “made in Vietnam” products
and brands by creating a Brand Plan at the chosen market (province/nation)
The recommending industry such as Hospitality (Travel, Hotels, Resorts…), Pharmaceutical
industry, IR 4.0 – related Industry, Foods & Beverages, Auto Industry, Training & Education,
Finance, Argricultural Products and etc.
1.2 Innovation towards the existing Products & Brands (strictly limited) :
Student/Group of 3 students may be able to choose any existing JVC/ FDIs with products &
brand “made in the world” from which we may establish a new Brand Plan by modifying the new
innovations/creatives for Vietnam market.
Remarkly, lecturers may strictly approve the limited projects for this approach.

2. GUIDELINES & INSTRUCTIONS / HƯỚNG DẪN CHO SINH VIÊN

2.1 Scope
- This is Group Project Final Examination.
- English projects written format paper
- The project must have a duration equivalent to 3 weeks of full-time work from (Week 16 -
Week 18). Time must be set aside for problem formulation, information research, practical
laboratory work, result handling and report writing.
- This final exam project report’s main body should have the size of maximum 20 - 25 normal
A4 pages, (the appendices should not exceed 25 pages). A normal A4 page is equivalent to
3500 - 5000 characters counted without spaces.
2.2 Format Tasks: The project report should include the following elements:
- Executive Summary /Abstract
- Current Business situation: (the company performance, the corp. brand health (if any) & a
rational for your market chosen)
- Market size, volume & market trend
- Customer’s potrait: (Behaviour, Insight…)
- Brandkey vision (Brand Idea, Vision, Purpose…)
- Brand Identification System (Basic: Brand name, color, logo, font, slogan)
- Range Architecture Strategy ( product line/category, brand porfolio, brand architecture…)
- Brand Vision Plan (The brand objectives…)
- The brand marketing plan
- Budget Investment ( if possible)
- Scorecard Brand plan & others (if any)
- Wrap-up
- References
2.3 Submision
- The project report must be submitted in Turnitin ONLY (soft-copy paper) for Lecturer’s
final assessment.
- There may be NO NEED to deliver it (hard-copy paper) directly at FBA.
2.4 Remarks
- This project examination is accepted both individuals (limited number) or group of max. 3
students ONLY.
- This examination is worth 60% of the final assessment
- The finale exam project rubric is attached for only lecturers’assesment.

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