Strengthening brand awareness through brand elements: The case of Zing me socail network

Abstract

Along with the trend of globalization, parallel with rapidly development of Internet penetration rate, social network has become a promising online service for both business and Internet users. In Vietnam, social networking site (SNS) market is increasingly diverse and abundant, with a large number of international and domestic sites. More and more social networks are launched to satisfy all users’ demands. The incessantly expanding of social network market makes social network providers strongly compete against each other to achieve the market power. In this competition, brand awareness plays a vital role in helping a social network to gain and maintain its position. This research paper has been prepared to study about brand awareness field. With the overall purpose of developing the brand awareness through brand elements, the project is centered on a case study of Zing me, a Vietnamese social networking site. The objective of this study is to find out how social network users perceive the brand of Zing me by looking into the level of brand awareness and perception of brand elements. Further, to recommend Zing me what they should do to increase brand awareness among their customers with the help of managerial implications. The project was created with the help of theoretical concepts of brand awareness, brand elements, and integrated marketing communication approach. These theories were applied in this thesis in order to find out the method to measure brand awareness, to analyze brand elements and to imply for branding strategy. Data was collected from 320 Internet users through a survey by online and direct distribution. As the results, 295 valid ones are coded and analyzed. The empirical findings have been presented in detail and then investigated with the help of theoretical concepts. The analysis and further results from survey focused on level of brand awareness, perception of main brand elements and valuation of product attributes. Moreover, the main weaknesses and strengths of Zing me have been discussed. The research concluded with a short summary of analysis and its results, as well as strategic implication and recommendation for the brand building in the future.