| Author | Nguyen Thi Ninh Ket |
| Call Number | AIT RSPR no.SM-07-31 |
| Subject(s) | Brand name products--Vietnam--Hanoi
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| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | A successful brand is the most valuable resource a company has. In fact, one authority speculates that brands are so valuable that companies will soon include a "statement of value" addendum to their balance sheets to include intangibles such as the value of their brands. Brands are used as external cues to taste, design, qualify, prestige, value and so forth. In other words, consumers associate the value of a product with the brand. The purpose of this paper is to review literature on the core associations of brands used to position brands as strategies to create competitive advantages. Retailed market in Vietnam becomes very attractive to investors recently. Many new malls spring up and international retailers come in with arrivals of famous international fashion and brands such as Cartier, Long Champ, the United Colors of Benetton and Levi's. Hanoi, the capital of Vietnam with more than 3 million of population (2005), has been the first consideration for investors. Taking two shopping malls in Hanoi (Trang Tien Plaza and Vincom City Tower) to illustrate new methodology in measuring brand associations, the research is to develop Brand Concept Maps for Trang Tien Plaza and Vincom City Tower as well as to provide recommendations to these two shopping malls. |
| Year | 2007 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tang, John C. S. |
| Examination Committee(s) | Dimmitt, Nicholas J.;Zimmermann, Willi |
| Scholarship Donor(s) | AIT Fellowship |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |