| Author | Pham Thi Huyen |
| Call Number | AIT RSPR no.SM-99-110 |
| Subject(s) | Product management--Vietnam
|
| Note | A research study submitted in partial fulfillment of the requirement for the degree of Master of Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | There is a strong link between the growth of market share and the profitability of a company
with the power of its brands. Like other emerging economies, in Vietnam, the domestic
companies have been facing tough competition brought along by multinational corporations
(MNC) with their well-established brands from all over the world. More often than not, the
Vietnamese companies seem to neglect the issue of branding. This study analyzes the
imp01iance of brands and the process of branding management. To illustrate the brand
building issues in Vietnam, this study examines the case study of BIVINA - the newly
introduced beer brand of Vietnam Brewery Limited. Interviews with managers and consumer
survey are carried out to investigate the competitors' reaction and consumer's perceptions
toward this new brand. At the end, some recommendations are proposed for the domestic
companies to manage their brands successfully. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Truong Quang; |
| Examination Committee(s) | Stoessel, Hans; Bechter, Clemens ; |
| Scholarship Donor(s) | The Government of Switzerland; |
| Degree | Research studies project report (M.B.A) - Asian Institute of Technology, 1999 |