Interaction between Vietnamese enterprises and consultancy in visual branding

Abstract

This thesis deals with the interaction between the consultancy and Vietnamese enterprises in visual branding activity in the domestic market, which is, analyzing the knowledge and investment of Vietnamese enterprises towards branding activity visually and how it affects the consultancy as well as consulting process. Based on two – way communication and two research methods of visual branding activity, this study was designed to research both the Vietnamese enterprises and consultancy in order to collect and analyze branding conception and investment activity for brand – building visually, with responses to a survey of fifty Vietnamese enterprises. It was found that Vietnamese enterprises’ knowledge of visual branding activity as well as brand issue was still limited and even misunderstood in its basic concepts. Thus, the invested effect into visual brand – building was lower than the expectation during the period that the Vietnamese market has been an open one. Since then, it was probably both opportunity and threat for consultancies. It was opportunity – for the consultancy could introduce all their services and create long – time reputation in enterprises. It was also a threat because the consultancy might get many difficulties when dealing with low – knowledge enterprises. The thesis concludes that the enterprises’ knowledge is a basis for the success of the consulting activity; and consultancy quality as well as services is a bridge for a valuable brand with customer loyalty.