Branding Implementation of SMEs in Vietnam. : Case: Alpine Creative Ltd.
Hoang, Minh Tri (2015)
Saimaan ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201501281674
https://urn.fi/URN:NBN:fi:amk-201501281674
Tiivistelmä
The objective of this thesis was to examine the branding implementation of SMEs in Vietnam, especially those operating in the B2B market.
The theoretical framework was built up by collecting data from academic books, online articles and newspapers as well as precedent research. The customer-based brand equity model of K.L. Keller was the focus and including factors were presented respectively. Information for empirical data was gathered by qualitative research, mostly through individual in-depth interviews in a Vietnamese branding agency: Alpine Creative Ltd.
The results of the study showed that Alpine Creative had well perceived the role of branding and possessed a decent brand. However, due to certain factors, the current brand was not as good as expected. Therefore, the company has worked on the re-branding strategy. Many remarkable points have been put into consideration and holistic adjustments would be made to develop a stronger and more effective brand. The ultimate outcome has not been yet to come. However, the attitude and the plan initially follow the customer-based approach according to Keller’s model.
The theoretical framework was built up by collecting data from academic books, online articles and newspapers as well as precedent research. The customer-based brand equity model of K.L. Keller was the focus and including factors were presented respectively. Information for empirical data was gathered by qualitative research, mostly through individual in-depth interviews in a Vietnamese branding agency: Alpine Creative Ltd.
The results of the study showed that Alpine Creative had well perceived the role of branding and possessed a decent brand. However, due to certain factors, the current brand was not as good as expected. Therefore, the company has worked on the re-branding strategy. Many remarkable points have been put into consideration and holistic adjustments would be made to develop a stronger and more effective brand. The ultimate outcome has not been yet to come. However, the attitude and the plan initially follow the customer-based approach according to Keller’s model.