| dc.description.abstract | Powerful brands create meaningful images in the minds of customers (Keller,
1993), with brand image and reputation enhancing differentiation and having a
positive influence on buying behavior (Gordon et al., 1993; McEnally and de
Chernatony, 1999). Branding in consumer markets can improve financial performance
and long-term competitive position (Mudambi, 2002).
The study attempts to measure brand awareness, brand associations, perceived
value, and brand loyalty of Double A and its key competitor- Paper One. Moreover,
comparing brand equity scores of Double A and Paper One for current year and year
2010 to evaluate performance of the brand. This study aims to contribute to the
concrete importance of brand equity management in the paper industry especially by
illustrating real analysis and empirical cases of two paper brands- Double A, and
Paper One- in Ho Chi Minh market, to adjust brand strategy and improve Double A’s
brand performance.
Based on a quantitative survey, consumer’s brand knowledge is examined to
confirm the brand value added by these brand equity assets. The survey was
conducted by purposive and snowball method which distributed to 216 target
respondents at these big offices in Ho Chi Minh City. The target respondents must be
the main decision maker or involved partially in purchase stationary at their company
will be qualified.
Data analysis has brought the results that Double A’s brand equity get a higher
mean score than Paper One in most of brand attributes, except brand association.
However, in comparing with the brand equity score in year 2010, Double A’s brand
equity in this year was worse than the past while Paper One’s brand performance was
better in most of attributes in comparison with current year.
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The important of brand strategy and data results have shown that Double A
need to adjust and improve its brand strategy. An integrated marketing
communication strategy was proposed to improve both four brand attributes of
Double A.
A clear view of the current brand position will help Double A International
network company (DINVN) understand about its situation, to propose a better plan to
adjust its brand strategy so that the brand performance can improve year by year.
Keywords: Paper industry, Brand, Brand equity, Brand awareness, Brand association,
Perceived value, Brand loyalty, Double A, Paper One. | en_US |
