| dc.description.abstract | In this hyper-competitive market, the only way to survive in doing
business is focusing on building a strong brand. It is the bridge filling the gap between
customers and firms that helps to maintain a strong position in customer’s minds.
Building brand and brand equity as well is a long-term mission which requires a lot of
efforts in time, money and human’s knowledge.
Advertising is one of the marketing tools that provide the means for
developing strong customers brand equity. According to experts, advertising is one of
the most effective and wide-used channels that marketers use to send the message of
the brand to customers. However, advertising requires a large amount of investment to
implement, so its effectiveness is the object needed to examine.
TH True Milk is a newcomer in Vietnamese milk market which is
considered as the toughest battlefield full of strong competitors. The study is to
evaluate the effectiveness of TH True Milk’s advertising strategy by examine its
advertising’s impact on brand equity’s components such as brand awareness,
perceived quality, brand loyalty and brand associations.
In order to build strong brand equity effectively, managers must invest in
the advertising to accelerate its impact on customer’s perspectives.
Key Word: Advertising, Brand Equity, Brand Awareness, Brand Loyalty,
Perceived Quality, Brand Associations. | en_US |
