Browsing Master of Business Administration, Economics, Finance and Accounting by Subject "Management -- Brand"
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The factors effect to brand building effort in small and medium enterprises (SMEs) in Viet Nam
(International University HCMC, Vietnam, 2014)Brand concept has been discussed a lot in many big companies and multinationals. However, in many SME companies, brand management receives little or no attention in the daily run of affairs. Although the owners or director ... -
The gap between brand identify and perceived brand image : The case of Vietnam National University - Ho Chi Minh City
(International University HCMC, Vietnam, 2014)This study aims to define whether there is a possible gap between brand identity and brand image of VNU-HCM. By calculating the level of alignment between brand image with brand identity in terms of six dimensions: brand ... -
Measuring brand equity index in paper industry : The case of double a international network company limited
(International University HCMC, Vietnam, 2013)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 ...