An empirical evaluation of brand awareness for BGI brand
Abstract
The purpose of this research was to identify brand awareness levels for BGI brand. BGI brand is a beer brand of Vietnam Brewery Limited Company that mostly sold in Mekong Delta area. Moreover, this research also determined the current status of marketing mix of BGI brand. Management at BGI brand believed that brand awareness levels were dropping and wanted to discover the current position. The study was encouraged by BGI brand.