Factors affecting branding strategy in FMCG industry - Vietnam

• Main Authors: Nguyen, Hoai Quyen, Bui, My Trinh
• Other Authors: ĐHQGHN - Khoa Quốc tế
• Format: Final Year Project
• Language: English
• Published: H. : ĐHQGHN 2020
• Subjects: Branding strategy; Brand architecture; Corporate brands; Product brands
• Online Access: http://repository.vnu.edu.vn/handle/VNU_123/97937
• Institution: Vietnam National University, Hanoi

Brand management involves many aspects, and the most fundamental aspect is to decide what kind of brand architecture because it is not a purely theoretical concept, but also an decisive management concept. If firms can not confirm their own brand architecture, it will lead to misallocation of resour...