Measuring brand equity - The case of TH True milk in Ho Chi Minh city
Abstract
In recent years, the trend of using fresh milk with high quality and guaranteed
origin in daily diet is become increasing enormously in Vietnam dairy market. It is
undoubted to say that Vietnamese consumers nowadays pay more attention to the
necessity of milk to get the balance and healthier diet in order to improve health and
stature compare with the past. Therefore, it is believed that Vietnam in general and Ho
Chi Minh City in specific is a potential dairy market, especially in fluid milk field. In
addition, it cannot deny the fact that, although considered as the potential market, Ho Chi
Minh City dairy market is also a quite high competitive market with the participations of
many enterprises.
According to Aeker (1998), Keller (1993, 2000), brand equity is considered as
a key concept in both business practice and academic research because of the competitive
advantages that marketers can achieved through strong brands. Besides, nowadays,
consumers tend to not merely concern on the product values when purchasing but also the
brand equity of business. For all those reasons, it is really important and necessary with
business that owning the strong brand to gain the advantaged in market.
The main research’s purpose is to measuring brand equity of TH True Milk
through its five elements: brand awareness, brand association, perceived quality, brand
loyalty and distribution. Quantitative research method was applied as a main approach in
this study. After collected 301valid responses via survey by both online and paper forms,
SPSS software was employed to analyzed data and examined the outcomes.
In conclusion, the research findings presents that all of five components above
have positive influence on brand equity. In more detail, in case of TH True Milk,
perceived quality has highest effect on brand equity while the less impact dimension of
brand equity is distribution.