| dc.description.abstract | This research paper has been conducted to study about brand awareness field.
With the overall purpose of improving the brand awareness through brand elements
such as brand name, logo and symbol, URLs, slogans, character, jingle and packaging,
the project is centered on a case study of OPPO brand, a Chinese smartphones
manufacturer in Ho Chi Minh City.
The objective of this study is to find out how smartphone users perception about
OPPO brand by looking into the level of brand awareness and the impact of brand
elements on it. Furthermore, this research aims to recommend OPPO what they should
do to enhance brand awareness among their customers through brand elements.
Quantitative research method is applied in this study. Data was collected from
350 smartphone users from all ages in some areas in Ho Chi Minh City, however 334
valid ones are coded and analyzed. As a result, the findings in this paper support the
five dimensions of OPPO’s brand awareness, which are Brand name, Logo and symbol,
Slogans, Jingle and Packaging | en_US |
