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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 ...