Building and Developing Brand at Phu Nhuan Trading Joint Stock Company (PNCo): Masters thesis of Business Administration

MEIHO UNIVERSITY

Graduate Institute of Business and Management

MASTERS THESIS

Building and Developing Brand

at Phu Nhuan Trading Joint Stock

Company (PNCo)

In partial fulfillment of the requirements for the degree of

Masters of Business Administration

Advisor: Dr. Ching-Wen Mo

Co Advisor: Dr. Pham Xuan Giang

Graduate Student: Nhu Dinh Tuyen

December, 2010

I

AKNOWLEDGEMENTS

First of all, allow me to thank to University Board of the Ho Chi Minh City University

of Industrial and Meiho University, Taiwan.

I would like to thank Dr. Ching - Wen Mo, professor of Meiho University, Taiwan (MU

Taiwan). Thanks to professors, teachers has participated in teaching and management, has

helped me facilitate the completion of this training program.

I would like to thank Dr Pham Xuan Giang, Assistant Professor of the Ho Chi Minh

City University of Industrial, has enthusiastically taught me the very valuable experience.

Thanks to teachers, lecturers in postgraduate training; the lecturers teachers of Faculty

of Business Administration, and the EMBA2 classmates at the Ho Chi Minh City University

of Industry.

Please also send sincere thanks to Professor, officers and administrative staff; Taiwan’s

graduate students of EMBA course at Meiho University, Taiwan.

II

Building and Developing Brand at Phu Nhuan

Trading Joint Stock Company (PNCo)

ABSTRACT

Brands play an important role for businesses, for consumers and for the economy.

Brands are intangible assets, but have great value of the business. There are many famous

companies in the world not only by the scale of investment, technological innovation, which

is due to the brand. Such as coca-cola brand value in 2010 was 70.4 billion dollars; IBM

brand is worth 64.7 billion dollars. (Interbrand 2010)

- Brands contributed significantly increase in turnover and profit.

- Brands to help businesses easily perform the contract, maintain traditional

customers while attracting new customers, potential customers. In fact, consumers

are often drawn, conquered by goods brands, popular and stable. For example, when

it comes to beer consumers think of Heineken beer brand, Saigon etc. These

businesses have long known brands will create and reinforce the loyalty of large

traditional customers, attracting more potential customers, even customers of rival

firms’ competition.

Strong brands, sustainable help businesses to create its image, reduce costs for trade

promotion activities, marketing activities; support businesses implement policy to penetrate

and expand markets and distribution process favorable product distribution efficiency.

Brands delivers competitive advantage for businesses, helping business has conditions

and defense against other competitors. Brands create a brand consumers trust for quality,

good prices. Consumers know the origin of products and help consumers reduce costs, time

to learn the product. Brands help protect the interests of consumers.

State trademark protection situation will prevent counterfeit, fake consumer fraud.

Famous brand encourage consumer psychology, consumers are not only willing to pay for the

product value but also pay for their satisfaction when buying products with famous brand.

In economies market, opening up and integration of the brand is a symbol of strength

and national pride. Comes to electronic goods that people are talking about Japan or wine is

said to be thinking of France. A country with many famous brands and with long tradition is a

manifestation of the survival and development. Thus, we can say that the brand is a great

valuable asset of a business, because it can affect attitudes and behavior of consumers.

III

The relationship between brands and customers can see as the conclusion. Customer

trust and loyalty in the brand and understand that the brand will benefit themselves through

the use of products and services with reasonable prices, marketing programs, promotions and

other support services. Besides, brands also assumed an important role for the enterprise,

which is to bring all staff aware and proud to work for companies with famous brands.

Keywords: Brand, Brand Consumers Trust, State Trademark Protection