Building Brand Equity for Hacomy A Case Study on an Art Manufacturer in Vietnam : Masters thesis of Business Administration

MEIHO UNIVERSITY

Graduate Institute of Business and Management

MASTERS THESIS

Building Brand Equity for Hacomy A Case

Study on an Art Manufacturer in Vietnam

In partial fulfillment of the requirements for the degree of

Masters of Business Administration

Advisor: Dr. Wei-Shuo Lo

Co-advisor: Dr. Pham Xuan Giang

Graduate Student: Vo Thanh Sang

December, 2010

I

ACKNOWLEDGMENTS

First, I want to say the deepest grateful for my mother who has helped and

encouraged me very much in the process participating course and completed the master

thesis.

Secondly, let me say to sincerely thank to Dr. Wei-Shuo Lo, Dr. Pham-Xuan

Giang and other professors of Meiho University and HUI have dedicatedly guided, helped

and encouraged me throughout the selection process, and completed research on master

thesis.

Sincerely thank the director who is leader at departments of HACOMY Company

and customers have also helped me to complete the interview.

Please thank the leader library of Meiho University and HUI, friends, and

colleagues they have helped, encouraged and provided a lot of very useful documents in

the studying and researching process to complete my dissertation.

Please thank students of Taiwan’s EMBA class in Meiho University have

supported us very much in the process participating in course.

II

Building Brand Equity for Hacomy A Case Study

on an Art Manufacturer in Vietnam

ABSTRACT

The 21st century is considered the competition century between economies.

Especially, compete between firms more and more fiercely. Many companies say that

they have a strong brand, but in reality what they have is a name of goods. That could

also be a name table of the company was hang front gate firm, or a sheet of paper printed

on the product... The name becomes a brand when consumers identify the product as

property, tangible benefits, intangible benefits that it brings to customers. When the

awareness customers are more and more, they are ready to pay high prices for using the

product.

As competition in the business sector increasingly fierce to see the importance of

marketing in general speaking construction brand activities and promote the brand in

speaking particular. This is also the most important objectives of sustainable development

strategies of the company Hacomy in the current period.

In the fiercely competitive environment like this, the strong firm will be the

winner in the race for market share. Want to become winner, firm needs to implement

many measures to improve their competitiveness to survive. One of the most important

solutions is building brand equity for Hacomy firm to sustainable development.

Keywords: Brand Equity, Brand Knowledge Structure, Brand Element Choice Criteria,

Brand Element Options and Tactics, Case Study

III

Building Brand Equity for Hacomy A Case Study

on an Art Manufacturer in Vietnam

Contents

ACKNOWLEDGMENTS .........................................................................................................I

ABSTRACT..............................................................................................................................II

Contents .................................................................................................................................. III

Tables....................................................................................................................................... V

Figures..................................................................................................................................... VI

Chapter1 Introduction ............................................................................................................... 1

1.1 Background..................................................................................................................... 1

1.2 Research Motive ............................................................................................................. 2

1.3 Research Purpose............................................................................................................ 2

1.4 Research Method ............................................................................................................ 2

Chapter 2 Literature Review..................................................................................................... 3

2.1 Brand Overview.............................................................................................................. 3

2.1.1 What is brand? ......................................................................................................... 3

2.1.2 Brands versus products ............................................................................................ 3

2.2 Brand Equity ................................................................................................................... 4

2.3 Brand Knowledge Structure............................................................................................ 5

2.3.1 Brand awareness ...................................................................................................... 6

2.3.2 Brand image............................................................................................................. 6

2.3.3 Determining the desired brand knowledge structures.............................................. 6

2.4 Brand Element Choice Criteria....................................................................................... 7

2.4.1 Memorability............................................................................................................ 7

2.4.2 Meaningfulness........................................................................................................ 7

2.4.3 Transferability.......................................................................................................... 8

2.4.4 Adaptability.............................................................................................................. 8

2.4.5 Protectability............................................................................................................ 8

2.5 Brand Element Options and Tactics ............................................................................... 9

2.5.1 Protectability............................................................................................................ 9

2.5.2 Logos and symbols .................................................................................................. 9

2.5.3 Characters .............................................................................................................. 10