Tóm tắt luận án Tiến sĩ Quản trị kinh doanh: Giá trị thương hiệu nước giải khát tại thị trường Việt Nam: 'Cách tiếp cận đa chiều'

Mục tiêu tổng quát của đề tài là xác định và đo lường ảnh hưởng của các yếu tố của giá trị thương hiệu đến giá trị thương hiệu tổng thể theo cách tiếp cận đa chiều; đánh giá tác động của hoạt động hỗ trợ bán hàng của nhà sản xuất đến các yếu tố của giá trị thương hiệu và giá trị thương hiệu tổng thể. Trên cơ sở đó đề xuất một số gợi ý chính sách nhằm giúp nâng cao hiệu quả của giá trị thương hiệu các sản phẩm này.
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Tóm tắt luận án Tiến sĩ Quản trị kinh doanh: Giá trị thương hiệu nước giải khát tại thị trường Việt Nam: “Cách tiếp cận đa chiều”This dissertation was submitted in fulfillment of the requirements for the Degree of Doctor in Lac Hong UniversitySupervisors: Prof., Dr. Hoàng Thị ChỉnhReviewer 1:……………………………………………………………………Reviewer 2: …………………………………………………………………...Reviewer 3:……………………………………………………………………Independent reviewer 1:…………………………………………………………..Independent reviewer 2:…………………………………………………………..This dissertation was defended in the Doctor of Philosophy Committee in Lac HongUniversity at….. /…./……This dissertation can be publicly found in Lac Hong University library CHAPTER 1: AN OVERVIEW OF THE STUDY1.1 Rationales1.1.1 Reality background Information technology developed rapidly, along with the process of globalization, makingproducts that were manufactured with high specializing in the same design, quality and use, withlittle differences in comparison with others. Thus, competitive advantages of products created forenterprises, the factor that makes customers choose this product, but no other products are thebrand of the enterprise (Aaker, 1991, 1996; Keller, 2008; Atilgan et al, 2009). In 2015, threebrands: Apple, Google, Coca-cola were considered as the leading brands by Interbrandorganization, all these successful brands belong to multinational corporations. This shows thatdeveloped countries with large corporations have been considered branding for a long time andhave invested appropriately in the processes of building these brands. Big brand managers have realized that the process of brand establishment and developmentneeds not only large but also long-term investment capital, a brand is built not only in a short timebut also with a long-term strategic vision. Thanks to many strong brands like P&G (Procter &Gamble) with lots of shampoo, washing powder product lines such as Pantene, Head and Shoulder,Tide; Unilever with Sunsilk, Clear, Omo; Coca-cola or Pepsi of multinational corporations joinedthe Vietnamese market in the 1990s, brand activities in Vietnam are considered, invested anddeveloped. However, the brand was still a new issue and has not been properly invested becauseof the issues of Vietnamese economy in the 1990s, so branding activities are only considered bymultinational corporations. Vietnamese enterprises, the period of 1990 - 2000, have not reallyappreciated and implemented the branding process, but only have focused on production factorsto increase the volume of products and turnover. In the 2000s, the process of implementingmarketing strategies to build up brand names began to be properly recognized by Vietnameseenterprises and started to build their brands, Trung Nguyen coffee brand is a bright spot amongthe Vietnamese brands pioneering in branding. Recently, some other brands such as Number Oneof Tan Hiep Phat (THP), or Vinamilk milk of Vinamilk company are formed and are widelyremembered by customers. Following the success of big enterprises, confectionery enterprisessuch as Kinh Do, Bibica, or beverage enterprises like Tribeco, Chuong Duong have focused onbranding process for their products. Looking at the good results of Vietnamese brands in the fightto create a brand, it can be seen that branding has helped enterprises and their products to confirmtheir position in the market. Because the more famous brands are, the more consumers will be inthe product based on the perceived value that they receive when purchasing and using the product. Thus, To Vietnamese enterprises in the context of a developing and competitive market,Vietnamese enterprises are quite young in comparison with multinational corporations, brandproblems become an urgent issue assuring the survival and development of each product and eachenterprise. However, not every investment in branding is successful, which is a practical lessonthat many Vietnamese enterprises are stumbling on. Enterprises operating in the FMCG (FastMoving Consumer Goods) market are the ones that face the major risk of branding failure. Alongwith the socioeconomic development, the demand for FMCG has become larger than ever, so itcan be said that the FMCG market is not only a big market but also a growing one at extremelyfast speeds. Therefore, enterprises, large investors in many different countries are invading andparticipating in this market to share a big pie. In the FMCG market, the industry has the fastest growth rate, a large market and has alwaysbeen a dynamically changing industry to adapt to the changing market has been beverage industry.The worlds leading enterprises in this industry such as Coke, Pepsi, Nestle all participate inbranding competition and promotion for their products. Therefore, many researchers invested timeand money in studying ...