AWARENESS RESEARCH TAN HUE VIEN BRAND OF CUSTOMERS IN SOC TRANG CITY

MARKETING

Recognizing the brand of a company specializing in production and business is a very important highlight in the decision making process to choose to use customers' products. Brand awareness is the expression of the Company's identity through images, language, colors, advertising methods... thereby creating awareness, difference, impact on customers' perception of professionalism and scale of the Company. In the market for specialty cakes in Vietnam in general and in Soc Trang City in particular, the impression of a brand in the production and trading of sugarcane cakes is still limited. The topic "Tan Hue Vien brand awareness of customers in Soc Trang City" aims to study the level of brand awareness that affects the Company's decision to buy products. On that basis, the author also proposes a management implication to help increase the level of brand awareness of Tan Hue Vien, contributing to improving the efficiency of the Company's business activities. The research results show that the factors affecting Tan Hue Vien's brand awareness are logos, architectural works, uniforms, advertising, and brand names, respectively. We believe that this is a useful source of data, helping businesses select, find and attract the best customers, as well as support businesses to build effective marketing communication strategies in the future.

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