How a Foreign Company builds its Brand Identity in Vietnam-The Pizza Company Case Study
Vu, Kim Thoa (2018)
Vu, Kim Thoa
Kajaanin ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805188916
https://urn.fi/URN:NBN:fi:amk-201805188916
Tiivistelmä
The Vietnamese Government has been actively offering chances for foreign investors to invest in Vietnam. Consequently, it creates a battle among these investors in sharing their potential market shares.
Noticeably, within the Food and Beverage industry which is a fast-paced and fierce environment, the challenges are even more serious. In addition, due to the cultural differences, global companies need to study and tailor their marketing strategies to fit with local preferences. Hence, there are challenges to these brands to be successful in Vietnam where “West meets East” concept needs to be taken into consideration seriously. In this research, The Pizza Company Case study is given to illustrate this issue.
The purpose of the study is to exam the branding of The Pizza Company. Stay focused on its brand identity via conducting a research about its branding perspective internally and externally.
In terms of the theoretical background for the research, the theoretical framework indicates how strong brands are built and the importance of having a brand identity in order to enhance brand equity and brand awareness in different markets. The understanding of brand building concept and brand identity theory provides the scheme for the whole research. The questionnaires and interview questions, therefore, are designed in order to achieve the study objective: a foreign company needs to understand the local preferences in order to build its brand identity.
In terms of research method, the qualitative and quantitative methods are used in order to approach the target audiences. The analysis of empirical findings collected from the survey questionnaires as well as via face-to-face interviews with Store Managers and Brand Manager provides the company the idea of how their brand identity is defined by the customers and the gaps the company needs to pay attention to build its brand identity in Vietnam as a foreign company.
Noticeably, within the Food and Beverage industry which is a fast-paced and fierce environment, the challenges are even more serious. In addition, due to the cultural differences, global companies need to study and tailor their marketing strategies to fit with local preferences. Hence, there are challenges to these brands to be successful in Vietnam where “West meets East” concept needs to be taken into consideration seriously. In this research, The Pizza Company Case study is given to illustrate this issue.
The purpose of the study is to exam the branding of The Pizza Company. Stay focused on its brand identity via conducting a research about its branding perspective internally and externally.
In terms of the theoretical background for the research, the theoretical framework indicates how strong brands are built and the importance of having a brand identity in order to enhance brand equity and brand awareness in different markets. The understanding of brand building concept and brand identity theory provides the scheme for the whole research. The questionnaires and interview questions, therefore, are designed in order to achieve the study objective: a foreign company needs to understand the local preferences in order to build its brand identity.
In terms of research method, the qualitative and quantitative methods are used in order to approach the target audiences. The analysis of empirical findings collected from the survey questionnaires as well as via face-to-face interviews with Store Managers and Brand Manager provides the company the idea of how their brand identity is defined by the customers and the gaps the company needs to pay attention to build its brand identity in Vietnam as a foreign company.