Tạp chí điện tử tiếng Anh

Exploring Brand Concepts from the Perspectives of Organizations and Customers

Thi Thuy Hang DINH

—

Academy of Journalism and Communication

Ngày nhận bài: 10/03/2024 Ngày phản biện: 15/04/2024 Ngày xuất bản: 28/05/2024

Abstract:

In the modern era, brands are widely researched and have various definitions, but generally, brands are approached from two main perspectives: the financial perspective of the organization and the customer’s perspective. According to researchers, there are various concepts of brands, but they can be grouped into 12 themes, including: brand as a symbol; brand as a legal tool; brand as a company; brand as an abbreviation; brand as a risk mitigation tool; brand as an identification system; brand as an image in the consumer’s mind; brand as a value system; brand as a personality; brand as a relationship; brand as added value; and finally, brand as a developing entity.

Keyword:

brand, logo, brand value, brand identity.

Content:

Reference:

(1) De Chernatony, L. and Dall’Olmo Riley, F. (1998). Defining a “brand: beyond the literature with experts’ interpretations. Journal of Marketing Management, 14(5), 417-443.

(2) Aaker, D.A., (1996). Building strong brands, Free Press: and Kotler, Philip, Armstrong, Gary, Saunders, John and Wong, Veronica (1996). Principles of Marketing. Hemel Hempstead, Prentice Hall Europe.

(3) The American Marketing Association (AMA), https://www.ama.org/topics/ branding/.

(4) Samsung tops the list of best brands in Vietnam (2021). VnExpress, 30/11/2021. https://vnexpress.net/samsung-dung-dau-top-thuong-hieu-tot-nhat- viet-nam-4393556.html.

(5) Crainer, Stuart (1995).The Real Power of Brands: Making Brands Work for Competitive Advantage.

London, Pitman Publishing; Lee, Julian and Murphy, Clair (1996). Cracking the lookalike code. Marketing 29 February; and Kapferer, J. N. (1995). Brand confusion: empirical study of a legal concept. Psychology & Marketing.

(6) brand - Oxford Learner’s Dictionaries, https://www.oxfordlearner sdictionaries.com/definition/american_english/brand_1.

(7) Jacoby, J., Szybillo, G.J. & Busato-Schach, J. (1977). Information Acquisition Behavior in Brand Choice Situations. Journal of Consumer Research; and Chevan, Harry (1992). What’s in a name?

(8) Assael, Henry (1995). Consumer behavior and marketing action. Cincinnati, South-Westem College Publishing; Bauer, R.A., (1960). Consumer Behavior as

Issue 5 - 2024 145

Political theory and communication

Risk-Taking. In R. S. Hancock, ed. Proceedings of the 43rd Conference of the American Marketing Association. Harvard University Press; Kapferer, J. N. (1995). Brand confusion: empirical study of a legal concept. Psychology & Marketing, 12 (3); and Staveley, Nicholas (1987). Advertising, marketing and brands.

(9), (10) Kapferer, J.N. (2004), The new strategic brand management (creating and sus- taining brand equity long term) (3rd ed.). Kogan Page, London, U.K.

(11) Viettel Meets Vietnam Business Culture Standards (2022). Government E-Newspaper (5/12/2022). https://baochinhphu.vn/viettel-dat-chuan-van-hoa- kinh-doanh-viet-nam-102221205172427634.htm.

(12) Đen Vâu Brings Honda Money to His Mother, Collaborates with Billion- Dollar Company, Capturing 80% of Vietnam’s Motorcycle Market (2022). CAFEF Magazine (1/1/2022). https://cafef.vn/den-vau-dem-tien-honda-ve- cho-me-hop-tac-voi-cong-ty-loi-nhuan-ty-do-chiem-80-thi-phan-xe-may-viet- nam-20211231141644276.chn.

(13) Keller, Kevin L (1993). Conceptualizing, Measuring and Managing Customer- Based Brand Equity.Journal of Marketing, 57.

(14) Beckett Edwin (1996). The relevance of brands cannot be underestimated. Marketing, August 1st p. 19.: Southgate, Paul (1996). Revolution behind the scenes. Marketing March 14; and Thrift Julia (1997). What’s in store for brands. Marketing, Feb. 27.

Abstract Keyword Reference Content