Applied marketing role in maintaining and developing Hanoi Beer, Alcohol, and Beverage Corporation trademark

Abstract

Topic: Applied marketing role in maintaining and developing Hanoi Beer, Alcohol, and Beverage Corporation trademark

Sign: LC 280 Author: Vu Tien Son Major: Business Administration Year: 2007 Lecturer: Assoc.Prof.Dr. Nguyen Hoang Long Research purposes: • Systematically structuring the theory of trademark and marketing to apply in enterprises’ trademark development in order to sustain a product brand name in the market • Analyzing and evaluating marketing effects in maintaining and developing enterprises’ trademark • Evaluating the present significance status of Hanoi Beer trademark on Vietnam market (mainly the northern and central areas) as a result of market research and investigation and comparison with other beer trademarks. • Suggesting marketing solutions to maintain and develop Hanoi Beer’s trademark in the context of increasing demand in a competitive market New contributions: • In theory, the thesis explains how to utilize marketing to maintain and develop Hanoi Beer’s trademark. • As a research, this thesis offers an overall evaluation of Hanoi Beer’s trademark based on both primary and secondary survey taking. • Finding out the negative and positive factors in maintaining and developing Hanoi Beer’s trademark by analyzing the strong points, weak points, opportunities and challenges according to the model • Analyzing and evaluating the use of mixed marketing tools (4P) in maintaining and developing the trademark of Hanoi Beer, Alcohol, and Beverage Corporation • Analyzing and evaluating the competitiveness of other beer trademarks in the market in order to obtain an effective competition technique to maintain and develop Hanoi Beer’s trademark • Pointing out extensive and scientific solutions to maintain and develop the trademark of Hanoi Beer by utilizing aggressive marketing technique