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Description:
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Objectives:
The objectives of this research is to study brand and brand models and from that
to select the most suitable one in applying for the Bat Trang traditional trade
village’s pottery.
Main contents:
By answering the question of “which brand model is the most suitable for the
product of a traditional trade village like Bat Trang and how to apply” the contents
of the research include:
- Reviewing theoretical foundation on brand concept and brand models and from
that to select the most suitable one for the pottery of Bat Trang traditional trade
village.
- Studying the current situation of Bat Trang pottery brand based upon the brand
model of Kapferer and, thereafter, recommending solutions to improve the brand
model for the pottery product of Bat Trang.Results obtained:
Firstly, the study systematizes theoretical foundations on brand concept and
brand models (i.e. of Aaker, AMA, Keller and Kapferer) and based upon that to
assess the limitations of each model. As the result of this review and assessmentthe study suggests to select the brand model conceptualized by Kapferer as the
most suitable one for the pottery product of Bat Trang traditional trade village.
By using the Kapferer’s brand model to analyze and assess the current situation
of the Bat Trang pottery brand this study points out its weaknesses, limitations
and challenges. Several solutions are recommended in order to improve and
build the brand for Bat Trang traditional trade village. Furthermore, Bat Trang
represents some common unique characteristics of Vietnamese traditional trade
villages. The developed brand model for Bat Trang, therefore, can be applied for
other Vietnamese traditional handicraft trade villages. |