Measuring Brand Equity of Fast Moving Consumer Goods Enterprise in Vietnam: Empirical evidence from Vinamilk

Abstract

Dairy products have been a part of a healthy diet throughout human history from the most basic form of animal milk to more complex form such like cheese, but they all have the same property of giving the human body the important nutrients such as calcium, phosphorus, various forms of B vitamins, vitamin D and potassium. In Vietnam, the dairy product market is vast with many big companies complete with each other to gain the biggest piece of the market share pie, and one of the most effective way is to know exactly what the company has to offer to the consumers via analyze its brand equity strengths. In this research the authors will investigate, evaluate and analyze the factors that build and strengthen a company’s brand equity, specifically about Vinamilk’s brand equity in Ho Chi Minh City market. David Aaker’s brand equity model will be applied for the research, and the data that serves the analytical process will be taken from 400 questionnaires via offline survey; furthermore, the data will be process via Statistical Package for the Social Sciences (SPSS) to analyze the effect of four factors of brand awareness, perceived quality, brand association, and brand loyalty to brand equity.