Brand Repositioning with Core Identity in Vietnam

베트남 시장에서 코어 아이덴티티를 이용한 브랜드 리포지셔닝 전략에 관한 연구

  • Received : 2008.08.13
  • Accepted : 2008.09.30
  • Published : 2008.12.01

Abstract

Vietnam is very attractive market to Korean firm. Because of changing consumer needs, competitive actions, or any other changes in Vietnam marketing environment over time, managers may need to reposition their brands through new marketing communication campaigns. For repositioning, core identity can be an important strategic objective for market managers. Using data from Vietnam, this research aims to determine core identity and to make repositioning plan with it and find considerable results.