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


Sign: LC280

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


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