International Journal of Research in Marketing Management and Sales
2019, Vol. 1, Issue 2, Part B
Supermarkets’ brand management comparative analysis between AEON and coop mart in Vietnam retail market
Dr. Nguyen Hoang Tien, Dr. Nguyen Van Thuy and Dr. Nguyen Thanh Liem
This article investigates the process of brand management of the two giant in retail market in Vietnam. One of them is domestic while the second one is international that entered Vietnamese market not long ago. They have different potential, different business strategy and as result, different strategy of management their brand. This article investigates why applying different brand management strategy both of them are successful in developing but also very demanding Vietnam retail market.
Dr. Nguyen Hoang Tien, Dr. Nguyen Van Thuy, Dr. Nguyen Thanh Liem. Supermarkets’ brand management comparative analysis between AEON and coop mart in Vietnam retail market. Int J Res Marketing Manage Sales 2019;1(2):112-117.