Factors affecting branding strategy in FMCG industry - Vietnam

Abstract

Brand management involves many aspects, and the most fundamental aspect is to decide what kind of brand architecture because it is not a purely theoretical concept, but also an decisive management concept. If firms can not confirm their own brand architecture, it will lead to misallocation of resources and cause chaos in marketing strategy. Therefore, establishing an effective branding strategy is essential for any companies’ development.The main data for this study is collected through a questionnaire, which was distributed to marketing managers of FMCG firms in Vietnam or those who are equivalent in the marketing department. The study points out that most FMCG enterprises in Vietnam use product branding strategy or mixed strategy, which combines both corporate and product branding strategy. And four macro-influencing factors which will affect FMCG firms’ branding strategic choices are Market Competition, Company Resources, Stakeholder and Market Complexity.