The Side Effect of Rebranding in Vietnamese Local Brands: A Marketing Perspective

Cao Linh Mai Phuong (2025) The Side Effect of Rebranding in Vietnamese Local Brands: A Marketing Perspective. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

Rebranding has become a prevalent strategy for Vietnamese local brands aiming to modernize their image and enhance competitiveness in a dynamic market. However, these strategic changes can produce both intended benefits and unintended consequences for brand equity and consumer behavior.This study examines the side effects of rebranding through case studies of two leading Vietnamese dairy brands Vinamilk and Mộc Châu Milk, using a mixed-method approach that includes a literature review, content analysis, and a consumer survey. The research assesses consumer familiarity, rebranding awareness, perceptual responses to visual identity updates, and post-rebranding behavior.Findings indicate that while rebranding can strengthen brand recognition and contemporary appeal, it may also weaken established associations and emotional ties if not carefully aligned with brand heritage and consumer expectations. A comparative analysis reveals that Vinamilk’s extensive communication strategy resulted in broader awareness and more favorable perceptions, whereas Mộc Châu Milk experienced more limited reach and consumer engagement. The study underscores key risks for local brands undergoing rebranding and offers strategic recommendations for preserving brand equity while pursuing identity transformation in culturally conscious markets such as Vietnam.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	brand awareness, brand equity, brand loyalty, branding, consumer perception, customer loyalty, Marketing Psychology, rebranding, Visual Identity
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:45
Utolsó módosítás:	2026. Júl. 09. 11:45

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