Psychology And Positive Brand Awareness: Practical Evidences From The Cement Industry Before Covid-19 In Vietnam

Abstract

Brand awareness plays an important role in purchasing decisions as consumers tend to buy familiar and well-known products. Therefore, doing research on brand awareness is very necessary in planning the business and crafting the strategies of any business or product. The article has systematized the basic theoretical issues of brand and brand awareness. In which, this paper focuses on clarifying the brand  awareness models and brand recognition experiences of some cement domestic enterprises in the same industry. Moreover, the paper has also analyzed the effective status of Vicem Tam Diep brand awareness strategy for cement products in the following aspects: customer analysis, internal analysis and competitor analysis. From there, the topic identifies the current limitations in the company's brand awareness of Vicem Tam Diep. The relationship between the psychology of consumers, business partners and the positive perception of the brand, eventually, determines the success of that brand. The research has explored those things of the cement industry in Vietnam before the Covid-19 epidemic, to come up with the ideas for prolonging the sustainable growth after the disease.