Abstract
Studying the factors affecting the level of brand awareness is one of the basic requirements for businesses to meet the needs of customers. In this research paper, the author has explored the theoretical basis related to brand and brand identity. Based on that, a research model was built with 05 independent variables and 01 dependent variable. The research results show the order of influence of factors on brand awareness: the Brand name factor has the largest beta coefficient (0.393), followed by the logo factor (0.352), slogan (0.352), Brand colors (0.145), Website (0.133). From that basis, the thesis makes suggestions on solutions for a firm of food industry in Vietnam.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
