Brand Indentity Prolem based on Customer Percive: A Casestudy of MrBachKhoa

Abstract

This thesis is about investigate what is real problem in MrBachKhoa when there was lot of symptom in revenue, competition capacities and brand. One of potential problem is brand identity of MrBachKhoa based on company’s perspective and brand image based on consumers’ perspective seem not correspond effectively. Communication between the company and the customer is a useful way to understand the core of the brand identity and its role in the market place. Therefore, we wish to answer the following problem: Does the brand identity of MrBachKhoa agree with consumers’ image of MrBachKhoa? Is it a problem of MrBachKhoa and how to solve or improve in better way? The purpose of the thesis is to describe and understand the brand identity of MrBachKhoa and how well it corresponds with the brand image of the customers. Methodology: In this thesis both an exploratory as well as a conclusive research is applied. To attain general information about MrBachKhoa which is the digital retail store concept and reading literature to gain knowledge about the subject, an exploratory research approach is used. To evaluate the finding we have used a conclusive approach. Further, the researcher have used the qualitative method in this thesis. Conclusions After having studied the brand identity and the brand image of MrBachKhoa, the researcher have experienced difficulties for MrBachKhoa to communicate the brand identity that they want to be. This conclusion is based on the fact that the image of MrBachKhoa does not completely correspond with the brand identity. However, MrBachKhoa has achieved in some. We finally present our recommendations to MrBachKhoa and future studies of the subject.