BRAND DEVELOPMENT OF SMALL AND MEDIUM BUSINESSES IN THAI NGUYEN PROVINCE IN THE INDUSTRIAL REVOLUTION 4.0
BRAND DEVELOPMENT OF SMALL AND MEDIUM BUSINESSES IN THAI NGUYEN PROVINCE IN THE INDUSTRIAL REVOLUTION 4.0

Summary/Abstract: This study surveys 300 small and medium-sized enterprises (SMEs) of Thai Nguyen province that have completed corporate branding. The survey results show that building a strong brand has practical benefits for businesses. However, due to limited financial resources, specialized human resources, and size of enterprises, only about 60% of the total number of enterprises surveyed have the goal of expanding and developing the brand name in the near future. The approach and process of implementing brand development activities also differ between businesses, thereby affecting revenue and brand value. SMEs in Thai Nguyen province are also aware that enhancing corporate brand value is very important, especially when the industrial revolution 4.0 is having a great influence on international business trends. Based on the research results, the article suggests a group of solutions related to the management agencies and the internal of SMEs, thereby helping these enterprises to effectively deploy activities related to development. trademark.

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