Supermarkets’ brand management comparative analysis between AEON and coop mart in Vietnam retail market

Abstract

This article investigates the process of brand management of the two giant in retail market in Vietnam. One of them is domestic while the second one is international that entered Vietnamese market not long ago. They have different potential, different business strategy and as result, different strategy of management their brand. This article investigates why applying different brand management strategy both of them are successful in developing but also very demanding Vietnam retail market.