A Framework of Brand Management to Build Business Strategies as a Function of Market

  • Kittisak Jermsittiparsert
  • Phong Thanh Nguyen
  • Quyen Le Hoang Thuy To Nguyen
  • Vy Dang Bich Huynh
  • K. Shankar
Palabras clave: market, brand management, consumer, supply chain, tangible element, intangible element


TIn the market how a brand is perceived the planning and analysis in mar- keting is known as brand management. For brand management with the tar- get market develop a good relationship is very necessary. The product itself include in tangible elements like packaging, price and looks in brand man- agement. The relationships with the brand and experiences that the consum- ers share are known as the intangible elements. Relationship with members of the supply chain and all aspects of the brand association of consumer are analyzed by a brand manager.

Biografía del autor/a

Kittisak Jermsittiparsert
Department for Management of Science and Technology Development, Ton Duc Thang University, Ho Chi Minh City, Vietnam. Faculty of Social Sciences and Humanities, Ton Duc Thang University, Ho Chi Minh City, Vietnam.
Phong Thanh Nguyen
Department of Project Management, Ho Chi Minh City Open University, Vietnam.
Quyen Le Hoang Thuy To Nguyen
Office of Cooperation and Research Management, Ho Chi Minh City Open University, Vietnam
Vy Dang Bich Huynh
Department of Learning Material, Ho Chi Minh City Open University, Vietnam.
K. Shankar
Department of Computer Applications, Alagappa University, India.


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Cómo citar
Jermsittiparsert, K., Thanh Nguyen, P., Thuy To Nguyen, Q. L. H., Bich Huynh, V. D., & Shankar, K. (2019). A Framework of Brand Management to Build Business Strategies as a Function of Market. Opción, 35, 1163-1179. Recuperado a partir de https://produccioncientificaluz.org/index.php/opcion/article/view/29863

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