Brand Management
Factors Affecting Brand Image: The Case of Pepsodent in Da Nang, Vietnam

Article Details
Pub. Date : Jun, 2019
Product Name : The IUP Journal of Brand Management
Product Type : Article
Product Code : IJBRM11906
Author Name : Trinh Le Tan and Dao Thi Dai Trang
Availability : YES
Subject/Domain : Marketing Management
Download Format : PDF Format
No. of Pages : 19



The purpose of the study is to explore the influence of brand extension, brand awareness, brand familiarity and customer attitude on brand image with regard to the famous toothpaste brand, Pepsodent, in Vietnam. These variables are very important aspects of building a strong brand and in increasing the profitability in the competitive market and/or upturn efficiency through reducing marketing costs. For this study, a 5-point Likert scale questionnaire, consisting of 22 items, divided into five parts, was designed. A total of 200 questionnaires were distributed purposively conveniently in Da Nang, one of the large cities in Vietnam, and the response rate was 100%. The findings show that the variables brand extension, brand awareness, brand familiarity and customer attitude contribute to the parent image after extension.


Brand is not only a way to differentiate a product or a firm from its competitors, but also substantial for the future existence of a firm. In a very competitive market, differentiation is even more important to a company in order to survive and take advantage of the growth opportunities (to increase profitability and reduce costs of marketing) (Keller, 1993). Yet, as Srivastava and Shocker (1991) argued, the importance of brands is not only measured in terms of competitive advantage, but also future opportunities that are silently available in the markets. Nowadays, the market is increasingly becoming competitive across the world. Given the competitive situation and ever changing customer needs, the marketing managers must have some strategies to control and manage the brand image of their products.