The Framework and the Effectiveness of Brand Unify in Vicem

THE FRAMEWORK & THE EFFECTIVENESS OF BRAND UNIFY IN VICEM

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Author: Nguyen Thi Kim Thanh (ID No: 112306)

Company Background

Vietnam Cement Industry Corporation (VICEM) has formerly known as The Union of Cement Plants, which was found on April 1st, 1980.

VICEM is a state-owned enterprise operating mainly in cement manufacturing and distribution with the general capacity of over 20 million metric tons of cement per annual, taking 34 % of the cement market share in Vietnam. VICEM takes responsibility for controlling cement market, prices stabilized to support the government and developing the country economy.

In the period of integrating into the world economy, VICEM is not only introducing its brand image but also affirms its leading position in the region market and international markets.

Together with eight (8) cement-manufacturing members, VICEM provides strategic planning and resources management to maximize product activities of cement members and also other business members.

In 2011, VICEM unified products and brand identities of all cement manufacturing member companies under one common name VICEM as follow: VICEM Hai Phong, VICEM Hoang Thach, VICEM But Son, VICEM Tam Diep, VICEM Bim Son, VICEM Hoang Mai, VICEM Hai Van, VICEM Ha Tien.

All the cement plant and grinding terminals of VICEM’s member companies are located at strategic locations, creating a nationwide network, which is ideal for product transportation. It is advantage edge for VICEM to control all cement business activities in the domestic market and export market.

Question of the research:

Nowadays, many companies change their