03362nas a2200445 a 4500 20260817171716.0 051133s2004 th uu m rtt 0| a1eng d .b11975052 AIT RSPR no.SM-04-76 Nguyen Ngoc Ha Brand effectiveness audit : a case study of Thai Tuan Textile and Garment Co., Ltd., Vietnam Pathum Thani, Thailand : Asian Institute of Technology, 2004 73, [15] leaves : ill. Research studies project report ; no. SM-04-76 A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2004 With eleven years presence in the market, Thai Tuan TG has strongly convinced consumers by its high and stable quality of its products, an advantage hardly owned by most private textile companies in Vietnam. As a result, its brand "Thai Tuan" has been recognized by a growing number of consumers, despite its late introduction of six years ago. However, to ensure its sustainability in the future, building wide brand name recognition is less than sufficient. It is more essential that Thai Tuan TG makes its brand be liked and loved by customers. This requires the company to set up a clear identity as well as a favorable personality for its brand. In this sense, the research aims at investigating the brand of Thai Tuan TG by way of conducting a comprehensive brand audit. This involves both brand inventory and exploratory analysis for Thai Tuan TG and its competitors. The results of the analysis brings out that Thai Tuan has a relatively strong brand inventory, which remains few facets to be strengthened. However, both Thai Tuan's brand identity and personality need to be further improved. Especially, Thai Tuan must ensure a match between its brand identity and brand personality, a critical requirement for future success. Textile industry Vietnam Product management Vietnam Truong, Quang, Chairperson Broustai, Joel Francois, Examination Committee Sununta Siengthai, Examination Committee The French Government, Scholarship donor AIT Fellowship, Scholarship donor Asian Institute of Technology. Research studies project report ; no. SM-04-76 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B09572 .b11975052 mnait u 240716 0 051115 m a u 0 mnait mnait mnarc 20 22 40 Barcode : 30050120912992 CREATED : 2005-11-15 RECORD # : i12465653 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120664817 CREATED : 2012-10-23 RECORD # : i12708409 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120301287 CREATED : 2016-05-27 RECORD # : i12996373 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 13252 13252 0 0 0 0 MAIN MAIN mnait 2026-08-17 50.00 0 AIT RSPR no.SM-04-76 30050120912992 2026-08-17 17:17:16 1 2026-08-17 20 0 0 0 0 MAIN MAIN mnait 2026-08-17 0 AIT RSPR no.SM-04-76 30050120664817 2026-08-17 17:17:16 3 2026-08-17 22 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no.SM-04-76 30050120301287 2026-08-17 17:17:16 1 2026-08-17 40