Brand and Brand Valuation for Vietnamese Enterprises: Current Situation and Solutions

Faculty of Business & Law
MASTER OF INTERNATIONAL TRADE AND FINANCE

BRAND AND BRAND VALUATION
FOR VIETNAMESE ENTERPRISES: CURRENT SITUATION
AND SOLUTIONS

STUDENT: DANG HAI YEN Student ID: 77090531 Dissertation Supervisor: PHAM XUAN HOAN

2010 - 2011

FACULTY OF BUSINESS AND LAW
MAITF VIETNAM ASSIGNMENT HAND-IN FORM

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Student ID: 77090531
Level of Study: Master
Module Title: Dissertation
Course Title: Master of Art in International Trade & Finance
Supervisor: Pham Xuan Hoan
Student Name: Dang Hai Yen
Word count: 16.827

Student Signature: _________________________________________
Date of Submission: ________________________________________
Name of first marker: Mark:
Name of second marker: Mark:

ABSTRACT

It can be said that building brand has been an urgent issue for Vietnamese enterprises and government. Although there are a lot of studies on brand valuation over the years but in Vietnam, the awareness of building and developing brands is currently still misunderstanding because of the lack of awareness about brand and its values, therefore, many firms neglected to manage this asset.
Furthermore, regarding legal, brand equity protection in particular and intellectual property rights in general are still limited in Vietnamese companies as well as the coordination between them and relevant legal authorities. Besides, there has not any legal documents instructing enterprises to value brand and although the intellectual property law has a regulation on contributing money by patents, the valuation of brand has not been considered.
The research will make contribution

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