Effective strategies adopted by Vietnamese fashion brands for brand image creation in a global competitive marketplace

Lam Lan, Nayak Rajkishore, Gabor Sarlos

Research output: Contribution to journalArticlepeer-review


This study provides a snapshot of effective strategies to promote local fashion enterprises in Vietnam to become successful in a competitive marketplace dominated by global brands. A qualitative approach, using semi-structured interviews (questionnaires and face-to-face interviews) with a purposive sampling technique was used to identify emerging local fashion brands in Vietnam. Findings showed that Vietnamese fashion designers in the small and medium-sized enterprises (SMEs) have several effective strategies to promote their brands, especially using internet and social media platforms. The findings also identified the challenges faced by the SMEs while building the brand image in long term. The findings of the study can be used by fashion brand owners and policy makers in developing countries in identifying strategies to For Peer Review Only
build their brand image.
Original languageEnglish
JournalJournal of Marketing Management
Publication statusSubmitted - 27 Jan 2023

Cite this