Factors Affecting Drug Brand Identity In Hanoi, Vietnam

Abstract

Research to investigate the factors affecting brand identity of flu drugs in Hanoi. The study uses quantitative analysis by surveying 1,579 subjects who are customers who have used and are using flu medicine brand products. The research results show that the following factors: logo, slogan, product quality, product price, packaging, distribution, and advertising all affect the brand recognition of flu medicine in Hanoi. Through research, the Flu medicine brand needs to develop more robust strategies to establish the factors affecting brand identity so that more customers know the Flu drug brand.