| Abstract | For a long time, I have known “COTTO” and “elephant cement” because my father used to talk with his partners in many constructions about these words. However, due to my young age, I did not know what they were. I think that they were my father‟s friends. Growing up, I acknowledged that they are the product brands. And luckily, I am working for SCG, the owner of these brands. Finally, I now understand why my father always says that this firm is our family‟s friend.
In present years, environment pollution leading to reduce human living standard has emerged as the hot issue all over the world. Many levels as international organizations, national government, Non-Government Organization, multinational firms try to call for awareness of environment protection from community. SCG with its differentiation strategy supports this trend by many green products and green label. SCG green brand expands to Vietnam and it needs an effective plan to introduce in Vietnam and enhance SCG corporate brand.
This research will identify the awareness of environment concerns, awareness of green products, green brand and awareness of SCG brand in Vietnam. Through the findings, recommendations are proposed to improve SCG image in Vietnam market. |