Durex's Contemporary Branding Issue in Vietnam: A Critical Literature Review and Recommendation Proposal

This paper critically reflects on Durex's contemporary branding issue in Vietnam and recommends a strategy for Durex to establish brand equity and gain brand resonance within Vietnam. The paper includes a literature review on brand meaning and brand resonance, and applies the Customer-Based Brand Equity (CBBE) pyramid to Durex in Vietnam. The paper also proposes a recommendation strategy for Durex to develop and maintain brand equity within the Vietnamese market through the application of brand architecture strategy.