The role of brand and brand manage-ment in creating business value case of coca-cola Vietnam

The market economy is a fierce and fiercely competitive economy, requiring businesses to always try in all aspects to stand firm and dominate the market. Maintaining and empowering the brand of the enterprise in the market is very difficult, it requires businesses to take measures to approach the market more proactively when entering the market, creating a different Especially not just products or marketing, it is a solid brand, the foundation of the business. The Coca-Cola brand represents the most successful product in commercial history and the outstanding people who make such a great product. Accompanied by Coca-Cola, a leading global brand in the field of carbonated soft drinks, the group's position ranks fourth among the top five soft drink brands in the world, including diet Coke, Fanta and Sprite. More than a century with many changes and a new era being opened and changing continuously, Coca-Cola still maintains the symbol of trust, originality and great refreshment. The content of this article focuses on the role of brands and brand management in raising the value of Coca-Cola businesses. From there, the author will make suggestions and recommendations for branding for Vietnamese businesses.