Improving the brand awareness of craft villages in Vietnam


  • Dao Cao Son



Craft village brands, Vietnamese craft villages, brand awareness, brand development


Enhancing the awareness of customers and people about craft village brands is an essential aspect of brand development, especially when craft villages face various difficulties and challenges. This article analyzes the current situation based on an overview of fundamental theoretical issues regarding craft village brands and brand awareness, along with the utilization of survey methods involving 120 production and business establishments in this economic sector; then proposes some solutions to enhance understanding of Vietnamese craft village brands.

Author Biography

Dao Cao Son

MA. Dao Cao Son

ThuongMai University


Government (2018). Decree No. 52/2018/ND-CP dated April 12, 2018 of the Government on rural industry development.

Homburg, C. C., Klarmann, M., & Schmitt, J (2010). Brand awareness in business markets: When is it related to firm performance? International Journal of Research in Marketing, 27(3), 201-212.

Keller, K. L. (1993). Conceptualizing, measuring, managing. Journal of Marketing, 57, p. 1 - 22.

Minh Son, (2022). Hanoi develops traditional craft villages in the new context. Retrieved on September 20, 2022 from

Son, D. C. (2022). Communicate the brand of traditional handicraft villages in Vietnam. Retrieved on October 27, 2022 from

Thinh, N. Q, (2018). Textbook on Brand Management. H. Statistics Publishing House, 2018.

Thinh, L. D. (2023). Current status and solutions for developing craft villages and rural industries. Retrieved on November 9, 2023 from




How to Cite

Dao Cao Son. (2024). Improving the brand awareness of craft villages in Vietnam. Journal of State Management, 31(11), 17–22.