ThesisAuthors: Nguyễn, Hải Việt; Advisor: Tạ, Thị Đào (2025)
The study focuses on both theoretical and practical aspects of brand image building and development strategies for Aurora Travel & DMC. Specifically: Research fundamental theories on branding, brand image, and factors influencing the formation and development of brand image in the tourism sector. Assess the current state of Aurora Travel & DMC’s brand image, including customer perceptions, marketing effectiveness, communication strategies, and market competitiveness. Analyze challenges and limitations in the company’s current brand development strategy. Propose strategic solutions to enhance the brand image, improve brand recognition, and build customer trust. The study will focus on ... 
