The key objective of this research paper is to provide the case company with branding strategies based on a theoretical framework of branding and the collection and analysis of information on customers. The case company is Eureka Linh Trường Resort, which is located in Northern Viet Nam.

The research paper presents a theoretical framework of branding by reviewing the studies of strategic brand management. The paper then analyses the information collected on customer behavior and perception through an online survey. The result of the survey reveals insight into the market size, and customer behavior when looking for a new travel destination and their behavior on social media, as well as the brand awareness and perception among the respondents. The analyzed information is then discussed to form suggestions for the branding of the company.

As a result, the research paper shows that it is essential for the case company to invest in branding with the purpose of building a long-term asset. Several strategic suggestions were presented including a brand audit and branding strategies for the company.