Comparative analysis of the brand strategy of Big4 logistics companies in Vietnam

Along with the strong development of the world economy in the direction of globalization and regionalization, the role of logistics has become increasingly important as a tool to link activities in the chain. Global Value Chain (GVC) from supply, production, circulation and distribution to market expansion for economic activities. As the global market develops with technological advances, especially the opening of markets in developing and underdeveloped countries, logistics is considered by managers as a tool, a means of linking sectors. different areas of corporate strategy. The term logistics has also been officially defined in the Commercial Law 2005: “Logistics services are commercial activities whereby traders organize to perform one or more jobs including receiving goods, transporting, storing, storage, customs clearance, other paperwork, customer consultation, packaging, marking, delivery or other services related to goods as agreed with the customer for remuneration.” In simpler terms, Logistics is the process of planning, implementing and controlling the movement of goods or information related to raw materials (inputs) and final products (outputs) from the point of origin to the point of consumption. On the basis of comparative analysis of brand management of big 4 logistics companies in Vietnam, the article presents comparative situations and proposes solutions to develop and improve the brand quality of logistics companies.