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Rapid population growth has made Vietnamese health care become overloaded. Many people are absorbed at work and neither do take care of their health nor do have a proper health care programme. To enhance business performance of a start-up that brings health services to people, this book has been written to construct a comprehensive marketing framework fundamental to different perspectives and experiences.

Brands have become valuable assets that play a central role in differentiating the products and services to catch the attention of the customers. This research examines the significance of branding strategies for companies' growth and survival. For this paper, models and theories from previous researches are used to give an in-depth understanding of the different brand strategies and SMEs. The data was collected through qualitative interviews with 10 companies of which five were conducted in Kampala, Uganda and the other five were in Ho Chi Minh city, Vietnam. Although SMEs play a significant...