Abstract

In the successful of Trung Nguyen, have to say that, public relations activity has created the craze of “Trung Nguyen”. In its early years, there are many articles, reports, etc. about this “phenomenon cafe", and most of those posts brought the positive content. Trung Nguyen is the first Vietnamese coffee brand that was be developed and managed as a methodical enterprise in Vietnam coffee market, and is the first Vietnamese coffee brand implemented the franchising strategy to expand their business. These two “first” is the main reason which created the craze of articles about Trung Nguyen. But, all of those things seems to be slowly becoming the past. Currently, the image of Trung Nguyen is being faded. There are many reasons for this kind of thing, and if these current situations of Trung Nguyen does not improved as a positive way, maybe, in next 5 years, the name of Trung Nguyen would become one of a sweet and bitter example for the lessons of trademark management. However, even though Trung Nguyen is in a bad situation but if we look at the revenue by the end of 2014 - gained over VND 4,000b (US$ 200m) in revenue and nearly VND 1,300b (US$ 58m) in profit before tax. - It is not easy to talk about the future of Trung Nguyen coffee - one of the most incredible successful coffee enterprise in Vietnam.

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