Applying principles of consumer cognition, learning, and memory to brand image development and product positioning strategies for Vietnamese enterprises

In an increasingly competitive marketplace, a thorough understanding of consumer psychology has become essential to business sustainability and long-term success. This study examines the application of key psychological principles related to consumer perception, learning, and memory in the development of effective brand images and product positioning strategies. Drawing on these theoretical foundations, the study proposes strategic approaches to help Vietnamese enterprises optimize customer touchpoints, establish a distinctive and enduring presence in consumers’ minds, and strengthen overall brand equity.