Factors Affecting Brand Identity of Tea Enterprises in Thai Nguyen Province: An SEM Approach

Abstract

This study focuses on tea enterprises in Thai Nguyen province to identify factors affecting brand identity strength (BIS). Survey data of 230 enterprises were analyzed using structural equation modeling (SEM) with four factors: Visual identity and packaging, Heritage and geographical indications, Brand story and communication, Product quality and consistency. The results show that all four factors have a positive impact on BIS, of which Visual identity and packaging has the strongest influence. The model explains 56.8% of the variance of BIS. In theory, the study adds empirical evidence to theories of brand identity and signaling. In practice, the results suggest that Thai Nguyen tea enterprises need to focus on packaging consistency, exploiting heritage, building brand stories and maintaining stable quality to strengthen identity and competitiveness.