Brand has been more and more important than ever. Having a strong brand can be compared as a powerful weapon to enable an association to gain sustainable competitive advantages. A strong brand requires ever-protecting and ever-developing during the business cycle of any associations. A brand can be not strong in long term without being considered and improved perceived quality of its products or services, customer satisfaction, and customer loyalty as well as the positive effects of brand awareness. The aim of this study was to examine the influence of brand awareness on the relationship between perceived quality and customer satisfaction, which has been assessed by previous researchers in the service industry. The theory was illustrated in the case study of G7 brand, a famous instant coffee product in Viet Nam, which is facing the dilution of its brand. Survey method was used to achieve the purpose of the study, involving 300 Vietnamese coffee drinkers in Ho Chi Minh City. The research results of the study exposed the current Vietnamese customer’s perception of G7 coffee related to its customer satisfaction and suggestions how to improve customer satisfaction with perceived quality and brand awareness.
