This study tests the role of marketing-mix elements (quality, price, distribution and promotion) on the awareness, associations and loyalty of brand for the case of Khanh Hoa Sanest company. Based on a data set of 333 customers, confirmatory factor analysis (CFA) and structural equation model (SEM) were used to assess the reliability and validity of the constructs, and to test the proposed theoretical model and hypotheses. Results show that the marketing-mix elements have positive effects on the awareness and associations of brand. In its turn, on the awareness and associations of brand has a positive effect on brand loyalty. Therefore, the results say also that the marketing-mix elements have indirect effects on brand loyalty via the awareness and associations of brand. The results are important to help Khanh Hoa Sanest company with its marketing-mix strategies which need to build and develop the brand.