| Summary: | 碩士 === 美和科技大學 === 經營管理研究所 === 99 === The word "brand" is increasingly important to businesses and familiar with customers. Assets of the business are not only the value of land, machinery, plant, equipment etc., but also brand value which is the ideas and beliefs in the customers' mind about the products or services the company provides.
These days, banking operations in Vietnam are developing rapidly, which creates fierce competition among banks. To exist in highly competitive market, banks have to create the difference in products, take part actively in the process building and developing the brand of bank because brand will bring the bank a lot of benefits such as customers' recognition, and loyalty, improving service's quality, expanding operating size, increasing reliability. And HD bank is not exceptional. The purpose of the research is to find the factors which highly influence on the bank's brand. Quantitative model has been used to get this research purpose. The result of this research shows that the bank's brand has relation to the following factors: the diversification of the bank's service, the customers' reliability to bank's service.
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