The Branding Strategy of Vietnam Commercial Banks

• Main Author: Trinh Quang Thai
• Other Authors: Chi-Shiun Lai
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/mu3x9t

碩士 === 國立雲林科技大學 === 企業管理系 === 106 === This thesis focuses on strategy for developing brand name in Vietnam commercial banks. The thesis involves five main contents, namely: (1) Concepts of brand, brand building, (2) Conceptual framework of strategy for developing brand name in commercial banks, (3) Analyzing the strategy of building and developing brand name in Vietnam commercial banks, (4) Regression results and hypothesis and model validity, and (5) Assessing the brand equity of Vietnam commercial banks and recommendations. First of all, the thesis develops a theoretical framework of brand, brand building, and strategy for developing brand name in commercial banks. I referred to the models of building and developing a brand name from previous researches to build a theoretical framework for developing a bank brand. To assess the impact of branding factors on customer perceptions of a brand name, this thesis uses a combination of two methods of positivism and quantitative approach. This thesis establishes five hypotheses based on the process of building a brand equity strategy. Next, the primary and secondary data were collected for analysis. To collect the primary data, I conducted a survey on 218 managers working in the banking sector in Vietnam. Based on the collected sample, I constructed a regression model with 8 independent variables and 4 control variables to test this model. The research results indicate that there are six factors influencing customer feelings of bank brand, including: (1) Brand Personalization, (2) Brand Essence, (3) Brand Positioning, (4) Establishing brand strategy, (5) Brand communication strategy, and (6) Evaluation and Adjustment of brand strategy. In addition, building and developing brand name in Vietnam commercial banks has achieved many successes. However, this activity has been faced several difficulties. On the basis of the findings, the thesis suggests some recommendations for improving the strategy for developing brand name in Vietnam commercial banks.