| Summary: | 碩士 === 美和科技大學 === 經營管理研究所 === 100 === For the past 10 years, the Vietnamese economy has grown strongly and has integrated into the world economy. Today, the domestic market has a variety of products and services. Consumers will often rely on brands to choose the right products or services they prefer. However, the brand is not only a name, a logo, a slogan, color characteristics, or signs for distinguishing goods and services of a business on the market. Brand is also an impression, a trust, and a loyalty in the minds of customers about a product or service offered by a business.
Nowadays, banking activities are developing very quickly in Vietnam, which creates strong competition in the banking industry. The bank has therefore paid attention to building and developing brand. Brand is an intangible asset which is vital for the operation of a bank. A good banking brand will bring more benefits to the bank. Brand of Vietcombank is no exception. The question is how to build good brand and enhance brand equity. The purpose of this research is to identify factors that influence the development of Vietcombank brand. From this, the research attempts to find out some solutions and the appropriate communication tools such as marketing, advertising and public relations to enhance brand equity. The quantitative method is used to achieve the purpose of this thesis. Research results are demonstrated by the following factors: quality of products and services, the identity of customers of the bank's image, prestige of the bank, and customer service of the bank, the application of modern banking technology and style and professionalism of the bank staff.
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