Luận văn a study solutions for developing brand of anbinh bank in the period 2005 2010

Ta compete with competitors from domestic to foreign, each bank must ave good brand Below are some reasons, which make me to, decided chose this topic what makes ABbank to develop its

VIETNAM NATIONAL UNIVERSITY, HANOI

HANOI SCHOOL OF BUSINESS

À⁄

Tran Sy Mau

ASTUDY & SOLUTIONS FOR DEVELOPING

BRAND OF AN BINH BANK IN THE PERIOD 2005-2010

MASTER OF BUSINESS ADMINISTRATION THESIS

Hanoi — 2007

VIETNAM NATIONAL UNIVERSITY, HANOI

HANOI SCHOOL OF BUSINESS

Tran Sy Mau

ASTUDY & SOLUTIONS FOR DEVELOPING

BRAND OF AN BINH BANK IN THE PERIOD 2005-2010

Major: Business Administration

Cade: 60 34 05

MASTER OF BUSINESS ADMINISTRATION THESIS

SUPERVISOR: DR NGUYEN VIET ANH

Hanoi— 2007

TABLE OF CONTENTS ACKNOWLEDGEMENTS

2 Objectives & aims -

3 Research quesion sec

4, Scope ol’ work

5, Data & process

6 Methods & approa

1.1.5 Key Concepts in Building Brand

1.1.6 The Corporate Brand

TNTRODUCTION

1 Background

Tu recenl years, Vietram"s cconomy has been always al high growth rate, banking is one of the industries has influence on the economy with the highest prowth rate in a long time Besides that, go together high growth is competitive pressure becoming increasingly among banks as well as [oreign barks which has not only a strong power of finance but also experience in a long time Hspecially,

when Vietnam became formal member of WTO since the 1 January 2007, after that there arc many banks establish, and there are more forcign banks send file to State

Bank of Vietnam to ask the Vietnam State Bank to permit them open branch or even establish a new foreign bank with 100% their capital What's more, with pressure from domestic competilors as well as foreign banks, domestic taust have planning

to compete in fierce competitive environment An Binh bank (ABBank) is not

exception Ta compete with competitors from domestic to foreign, each bank must

ave good brand Below are some reasons, which make me to, decided chose this

topic what makes ABbank to develop its brand in coming time

First, under competitive pressures from foreign banks, domestic banks more

increasing, ABBank cannot develop without development planning of brand and a certain brand image in customers ‘mind, ‘Therefore, ALBank needs to have a plan to develop iis brand in coming time, before cape with dircet competition from foreign

banks

Second, Vietnam participates into WTO (world trade organization), more and more foreign banks ponelratc into Vietnam market, and this makes a large pressure for Vietnam’s banks

Third, ABBank changed operation in commercial and investment banking in

a shor! time and if is new one in Vietnam financial market Therefore, ABBank

must do many things to build and develop a believable image in customers trust Furthermore, ABBank has difficulties in finding solutions for developing brand as

well as improve brand image im customers’ mind Therefore, ABBank has Lo not

1.3 Building banking brands

1.3.1 Introduetion about brand in banking

1.3.2 Factors in building strong brand

1.3.3 Communivating banking brands

1.3.4 What brand model for bank

1.4, Experience in building and developing barking brands

1.4.1 Failures and Success in building brand

CHAPTER 2: RESEARCH METHODOLOGY & EMPIRICAL FINDINGS

2.1 Research Approach co

2.2 Research Method

2.3 Data collection methad

2.4 Overview of lhe case ABBank

2.4.1 Introduction

2.42 History and development process of ABBanik

2.4.3 Mission, Vision and Objectives of ABBank -

3.5 Empirical findings Ma

2.5.1 Empirical Data

2.6 Stalus of brand development in ABBank „ 2

2.7 Why are Vietnamese banking brands not great2 co oinessireee 74

2.7.1 Overview of banking brand m Vietnam -

2.7.2 Actual existences of bank branding in Vietnam 75

2.7.3 Why are Vietnamese bank brands not great’? ¬ˆ

CHAPTER 3: SOLUTIONS FOR DEVELOPING BRAND OF "ABB ANK 86

3.1 Orientations develop banking industry in coming time es

3.1.1 Objective and strategy in developing Vietnam's banks in coming time 86

3.1.2 Government orientation in developing banking seTvies 88 3.1.3 The fulwe of banking branding 95 3.2 Difficulties and challenges in developing b brand of ABBank 7 3.2.1 Difficulties to ABBank cevtonevinnes atest! 97 3.2.2 Challenges to ABRank - - 100 3.3 Solutions for develeping Al3l3ankk brand M dA 3.3.1 Overall solutions for developing ABBank brand 101 3.3.2 Application of Brand Resonance Pyramid model i AlBank 13 3.3.3 Recommendations - - - 11 CONCLUSIONS - 119 APPENDIX

vi

only compete with domestic commercial banks but also prepare finance and human resource to guarantee existence and development in fiercely competitive environment as well as cope with forvign banks At this moment, ABBank has nol yet an overall plan to develop its brand Therefore, it must have a plan to develop brand if it wants to exist and develop in fierce condition in today Moreover, there are sub-reasons whal make me interest in studying brand in banking, that is brand in banking is new concept m Vietnam and the number of banks have strong brands is very little

2 Objectives & aims

‘The purpose of this study is to show the issues of ASBank case and propose the solutions for developing brand of ABBank in the period 2007-2010 In the study, T will concentrate studying brand problem of ABRank and raise solutions to develop its brand in coming time Furthermore, the purpose is to provide an overall seeing about bank brands in Viemam financial market as well as foundation for fulure research in the banking brand in Vietnam in the future In this thesis, the objectives and aims as following:

Objectives of the study

This study focus mainly on three objectives as following

‘> Studying deeply and more detail how brand development is conducted in banking field

“> Finding issues in process of building, brand at ABBank as well as aspects, which relate to ABBank

* Propose some solutions and brand model for developing An Binh brand in

LIST OF FIGURES

Figure 1- {: Importance of brand to banks

Figure 1-2: Seven factors in building successful brands

Figure 1-3: Brand resonance model

Performance Results in the period 2004-2006 55

; Employees’ Understanding about brand - -:ssszcccce 61 : Understanding of employees about aspects of brand 62

: CusatomeIs` cholee " —

Satisfaction level of Customers about bank 7

2.7: Efeeling of custorners about A13i3ank brand ce 68

Figure 2.9: Difference between ABBank and others 69

LIST OF TABLES

Table 2.1: Employees’ understanding about brand 63

‘Table 2-2: Difficulties of employees in Working csssccseseesesseenseeeseeeeeee 63 Table 2-3: Logo of banks - 66

‘Table 2-4; Factor affect 10 customer's chơi6e c ee seecsoecoseee 7

Table 3-1: Comparison between ABBank and other CT5 banks 99

APPENDIX

Appendix 1: QUESTIONNAIRE (For customers)

Appendix 2; QUESTIONNAIRE (For Manager and employees)

vi

3 Research question

‘As mentioned above, there are several important issues need to consider when developing a brand Local bank brands not only have lo compete with cach other but also to compete with international bank brands that have the advantage of capital and management skills to attract the consumer Because of new business in investment and commercial, ABBauk actually has not an overall brand strategy for developing bank brand The question to ABBank now is to find the solution for developing Brand of ABBank in coming time As an intangible and risky purchase, the brand can reassure the customer and add functional as well as emotional value Based on the discussion so far, the research problem is stated as:

Research question 1: What solutions can help ABBank develop its brand in the

period from now lo 20102

Tlowever, to have solutions for developing brand of ADBank, the study needs consider the issues discussed in this paragraph, the research problem is further narrowed dowrt as one folowing sub research question

Rescarch question 2: What are difficulties and challenges facing AnBinh?

5 Data & process

With the main objectives are to find solution for ABBank 10 develop its

brand in the period from now to 2010 Study takes information from many sources

as following:

Data source: Bank’s mformation & findings, Tutemel, papers

3 Research question

‘As mentioned above, there are several important issues need to consider when developing a brand Local bank brands not only have lo compete with cach other but also to compete with international bank brands that have the advantage of capital and management skills to attract the consumer Because of new business in investment and commercial, ABBauk actually has not an overall brand strategy for developing bank brand The question to ABBank now is to find the solution for developing Brand of ABBank in coming time As an intangible and risky purchase, the brand can reassure the customer and add functional as well as emotional value Based on the discussion so far, the research problem is stated as:

Research question 1: What solutions can help ABBank develop its brand in the

period from now lo 20102

Tlowever, to have solutions for developing brand of ADBank, the study needs consider the issues discussed in this paragraph, the research problem is further narrowed dowrt as one folowing sub research question

Rescarch question 2: What are difficulties and challenges facing AnBinh?

5 Data & process

With the main objectives are to find solution for ABBank 10 develop its

brand in the period from now to 2010 Study takes information from many sources

as following:

Data source: Bank’s mformation & findings, Tutemel, papers

1.3 Building banking brands

1.3.1 Introduetion about brand in banking

1.3.2 Factors in building strong brand

1.3.3 Communivating banking brands

1.3.4 What brand model for bank

1.4, Experience in building and developing barking brands

1.4.1 Failures and Success in building brand

CHAPTER 2: RESEARCH METHODOLOGY & EMPIRICAL FINDINGS

2.1 Research Approach co

2.2 Research Method

2.3 Data collection methad

2.4 Overview of lhe case ABBank

2.4.1 Introduction

2.42 History and development process of ABBanik

2.4.3 Mission, Vision and Objectives of ABBank -

3.5 Empirical findings Ma

2.5.1 Empirical Data

2.6 Stalus of brand development in ABBank „ 2

2.7 Why are Vietnamese banking brands not great2 co oinessireee 74

2.7.1 Overview of banking brand m Vietnam -

2.7.2 Actual existences of bank branding in Vietnam 75

2.7.3 Why are Vietnamese bank brands not great’? ¬ˆ

CHAPTER 3: SOLUTIONS FOR DEVELOPING BRAND OF "ABB ANK 86

3.1 Orientations develop banking industry in coming time es

3.1.1 Objective and strategy in developing Vietnam's banks in coming time 86

3.1.2 Government orientation in developing banking seTvies 88 3.1.3 The fulwe of banking branding 95 3.2 Difficulties and challenges in developing b brand of ABBank 7 3.2.1 Difficulties to ABBank cevtonevinnes atest! 97 3.2.2 Challenges to ABRank - - 100 3.3 Solutions for develeping Al3l3ankk brand M dA 3.3.1 Overall solutions for developing ABBank brand 101 3.3.2 Application of Brand Resonance Pyramid model i AlBank 13 3.3.3 Recommendations - - - 11 CONCLUSIONS - 119 APPENDIX

vi

1.3 Building banking brands

1.3.1 Introduetion about brand in banking

1.3.2 Factors in building strong brand

1.3.3 Communivating banking brands

1.3.4 What brand model for bank

1.4, Experience in building and developing barking brands

1.4.1 Failures and Success in building brand

CHAPTER 2: RESEARCH METHODOLOGY & EMPIRICAL FINDINGS

2.1 Research Approach co

2.2 Research Method

2.3 Data collection methad

2.4 Overview of lhe case ABBank

2.4.1 Introduction

2.42 History and development process of ABBanik

2.4.3 Mission, Vision and Objectives of ABBank -

3.5 Empirical findings Ma

2.5.1 Empirical Data

2.6 Stalus of brand development in ABBank „ 2

2.7 Why are Vietnamese banking brands not great2 co oinessireee 74

2.7.1 Overview of banking brand m Vietnam -

2.7.2 Actual existences of bank branding in Vietnam 75

2.7.3 Why are Vietnamese bank brands not great’? ¬ˆ

CHAPTER 3: SOLUTIONS FOR DEVELOPING BRAND OF "ABB ANK 86

3.1 Orientations develop banking industry in coming time es

3.1.1 Objective and strategy in developing Vietnam's banks in coming time 86

3.1.2 Government orientation in developing banking seTvies 88 3.1.3 The fulwe of banking branding 95 3.2 Difficulties and challenges in developing b brand of ABBank 7 3.2.1 Difficulties to ABBank cevtonevinnes atest! 97 3.2.2 Challenges to ABRank - - 100 3.3 Solutions for develeping Al3l3ankk brand M dA 3.3.1 Overall solutions for developing ABBank brand 101 3.3.2 Application of Brand Resonance Pyramid model i AlBank 13 3.3.3 Recommendations - - - 11 CONCLUSIONS - 119 APPENDIX

vi

LIST OF FIGURES

Figure 1- {: Importance of brand to banks

Figure 1-2: Seven factors in building successful brands

Figure 1-3: Brand resonance model

Performance Results in the period 2004-2006 55

; Employees’ Understanding about brand - -:ssszcccce 61 : Understanding of employees about aspects of brand 62

: CusatomeIs` cholee " —

Satisfaction level of Customers about bank 7

2.7: Efeeling of custorners about A13i3ank brand ce 68

Figure 2.9: Difference between ABBank and others 69

LIST OF TABLES

Table 2.1: Employees’ understanding about brand 63

‘Table 2-2: Difficulties of employees in Working csssccseseesesseenseeeseeeeeee 63 Table 2-3: Logo of banks - 66

‘Table 2-4; Factor affect 10 customer's chơi6e c ee seecsoecoseee 7

Table 3-1: Comparison between ABBank and other CT5 banks 99

APPENDIX

Appendix 1: QUESTIONNAIRE (For customers)

Appendix 2; QUESTIONNAIRE (For Manager and employees)

vi

The way to process data: The method to process data is mainly by excel

Data has been taken from some websites, which specialize on branding in the world

and Vietnam such as Brand charmel, Tnterbrand, Businessweck or vneuonomy,

saigontimes and so on Information from surveyfinterviews more than 100 customers in [lanoi as well as over 100 employees of ABBank in IIanoi branch

6 Methods & approaches

‘The study uses case study to make clear the problem of brand in banking, system in Vietnam Moreover, to have information for this study, this study

cơmcentrales ơn survey customers and smployees by some ways such as

questionnaires, interview and observation or in research method, we use case study method Especially, in the survey, we use three methods that includes

questiommaires, inferview, observation

This study will be an empirical research, which preliminarily adopts the following: Review of related literature/documentation, survey, in-depth interview,

Review of related iterature/documeniation’ this will examine the multidiseiphinary

theories of and empirical studies on brand in the literature In Surveys/interviews

sessions: queslionmaires will he developed and structured interviews are conducted

7 Significance

With the objective mentioned above, the study contributes several meanings

to banks in Viehtam On the theory, this study makes lear some aspects of the theory of banking brand in general and in ABBank in particular This study is also a

good reference for banks in Vietnam when they have demand to build brand It is

hoped that this study will contribute to the body of knowledge on brand and show how the brand concept could be deployed more effective in other parts of Vietnam

It will also help Vietnamese banks to understand fully about brand importance and

come up with more suilable brand strategies and policies On the practice, Lis

study gives an overall strategy for ABBank developing its brand in the future

The way to process data: The method to process data is mainly by excel

Data has been taken from some websites, which specialize on branding in the world

and Vietnam such as Brand charmel, Tnterbrand, Businessweck or vneuonomy,

saigontimes and so on Information from surveyfinterviews more than 100 customers in [lanoi as well as over 100 employees of ABBank in IIanoi branch

6 Methods & approaches

‘The study uses case study to make clear the problem of brand in banking, system in Vietnam Moreover, to have information for this study, this study

cơmcentrales ơn survey customers and smployees by some ways such as

questionnaires, interview and observation or in research method, we use case study method Especially, in the survey, we use three methods that includes

questiommaires, inferview, observation

This study will be an empirical research, which preliminarily adopts the following: Review of related literature/documentation, survey, in-depth interview,

Review of related iterature/documeniation’ this will examine the multidiseiphinary

theories of and empirical studies on brand in the literature In Surveys/interviews

sessions: queslionmaires will he developed and structured interviews are conducted

7 Significance

With the objective mentioned above, the study contributes several meanings

to banks in Viehtam On the theory, this study makes lear some aspects of the theory of banking brand in general and in ABBank in particular This study is also a

good reference for banks in Vietnam when they have demand to build brand It is

hoped that this study will contribute to the body of knowledge on brand and show how the brand concept could be deployed more effective in other parts of Vietnam

It will also help Vietnamese banks to understand fully about brand importance and

come up with more suilable brand strategies and policies On the practice, Lis

study gives an overall strategy for ABBank developing its brand in the future

only compete with domestic commercial banks but also prepare finance and human resource to guarantee existence and development in fiercely competitive environment as well as cope with forvign banks At this moment, ABBank has nol yet an overall plan to develop its brand Therefore, it must have a plan to develop brand if it wants to exist and develop in fierce condition in today Moreover, there are sub-reasons whal make me interest in studying brand in banking, that is brand in banking is new concept m Vietnam and the number of banks have strong brands is very little

2 Objectives & aims

‘The purpose of this study is to show the issues of ASBank case and propose the solutions for developing brand of ABBank in the period 2007-2010 In the study, T will concentrate studying brand problem of ABRank and raise solutions to develop its brand in coming time Furthermore, the purpose is to provide an overall seeing about bank brands in Viemam financial market as well as foundation for fulure research in the banking brand in Vietnam in the future In this thesis, the objectives and aims as following:

Objectives of the study

This study focus mainly on three objectives as following

‘> Studying deeply and more detail how brand development is conducted in banking field

“> Finding issues in process of building, brand at ABBank as well as aspects, which relate to ABBank

* Propose some solutions and brand model for developing An Binh brand in

TNTRODUCTION

1 Background

Tu recenl years, Vietram"s cconomy has been always al high growth rate, banking is one of the industries has influence on the economy with the highest prowth rate in a long time Besides that, go together high growth is competitive pressure becoming increasingly among banks as well as [oreign barks which has not only a strong power of finance but also experience in a long time Hspecially,

when Vietnam became formal member of WTO since the 1 January 2007, after that there arc many banks establish, and there are more forcign banks send file to State

Bank of Vietnam to ask the Vietnam State Bank to permit them open branch or even establish a new foreign bank with 100% their capital What's more, with pressure from domestic competilors as well as foreign banks, domestic taust have planning

to compete in fierce competitive environment An Binh bank (ABBank) is not

exception Ta compete with competitors from domestic to foreign, each bank must

ave good brand Below are some reasons, which make me to, decided chose this

topic what makes ABbank to develop its brand in coming time

First, under competitive pressures from foreign banks, domestic banks more

increasing, ABBank cannot develop without development planning of brand and a certain brand image in customers ‘mind, ‘Therefore, ALBank needs to have a plan to develop iis brand in coming time, before cape with dircet competition from foreign

banks

Second, Vietnam participates into WTO (world trade organization), more and more foreign banks ponelratc into Vietnam market, and this makes a large pressure for Vietnam’s banks

Third, ABBank changed operation in commercial and investment banking in

a shor! time and if is new one in Vietnam financial market Therefore, ABBank

must do many things to build and develop a believable image in customers trust Furthermore, ABBank has difficulties in finding solutions for developing brand as

well as improve brand image im customers’ mind Therefore, ABBank has Lo not

TNTRODUCTION

1 Background

Tu recenl years, Vietram"s cconomy has been always al high growth rate, banking is one of the industries has influence on the economy with the highest prowth rate in a long time Besides that, go together high growth is competitive pressure becoming increasingly among banks as well as [oreign barks which has not only a strong power of finance but also experience in a long time Hspecially,

when Vietnam became formal member of WTO since the 1 January 2007, after that there arc many banks establish, and there are more forcign banks send file to State

Bank of Vietnam to ask the Vietnam State Bank to permit them open branch or even establish a new foreign bank with 100% their capital What's more, with pressure from domestic competilors as well as foreign banks, domestic taust have planning

to compete in fierce competitive environment An Binh bank (ABBank) is not

exception Ta compete with competitors from domestic to foreign, each bank must

ave good brand Below are some reasons, which make me to, decided chose this

topic what makes ABbank to develop its brand in coming time

First, under competitive pressures from foreign banks, domestic banks more

increasing, ABBank cannot develop without development planning of brand and a certain brand image in customers ‘mind, ‘Therefore, ALBank needs to have a plan to develop iis brand in coming time, before cape with dircet competition from foreign

banks

Second, Vietnam participates into WTO (world trade organization), more and more foreign banks ponelratc into Vietnam market, and this makes a large pressure for Vietnam’s banks

Third, ABBank changed operation in commercial and investment banking in

a shor! time and if is new one in Vietnam financial market Therefore, ABBank

must do many things to build and develop a believable image in customers trust Furthermore, ABBank has difficulties in finding solutions for developing brand as

well as improve brand image im customers’ mind Therefore, ABBank has Lo not

The way to process data: The method to process data is mainly by excel

Data has been taken from some websites, which specialize on branding in the world

and Vietnam such as Brand charmel, Tnterbrand, Businessweck or vneuonomy,

saigontimes and so on Information from surveyfinterviews more than 100 customers in [lanoi as well as over 100 employees of ABBank in IIanoi branch

6 Methods & approaches

‘The study uses case study to make clear the problem of brand in banking, system in Vietnam Moreover, to have information for this study, this study

cơmcentrales ơn survey customers and smployees by some ways such as

questionnaires, interview and observation or in research method, we use case study method Especially, in the survey, we use three methods that includes

questiommaires, inferview, observation

This study will be an empirical research, which preliminarily adopts the following: Review of related literature/documentation, survey, in-depth interview,

Review of related iterature/documeniation’ this will examine the multidiseiphinary

theories of and empirical studies on brand in the literature In Surveys/interviews

sessions: queslionmaires will he developed and structured interviews are conducted

7 Significance

With the objective mentioned above, the study contributes several meanings

to banks in Viehtam On the theory, this study makes lear some aspects of the theory of banking brand in general and in ABBank in particular This study is also a

good reference for banks in Vietnam when they have demand to build brand It is

hoped that this study will contribute to the body of knowledge on brand and show how the brand concept could be deployed more effective in other parts of Vietnam

It will also help Vietnamese banks to understand fully about brand importance and

come up with more suilable brand strategies and policies On the practice, Lis

study gives an overall strategy for ABBank developing its brand in the future

SBY- Slate Bank of Vietnam

SOC Bank: State-owned commercial bank VCB: Vietcombank

WTO, World trade organization

TNTRODUCTION

1 Background

Tu recenl years, Vietram"s cconomy has been always al high growth rate, banking is one of the industries has influence on the economy with the highest prowth rate in a long time Besides that, go together high growth is competitive pressure becoming increasingly among banks as well as [oreign barks which has not only a strong power of finance but also experience in a long time Hspecially,

when Vietnam became formal member of WTO since the 1 January 2007, after that there arc many banks establish, and there are more forcign banks send file to State

Bank of Vietnam to ask the Vietnam State Bank to permit them open branch or even establish a new foreign bank with 100% their capital What's more, with pressure from domestic competilors as well as foreign banks, domestic taust have planning

to compete in fierce competitive environment An Binh bank (ABBank) is not

exception Ta compete with competitors from domestic to foreign, each bank must

ave good brand Below are some reasons, which make me to, decided chose this

topic what makes ABbank to develop its brand in coming time

First, under competitive pressures from foreign banks, domestic banks more

increasing, ABBank cannot develop without development planning of brand and a certain brand image in customers ‘mind, ‘Therefore, ALBank needs to have a plan to develop iis brand in coming time, before cape with dircet competition from foreign

banks

Second, Vietnam participates into WTO (world trade organization), more and more foreign banks ponelratc into Vietnam market, and this makes a large pressure for Vietnam’s banks

Third, ABBank changed operation in commercial and investment banking in

a shor! time and if is new one in Vietnam financial market Therefore, ABBank

must do many things to build and develop a believable image in customers trust Furthermore, ABBank has difficulties in finding solutions for developing brand as

well as improve brand image im customers’ mind Therefore, ABBank has Lo not

only compete with domestic commercial banks but also prepare finance and human resource to guarantee existence and development in fiercely competitive environment as well as cope with forvign banks At this moment, ABBank has nol yet an overall plan to develop its brand Therefore, it must have a plan to develop brand if it wants to exist and develop in fierce condition in today Moreover, there are sub-reasons whal make me interest in studying brand in banking, that is brand in banking is new concept m Vietnam and the number of banks have strong brands is very little

2 Objectives & aims

‘The purpose of this study is to show the issues of ASBank case and propose the solutions for developing brand of ABBank in the period 2007-2010 In the study, T will concentrate studying brand problem of ABRank and raise solutions to develop its brand in coming time Furthermore, the purpose is to provide an overall seeing about bank brands in Viemam financial market as well as foundation for fulure research in the banking brand in Vietnam in the future In this thesis, the objectives and aims as following:

Objectives of the study

This study focus mainly on three objectives as following

‘> Studying deeply and more detail how brand development is conducted in banking field

“> Finding issues in process of building, brand at ABBank as well as aspects, which relate to ABBank

* Propose some solutions and brand model for developing An Binh brand in

The way to process data: The method to process data is mainly by excel

Data has been taken from some websites, which specialize on branding in the world

and Vietnam such as Brand charmel, Tnterbrand, Businessweck or vneuonomy,

saigontimes and so on Information from surveyfinterviews more than 100 customers in [lanoi as well as over 100 employees of ABBank in IIanoi branch

6 Methods & approaches

‘The study uses case study to make clear the problem of brand in banking, system in Vietnam Moreover, to have information for this study, this study

cơmcentrales ơn survey customers and smployees by some ways such as

questionnaires, interview and observation or in research method, we use case study method Especially, in the survey, we use three methods that includes

questiommaires, inferview, observation

This study will be an empirical research, which preliminarily adopts the following: Review of related literature/documentation, survey, in-depth interview,

Review of related iterature/documeniation’ this will examine the multidiseiphinary

theories of and empirical studies on brand in the literature In Surveys/interviews

sessions: queslionmaires will he developed and structured interviews are conducted

7 Significance

With the objective mentioned above, the study contributes several meanings

to banks in Viehtam On the theory, this study makes lear some aspects of the theory of banking brand in general and in ABBank in particular This study is also a

good reference for banks in Vietnam when they have demand to build brand It is

hoped that this study will contribute to the body of knowledge on brand and show how the brand concept could be deployed more effective in other parts of Vietnam

It will also help Vietnamese banks to understand fully about brand importance and

come up with more suilable brand strategies and policies On the practice, Lis

study gives an overall strategy for ABBank developing its brand in the future

1.3 Building banking brands

1.3.1 Introduetion about brand in banking

1.3.2 Factors in building strong brand

1.3.3 Communivating banking brands

1.3.4 What brand model for bank

1.4, Experience in building and developing barking brands

1.4.1 Failures and Success in building brand

CHAPTER 2: RESEARCH METHODOLOGY & EMPIRICAL FINDINGS

2.1 Research Approach co

2.2 Research Method

2.3 Data collection methad

2.4 Overview of lhe case ABBank

2.4.1 Introduction

2.42 History and development process of ABBanik

2.4.3 Mission, Vision and Objectives of ABBank -

3.5 Empirical findings Ma

2.5.1 Empirical Data

2.6 Stalus of brand development in ABBank „ 2

2.7 Why are Vietnamese banking brands not great2 co oinessireee 74

2.7.1 Overview of banking brand m Vietnam -

2.7.2 Actual existences of bank branding in Vietnam 75

2.7.3 Why are Vietnamese bank brands not great’? ¬ˆ

CHAPTER 3: SOLUTIONS FOR DEVELOPING BRAND OF "ABB ANK 86

3.1 Orientations develop banking industry in coming time es

3.1.1 Objective and strategy in developing Vietnam's banks in coming time 86

3.1.2 Government orientation in developing banking seTvies 88 3.1.3 The fulwe of banking branding 95 3.2 Difficulties and challenges in developing b brand of ABBank 7 3.2.1 Difficulties to ABBank cevtonevinnes atest! 97 3.2.2 Challenges to ABRank - - 100 3.3 Solutions for develeping Al3l3ankk brand M dA 3.3.1 Overall solutions for developing ABBank brand 101 3.3.2 Application of Brand Resonance Pyramid model i AlBank 13 3.3.3 Recommendations - - - 11 CONCLUSIONS - 119 APPENDIX

vi

3 Research question

‘As mentioned above, there are several important issues need to consider when developing a brand Local bank brands not only have lo compete with cach other but also to compete with international bank brands that have the advantage of capital and management skills to attract the consumer Because of new business in investment and commercial, ABBauk actually has not an overall brand strategy for developing bank brand The question to ABBank now is to find the solution for developing Brand of ABBank in coming time As an intangible and risky purchase, the brand can reassure the customer and add functional as well as emotional value Based on the discussion so far, the research problem is stated as:

Research question 1: What solutions can help ABBank develop its brand in the

period from now lo 20102

Tlowever, to have solutions for developing brand of ADBank, the study needs consider the issues discussed in this paragraph, the research problem is further narrowed dowrt as one folowing sub research question

Rescarch question 2: What are difficulties and challenges facing AnBinh?

5 Data & process

With the main objectives are to find solution for ABBank 10 develop its

brand in the period from now to 2010 Study takes information from many sources

as following:

Data source: Bank’s mformation & findings, Tutemel, papers

only compete with domestic commercial banks but also prepare finance and human resource to guarantee existence and development in fiercely competitive environment as well as cope with forvign banks At this moment, ABBank has nol yet an overall plan to develop its brand Therefore, it must have a plan to develop brand if it wants to exist and develop in fierce condition in today Moreover, there are sub-reasons whal make me interest in studying brand in banking, that is brand in banking is new concept m Vietnam and the number of banks have strong brands is very little

2 Objectives & aims

‘The purpose of this study is to show the issues of ASBank case and propose the solutions for developing brand of ABBank in the period 2007-2010 In the study, T will concentrate studying brand problem of ABRank and raise solutions to develop its brand in coming time Furthermore, the purpose is to provide an overall seeing about bank brands in Viemam financial market as well as foundation for fulure research in the banking brand in Vietnam in the future In this thesis, the objectives and aims as following:

Objectives of the study

This study focus mainly on three objectives as following

‘> Studying deeply and more detail how brand development is conducted in banking field

“> Finding issues in process of building, brand at ABBank as well as aspects, which relate to ABBank

* Propose some solutions and brand model for developing An Binh brand in

1.3 Building banking brands

1.3.1 Introduetion about brand in banking

1.3.2 Factors in building strong brand

1.3.3 Communivating banking brands

1.3.4 What brand model for bank

1.4, Experience in building and developing barking brands

1.4.1 Failures and Success in building brand

CHAPTER 2: RESEARCH METHODOLOGY & EMPIRICAL FINDINGS

2.1 Research Approach co

2.2 Research Method

2.3 Data collection methad

2.4 Overview of lhe case ABBank

2.4.1 Introduction

2.42 History and development process of ABBanik

2.4.3 Mission, Vision and Objectives of ABBank -

3.5 Empirical findings Ma

2.5.1 Empirical Data

2.6 Stalus of brand development in ABBank „ 2

2.7 Why are Vietnamese banking brands not great2 co oinessireee 74

2.7.1 Overview of banking brand m Vietnam -

2.7.2 Actual existences of bank branding in Vietnam 75

2.7.3 Why are Vietnamese bank brands not great’? ¬ˆ

CHAPTER 3: SOLUTIONS FOR DEVELOPING BRAND OF "ABB ANK 86

3.1 Orientations develop banking industry in coming time es

3.1.1 Objective and strategy in developing Vietnam's banks in coming time 86

3.1.2 Government orientation in developing banking seTvies 88 3.1.3 The fulwe of banking branding 95 3.2 Difficulties and challenges in developing b brand of ABBank 7 3.2.1 Difficulties to ABBank cevtonevinnes atest! 97 3.2.2 Challenges to ABRank - - 100 3.3 Solutions for develeping Al3l3ankk brand M dA 3.3.1 Overall solutions for developing ABBank brand 101 3.3.2 Application of Brand Resonance Pyramid model i AlBank 13 3.3.3 Recommendations - - - 11 CONCLUSIONS - 119 APPENDIX

vi

1.3 Building banking brands

1.3.1 Introduetion about brand in banking

1.3.2 Factors in building strong brand

1.3.3 Communivating banking brands

1.3.4 What brand model for bank

1.4, Experience in building and developing barking brands

1.4.1 Failures and Success in building brand

CHAPTER 2: RESEARCH METHODOLOGY & EMPIRICAL FINDINGS

2.1 Research Approach co

2.2 Research Method

2.3 Data collection methad

2.4 Overview of lhe case ABBank

2.4.1 Introduction

2.42 History and development process of ABBanik

2.4.3 Mission, Vision and Objectives of ABBank -

3.5 Empirical findings Ma

2.5.1 Empirical Data

2.6 Stalus of brand development in ABBank „ 2

2.7 Why are Vietnamese banking brands not great2 co oinessireee 74

2.7.1 Overview of banking brand m Vietnam -

2.7.2 Actual existences of bank branding in Vietnam 75

2.7.3 Why are Vietnamese bank brands not great’? ¬ˆ

CHAPTER 3: SOLUTIONS FOR DEVELOPING BRAND OF "ABB ANK 86

3.1 Orientations develop banking industry in coming time es

3.1.1 Objective and strategy in developing Vietnam's banks in coming time 86

3.1.2 Government orientation in developing banking seTvies 88 3.1.3 The fulwe of banking branding 95 3.2 Difficulties and challenges in developing b brand of ABBank 7 3.2.1 Difficulties to ABBank cevtonevinnes atest! 97 3.2.2 Challenges to ABRank - - 100 3.3 Solutions for develeping Al3l3ankk brand M dA 3.3.1 Overall solutions for developing ABBank brand 101 3.3.2 Application of Brand Resonance Pyramid model i AlBank 13 3.3.3 Recommendations - - - 11 CONCLUSIONS - 119 APPENDIX

vi

LIST OF FIGURES

Figure 1- {: Importance of brand to banks

Figure 1-2: Seven factors in building successful brands

Figure 1-3: Brand resonance model

Performance Results in the period 2004-2006 55

; Employees’ Understanding about brand - -:ssszcccce 61 : Understanding of employees about aspects of brand 62

: CusatomeIs` cholee " —

Satisfaction level of Customers about bank 7

2.7: Efeeling of custorners about A13i3ank brand ce 68

Figure 2.9: Difference between ABBank and others 69

LIST OF TABLES

Table 2.1: Employees’ understanding about brand 63

‘Table 2-2: Difficulties of employees in Working csssccseseesesseenseeeseeeeeee 63 Table 2-3: Logo of banks - 66

‘Table 2-4; Factor affect 10 customer's chơi6e c ee seecsoecoseee 7

Table 3-1: Comparison between ABBank and other CT5 banks 99

APPENDIX

Appendix 1: QUESTIONNAIRE (For customers)

Appendix 2; QUESTIONNAIRE (For Manager and employees)

vi

SBY- Slate Bank of Vietnam

SOC Bank: State-owned commercial bank VCB: Vietcombank

WTO, World trade organization

LIST OF FIGURES

Figure 1- {: Importance of brand to banks

Figure 1-2: Seven factors in building successful brands

Figure 1-3: Brand resonance model

Performance Results in the period 2004-2006 55

; Employees’ Understanding about brand - -:ssszcccce 61 : Understanding of employees about aspects of brand 62

: CusatomeIs` cholee " —

Satisfaction level of Customers about bank 7

2.7: Efeeling of custorners about A13i3ank brand ce 68

Figure 2.9: Difference between ABBank and others 69

LIST OF TABLES

Table 2.1: Employees’ understanding about brand 63

‘Table 2-2: Difficulties of employees in Working csssccseseesesseenseeeseeeeeee 63 Table 2-3: Logo of banks - 66

‘Table 2-4; Factor affect 10 customer's chơi6e c ee seecsoecoseee 7

Table 3-1: Comparison between ABBank and other CT5 banks 99

APPENDIX

Appendix 1: QUESTIONNAIRE (For customers)

Appendix 2; QUESTIONNAIRE (For Manager and employees)

vi

only compete with domestic commercial banks but also prepare finance and human resource to guarantee existence and development in fiercely competitive environment as well as cope with forvign banks At this moment, ABBank has nol yet an overall plan to develop its brand Therefore, it must have a plan to develop brand if it wants to exist and develop in fierce condition in today Moreover, there are sub-reasons whal make me interest in studying brand in banking, that is brand in banking is new concept m Vietnam and the number of banks have strong brands is very little

2 Objectives & aims

‘The purpose of this study is to show the issues of ASBank case and propose the solutions for developing brand of ABBank in the period 2007-2010 In the study, T will concentrate studying brand problem of ABRank and raise solutions to develop its brand in coming time Furthermore, the purpose is to provide an overall seeing about bank brands in Viemam financial market as well as foundation for fulure research in the banking brand in Vietnam in the future In this thesis, the objectives and aims as following:

Objectives of the study

This study focus mainly on three objectives as following

‘> Studying deeply and more detail how brand development is conducted in banking field

“> Finding issues in process of building, brand at ABBank as well as aspects, which relate to ABBank

* Propose some solutions and brand model for developing An Binh brand in

SBY- Slate Bank of Vietnam

SOC Bank: State-owned commercial bank VCB: Vietcombank

WTO, World trade organization

The way to process data: The method to process data is mainly by excel

Data has been taken from some websites, which specialize on branding in the world

and Vietnam such as Brand charmel, Tnterbrand, Businessweck or vneuonomy,

saigontimes and so on Information from surveyfinterviews more than 100 customers in [lanoi as well as over 100 employees of ABBank in IIanoi branch

6 Methods & approaches

‘The study uses case study to make clear the problem of brand in banking, system in Vietnam Moreover, to have information for this study, this study

cơmcentrales ơn survey customers and smployees by some ways such as

questionnaires, interview and observation or in research method, we use case study method Especially, in the survey, we use three methods that includes

questiommaires, inferview, observation

This study will be an empirical research, which preliminarily adopts the following: Review of related literature/documentation, survey, in-depth interview,

Review of related iterature/documeniation’ this will examine the multidiseiphinary

theories of and empirical studies on brand in the literature In Surveys/interviews

sessions: queslionmaires will he developed and structured interviews are conducted

7 Significance

With the objective mentioned above, the study contributes several meanings

to banks in Viehtam On the theory, this study makes lear some aspects of the theory of banking brand in general and in ABBank in particular This study is also a

good reference for banks in Vietnam when they have demand to build brand It is

hoped that this study will contribute to the body of knowledge on brand and show how the brand concept could be deployed more effective in other parts of Vietnam

It will also help Vietnamese banks to understand fully about brand importance and

come up with more suilable brand strategies and policies On the practice, Lis

study gives an overall strategy for ABBank developing its brand in the future

only compete with domestic commercial banks but also prepare finance and human resource to guarantee existence and development in fiercely competitive environment as well as cope with forvign banks At this moment, ABBank has nol yet an overall plan to develop its brand Therefore, it must have a plan to develop brand if it wants to exist and develop in fierce condition in today Moreover, there are sub-reasons whal make me interest in studying brand in banking, that is brand in banking is new concept m Vietnam and the number of banks have strong brands is very little

2 Objectives & aims

‘The purpose of this study is to show the issues of ASBank case and propose the solutions for developing brand of ABBank in the period 2007-2010 In the study, T will concentrate studying brand problem of ABRank and raise solutions to develop its brand in coming time Furthermore, the purpose is to provide an overall seeing about bank brands in Viemam financial market as well as foundation for fulure research in the banking brand in Vietnam in the future In this thesis, the objectives and aims as following:

Objectives of the study

This study focus mainly on three objectives as following

‘> Studying deeply and more detail how brand development is conducted in banking field

“> Finding issues in process of building, brand at ABBank as well as aspects, which relate to ABBank

* Propose some solutions and brand model for developing An Binh brand in

LIST OF FIGURES

Figure 1- {: Importance of brand to banks

Figure 1-2: Seven factors in building successful brands

Figure 1-3: Brand resonance model

Performance Results in the period 2004-2006 55

; Employees’ Understanding about brand - -:ssszcccce 61 : Understanding of employees about aspects of brand 62

: CusatomeIs` cholee " —

Satisfaction level of Customers about bank 7

2.7: Efeeling of custorners about A13i3ank brand ce 68

Figure 2.9: Difference between ABBank and others 69

LIST OF TABLES

Table 2.1: Employees’ understanding about brand 63

‘Table 2-2: Difficulties of employees in Working csssccseseesesseenseeeseeeeeee 63 Table 2-3: Logo of banks - 66

‘Table 2-4; Factor affect 10 customer's chơi6e c ee seecsoecoseee 7

Table 3-1: Comparison between ABBank and other CT5 banks 99

APPENDIX

Appendix 1: QUESTIONNAIRE (For customers)

Appendix 2; QUESTIONNAIRE (For Manager and employees)

vi

The way to process data: The method to process data is mainly by excel

Data has been taken from some websites, which specialize on branding in the world

and Vietnam such as Brand charmel, Tnterbrand, Businessweck or vneuonomy,

saigontimes and so on Information from surveyfinterviews more than 100 customers in [lanoi as well as over 100 employees of ABBank in IIanoi branch

6 Methods & approaches

‘The study uses case study to make clear the problem of brand in banking, system in Vietnam Moreover, to have information for this study, this study

cơmcentrales ơn survey customers and smployees by some ways such as

questionnaires, interview and observation or in research method, we use case study method Especially, in the survey, we use three methods that includes

questiommaires, inferview, observation

This study will be an empirical research, which preliminarily adopts the following: Review of related literature/documentation, survey, in-depth interview,

Review of related iterature/documeniation’ this will examine the multidiseiphinary

theories of and empirical studies on brand in the literature In Surveys/interviews

sessions: queslionmaires will he developed and structured interviews are conducted

7 Significance

With the objective mentioned above, the study contributes several meanings

to banks in Viehtam On the theory, this study makes lear some aspects of the theory of banking brand in general and in ABBank in particular This study is also a

good reference for banks in Vietnam when they have demand to build brand It is

hoped that this study will contribute to the body of knowledge on brand and show how the brand concept could be deployed more effective in other parts of Vietnam

It will also help Vietnamese banks to understand fully about brand importance and

come up with more suilable brand strategies and policies On the practice, Lis

study gives an overall strategy for ABBank developing its brand in the future

only compete with domestic commercial banks but also prepare finance and human resource to guarantee existence and development in fiercely competitive environment as well as cope with forvign banks At this moment, ABBank has nol yet an overall plan to develop its brand Therefore, it must have a plan to develop brand if it wants to exist and develop in fierce condition in today Moreover, there are sub-reasons whal make me interest in studying brand in banking, that is brand in banking is new concept m Vietnam and the number of banks have strong brands is very little

2 Objectives & aims

‘The purpose of this study is to show the issues of ASBank case and propose the solutions for developing brand of ABBank in the period 2007-2010 In the study, T will concentrate studying brand problem of ABRank and raise solutions to develop its brand in coming time Furthermore, the purpose is to provide an overall seeing about bank brands in Viemam financial market as well as foundation for fulure research in the banking brand in Vietnam in the future In this thesis, the objectives and aims as following:

Objectives of the study

This study focus mainly on three objectives as following

‘> Studying deeply and more detail how brand development is conducted in banking field

“> Finding issues in process of building, brand at ABBank as well as aspects, which relate to ABBank

* Propose some solutions and brand model for developing An Binh brand in