Background and Motivation
A bank's brand represents the lasting impression it leaves on customers after they use its services, which can lead to future benefits and increased demand for its offerings Unlike manufacturing firms with tangible products, banks often overlook the importance of brand development and research However, in today's interconnected economy, financial institutions worldwide are increasingly focusing on building and enhancing their brands to remain competitive.
Nowadays, in the economy, brand is becoming more and more important to every business Brand is the first element creating the ability of recognizing, recalling, and differentiating products
Housing Development Commercial Joint Stock Bank of HCM City operates in the finance and banking sector, leveraging services and trust to enhance its brand value, which plays a significant role in the bank's overall performance.
HD bank to research with the following reasons:
HD bank received the award "The Vietnam strong brand name in 2008" on March 29,
In 2009, the prestigious award presented by Viet Nam Economic Times and the Directorate of Trading Promotion (Ministry of Industry and Commerce) recognized businesses for their outstanding achievements in operations and consistent brand development.
HD Bank has been awarded the "Certificate of Excellence for Outstanding Performance in International Payments with Straight-Through" by Standard Chartered Bank, recognizing its exceptional quality in international electronic payment operations.
On April 4, 2010, HD Bank was honored with the "Vietnam Strong Brand Name" award for the second time, highlighting its ongoing commitment to brand development and transformation This recognition underscores the bank's vigorous efforts to enhance its reputation in the financial sector.
This research aims to identify the key factors influencing the HD Bank brand, focusing on strategies for brand maintenance and development amidst increasing competition in the finance and service sectors.
Research Questions and Objectives
This thesis is researched to answer the question "What are the factors influencing on the brand of HD bank?"
Due to answering the above question, I can define the main factors influencing on
HD bank's brand And from using the SPSS software to analyze, I can evaluate the influencing level of the main factors on the brand of HD bank
This thesis aims to identify the key factors influencing HD Bank's brand, providing insights to help the bank enhance and sustain its brand presence in the future, ultimately boosting its competitiveness in the Vietnamese market.
Scope and Research Method
Research scope
In the dynamic economy today, businesses are increasingly changing themselves by improving brand value of the businesses HD bank is not exceptional case
The brand identity of HD Bank is shaped by the contributions of its management, employees, and customers To gain insights into this dynamic, a survey was conducted involving these key stakeholders at HD Bank.
Research method
Some of the methods used in this thesis are following:
Interviewing method was done by interviewing directly the employees and customers of HD bank
The study employed a quantitative research method, surveying both employees and customers of HD Bank Data was gathered through survey slips and analyzed using SPSS software version 15.0, which facilitated statistical collection, independent sample T-tests, ANOVA, and regression analysis.
The Significant of the Study
This thesis researches the brand of HD bank, which helps me a lot in improving my knowledge in marketing field and brand developing activities.
The Overview of the Research
This thesis consists of five chapters:
Chapter 1: General introduction of the thesis and research question
Chapter 2: Theoretical basis of brand
In Chapter 3, the research method is outlined, detailing the questionnaire and the systematic steps involved in data collection Chapter 4 focuses on the analysis and summarization of the collected data using SPSS 15.0 software Finally, Chapter 5 presents the conclusion and an overview of the various factors that influence the brand of HD Bank.
This chapter presents the theory of brand, research, evaluation of brand of the bank, and the factors influencing on the brand of the bank
In today's competitive landscape, the significance of a strong brand cannot be overstated Customers are increasingly inclined to purchase not just products or services, but the brand itself, often willing to pay a premium for reputable offerings A well-established brand differentiates businesses and plays a crucial role in attracting and retaining customers.
The Definition of Brand Name
What is a brand
The concept of a brand is complex, not only because the components of a brand name are multidimensional, but also because there are a number of different branding concepts
According to the American Marketing Association, a brand encompasses a name, term, sign, symbol, design, or a combination of these elements, aimed at identifying the goods or services of a specific seller or group of sellers while distinguishing them from competitors.
Brand is the commitment of sellers of bringing buyers a set of characteristics, benefits, and significant service
According to Philip Kotler (Marketing Management, 1994) “A brand is a complex symbol that can convey up to six levels of meaning”:
Attributes: a brand bring to mind certain attributes For example, Mercedes suggests expensive, well-built, well-engineered, durable, high-prestige automobiles
To effectively communicate the advantages of a product, it is essential to translate attributes into both functional and emotional benefits For instance, the attribute "durable" can be expressed as the functional benefit of not needing to purchase another car for several years Similarly, the attribute "expensive" can be reframed as the emotional benefit of feeling important and admired when driving the car.
Values: the brand also says something about the producer’s values For example, Mercedes stands for high performance, safety and prestige
Culture: the brand may represent a certain culture For example, the Mercedes represents German culture: organized, efficient, high quality
Personality: the brand can project a certain personality For example, Mercedes may suggest a no-nonsense boss (person), a reigning lion (animal) or an austere palace (object)
The brand image reflects the typical consumer profile associated with its products, indicating that a 55-year-old executive is more likely to drive a Mercedes than a 20-year-old secretary.
Branding challenges primarily stem from defining the intrinsic meaning of a brand The core elements that sustain a brand over time are its values and personality, which together form the essence of a business's brand identity.
The types of brand
Choosing a brand is a meticulous process for administrators, as it represents the product or service throughout its lifecycle and reflects customer loyalty Notably, 80% of a company's profits are generated by just 20% of its loyal customers.
According to “Principles of Marketing”, author Chanh, Tran Van has stated:
The most sought-after qualities of a brand include its ability to convey the product's benefits and attributes, ensuring it is easily readable, memorable, and recognizable A successful brand should also be unique, easily translatable into foreign languages, and capable of being registered and legally protected.
Russell S Winer (Marketing Management, 2004) indicated that “there are five different types of brands”:
Corporate brands For example Heineken, JPMorgan Chase are all company names that are simultaneously brands in that they have meaning to customers
Corporate parent brands These are brand names where the corporate brand is carried with individual product names This is sometimes referred to as
Umbrella branding involves using the parent company's name alongside specific product identifiers, such as model numbers For instance, Snap-on Tools markets its heavy-duty air hammer as the "Snap-on PH2050." Additionally, this branding strategy can include sub-brands, exemplified by the Toyota Corolla, which highlights the connection between the parent brand and its individual products.
Distinct product brands These are brand names separate from the corporate brand Thus, Crest is not marketed with the Procter & Gamble name
Brand extensions involve attaching a well-known brand name to a product in a different category, enhancing market presence A prime example is easyJet, which has built a strong reputation for affordable air travel in Europe By entering the rental car sector, the company utilized its established brand equity by launching easyRentacar.com, effectively leveraging the recognizable "easy" branding.
Co-brand Often, two independent companies will cooperate to have both brands highlighted in a product
All these types of brands exist in the marketplace and offer strategic options for the marketing manager.
Brand equity
According to Tran Van Chanh in "Principles of Marketing" (2008), a strong brand name represents significant net assets, reflecting a loyal customer base and widespread recognition for quality Marketers must diligently manage their brands to protect these assets by implementing effective strategies that enhance brand awareness and improve the quality and utility of the brand, ensuring that users develop positive associations over time.
Brand equity refers to the collection of assets and liabilities associated with a brand's name and symbol, which can enhance or diminish the value offered by a product or service to both a company and its customers These elements of brand value are categorized into five distinct groups.
Brand loyalty The strongest measure of a brand’s value is the loyalty (repeat buying, word of mouth) it engenders in customers
Brand awareness is a fundamental aspect of brand equity, as familiarity with a brand instills confidence in customers, making them more inclined to consider and choose it.
Perceived quality plays a crucial role in brand reputation, as established brands often exude an image of quality, whether positive or negative This perception can stem from a general halo effect, exemplified by Levi’s renowned standing both in product excellence and workplace culture Additionally, it can be category-specific, as seen in Gillette’s esteemed reputation in the razor and blade market.
Brand associations play a crucial role in defining brand value, encompassing not only quality perceptions but also subjective and emotional connections These associations can be personal and varied, contributing to the overall brand personality This personality helps to clarify the contexts in which a brand is appropriate or inappropriate, influencing consumer perceptions and choices.
Other brand assets Other assets, such as patents and trademarks, are also very valuable to products and services
The core assets of a brand's net worth are its customer assets, highlighting the importance of a marketing strategy focused on enhancing the lifetime value of loyal customers Effective brand management serves as the primary marketing tool to achieve this goal.
Source: David A Aaker (1996), Building Strong Brands (New York: Free Press), p.9
Brand in Banking Service Sector
Influence of brand on customers and bank
A brand serves multiple critical functions for customers, including identifying the origin of products or services, enabling them to seek compensation from manufacturers or suppliers in case of issues, and minimizing risks associated with consumption Additionally, it streamlines the process of researching and finding suitable products or services, ultimately providing customers with confidence in the quality of their selections.
For banks, branding serves multiple crucial purposes: it acts as a means of identification and differentiation, safeguards the rights and interests associated with product attributes like name and origin, asserts the superiority of their offerings in the market, and helps maintain a positive image in the minds of consumers.
Some benefits of branding for the bank
According to Trinh Quoc Trung (Bank Marketing, 2009), “brand of bank is the customer’s recognition of bank” and brand will bring the bank a lot of following benefits:
Brand awareness in banking facilitates customer recognition, enabling banks to efficiently introduce new distribution channels and products to their target market while saving on costs and time.
A strong brand image can enhance the perceived scale of a bank, making it appear larger than it truly is This perception of operational scale is crucial for customers, as they seek assurance that the bank they choose for deposits or credit relationships will remain stable and viable in the future.
Improving quality image: A bank which has good brand gives customers the feeling that products bank provides often have higher qualities than similar ones of other banks
A strong brand image instills a sense of trust and reliability in customers, suggesting that the bank has extensive experience in banking operations This perception of longevity and expertise enhances the bank's credibility, making it a preferred choice for financial transactions.
Increasing the attractiveness of human resources: Competent human resource is always scarce in the competitive context among banks and financial institutions
Attracting investors: Investors are the owners of the banks, help banks increase business capacities and safety through issuing capital stocks
Providing the ability to sell products or services at a higher price than the bank having a poor brand
Creating customers the pride when using products or services of the bank having a good brand such as “trendy”, “cool”
For purchasers, it is essential to determine a product's characteristics and benefits quickly, enabling them to distinguish it from similar offerings and reduce their search time This process increases customer assurance and assists in measuring quality, while also creating emotional rewards and linking brands For sellers, introducing new products and protecting demand facilitates customer loyalty and encourages the reuse of products or services This not only promotes brand loyalty but also allows for higher pricing, ultimately creating value for shareholders and providing brand equity to the owners.
Source: Dr Trinh Quoc Trung (2009), Bank Marketing, HCMCity, page 372-372
Some factors making bank brand
Building a strong brand involves more than just promotional strategies, logo design, and packaging; it requires a comprehensive approach that includes elements like slogans and theme songs According to Susan J Lindner, founder and CEO of Lotus Public Relations, a successful brand is the result of a well-defined formula that integrates these various components.
Creating products and considering it the foundation of brand is not enough Products generated by the bank must have utility, quality, giving customers a certain value when used
When customers utilize their bank cards, they possess a valuable asset that embodies convenience in billing, aesthetic appeal, and a representation of personal value.
According to Larry Fish, Chairman and CEO of Citizens Financial Group,
Transforming employees into brand guardians is essential for business success, as a happy workforce is key to fostering a positive company culture When employees are satisfied and engaged, they respond promptly to company needs and contribute to building a strong brand reputation Prioritizing employee well-being directly influences overall business performance and customer satisfaction.
The bank's employees are its most valuable assets, serving as the best protectors of its reputation To empower them as effective guardians, the bank must cultivate a supportive cultural environment that encourages their engagement and commitment.
Good and enthusiastic employees are the link between banks and customers, build and maintain the customer base for banks
2.2.3.3 The image of the bank
The bank's image is shaped by various details, including employee behavior, uniforms, communication style, bulletin boards, and office decorations Although these elements may seem minor, they significantly impact customer relationships, enhance professionalism, and play a crucial role in strengthening the bank's brand.
In Vietnamese culture, the saying "once disloyal, everything untrustworthy" underscores the critical importance of reputation for business growth and survival A strong brand reputation fosters customer confidence and loyalty, influencing their decisions when selecting products or services Ultimately, maintaining trust is essential for encouraging repeat business and ensuring long-term success in the marketplace.
To achieve success, banks must focus on maximizing the individual value of their customers by effectively managing customer information, including age, date of birth, occupation, and income This approach enables banks to tailor service packages that meet customer needs and implement optimal customer care programs.
How do the customers feel when they receive the birthday cards from the bank, when they receive preference, concerns in transacting with the bank?
In the banking sector, providing exceptional service is crucial, as it encompasses comprehensive, efficient, and customer-friendly offerings Banks are in a competitive race to establish themselves as the "best service banks," striving to deliver unparalleled value to their clients.
Banks not only enhance the value of services for customers but also actively work to reduce their expenses, including costs associated with phone consultations, dining, and parking when engaging in transactions with the bank.
Time is a valuable asset for everyone, including customers, who seek to avoid wasting it To enhance customer experience, banks should streamline transaction procedures, clearly list necessary information and requirements on their websites, and expand their branch networks to minimize travel time Additionally, offering online and phone access for checking account functions, as well as organizing trading desks efficiently, can help customers complete transactions without unnecessary movement between rooms.
Customers can achieve a sense of comfort, stability, and confidence in banks during transactions when their experiences align with the bank's advertising promises However, when there is a disparity between the bank's marketing and the actual service received, customer trust diminishes, leading to feelings of uncertainty and insecurity regarding their banking relationships This gap can negatively impact the overall perception of the bank's brand.
A brand transcends mere logos and advertisements; it embodies the value that customers perceive and internalize It resides in the hearts and minds of consumers, lasting only if companies invest significant effort into its development.
Research Methodology
Research Process
This research aims to enhance the HD Bank brand, focusing on identifying factors that influence its market presence The process involves a thorough review of relevant information and marketing activities, leading to the establishment of a theoretical framework A questionnaire was developed based on existing literature and expert insights to examine these factors To ensure the reliability and effectiveness of the questionnaire, a pre-test was conducted Data was subsequently gathered through self-administered questionnaires, and quantitative analysis was performed to address the research questions The study concludes with recommendations and insights based on the findings.
The entire research process is shown in the diagram below:
Having reference to the documents and sample Expert Advice
Data analysis (analyze data and interpreter) Recommendations and conclusions
Source: David A Aaker (1996), Building Strong Brands (New York: Free Press), p.9
Research Method
This thesis employs a quantitative research method, which focuses on collecting numerical data Surveys utilizing questionnaires are the primary tools used in this approach.
The questionnaire was developed specifically for this research method, and once finalized, researchers proceeded to the survey phase, utilizing SPSS software to analyze the data gathered.
Subjects were surveyed: staff and clients of HD Bank
Survey Methods: Two ways were used to do survey, mail and direct surveys.
Question Design
The questionnaire consists of two parts and includes 33 questions, the scale to evaluate hypotheses of the factors affecting the bank's brand Specifically as follows: Part 1: General data
This section aims to gather general information about HD Bank service users, encompassing both employees and customers The insights will be derived from responses to seven key questions, ranging from question 1 to question 7.
From the first question to the third question that shows the personal information such as gender, age, marital status
Questions 4 to 7 aim to gather insights about HD Bank users, including their average monthly income, duration of service usage, preferred HD Bank services, and the sources through which they learned about HD Bank.
This section focuses on utilizing scales to assess the influence of various factors, featuring 26 questions ranging from question 8 to question 33 Part 2 is structured with approximately five distinct items that evaluate the extent of respondents' complete agreement or disagreement.
(4) agree, (5) totally agree The content of part 2 includes variables items: (1) product quality or service, (2) image of the bank, (3) credibility, (4) customer service
3.3.1 Scale of product or service quality
The quality of products and services is assessed through a series of eight critical questions, specifically from question 8 to question 15 This evaluation focuses on various aspects, including the effectiveness of the bank's offerings, the overall utility of the products, the convenience of banking interactions, and the efficiency in minimizing time and procedural hurdles.
Table 2 Table of the Variables of Product or Service Quality
Quality1 I am proud to own a HD bank savings book
Quality2 HD bank cards are used easily
The Quality3 HD Card offers various features, including convenient payment for goods and account management Additionally, I utilize the HD Bank Ebanking card for seamless money transfers, phone bill payments, and airline ticket bookings Furthermore, the proximity of the HD Bank branch to my home and office enhances my banking experience.
Quality6 All transaction procedures of HD Bank are simple and easy to implement
Quality7 I did not take a long time when trading at HD bank
Quality8 I can have reference on the HD bank website
The bank's image is shaped by several key factors that significantly influence its brand perception, including human resources, employee behavior and communication, uniforms, corporate culture, logo, slogan, working environment, and office layout These elements are easily identifiable and play a crucial role in how the bank is viewed externally.
Image1 HD Bank has professional staff
Image2 HD Bank staff are always enthusiastic and open-hearted
HD Bank's staff impresses with their stunning costumes, reflecting the bank's unique and attentive customer service approach Additionally, the bank's logo is both beautiful and familiar, enhancing its brand recognition.
Image6 Slogan of HD Bank is simple and easy to remember
Image7 I always feel warm and friendly as entering HD bank
Bank prestige plays a crucial role in business success, reflecting the institution's ability to fulfill its promises and commitments It is essential for banks to effectively advertise their products and services while ensuring they can deliver on those claims The credibility of a bank is significantly influenced by its adherence to advertised standards and customer expectations Ultimately, a bank's reputation hinges on its consistent performance and reliability in meeting client needs Maintaining a strong bank prestige is vital for attracting and retaining customers in a competitive financial landscape.
Table 4 The Bank Prestige Variables
Prestige1 When having transactions with bank, I always think of HD bank first
Prestige2 HD Bank always ensures depositors the best interests
Prestige3 In my opinion, HD bank is the most prestigious bank I have ever known
Prestige4 I am always assured when dealing with HD bank
Prestige5 HD Bank always comply with what have been committed
Scale of customer service includes 6 sentences, from sentence 28 to sentence
33 Customers are the assets of the bank So banks need to step up customer care to maintain and develop the bank's services "Customer care" activities such as improving customer value, sending birthday cards or gift to customers, issuing loyalty cards, promotions, timely advice, finding out the needs of customers, etc
Service1 I am surprised to receive the birthday card from HD bank on my birthday
Service2 HD Bank often has customer care programs
Service3 HD bank promotions are very rich and diverse
Service4 I am always consulted well when needed
Service5 I do not have to pay for the phone when having direct consultation by phone
Service6 When arriving at HD bank, I never have to worry about parking
Data Collection
A survey was conducted at the Bien Hoa branch and trading offices of HD Bank from November 10 to November 30, 2010 Participants included employee customers who were familiar with HD Bank and had engaged in transactions with the bank The survey was assisted by two HD Bank employees, resulting in a total of 150 valid responses.
Methods for Analysis
Data were analysed by using SPSS software version 15.
Research Results and Analysis
Descriptive Statistics
This section presented the respondents’ demographics Frequency statistics analysis includes frequency, percent, valid percent, cummulative percent This survey comprised 225 valid samples The table 4-1 shows the descriptive statistics:
Average income per month 0.6 So variables in Table 9 were acceptable and reliable Similar to this case, Table
10 and Table 11 show Cronbach Alpha of Image Factors, Table 12 and Table 13 show Cronbach Alpha of Prestige factors and Table 14 and Table 15 show Cronbach Alpha of Service Factors
Table 10 Cronbach Alpha of Image Factors (1)
Variable Scale Mean if Item
Total Correlation Cronbach's Alpha if Item Deleted
Table 11 Cronbach Alpha of Image Factors (2)
Variable Scale Mean if Item
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Table 12 Cronbach Alpha of Prestige Factors (1)
Variable Scale Mean if Item
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Table 13 Cronbach Alpha of Prestige Factors (2)
Variable Scale Mean if Item
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Table 14 Cronbach Alpha of Service Factors (1)
Variable Scale Mean if Item
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Table 15 Cronbach Alpha of Service Factors (2)
Variable Scale Mean if Item
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
The researcher used Explore Factor Analysis (EFA) to compute factors EFA would be accepted when KMO value (Kaiser – Mayer – Olkin) is over 0.5 (Marija
J.Norusis, 1993, p53), factor loadings less than 0.4 were omitted to improve clarity, eigenvalue is over 1 and percentage of variance more than 50% (Gerbing &
HD bank promotions are very rich and diverse Service3 824
When arriving at HD bank, I never have to worry about parking Service6 779
HD Bank often has customer care programs Service2 754
I am always consulted well when needed Service4 692
HD Bank always ensures depositors the best interests Prestige2 575 562
HD Card has many facilities such as payment for goods, checking accounts, … Quality3 527
I can have reference on the HD bank website Quality8 855
I did not take a long time when trading at HD bank Quality7 793
When transfering money, paying phone charges, booking to purchase airline tickets, I use the
Ebanking card of HD Bank
I am always impressed with the costumes of HD bank staff Image3 850
HD Bank staff are always enthusiastic and open- Image2 679
HD Bank has professional staff Image1 635
Slogan of HD Bank is simple and easy to remember Image6 795
I always feel warm and friendly as entering HD bank Image7 774
HD Bank has a very special, attentive customer service way Image4 712
In my opinion, HD bank is the most prestigious bank
When having transactions with bank, I always think of HD bank first Prestige1 708
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 7 iterations
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .668
Table 16 displays the determinant values from the factor analysis, confirming that all variables are constructively valid with their corresponding items The analysis identifies five distinct factors (F1, F2, F3, F4, F5) based on the established formula.
F1 = Mean (Service2, Service3, Service4, Service6, Prestige2)
F2 = Mean (Quality3, Quality4, Quality7, Quality8)
Regression Analysis
In this section, there are five independent variables (F1, F2, F3, F4, F5) and dependent variable is F (brandname) The result of regression analysis is showed in table 4-8 below
Model R R Square Adjusted R Square Std Error of the Estimate
Model Sum of Squares df Mean Square F Sig
Total 224.000 224 a Predictors: (Constant), F1, F2, F3, F4, F5 b Dependent Variable: F
B Std Error Beta B Std Error
Implications, Conclusions and Recommendations
Conclusion
This study investigates the factors influencing the brand name of HD Bank's Bienhoa Branch Utilizing concepts from marketing and banking brand knowledge, the researcher developed a questionnaire to conduct the survey.
The researcher utilized SPSS software version 15.0 to analyze data collected from a survey, employing tools such as descriptive statistics, Cronbach's alpha, exploratory factor analysis (EFA), and regression analysis The questionnaire included twenty-six variables that could impact the bank's brand name, which were condensed into four key items: product quality and customer service (quality variable), bank image (including logo and slogan) (image variable), bank prestige (prestige variable), and customer care programs (service variable).
Chapter four's analysis reveals that the factors examined exhibit a strong Cronbach's alpha, indicating reliability The exploratory factor analysis (EFA) identifies five key factors that significantly influence the bank's brand.
In the context of F1 factors, including service2, service3, service4, service6, and prestige2 variables, customers prioritize the quality of services, promotional programs, and additional offerings provided by the bank, such as parking assistance Additionally, customers are concerned about the bank's commitment to delivering the best interest rates for depositors Consequently, it is essential for the bank to ensure that their services meet these customer expectations effectively.
F2 factors, including quality3, quality4, quality7, and quality8, significantly influence the bank's brand name, as indicated in Table 16 The bank's products, such as the HD Card and Ebanking Card, are tailored to meet customer needs and serve as key elements in enhancing the brand's credibility Customers choose these products due to their effectiveness, informative nature, and the time-saving benefits associated with the registration process.
F3 factors including image1 variable, image2 variable and image3 variable (Table
The F3 factor highlights that employees are valuable assets of the bank, as enthusiastic staff significantly enhance the bank's brand value They engage directly with customers and interact with them daily, playing a crucial role in fostering positive relationships.
F4 factors including image4 variable, image6 variable and image7 variable (Table
The F4 factor analysis indicates that the key elements impacting the bank's brand name include its slogan, environment, and customer service approach To enhance the bank's image and brand identity, it is essential to integrate these aspects effectively A unique environment, fresh air, and exemplary customer service should be combined with a memorable and straightforward slogan.
Figure 3 Slogan of HD Bank
The prestige of a bank significantly impacts its brand perception, particularly in the case of HD Bank, where high regard for prestige enhances its position in customers' minds This strong association leads to increased brand validity, ensuring that customers prioritize HD Bank for their transactions.
Suggestion
A strong brand name is crucial for a bank's development and competitiveness To enhance brand value, banks must invest in key factors that influence their brand perception Based on the analysis, HD Bank should focus on developing these essential factors in the future.
Promotion through effective customer care programs, high-quality products like HD Cards and Ebanking cards, skilled staff development, a strong brand image with appealing logos and slogans, and maintaining prestige by fulfilling commitments are essential factors for success in the banking sector.
Implication
Despite my limited knowledge and time, I acknowledge the mistakes made in this study and recognize its inherent limitations I welcome feedback from everyone, particularly my advisor, to enhance the quality of my thesis.
Jonhny K Johansson, Global Marketing (second edition)
Mark Weiner (president of Delahaye), The Power of PR
Philip Kotler, Marketing Management (eleventh edition)
Pred R David, Strategic Management, Concepts and cases (ninth edition), p 274-282
Báo nguyệt san do HD Bank phát hành
Dr Duong Hữu Hạnh, NXB Lao Động – Xã Hội, Quản Trị Marketing trong Thị Trường Toàn Cầu, p 361-359
Dr Trịnh Quốc Trung & Dr Trần Hoàng Mai, NXB Thống Kê, Marketing Ngân Hàng, p.372-381
Hoàng Trọng & Chu Nguyễn Mộng Ngọc, NXB Hồng Đức, Phân Tích Dữ Liệu với SPSS
Trần Văn Chánh & Huỳnh Văn Thanh, NXB Thống Kê Những Nguyên Lý Tiếp Thị (principal of marketing), p.504-565
III Website www.hdbank.com www.prenhall.com
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My name is Vu Minh Nguyet, a student in the EMBA2 class at Meiho University (MU, Taiwan) I am conducting my graduate thesis on "Factors Influencing the Brand Name of HD Bank at Bien Hoa Branch." I kindly request you to take 5 minutes to complete my survey, as your responses will provide valuable data for my research Please note that this study is solely for academic purposes and non-commercial use, and all information will be kept confidential Thank you for your assistance.
4 Your average income per month (million VND/month)
5 How long have you used the service of HD Bank
Under 1 year 1-