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Dessertation summary: Brand management of Vietnam’s commercial banks - The case of Vietcombank

Objectives: To study the theoretical basis of brand management and thus, to find the one that is suitable for commercial banking in Vietnam; To determine the basic contents of brand management and all of the factors that affect it in commercial banks (However, we exclude the effects of all the tangible ones such as: total assets, total capital, and technology). | MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HỒ CHÍ MINH CITY LÊ HUYỀN NGỌC BRAND MANAGEMENT OF VIETNAM S COMMERCIAL BANKS -THE CASE OF VIETCOMBANK Major Banking - Finance Major Code 62311201 DESSERTATION SUMMARY HỒ CHÍ MINH 2015 The dissertation completed at UNIVERSITY OF ECONOMICS HỒ CHÍ MINH CITY INSTRUCTOR Associate Prof. Dr. Phạm Văn Năng Judge 1 Judge 2 Judge 3 The dissertation will be defended at National dissertation councils meeting at University Of Economics Hồ Chí Minh City At You can find more information about the dissertation at National Library or the Library of the University of Economics Ho Chi Minh City . LIST OF PAPERS PUBLISHED 1. Brand positioning for commercial banks 2. Commercial Bank of Vietnam in the process of building corporate culture . 3. Factoring - convenient banking services provided fof sales business. 4. Connect the system - the solution for Vietnam card market development . 5. Brand Management of Joint Stock Commercial Bank for Foreign Trade of Vietnam 6. The solution of management to increase brand .