tailieunhanh - Dissertation abstracts: Brand valuatinon for Vietnam's commercial banks

Purpose of research: systemize theories of calculating brand value; propose brand valution model for Vietnam's commercial banks; experiment the proposed brand valuation model on Bank for Investment and Developmemt of Vietnam (BIDV) to calculate its brand;. | 1 PREAMBLE 1. Introduction The necessity of the subject In banking business trust is the key factor for millions of individuals and organizations to send their savings satisfy their demand for loans or for effective financial consultancy. Moreover together with the development of science and technology as well as integration process the competition in banking is increasingly fierce. The deciding factors for customers to choose a bank are not only tangible and material elements but also ones related to emotion perception trust etc. Therefore brand in banking has become an essential factor for the success of commercial banks. So the question of how to measure a commercial bank s brand value in a specific financial figure while the economic value of a bank s brand is widely accepted is of great concern to managers. From this above situation the author has chosen the subject Brand valuation for Vietnam s commercial banks as dissertation topic. Scope of research There are two approaches that result in very different brand value - Calculate brand value by market research called Brand evaluation by the author - Calculate brand value by financial data called Brand valuation by the author The purpose of thesis is to propose a brand valuation model for Vietnam s commercial banks based on financial data. Brand valuation for commercial banks is a process with many steps however the thesis will concentrate on researching and proposing brand valuation model for Vietnam s commercial banks. Purpose of research i Systemize theories of calculating brand value 2 ii Propose brand valuation model for Vietnam s commercial banks iii Experiment the proposed brand valuation model on Bank for Investment and Development of Vietnam BIDV to calculate its brand iv Establish conditions to apply brand valuation model for Vietnam s brands in practicality. Subject of research Brand valuation for Vietnam s commercial banks 2. Research methodology and sources of statistics .