(LUẬN văn THẠC sĩ) a study solutions for developing brand of anbinh bank in the period 2005 2010 60 34 05

vietnam national university, HANOI hanoi school of business Tran Sy Mau A STUDY & SOLUTIONS FOR DEVELOPING BRAND OF AN BINH BANK IN THE PERIOD 2005-2010 master of business administration thesis Hanoi – 2007 TIEU LUAN MOI download : skknchat@gmail.com vietnam national university, HANOI hanoi school of business Tran Sy Mau A STUDY & SOLUTIONS FOR DEVELOPING BRAND OF AN BINH BANK IN THE PERIOD 2005-2010 Major: Business Administration Code: 60 34 05 Master of business administration thesis Supervisor: dr nguyen viet anh Hanoi – 2007 TIEU LUAN MOI download : skknchat@gmail.com TABLE OF CONTENTS ACKNOWLEDGEMENTS i ABSTRACT ii TÓM TẮT iii DECLARATION .iv TABLE OF CONTENTS v LIST OF ABBREVIATIONS vii LIST OF FIGURES viii LIST OF TABLES viii INTRODUCTION .1 Background Objectives & aims .2 Research question Scope of work Data & process Methods & approaches Significance Limitations Expected results 10 Follow –up (potential) .5 11 Short introductions 11.1 Introduction 11.2 Theoretical Foundation 11.3 Research methodology 11.4 Solutions for Developing Brand of ABBank .6 11.5 Conclusion CHAPTER 1: THEORETICAL FRAMEWORK .7 1.1 Understanding Brands .7 1.1.1 What is brand? 1.1.2 Types of brand 1.1.3 Function of brand 1.1.4 What is branding? .10 1.1.5 Key Concepts in Building Brand 11 1.1.6 The Corporate Brand 12 1.2 Branding strategy 16 1.2.1 Positioning .17 1.2.2 Brand Equity 17 1.2.3 Value 17 1.2.4 Brand Image and Identity 18 1.2.5 Brand Popularity 18 1.2.6 Service and Banking Branding 19 1.2.7 Yin and Yang Model to Branding 19 v TIEU LUAN MOI download : skknchat@gmail.com 1.3 Building banking brands 20 1.3.1 Introduction about brand in banking .20 1.3.2 Factors in building strong brand 25 1.3.3 Communicating banking brands .36 1.3.4 What brand model for bank 41 1.4 Experience in building and developing banking brands 43 1.4.1 Failures and Success in building brand 43 1.4.2 Experience in building brand 44 CHAPTER 2: RESEARCH METHODOLOGY & EMPIRICAL FINDINGS 48 2.1 Research Approach 48 2.2 Research Method .49 2.3 Data collection method 49 2.4 Overview of the case ABBank .51 2.4.1 Introduction .51 2.4.2 History and development process of ABBank 52 2.4.3 Mission, Vision and Objectives of ABBank 54 2.5 Empirical findings 57 2.5.1 Empirical Data 57 2.5.2 Data analysis .58 2.6 Status of brand development in ABBank 72 2.7 Why are Vietnamese banking brands not great? .74 2.7.1 Overview of banking brand in Vietnam 74 2.7.2 Actual existences of bank branding in Vietnam 75 2.7.3 Why are Vietnamese bank brands not great? 80 CHAPTER 3: SOLUTIONS FOR DEVELOPING BRAND OF ABBANK 86 3.1 Orientations develop banking industry in coming time .86 3.1.1 Objective and strategy in developing Vietnam‘s banks in coming time 86 3.1.2 Government orientation in developing banking services 88 3.1.3 The future of banking branding 95 3.2 Difficulties and challenges in developing brand of ABBank 97 3.2.1 Difficulties to ABBank .97 3.2.2 Challenges to ABBank 100 3.3 Solutions for developing ABBank brand 101 3.3.1 Overall solutions for developing ABBank brand 101 3.3.2 Application of Brand Resonance Pyramid model in ABBank .113 3.3.3 Recommendations 117 CONCLUSIONS .119 REFERENCES 124 APPENDIX vi TIEU LUAN MOI download : skknchat@gmail.com LIST OF ABBREVIATIONS ABBank: An Binh Bank CJS Bank: Commercial Joint- Stock Bank EVN: Electricity of Vietnam Group PR: Public Relation SBV: State Bank of Vietnam SOC Bank: State-owned commercial bank VCB: Vietcombank WTO: World trade organization vii TIEU LUAN MOI download : skknchat@gmail.com LIST OF FIGURES Figure 1- 1: Importance of brand to banks 20 Figure 1-2: Seven factors in building successful brands 26 Figure 1-3: Brand resonance model 42 Figure 2-1: Highlight of performances 2004-2006 54 Figure 2-2: Performance Results in the period 2004-2006 55 Figure 2-3: Employees‘ Understanding about brand 61 Figure 2-4: Understanding of employees about aspects of brand .62 Figure 2-5: Customers‘ choice 66 Figure 2.6: Satisfaction level of Customers about bank 67 Figure 2.7: Feeling of customers about ABBank brand 68 Figure 2.8: Brand personality of ABBank 69 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 .63 Table 2-3: Logo of banks 66 Table 2-4: Factor affect to customer‘s choice 70 Table 3-1: Comparison between ABBank and other CJS banks .99 APPENDIX Appendix 1: QUESTIONNAIRE (For customers) Appendix 2: QUESTIONNAIRE (For Manager and employees) viii TIEU LUAN MOI download : skknchat@gmail.com INTRODUCTION Background In recent years, Vietnam‘s economy has been always at high growth rate, banking is one of the industries has influence on the economy with the highest growth rate in a long time Besides that, go together high growth is competitive pressure becoming increasingly among banks as well as foreign banks which has not only a strong power of finance but also experience in a long time Especially, when Vietnam become formal member of WTO since the January 2007, after that there are many banks establish, and there are more foreign 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 competitors as well as foreign banks, domestic must have planning to compete in fierce competitive environment An Binh bank (ABBank) is not exception To compete with competitors from domestic to foreign, each bank must have 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, ABBank needs to have a plan to develop its brand in coming time, before cope with direct competition from foreign banks Second, Vietnam participates into WTO (world trade organization), more and more foreign banks penetrate into Vietnam market, and this makes a large pressure for Vietnam‘s banks Third, ABBank changed operation in commercial and investment banking in a short time and it is new one in Vietnam financial market Therefore, ABBank must 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 in customers‘ mind Therefore, ABBank has to not TIEU LUAN MOI download : skknchat@gmail.com 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 foreign banks At this moment, ABBank has not 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 what make me interest in studying brand in banking, that is brand in banking is new concept in Vietnam and the number of banks have strong brands is very little Objectives & aims The purpose of this study is to show the issues of ABBank case and propose the solutions for developing brand of ABBank in the period 2007-2010 In the study, I will concentrate studying brand problem of ABBank and raise solutions to develop its brand in coming time Furthermore, the purpose is to provide an overall seeing about bank brands in Vietnam financial market as well as foundation for future 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 coming time Aims of study  Applying successfully solutions in the process of developing ABBank brand  Help ABbank become one of five leading commercial joint stock banks in Vietnam in 2010  Make ABBank brand becomes one strong brand in Vietnam TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 Research question As mentioned above, there are several important issues need to consider when developing a brand Local bank brands not only have to compete with each 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, ABBank 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 to 2010? However, to have solutions for developing brand of ABBank, the study needs consider the issues discussed in this paragraph, the research problem is further narrowed down as one following sub research question Research question 2: What are difficulties and challenges facing AnBinh? Scope of work The study is conducted only in ABBank as a sample of Vietnam banking system However, the thesis only study in Hanoi branch of ABBank about 150 to 200 personal customers will be chosen in some transaction offices of ABBank in Hanoi to fulfill the objectives detailed above The period is chosen for the study is only in years from 2005-2010 and in this thesis, the study focus on finding difficulties and challenges and then propose solutions for ABBank to build and develop its brand in the period 2005-2010 Data & process With the main objectives are to find solution for ABBank to develop its brand in the period from now to 2010 Study takes information from many sources as following: Data source: Bank‘s information & findings, Internet, papers TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 18 Leslie de Chernatony and Dall‘Olmo Riley, Francesca (1999), ―Experts‘ views about defining services brands and the principles of services branding‖, Journal of Business Research, Vol 46, No.(2), pp.181-192 19 Peter Montoya, (2003), “Building Brand Loyalty‖, article, (www.interbrand.com ) 20 Peter Montoya, (2003), “Branding the bank: Brand value in the financial services sector‖, article, (www.interbrand.com ) 21 Simon Mendelson and Gary Singer (2006), ―Unlock your financial brand‖ McKinsey&Company, article, (www.brandchannel.com) 22 Stephen Root, (2006), ―Why banks have to learn brand management‖- Retail Banker International Issue N0 (503), pp 27 23 Stephen Root, (2003), ―Branding for banks‖ - Retail Banker International Issue N0 (503), p.1 126 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 APPENDIX Appendix 1: QUESTIONNAIRE (For customers) Dear Customers! With desire to improve and enhance quality to serve customers as well as to reduce inconvenient procedures for customers Please let us to know your opinion through questionnaire below With your contributive ideas will help us improve services quality better Thank you very much! ……………………………………………… Notice: Answer questions by tickling X signal in blank spaces What information channels you know ABBank’s services through? Internet TV, newspapers Other means Friends When people mention ABBank, the first you think about is: Name of services of bank Image Employees‘ behaviour Service quality What programs you often see on? Films Sport, social culture Entertainment programs Economic information Which services of bank are you not satisfied? Saving service Western union Lending service Other services What services of bank you often use? Saving service Western union Lending service Other services What bank you like trading most?  An Binh bank Vietcombank ACB bank Other banks TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 According to your point of view, An Binh is a brand: (Only to chose one) Very good Good but need to improve some points Bad Ordinary, many points need to improve Below which is logo of ABBank? Have promotion programs attracted yet? Very attractive Attractive normal Boring 10 How often you take part in promotional campaigns of bank? Usually Sometimes Seldom Never 11 Working style of employees  Professional Nimble Normal 12 Has time of solving procedure of employees met requirements yet? Good Passable Not good Need to improve 13 Have employees’ behaviour made you satisfy? Very happy Happy Unhappy 14 Which factor below is basic you decide to choose our bank service? Service quality Employees‘ behaviour Promotional Interest rate Quick trading time TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 15 According to you, what is An Binh’s style? Dynamic & Enthusiastic Traditional & Modern Combination Professional Training Youthful & Ebullient 16 Have you ever introduced services of ABBank to others?  Very many times Sometimes  Many times Never 17 Difference between An Binh and other banks is: (may be to choose many criteria together)  Material  Cost & reasonable Interest rate  Service behaviour Convenient Venue  Other (explain).…………………………… 18 Please evaluate your satisfaction to reasons you trading at An Binh Very Reason satisfying Satisfying Not Complete not satisfying satisfying Convenient Venue     Reasonable cost     Service behaviour     Promotional policy     Quick time of transaction     Working style     other factors :     19 According to you, what service An Binh need to improve? : 20 Please have your name: 21 Please have your kind of enterprise at State enterprise Foreign enterprise Private company Joint- venture company Thank you very much for your cooperation TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 Appendix 2: QUESTIONNAIRE (For managers and employees) Dear Ladies and Gentlemen! With desire to study and develop AnBinh brand more and stronger We would like to know your opinion through below questionnaire Thank you very much! Notice: Each question may be has many choices Answer questions by tickling X signal in blank spaces What is brand?  Trade mark Advertising tool  Geographical indicator Goods origin The importance of brand to a bank? (One choice only)  Very important Important  Normal Unimportant What functions does brand have below?  Identity and differentiation Information and Indication  Emotional and creditable function Economic Function What characteristics does brand have?  Legible Easy to differentiate  Easy to pronounce To be registered by trade mark Brand building is a process of making choice and combination invisible and visible characteristics with objective to differentiate from significant and attractive products and services Yes No TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 What is brand equity?  Is tangible and intangible value that brand brings to related person (customers, staff, shareholders, community)  Is the company‘s promise about product and service to customers  Is percentage on population or target market getting know of a brand or company presence  Is benefits that company gets when using this brand According to your point of view, Brand vision is Direction for future, an aspiration of the brand toward what it reaches  Is brand mission  Building strong brand based on public media  Is customers‘ awareness about brand The importance level of brand vision (One choice only)  Very important Important  Normal Unimportant Brand strategy is an overall plan implementing objectives of brand building in brand vision to make the differentiation and attraction to customers  Yes  No 10 The importance level of Brand strategy (One choice only)  Very important Important  Normal Unimportant 11 To popularize brand what should An Binh use tool of media marketing?  Sponsorship  Other means  Advertising  Take part in community activit TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 12 According to your point of view, to make people quickly know itself brand, what should An Binh do?  Making unique methods  Making difference in service  Apply traditional method  Do nothing 13 Do you take part if have chance to learn brand?  Yes  Do not know  Unnecessary 14 When working with AnBinh, you feel:  Comfortable and jolly  Normal  Boring  Stressed work 15 Difference between An Binh and other banks is: (may be to choose many criteria together)  Material  Cost & reasonable Interest rate  Service behaviour  Convenient Venue  Other (explain).…………………………… 16 Are you interested in corporate culture environment?  Very interested  Interested  Do not know  Don‘t care 17 Is corporate culture at An Bình attractive to you?  Attractive  Not attractive yet Unattractive 18 Can AnBinh’s recruitment and training policy make motivation for you?  Very good  Normal  Less attractive 19 Do you have to overcome difficulties to succeed in work?  Professional knowledge  Communication skill  Skill and experience in work  Other difficulties 20 What makes you feel unsatisfied with customers?  Complaint  Not clear understanding  Customers‘ behaviour  Noisiness of customers TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05 (LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05(LUAN.van.THAC.si).a.study.solutions.for.developing.brand.of.anbinh.bank.in.the.period.2005.2010.60.34.05