Thương hiệu và hoạt động truyền thông marketing tổng hợp đẩy mạnh thương hiệu tại ngân hàng thương mại cổ phần đầu tư và phát triển việt nam

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THỊ HIỀN BRANDING AND INTEGRATING MARKETING COMMUNICATIONS TO STRENGTHEN BRAND AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM THƯƠNG HIỆU VÀ HOẠT ĐỘNG TRUYỀN THÔNG MARKETING TỔNG HỢP ĐẨY MẠNH THƯƠNG HIỆU TẠI NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH Hà Nội - 2017 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH NGUYỄN THỊ HIỀN BRANDING AND INTEGRATING MARKETING COMMUNICATIONS TO STRENGTHEN BRAND AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM THƯƠNG HIỆU VÀ HOẠT ĐỘNG TRUYỀN THÔNG MARKETING TỔNG HỢP ĐẨY MẠNH THƯƠNG HIỆU TẠI NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS HOÀNG ANH TUẤN Hà Nội - 2017 DECLARATION The author confirms that the research outcome in the thesis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration Hanoi, date of …… / …… /…… Nguyen Thi Hien ACKNOWLEDGEMENT I hereby certify that I am the sole author of this thesis and no part of this thesis has been published or submitted for publication I certify that, my thesis does not violate anyone’s copyright Additionally, all ideas, quotations, or material from the work of other people included in my thesis, published or otherwise, are fully acknowledged with the standard of references I declare that this is a true copy of my thesis The content of this thesis has been approved by the committee of Vietnam National University, Hanoi – Hanoi School of Business and Management (HSB) This thesis has not been submitted for a higher degree to any other University or Institution In order to finish this project successfully, I have received many helps, supports and guidance from many people who I would like to thank sincerely First of all, I would like to thank all the professors of MBA program, especially Dr Hoang Anh Tuan – my supervisor Then I would like to thank deeply the respondents and interviewees who allowed me to gather enough data for this research Finally, I would like to express my thanks to my family, my colleges and my fellow friends who created convenient conditions and give me encouragement and understanding for me to complete this degree I sincerely thank you! Hanoi, date of …… / …… /…… Nguyen Thi Hien TABLE OF CONTENTS ABBREVIATION i LIST OF FIGURES ii LIST OF TABLES iii INTRODUCTION 1 Rationale Literature review Aims of research Objects of research Scope of research Research methodology Thesis structure CHAPTER I BASIC THEORY ON BRANDING AND INTERGRATING MARKETING COMMUNICATIONS TO STRENTHEN BRAND 1.1 Some basic concepts 1.1.1 Brand definition and its importance 1.1.2 Brandequity 1.1.3 Brand identityand positioning 1.1.4 Trade finance 11 1.2 Integratingmarketing communications to strengthenbrand 12 1.2.1 Marketingcommunications mix 13 1.2.2 Integrated marketingcommunicationsconcept 19 1.2.3 Integratingmarketing communications to strengthenbrand inthebankingsector ……………………………………………………………………………………20 CHAPTER II ASSESSING THE SITUATION IN THE JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM 25 2.1 Vietnamese banking sector 25 2.1.1 Overview of Vietnamese banking sector 25 2.1.2 Vietnam banking system 26 2.1.3 Trends of Vietnam banking system development 31 2.1.4 SWOT analysis 34 2.1.5.Branding and IMC of main players in Vietnamese banking system ………………………………………………………………………………… 35 2.2 THE CASE OF JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM 40 2.2.1 BIDVintroduction 41 2.2.2 Brand of BIDV 44 2.2.3 Trade finance services of BIDV 46 2.2.4 Currentmarketingcommunication mix of BIDV 47 CHAPTER III PROPOSAL ON SOLUTION TO S TRENGTHEN BRAND OF BIDV 51 3.1 Situationanalysis 51 3.2 Promotionalobjectives 55 3.3 Targeting 55 3.4 Promotion mixstrategy 56 3.5 Resources andbudgeting 56 3.6 Promotional tools 57 3.7 Implementation 59 3.8 Monitoring,evaluation and control 59 CONCLUSION, LIMITATION AND IMPLICATION 61 Conclusion 61 Limitation 61 Implication 62 REFERENCES 63 APPENDIX 66 APPENDIX 1: LIST OF COMMERCIAL BANKS IN VIETNAM 66 APPENDIX 2: VIETNAM TOP 50 BRANDS IN 2015 71 ABBREVIATION AGRIBANK Vietnam Bank for Agricultural and Rural AMA American Marketing Association BIDV Joint stock commercial Bank for investment and development of Vietnam CAD Cash against documents CAR Capital adequacy ratio CTG Stock code of Vietnam Industrial and Commercial Bank D/A Documents against acceptance D/P Documents against payment FB Foreign bank FDI Foreigndirect investment IMC Integrated marketingcommunications JSCB Joint stockcommercial bank JVB Joint venture bank L/C Letter of credit MB Maritime Bank MHB Mekong Development Joint stock commercial bank NPLs Non – Performing loans SBV State Bank of Vietnam SME Small and mediumenterprises SOCB State– ownedcommercialbank SOE State-owned enterprise TFC Trade finance centre T/T Telegraphic transfer VCB Stock code of Bank for Foreign Trade of Vietnam VIETCOMBANK Bank for Foreign Trade of Vietnam VIETINBANK Vietnam Industrial and Commercial Bank UPAS L/C Usance payment at sight letter of credit LIST OF FIGURES FIGURE 1: Elements of brand FIGURE 2: Brand Equity FIGURE 3: Marketing Communications Mix 14 FIGURE 4: Marketing Communications Planning Framework 20 FIGURE 5: IMC Planning Process 21 FIGURE 6: Promotional Objectives Elements 22 FIGURE 7: Total Assets of largest banks in 2014 26 FIGURE 8: Vietnamese Banking System 27 FIGURE 9: Cross-ownership in Bank System 34 FIGURE 10: Key Performance Indicators of BIDV in the period 2009-2013 43 FIGURE 11: Organization of BIDV 43 FIGURE 12: Trade Finance Market Share of BIDV in 2010-2012 52 FIGURE 13: Target and Implementation in Trade Finance of BIDV 52 FIGURE 14: Market Share in Trade Finance of some main banks 53 LIST OF TABLES TABLE 1: Marketing Communications Mix 14 TABLE 2: Advantages and Disadvantages of each Tool 18 TABLE 3: State-owned Commercial Banks 27 TABLE 4: Top 10 JSCBs in Charter Capital 29 TABLE 5: Foreign Banks 30 TABLE 6: List of Joint Venture Banks 31 TABLE 7: Restructuring small JSCBs 33 TABLE 8: SWOT analysis of Vietnam Commercial Banks 35 TABLE 9: Strengths and Weaknesses of VCB's brand 36 TABLE 10: Strengths and Weaknesses of Vietinbank's brand 39 TABLE 11: Strengths and Weaknesses of HSBC's brand 40 INTRODUCTION Rationale Vietnam’s economy has faced instability since 2008 and has been gradually recovering since late 2012 Continuing the recovery trend, Vietnam’s economic performance has been improving over the year 2014 The economic growth is stronger thanks to solid growth in trade Vietnam has managed to improve macroeconomic stability, with the consumer price index rising only 0.6% year-on-year in August 2015, down from 4.3% a year earlier The authorities have prioritized maintaining macroeconomic stability, dealing with banking sector vulnerabilities and restructuring SOEs Established in 1990, Vietnam’s banking industry has grown tremendously from a mono-banking system to a huge network of banks and financial institutions Over the past 24 years, the Vietnamese government has initiated many banking reforms for decades to improve the efficiency and competitiveness of the banking system in the country, especially via the privatization of its state-owned banks and restructure of weak banks Moreover, many of the banking reforms in Vietnam have been motivated by the country’s entry into international trade and investment agreements, such as the US-Vietnam Bilateral Trade Agreement in 2001 and its accession to the World Trade Organization (WTO) in 2007 The country has gradually deregulated to allow entry of foreign banks This has led to an increase presence of foreign banks in Vietnam, which has helped to increase the competitiveness and strengths of the banks There are currently state-owned commercial banks (SOCBs), 33 joint stock commercial banks (JSCBs), joint venture banks and wholly foreign-owned banks In the market economy,wheremanyactive competitors provide thesameand similarproductsor services, brandingis the strategickeyindicatorthat facilitatesacompanyinachievingits financialtarget, reputation and customer’sloyalty Brand is a valuable asset which not only differentiates one seller from its competitors, but also represents its products, service, business identity and philosophy Marketingprograms playanimportant role in brandingstrategybecause theyaredirect or indirectchannelthatgrab the consumers’attention to the brand Besidesproduct,price, serviceanddistribution strategies, marketingcommunicationsarethe most adaptable elements ina marketingprogram They aremeans ofcommunication that helpthe brandrepresentits voice,createconversation andestablishrelationship with customers The thesisconcentrateson analyzingbrandingstrategyandintegratingmarketingcommunications tostrengthen brand with the amount of customer carried survey is not large enough which might not represent the overall BIDVs’ branches Implication From the author’s point of view, BIDV is oneof thebiggest andoldest joint stock commercial banks in the market and has alonghistoryin servingbankingservices Although, BIDV’s brand was not yet widely-known in the past, in the recent years, BIDV has become well-known by the customers However, in comparison with the main competitors like Vietcombank and Vietinbank, brand position of BIDV still lower, especially in trade finance services.The author also wishes the results of research and analysis will help BIDV have a basis to promote its brand The implementation process, despite many efforts, but within the limited knowledge, study time is not much, so the thesis is difficult to avoid certain shortcomings The author wishes to receive the comments of teachers, colleagues and friends to complete the essay 62 REFERENCES Publishedreferences Keller,K.L 2008.Strategic BrandManagement.New Jersey: PearsonEducation,Inc Kotler, P., Keller,K.L.,Brady, M.,Goodman.M.&Hansen T 2009 MarketingManagement.Essex: PearsonEducationLimited Kotler, P &Armstrong,G 2010.Principles of Marketing.NewJersey:PearsonEducation,Inc Bao Tran Tran, Bernice Ong, Scot Weldon.2015, Vietnam Banking Industry Report David T.Cadden and Sandra L Lueder Small Business Management in the 21st Century, v 1.0 Kotler, Developing the marketing mix Chapter 13: Integrated Marketing Communication Strategy Elliott, R &Percy,L 2007.StrategicBrandManagement.Oxford: OxfordUniversityPress Nguyen Quoc Thinh (2016) Marketing and brand management Vietnam national university Hanoi School of business Vu Thanh Tu Anh.Full Bright Economics Teaching Program.Cross ownership of financial Institutions and corporations in Vietnam – An assessments and recommendations 10 Document No.1577/BIDV-KHDNL dated 13Mar2017 about Communication of Trade Finance 2017 Award 11 Decision No.4188/NQ_BIDV dated 21Dec2015 about approval of the target, business plan and mission of BIDV in the period 2016-2018 12 Document No.539/BIDV-KHDNL dated 06Feb2017 about Awards for the best seller in trade finance services 13 Board of management’s report (2012) of Vietcombank at the 6th annual general shareholders meeting 14 Document No.3678/BIDV-TH&QHCC dated 4Jun2015 of BIDV about Guide for marketing communication operation in 2015 15 Resolution of BIDV No.5960/NQLT-BIDV dated 7Aug2015 about orientation business plan for the period 2016- 2020 and the vision to 2030 16 Document No.10674/BIDV-QLRRTT of BIDV dated 19Dec2016 about the result 63 of measurement the customer’s satisfaction 17 Brand report of The Brand and public communication department (2014) of BIDV 18 Document No.1577/BIDV-KHDNL dated 13Mar2017 about communication of BIDV Trade finance 2017 award 19 Brand strategy for BIDV (2014) Nielsen Holdings Inc Electronicreferences Website of the Bank for Investment and Development of Vietnam - BIDV http://bidv.com.vn Website of the State Bank of Vietnam - SBV http://www.sbv.gov.vn http://english.vietnamnet.vn/fms/business/145371/vietinbank-most-valuablebanking-brand.html) http://heidicohen.com/30-branding-definitions/ Heidi Cohen (2011), 30 Branding Definitions http://smallbusiness.chron.com/importance-company-branding-22028.html, Miki Markovich,The Importance of Company Branding http://www.strategynewmedia.com/why-is-branding-important http://www.dealstreetasia.com/stories/vietnam-central-bank-takes-over-secondtroubled-lender-ocean-bank-6200/) http://english.vietnamnet.vn/fms/business/145371/vietinbank-most-valuablebanking-brand.html) http://massogroup.com/insights/6957-corporate-branding-in-banking-andfinancial-industries-a-case-research-in-vietnam.html) 10.http://www.accaglobal.com/an/en/discover/cpd-articles/businessmanagement/marketing-branding.html 11.VietnamChamberof Commerce andIndustry 2013.Vietnam RetailBanking toPlaceFootprint on Int'l IndustryForums.[referencedNovember 8, 2013].Availableat:http://vccinews.com/news_detail.asp?news_id=27773 12.Kotler, P 2000 Marketing Management Edition.[referencedSeptember Millenium 24,2013] Availableat:http://www.perspectiva.md/ro/files/biblioteca/KotlerMarketing%20Management%20Millenium%20Edition.pdf 13.http://www.agribank.com.vn/102/790/about-us/agribank-network.aspx 64 14 http://www.vietinbank.vn/web/home/en/about/index.html 15.Romaniuk, J 2001.Brand positioning in financialservice:A longitudinal test tofind the best brand position.[referenced October 1, 2013] Availableat:http://search.proquest.com/docview/195266999/fulltextPDF/140BF CD455E2B407AE9/2?accountid=16407 16.Wood, L.2000.Brands and managemet.[referencedseptember Brand 26,2013] Equity:definition and Availableat:http://www.metro- as.no/Artikler/33Brandsmanagement.pdf 65 APPENDIX APPENDIX 1: LIST OF COMMERCIAL BANKS IN VIETNAM State-owned over 50% charter capital commercial Banks Unit: Billion dong Item Bank’s name Address Bank of Industry and Trade Hoan Kiem, Ha Noi Vietnam Noi Vietnam Bank for Agriculture and Rural Development - Agribank Number capital 37,234 dated 03/7/2009 Investment and Development of Voi, Hoan Kiem, Ha Charter Vietnam Joint Stock Commercial 108 Tran Hung Đao, 142/GP-NHNN Joint Stock Commercial Bank for BIDV tower, 35 Hang Registered 84/GP-NHNN 31,481 dated 23/4/2012 No.02 Lang Ha, Thanh 280/QĐ-NH5 Cong, Ba Dinh, Ha Noi dated 15/01/1996 Joint Stock Commercial Bank for 198 Tran Quang Khai, 286/QĐ-NH5 Foreign Trade of Vietnam - VCB Hoan Kiem, Ha Noi Ocean Commercial One Member 199 Limited Liability Bank Nguyen Global Petro Commercial One Member Limited Bank - GP Bank Construction Commercial One Member Limited Liability Bank 26,650 dated 21/9/1996 Luong 663/QĐ-NHNN Bang, Hai Duong Tran Hung Đao, Hoan Kiem, Ha Noi No.145-147-149 Hùng Vương street, Tam An, Long An province 4,000 dated 6/5/2015 Capital Tower, no.109 1304/QĐ-NHNN dated 7/7/2015 250/QĐ-NHNN dated 5/3/2015 29,003 3,018 3,000 (Source: website of State Bank of Vietnam – up to 31/12/2015) Joint stock commercial banks Unit: Billion dong Item Bank’s name Address Registered Charter Number capital Asia Commercial Joint 442 Nguyen Thi Minh 0032/NHGP dated Stock Bank - ACB Khai, Ho Chi Minh city 24/4/1993 9,377 66 An Binh Commercial 170 Hai Ba Trung, Joint Stock Bank Chi Minh city Bao Viet Joint Stock commercial Bank Viet Capital Commercial Joint Stock Bank BAC A Commercial Joint Stock Bank LienViet Commercial Joint Stock Bank dated 15/4/1993 Building, No 16 Phan Chu Trinh, Hoan Kiem, Ha Noi 112-114-116-118 Building, Hai Ba Trung street, Ho Chi Minh city No.117 0031/NH-GP Quang 328/GP-NHNN dated 11/12/2008 0025/ NHGP dated 22/8/1992 street, Vinh city, Nghe 01/9/1994 Số 2A Nguyen Thi Minh Khai, Đa Kao Dist, Quận 1, TP Ho Chi Minh 91/GP-NHNN dated 28/3/2008 PVcomBank) Kiem, Ha Noi Joint Stock Bank Commercial Joint Stock Bank The Maritime 10 Commercial Joint Stock Bank Kien Long Commercial Joint Stock Bank 3,150 3,000 4,400 An province Số 22 Ngo Quyen, Hoan 279/GP-NHNN Dong A Commercial 4,798 Trung 0052/NHGP dated Public Vietnam Bank - Southeast Asia 11 CornerStone Ho dated 16/9/2013 130 Phan Đang Luu, Phu Nhuan Dist, TP Hồ Chí Minh 0009/NHGP dated 27/3/1992 25 Tran Hung Đao, Hoan 0051/NHGP dated Kiem, Ha Noi 25/3/1994 Sky tower A – 88 Lang 0001/NHGP ngày Ha, Ha Noi 08/6/1991 16-18 Pham Hong Thai, Rach Gia City, Giang province Kien 6,460 9,000 5,000 5,466 11,750 0056/NH-GP dated 18/9/1995 2434/QĐ-NHNN 3,000 dated 25/12/2006 Viet Nam Technological 12 and Commercial Joint 191 Ba Trieu, Hai Ba 0040/NHGP dated Stock Bank - Trung Dist, Ha Noi 06/8/1993 8,878 TECHCOMBANK 67 Nam A Commercial Joint 13 Stock Bank - NAM A BANK 14 15 201-203 Cach mang 0026/NHGP dated thang 8, Hồ Chí Minh city Orient Commercial Joint 45 Le Duan, Dist No 1, 22/8/1992 0061/ NHGP Stock Bank - OCB Hochiminh city Military Commercial 21 Cat Linh, Đong Da, 0054/NHGP dated Joint Stock Bank - MB Ha Noi Vietnam International 16 Commercial Joint Stock Bank - VIB dated 13/4/1996 14/9/1994 No.16 Phan Chu Trinh, Hoan Kiem, Ha Noi 0060/ NHGP dated 25/01/1996 3,000 3,547 16,000 4,845 0057/NHGP dated 17 National Citizen bank - 28C-28D Ba Trieu str., 18/9/1995 NCB Hoàn Kiếm dist., Ha Noi 970/QĐ-NHNN 3,010 dated 18/5/2006 18 19 Sai Gon Commercial 927 Tran Hung Đao str., 238/GP-NHNN Joint Stock Bank - SCB dist., Ho Chi Minh city Saigon Bank for Industry & Trade - SGB Saigon-Hanoi 20 Commercial Joint Stock Bank - SHB) Saigon Thuong 21 Tin Commercial Joint No.2C Pho Đuc Chinh str., dist., Ho Chi Minh city 22 Joint Stock Bank - TPB Bank 04/5/1993 77 Tran Hung Đao str., dated 13/11/1993 Hoàn Kiếm dist.,, Ha Noi 3,080 93/QĐ-NHNN 8,866 dated 20/01/2006 266-268 Nam Ky Khoi Nghia, dist., Ho Chi No 57 Ly Thuong Kiet str., Hoàn Kiếm dist, Hà Nội Viet A Commercial Joint 34A-34B 23 Stock Bank - VIETA 0034/NHGP dated 14,295 0041/NH-GP Stock Bank - Sacombank Minh city TienPhong Commercial ngày 26/12/2011 Han Thuyen str., Hai Ba Trung dist, Ha Noi 0006/NHGP dated 05/12/1991 123/GP-NHNN dated 05/5/2008 12/NHGP dated 09/5/2003 18,852 5,550 3,500 68 Vietnam Commercial 24 Joint Stock Bank for 72 Tran Hung Đao, Hoàn Private Enterprise - Kiếm dist, Ha Noi 0042/NHGP dated 12/8/1993 8056 VPBank Viet Nam Thuong Tin 25 Commercial Joint Stock Bank - Vietbank Petrolimex Group 26 Commercial Joint Stock Bank - PGBank 27 47 Tran Hung Đao str., 2399/QĐ-NHNN Sóc Trăng city No.229, Tây Sơn str., Đống Đa dist, Hà Nội Joint Stock - Eximbank disr., Ho Chi Minh city HDBank 13/11/1993 125/QĐ-NHNN 3,000 dated 12/01/2007 No.47 Ly Tu Trong, 28 Development JSC Bank - 3,000 0045/NHGP dated Viet nam Commercial Ho Chi Minh city dated 15/12/2006 0011/NHGP dated 06/4/1992 No.25 Nguyen Thi Minh 00019/NH-GP 12,355 8,100 Khai str., HoChiMinh city dated 6/6/1992 (Source: website of State Bank of Vietnam – up to 31/12/2015) Foreign Banks Unit: Billion dong Registered Charter Number capital Item Bank’s name Address ANZ Bank (Vietnam) Suncity Bldg., 13 Hai Ba 268/GP-NHNN Limited - ANZVN Trung str., Ha Noi dated 09/10/2008 Hong Leong Bank 72-74 Nguyen Thi Minh Khai 342/GP-NHNN Vietnam Limited str., Dist., Ho Chi Minh city dated 29/12/2008 Hongkong-Shanghai Bank 235 Dong Khoi, Dist., Ho Vietnam Limited - HSBC Chi Minh city dated 08/9/2008 Shinhan Bank Vietnam No 138-142 Hai Ba Trung 341/GP-NHGP Limited - SHBVN 235/GP-NHNN str., Dist., Ho Chi Minh city dated 29/12/2008 Standard Chartered Bank Keangnam Bldg., Pham Hung 236/GP-NHNN (Vietnam) Limited - str., HaNoi dated 08/9/2008 3,000 3,000 7,528 4,547 3,080 (Source: website of State Bank of Vietnam – up to 31/12/2015) 69 Joint Venture Banks Unit: Billion dong Item Bank’s name Address 97A Nguyen Van Troi Indovina Bank Limited - IVB str., Phu Nhuan Dist., Ho Chi Minh city Prime Centre Bldg., 53 VID PUBLIC BANK Quang Trung str., Hoàn Kiếm dist., Ha Noi Vietnam-Russia Joint Venture No.1 Yet Kieu Str., Hoan Bank - VRB Kiem Dist, Ha Noi Registered Charter Number capital 135/GP-NHGP dated 21/11/1990 01/ NHGP dated 25/3/1992 11/GP-NHNN dated 30/10/2006 4,225 1,368 3,008 (Source: website of State Bank of Vietnam – up to 31/12/2015) 70 APPENDIX2: VIETNAM TOP 50 BRANDS IN 2015 2015 Rank Brand Parent BrandValu Company e ($million) 2015 Enterprise BrandRa Value ting ($ million) Brand Value /EnterpriseV alue (%) VIETNAM Vinamilk DAIRY PRODUCTS 1,137 AAA- 5,011 23% JSC Viettel Telecom Vinhomes MINISTRY OF DEFENCE VINGROUP JSC 580 A N/A N/A 343 AA+ 2,408 14% 306 A- N/A N/A 288 AA 3,260 9% 239 AA+ 1,027 23% 197 A 3,291 6% 193 A- N/A N/A VIETNAM POSTS AND MobiFone TELECOMMU NICATION GROUP PetroVietnam Gas FPT Corp PETROVIETNA M GAS JOINT STOCK FPT CORP VIETNAM JOINT STOCK VietinBank COMMERCIAL BANK FOR INDUSTRY AND TRADE VIETNAM Vinaphone POSTS AND TELECOMMU NICATION 71 2015 Rank Brand Brand 2015 Enterprise BrandRa Value ting ($ million) 176 AA 3,680 5% 157 A+ 5,986 3% 143 AA 2,031 7% 102 AA 341 30% 99 AA- 844 12% 99 AA- N/A N/A 98 AA 813 12% 98 AA- 541 18% 79 A+ 1,516 5% Parent BrandValu Company e ($million) Value /EnterpriseV alue (%) GROUP BANK FOR INVESTMENT BIDV AND DEVELOPMEN T OF VIETNAM BANK FOR 10 Vietcombank FOREIGN TRADE JSC 11 Masan Consumer MASAN GROUP CORP MOBILE 12 thegioididong.c om WORLD INVESTMENT CORP SAIGON 13 Sacombank THUONG TIN COMMERCIAL VIETNAM 14 Techcombank TECHNOLOGI CAL & COMM MILITARY 15 MB Bank COMMERCIAL JOINT 16 17 HAGL HAGL JSC Bao Viet BAO VIET Holdings HOLDINGS 72 2015 Rank Brand Enterprise BrandRa Value ting ($ million) 67 AA- 186 36% 62 AA- 272 23% 62 AA- 240 26% 61 AA 1,189 5% 61 AA 379 16% 58 AA 769 8% 50 A+ 969 5% 47 A 397 12% 46 AA- 651 7% 44 AA- 291 15% Parent BrandValu Company e ($million) 18 19 20 21 22 Vinacafe Bien Hoa Dhg Pharmaceutical BIEN HOA JSC PHARMACEUT Jewelry JEWELRY JSC Hoa Phat HOA PHAT Group GROUP JSC Commercial Bank /EnterpriseV alue (%) ICAL JSC PHU NHUAN Kinh Do Corp Value DHG Phu Nhuan Asia 23 VINACAFE Brand 2015 KINH DO CORP ASIA COMMERCIAL BANK PETROVIETNA 24 PetroVietnam M DRILLING Drilling And AND WELL Well Services SERVICES CORP 25 Hung Vuong Corp HUNG VUONG CORP VIETNAM EXPORT 26 Eximbank IMPORT COMMERCIAL JOINT-STOCK BANK 27 Saigon Hanoi SAIGON - Bank (SHB) HANOI 73 2015 Rank Brand Brand 2015 Enterprise BrandRa Value ting ($ million) 44 AA 314 14% 42 A+ 256 16% 37 AA- 477 8% 34 A- 222 15% 32 AA 244 13% 29 A 200 15% 28 A+ 644 4% 28 A 558 5% 28 AA- 125 22% 23 A 343 7% Parent BrandValu Company e ($million) Value /EnterpriseV alue (%) COMMERICIA L JOINT STOCK BANK 28 Vincom PetroVietnam 29 Transportation Corp 30 31 32 Hoa Sen Group Vinh Hoan Corp Vinpearl Pvi 33 Holdings/Vietn am 34 Ha Tien Cement PetroVietnam 35 Nhon Trach Power 36 37 Vietnam Sun Corp Pha Lai Thermal Power VINGROUP JSC PETROVIETNA M TRANSPORTA TION HOA SEN GROUP VINH HOAN CORP VINGROUP JSC PVI HOLDINGS HATIEN CEMENT JSC PETROVIETNA M POWER NHONTRACH JSC VIETNAM SUN CORP PHA LAI THERMAL 74 2015 Rank Brand Brand 2015 Enterprise BrandRa Value ting ($ million) 22 BBB 489 5% 22 A- 94 23% 22 A- 140 16% 21 BBB 102 21% 21 AA- 514 4% 21 A+ 84 25% 21 A 89 24% 19 BBB N/A N/A Parent BrandValu Company e ($million) Value /EnterpriseV alue (%) POWER JSC VIET NAM 38 Vinaconex CONSTRUCTI ON & IMPORT JSC DUC GIANG 39 DGC CHEMICALS & DETERGENT POWDER JSC 40 Dabaco Corp DABACO CORP SAIDONG Saidong Urban 41 Development & Investment URBAN DEVELOPMEN T AND INVESTMENT JSC 42 Saigon Securities SAIGON SECURITIES INC TRAPHACO 43 44 45 Traphaco JSC Hoa Binh HOA BINH Construction CONSTRUCTI And Real ON AND REAL Estate Corp ESTATE CORP Hanoi Southern City HANOI SOUTHERN 75 2015 Rank Brand Enterprise BrandRa Value ting ($ million) 19 A 75 25% 19 A+ 67 28% 19 A+ 263 7% 18 A+ 66 28% 18 A- 65 Parent BrandValu Company e ($million) Development 46 47 Cotec Construction Digiworld Corp PetroVietnam 48 Fertilizer & Chemicals Brand 2015 Value /EnterpriseV alue (%) CITY DEV JSC COTEC CONSTRUCTI ON JSC DIGIWORLD CORP PETROVIETNA M FERTILIZER & CHEMICAL CORP NBB 49 577 Corp INVESTMENT CORP 50 Vietnam VIETNAM Electric Cable ELECTRIC Corp 27% CABLE CORP (Source: VN Economic Times – 2015) 76 ... DEVELOPMENT OF VIETNAM THƯƠNG HIỆU VÀ HOẠT ĐỘNG TRUYỀN THÔNG MARKETING TỔNG HỢP ĐẨY MẠNH THƯƠNG HIỆU TẠI NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM Chuyên ngành: Quản trị kinh doanh... VÀ KINH DOANH NGUYỄN THỊ HIỀN BRANDING AND INTEGRATING MARKETING COMMUNICATIONS TO STRENGTHEN BRAND AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM THƯƠNG HIỆU... DEVELOPMENT OF VIETNAM 25 2.1 Vietnamese banking sector 25 2.1.1 Overview of Vietnamese banking sector 25 2.1.2 Vietnam banking system 26 2.1.3 Trends of Vietnam banking