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 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 TABLE OF CONTE ACKNOWLEDGEMENTS ABSTRACT TÓM TẮT DECLARATION TABLE OF CONTENTS LIST OF ABBREVIATIONS LIST OF FIGURES LIST OF TABLES INTRODUCTION 1.Background 2.Objectives & aims 3.Research question 4.Scope of work 5.Data & process 6.Methods & approaches 7.Significance 8.Limitations 9.Expected results 10 Follow –up (potential) 11 Short introductions 11.1.Introduction 11.2 Theoretical Foundation 11.3.Research methodolog 11.4 Solutions for Developing Brand of ABBank 11.5.Conclusion CHAPTER 1: THEORETICAL FRAMEWORK 1.1 Understanding Brands 1.1.1What is brand? 1.1.2Types of brand 1.1.3Function of brand 1.1.4What is branding? 1.1.5Key Concepts in Buil 1.1.6The Corporate Brand 1.2 Branding strategy 1.2.1 Positioning 1.2.2 Brand Equity 1.2.3 Value 1.2.4 Brand Image and Identity 1.2.5 Brand Popularity 1.2.6 Service and Banking Branding 1.2.7 Yin and Yang Model to Branding v 1.3 Building banking brands 1.3.1 Introduction about bra 1.3.2 Factors in building strong brand 1.3.3 Communicating bank 1.3.4 What brand model for bank 1.4 Experience in building and developing banking brands 1.4.1 Failures and Success 1.4.2 Experience in buildin CHAPTER 2: RESEARCH METHODOLOGY & EMPIRICAL FINDINGS 2.1 Research Approach 2.2 Research Method 2.3 Data collection method 2.4 Overview of the case ABBank 2.4.1 Introduction 2.4.2 History and developm 2.4.3 Mission, Vision and O 2.5 Empirical findings 2.5.1 Empirical Data 2.5.2 Data analysis 2.6 Status of brand development in ABBank 2.7 Why are Vietnamese banking brands not great? 2.7.1 Overview of banking brand in Vietnam 2.7.2 Actual existences of bank branding in Vietnam 2.7.3 Why are Vietnamese bank brands not great? CHAPTER 3: SOLUTIONS FOR DEVELOPING BRAND OF ABBANK 3.1 Orientations develop banking industry in coming time 3.1.1 Objective and strategy 3.1.2 Government orientati 3.1.3 The future of banking 3.2 Difficulties and challenges in developing brand of ABB 3.2.1 Difficulties to ABBan 3.2.2 Challenges to ABBan 3.3 Solutions for developing ABBank brand 3.3.1 Overall solutions for 3.3.2 Application of Brand 3.3.3 Recommendations CONCLUSIONS REFERENCES APPENDIX vi 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 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 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 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 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 The way to process data: The method to process data is mainly by excel Data has been taken from some websites, which specialize on branding in the world and Vietnam such as Brand channel, Interbrand, Businessweek or vneconomy, saigontimes and so on Information from survey/interviews more than 100 customers in Hanoi as well as over 100 employees of ABBank in Hanoi branch Methods & approaches The study uses case study to make clear the problem of brand in banking system in Vietnam Moreover, to have information for this study, this study concentrates on survey customers and employees by some ways such as questionnaires, interview and observation or in research method, we use case study method Especially, in the survey, we use three methods that includes questionnaires, interview, observation This study will be an empirical research, which preliminarily adopts the following: Review of related literature/documentation, survey, in-depth interview, Review of related literature/documentation: this will examine the multidisciplinary theories of and empirical studies on brand in the literature In Surveys/interviews sessions: questionnaires will be developed and structured interviews are conducted Significance With the objective mentioned above, the study contributes several meanings to banks in Vietnam On the theory, this study makes clear some aspects of the theory of banking brand in general and in ABBank in particular This study is also a good reference for banks in Vietnam when they have demand to build brand It is hoped that this study will contribute to the body of knowledge on brand and show how the brand concept could be deployed more effective in other parts of Vietnam It will also help Vietnamese banks to understand fully about brand importance and come up with more suitable brand strategies and policies On the practice, this study gives an overall strategy for ABBank developing its brand in the future research problem will be provided by answering the research questions, which are presented next  Make clear problem in developing brand of commercial banks  Indicate the importance of brand to banks  Raise challenges and difficulties as well as propose solutions in developing brand of a bank  Learn more experience from case study and then draw lessons in building and developing a brand for bank  Analyze and show the status of developing brand of ABBank in the period 2005-20010 and then propose solutions for developing brand of ABBank in order to get the objective as mention above Conclusions An Binh still has not an overall strategy in developing, all activities for brand are set of marketing activities There is no detailed strategy for branding but they consider that marketing activities are synonymous with brand building Therefore, the bank meets difficulties in propagandizing its brand image and brand name to customers Without brand strategy blueprint, the bank cannot give out direction to set out the vision, values, personality, and positioning for the brand, brand culture and architecture and other aspects of longer term brand strategy First, bank needs to realize that the brand is even more important for services than the goods Bank lacks a physical product, which embodies a large part, or even all of the brand and its values Therefore, a bank brand is based entirely on ‗the way the bank does things‘ and on the bank‘s culture A brand personality and brand image cannot just be designed by a marketing department This is because customers‘ perceptions of the brand depend highly on individual interactions with staff, so particular emphasis has to be placed on the consistent delivery of the service Building brand is duty of everybody in organization from the CEO to bodyguard, everyone has responsibility in make impression to customers when they 120 come to transact Especially, the leader must be set a good example before require others follow up To that, building brand become not difficult to any organization Corporate culture at ABBank is not prominent, so the Directors board need focus on making a specific corporate culture and propagandize the importance of brand to people In doing so, people are easy to understand and accept That is the way to make people feel comfortable and enthusiastic in working Brand building needs to be undertaken from the bottom up and involves a profound analysis of every aspect of the interaction between the customer and the bank Finally, the brands of banks should reflect the fact that most customers purchase financial products not as an end in itself, but rather as a mean to acquire non-financial products, such as a car or a holiday Customers not really want a mortgage; rather they want to buy a house The current lack of powerful brands in the banking sector clearly illustrates the overall challenges associated with banking branding A banking brand has to be based on a clear competitive position, which in turn has to be derived from the corporate strategy This requires a holistic approach and the involvement of the entire bank The brand positioning and benefits should then be communicated to both staff and the target market segments The bank needs to develop a strategic brand platform, depends on careful selection, development and management of a brand personality, and proposes ownership of a specific and unique position in the minds of consumers Implications for further research From this study, we can study more detail and further about brand in banking system Base on this study we can expand topics about brand or aspects, which relate to brand in banking and financial services This study is basis for An Binh developing its brand in the period 2007-2010 Therefore, to develop brand in a higher level, the bank needs to apply the rest two stages in the Brand Resonance 121 model as well as maintain the results in the first two stages Through that, the brand of ABBank will be one of five strongest commercial joint stock banks after 2010 Besides that, every year, the bank should hold the short courses in order to training employees and managers about brand building and its principles in developing brand in new area Develop a new concept in brand: That is lovemark, this is higher grade of brand in the future, a brand when surpass simple advertising campaign to make sympathy with customers In customers‘ eyes, brand is a live object and has sound Therefore, people love that by a love beyond their reason According to Kevin Roberts, Lovemark stress on relationship between brand and customers Due to this relationship, Lovemark is always stand in the top of customers‘ mind compare to competitors, it also have absolute loyalty in customers, and the customers are people protect the brand According to this theory, mystery, suggestion and closeness are main factors to make Love mark In the future, Lovemark is a higher grade of brand development and this is a new achievement to all brands in where bank brand After carry out two stages in Brand resonance model, the bank continue to apply the two rest stages in develop its brand, this is chance to make a huge resonance about An Binh brand in banking sector To that, ABBank will be a brand has strong and st lure impression in customers mind in the 21 century in Vietnam After building a good brand, wee need have policy to manage brand in order to maintain an impressed brand image in customer‘s mind Here is Brand checklist for banks Given the opportunities to leverage brands in the financial services world, what are the basics to keep in mind when implementing brand management? This checklist provides a high-level view  Do you know what you want your brand to stand for? Ensure that you have established a set of goals for your brand that is based on how you want your clients to perceive you, how you want to differ from the competition, and how you want your brand to support your business 122  Do the messages your clients receive reflect your brand? Once you have set a strategy for your brand, identify the messages that will best communicate the brand‘s promise and integrate the messages across various channels, such as advertising, media/investor relations and sponsorship  Do the messages your employees receive reflect your brand? After you have ensured that your client messaging is ―on-brand‖, verify that your employee communications – such as management letters, road shows and intranet sites consistently reflect your brand  To what degree are the interactions with your clients guided by brand? Assess your client interactions by firstly identifying all the points where your client interacts with the firm; assess each of these interactions with regard to the brand and determine what improvements are necessary  Is brand incorporated in organizational decision-making? Finally, check to see at what level senior management uses branding in longterm business planning and organizational development After building and developing a strong brand in banking market, the bank need pay attention much to management of brand to maintain brand image and reputation of bank To this, An Binh brand will ever is a strong brand in Vietnamese customers‘ mind Based on our findings, we would have to recommend that banking brands focus heavily on building and developing brand and brand image as a form of marketing communication The apparent ease of banking brand experiences coupled with the opportunity to prove the product‘s taste advantage offers bank brand marketers great opportunities to diversify their marketing mix and bring their brand closer to customers However, we think that building and developing brand is an extremely important task for marketing channel for most banking services and products, as it offers the possibility of giving a ―face‖ to the brand and positioning the brand as a one that is interested enough about the consumers to meet them faceto face 123 REFERENCES Vietnamese Minh An (2005), ―Năm hướng cần thiết ngân hàng‖, Article, (www.vneconomy.com.vn) Vân Châu (2007), ―Văn hoá doanh nghiệp: Bí thành cơng giao tiếp khách hàng Chi nhánh Ngân hàng Công thương‖, Article, (http://www.icb.com.vn) Đinh Văn Dư (2007), ―Xây dựng thương hiệu thông tin truyền thông‖, Article, (http://www.icb.com.vn) Trần Thu Huyền (2006), ―Chiến lược truyền thông xây dựng thương hiệu‖, Article, (www.icb.com.vn) Trần Phương Minh (2005), ―Bài học kinh nghiệm từ Barings Bank‖ Article, (http://bwportal.com.vn) Ngân hàng nhà nước Việt nam, (2006), Định hướng phát triển nghành ngân hàng thời gian tới, (www.centralbank.vn) Ngọc Quang (2005), ―Brand Strategy: chiến lược thương hiệu‖, Article, (www.lantabrand.com) Thanh Thanh (2007), ―Khốn khổ tin đồn‖, Article, (http://www.dddn.com.vn) Huỳnh Kim Trí (2007), ―4 nhóm giải pháp phát triển dịch vụ Ngân hàng cá nhân: Nhìn từ thực tiễn Chi nhánh Ngân hàng Công thương‖ Article, (http://www.icb.com.vn) English Aaker, David (1996), ―Building Strong Brands‖, The Free Press, Simon and Schuster, New York Aaker, David (1997), ―Building Strong Brands‖, The Free Press, New York Aaker, David (2004), ―Leveraging the corporate brand‖, California Management Review, Vol 46 No (3), pp 6-18 Anbinhbank, (2006), ―Annual report 2006‖ (http://www.abbank.vn) 124 Berry, L.L (2000), ―Cultivating service brand equity‖, Journal of the Academy of Marketing Science Vol 28 No (1), pp 128-137 Camp, Lucian (1999), ―Positioning and communication issues in building financial services brands‖, Journal of Brand Management Vol No (4), pp.243249 David Jobber, (2005), ―7 Important Factors in Building Brand Value‖ June 7th, 2005, (http://www.brandxpress.net) Doyle, P (1989), ―Building Successful Brands: the Strategic Options‖, Journal of Marketing Management, Vol 5, No (1), p.77-95 Free, Conrad (1999), ―The internal brand‖, Journal of Brand Management, Vol 6, No 4, pp.231- 236 10 Interbrand (2004), ―The 100 Top Brands‖, Business Week, August 2, pp.68-71 11 Interbrand (2006), ―The 100 Top Brands‖, Business Week, May 2, pp.88-90 12 Jones, Judy (1999), ―The future of banking: implications of branding and loyalty‖, Journal of Financial Services Marketing, Vol No (1), pp.53-66 13 Kapferer, Jean-Noel (1997), Strategic Brand Management, (London: Kogan Page) 14 Kevin Lane Keller, (2006), ―Building Strong Brands: Three Models for Developing and Implementing Brand Plans‖, Institute for Research in Marketing p2 15 Lam Kam Chio (2003), ―Building Quality Brand for Macao Banks and Other Related Suggestions‖ pp.3-9 16 Leslie de Chernatony (2006), ―Internal factors driving successful financial services brands‖, European Journal of Marketing, Vol 40, forthcoming 17 Leslie de Chernatony (1999), ―Brand management through narrowing the gap between brand identity and brand reputation‖, Journal of Marketing Management, Vol 15 No (1-3), pp157-179 125 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 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 Other means When people mention ABBank, the first you think about is: Name of services of bank Employees‘ behaviour What programs you often see on? Films Entertainment programs Which services of bank are you not satisfied? Saving service Lending service What services of bank you often use? Saving service Lending service An Binh bank Vietcombank What bank you like trading most? 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 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 Reason 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 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 Normal 3.What functions does brand have below? Identity and differentiation Indication Emotional and creditable function 4.What characteristics does brand have? Legible Easy to pronounce 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 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 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: Normal Comfortable and jolly Boring Stressed work 15 Difference between An Binh and other banks is: (may be to choose many criteria together) Material Cost & reasonable Interest Service behaviour rate 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 21 Have you ever feel have important role in making good impression in customers’ mind? Always to be aware Never Sometimes Do not know 22 What you have to yourself to make good impression to customers? Cultivate knowledge Have presentation and persuasive skills Listen to customers Explain carefully to customers 23 Please have your name: Thank you very much ... 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. .. and developing brand in ABBank  Understanding more detail and deeply about brand in banking  Finding the difficulties and challenges in the process of brand in ABBank  Giving out the best solutions. .. Thus, the corporate brand in the banking sector plays an important role for a bank, and needs to be carefully managed b) The Value of the Corporate Brand Brand creates value for the organization and