Dissertation abstracts: Brand valuatinon for Vietnam's commercial banks

Purpose of research: systemize theories of calculating brand value; propose brand valution model for Vietnams commercial banks; experiment the proposed brand valuation model on Bank for Investment and Developmemt of Vietnam (BIDV) to calculate its brand;...
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Dissertation abstracts: Brand valuatinon for Vietnams commercial banks 1 2 (ii) Propose brand valuation model for Vietnam’s commercial banks PREAMBLE (iii) Experiment the proposed brand valuation model on Bank for Investment and 1. Introduction Development of Vietnam (BIDV) to calculate its brand 1.1 The necessity of the subject (iv) Establish conditions to apply brand valuation model for Vietnam’s brands in In banking business, trust is the key factor for millions of individuals and practicality.organizations to send their savings, satisfy their demand for loans, or for effective 1.4 Subject of research: Brand valuation for Vietnam’s commercial banksfinancial consultancy. Moreover, together with the development of science and 2. Research methodology and sources of statisticstechnology, as well as integration process, the competition in banking is increasingly 2.1 Research methodologyfierce. The deciding factors for customers to choose a bank are not only tangible and - Inherited methodmaterial elements but also ones related to emotion, perception, trust, etc. Therefore, - Analytical – comparative methodbrand in banking has become an essential factor for the success of commercial banks. So - Interdisciplinary research methodthe question of how to measure a commercial bank’s brand value in a specific - Case study research methodfinancial figure, while the economic value of a bank’s brand is widely accepted, is of - Dialectical materialism methodgreat concern to managers. 2.2 Sources of statistics From this above situation, the author has chosen the subject “Brand valuation for The sources of statistics used in the thesis are from the website of The State BankVietnam’s commercial banks” as dissertation topic. of Vietnam (49 Ly Thai To Street – Hoan Kiem District – Hanoi), Annual Report audited in 2010, 2011, 2012 and confidential report named Valuation before IPO of 1.2 Scope of research Bank for Investment and Development of Vietnam (35 Hang Voi Street – Hoan Kiem There are two approaches that result in very different brand value: District – Hanoi). - Calculate brand value by market research (called “Brand evaluation” by the 3. The contribution of the thesisauthor) 3.1 In terms of academic literature - Calculate brand value by financial data (called “Brand valuation” by the - Summarize two brand valuation approaches for commercial banks, including: (i)author) Calculate brand value for commercial banks based on market research; (ii) Calculate The purpose of thesis is to propose a brand valuation model for Vietnam’s brand value for commercial banks based on financial data.commercial banks based on financial data. - Select the estimated income based method of the second approach, combining with Brand valuation for commercial banks is a process with many steps; however, analysis on characteristics of commercial banks’ business operation to propose a the thesis will concentrate on researching and proposing brand valuation brand valuation model for Vietnam’s commercial banks. model for Vietnam’s commercial banks. 1.3 Purpose ...