Building and improving VP bank kinh do's Brand through marketing Introduction: 1.

The rationale of the study After 5 years since Viet Nam became one of the members of WTO, besides the attained results, still there are difficulties and challenges Viet Nam has to overcome to be able to put our economy on a par with other countries in the regions. One of the fields that has the most importance effects to the economy is banking industry. Recent years have seen a significant and rapid growth of the banking industry in Vietnam, especially in the growth of the Vietnamese commercial join stock banks. This trend opens up abundant choices for the customer, but also banks with fierce competition and banks now face the crucial problem of customer switch. so , each bank has to do something to make their bank stand out. A research shows that most banks pay attention to developing trademark. Trade mark is not just a sign to distinguish their products and services of a bank with products and services of other bank, but more importantly, it is the basis for affirming the position of the bank inn the market as well as the banks reputation and image in the customer minds. Creating a trademark is a process requires continuous efforts and adequacy investment of the bank. However, in fact many banks have not yet properly understood the role of trademark. They still have confusion in building and improving trademarks. Thats why I think that developing a trademark is very important to banks. There are many different methods to develop a trademark. And one of the important methods is through

marketing. so, this thesis will focus on building and improving bank Kinh Dos trademark through marketing. 2. The aims of the study:

VP

As mentioned above, the research problems of this subject is to study and analyze VP Bank Kinh Dos trademark building activities, the importance of marketing in building and improving trademark. It also analyzes the positive aspects and limitations as well as gives some recommendations and solutions to improve the VP Bank Kinh Dos Brand through marketing. 3. Methods of the study: This study is basically a theoretical research which is based on the previous researchers on the field of banking. The data used in the study are mainly secondary data. Secondary data: Data collection from the internet, books, and from the leaders and staff of VP Bank Kinh Do. 4. Scope of study - space : at VP Bank Kinh Do - time: period from 2010 to 2011 5. Contents and structure: The thesis main content is marketing activities in building and improving VP Bank Kinh Do ; divided into three main chapters: - Chapter 1: General theory about banking, trademark and marketing in banking system.
-

Chapter 2: The current situation of building and improving VP bank Kinh Do s Brand through marketing period 2009-2011. Chapter 3: Some recommendations to develop marketing activities in VP Bank Kinh Do.

Chapter 1: Literature Review

I. Brand
1.1 Definition of Brand:

1.1.1. The importance of of Brand 1.1.2. Determining the Brand value. 1.1.3. Positioning the Brand and positioning strategy. 1.1.4. Elements of a Brand 1.1.5. The basic requirements of developing a bank Brand. II. Marketing 2.1 Definition of Marketing: 2.1.1. Marketing in business 2.1.2. Marketing in banking industry 2.2. Benifits of marketing activities to building bank brand 2.3. Aspects of bank marketing: 2.3.1. Marketing mix 2.3.2 Product. 2.3.3 Price 2.3.4 Place 2.3.5 Promotion 2.4. Marketing environment: 2.4.1 Economic factors: 2.4.2 Socio-cultural Factors Technological factors Chapter 2: Current situation of building and improving VP Bank Kinh os brand through marketing past time. I. Overview of VP bank. 1.1 Foundation History and the development of VP Bank.

1.2 VP Banks Organization structure 1.3. VP banks development target 1.3.1 VP Banks development mission. 1.3.2 Development Vision 1.3.3 Core value. II. Introduction about branch VP Bank Kinh o.
2.1.

2.2.
2.3.

2.4. 2.5.

Foundation history and development of VP Bank Kinh Do Organization Structure Human Resource Main products and services Performance from 2010 to 2011.

III. VP banks brand 3.1. overview of Vietnams banking system and identifying brand. 3.1.1.VietNam Banks brand. 3.1.2 National commercial banks 3.1.3 Joint- stock commercial banks 3.2. VP banks brand in general, and VP bank Kinh os brand in particular. 3.3. Difficulties in building VP Bank Kinh os brand 3.4. Marketing activities with the aim of buliding and improving VP Bank Kinh os brand past time( 2010-2011) 3.4.1 The functions and responsibilities of Marketing department at VP Bank Kinh o. 3.4.2 Market research 3.4.2.1. Market segmentation 3.4.2.2. Market targeting 3.4.3. Marketing mix strategy 3.4.3.1. Types of cards 3.4.3.2. Place 3.4.3.3. Promotion 3.4.3.31. Advertising 3.4.3.3.2. PR 3.4.3.3.3 Sponsorship 3.4.3.4. Promotion programs 3.4.4 People

3.5. evaluating the current situation of marketing activities at VP Bank Kinh o 3.5.1. Achivements/ Results 3.5.2. Limitations and Reasons Chapter 3: some recommendations to improve bank marketing activities 3.1. Orientation of building and improving VP Bank Kinh Do 3.2 Recommendations to improve marketing activities at VP Bak Kinh Do . .