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Brand management of Vietnamese commercial banks - 22


Through the research hypotheses, the author established a model with 5 independent variables, affecting the gap between brand identity and reputation. The author used the multivariate regression method to regress the variables: brand awareness level of the brand team/employees/customers, internal communication and external communication with the gap between brand identity and reputation.

In addition, the thesis also determines the variables affecting brand positioning in the minds of each research subject by regression Ordered Choice Model, regression by Ordered Probit Regression method and TOBIT regression method of components describing brand identity with the level of recognition of each subject. For determining the factors of Vietcombank brand positioning in the minds of research subjects.

Through the research content of the entire thesis, it can be seen that internal factors in banks are very important in brand management. The thesis has established a model of factors affecting the gap between brand identity and reputation, and the results show that when the brand team, customers and employees clearly recognize the brand, the gap between brand identity and reputation is narrower. Regarding internal and external communication, the more frequent the level of communication, the narrower the gap between brand identity and reputation.

Currently, Vietcombank brand has achieved a certain position in the hearts of customers, that is a green and strong bank, leading in retail. Transaction staff are evaluated by customers as respectful and polite when receiving customers, but still lack friendliness, enthusiasm, patience, cooperation and prestige. Therefore, it is necessary to further improve the service quality of bank staff in the process of positioning the brand for customers.

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For customers, using the Vietcombank brand brings a realistic view and creates value in terms of class for customers using the service.


Brand management of Vietnamese commercial banks - 22

The messages that Vietcombank’s branding team and staff position and convey to customers are relatively different from Vietcombank’s brand positioning from the customer’s perspective, apart from the high-class value of personality. This shows that the brand image promotion and communication as well as the brand awareness of the team and staff are still limited and need to be further developed.

The regression analysis results show that when the brand team, customers and employees clearly recognize the brand, the gap between brand identity and reputation is narrowed. Frequent internal and external communication will reduce the gap between brand identity and reputation.

The research results show that the level of brand identity awareness of the brand team and employees is still limited, which leads to the level of brand identity awareness of customers is also different and limited, shown through the evaluation scores on the aspects of brand identity at a fairly average level, not really absolute. This is due to the effectiveness of communicating brand awareness between the staff and the brand team, as well as the way of conveying messages to customers is not good, leading to the difference between the awareness of the brand team, staff and customers.

This shows that the level of internal communication is not really good, as evidenced by the difference and limitation in awareness and recognition of brand identity between the brand team and the staff through comparing brand positioning through two regression models of the brand team and the staff.

The level of external communication is also affected when there is a difference in the way customers perceive the identity of the staff. This makes the quality of communication about Vietcombank brand between employees and customers.


Customers will decrease, and employees will not be able to fully convey Vietcombank's brand identity to customers.

To increase the effectiveness of Vietcombank brand management by reducing the gap between brand identity and reputation, it is necessary to invest more appropriately in internal bank factors such as staff, internal communication quality and external communication to convey brand identity to customers.


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