Nguyen Thi Ngoc Duyen
Abstract: The brand is considered one of the most valuable assets of the banks. It represents the corporate face, logo, recognizable slogan or marks the partnership of the bank with the partner. In fact, the banks are often identified by customers and call by brand name. The bank's brand carries with it a monetary value on the stock market (if the bank is listed), affecting shareholder value as it rises and falls. For these reasons, it is important to maintain the integrity of the brand.
Keywords: brand, commercial bank, valuation, activity