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Research Paper | Economics | Vietnam | Volume 9 Issue 4, April 2020
Branding Based On Employees in the Context of Commercial Banks in Vietnam Today
Abstract: The objective of the study is to brand based on employees in the context of commercial banks in Vietnam. From the overview of the rankings at commercial banks in Vietnam, it is shown that more and more reputable organizations evaluate bank brands. However, it is necessary to set up a focal point with unified methods to assess the brand value of commercial banks today. Research results show that banks are increasingly high and stable on the charts and brands are considered as very important assets when accounting for 70 % of the enterprise value. Brand value, especially brand value based on employees, is increasingly being invested by banks.
Keywords: branding, employee-based branding, brand value, commercial banking
Edition: Volume 9 Issue 4, April 2020,
Pages: 649 - 653