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The purpose of thesis is to propose a brand valuation model for Vietnam’s commercial banks based on financial data. Brand valuation for commercial banks is a process with many steps; however, the thesis will concentrate on researching and proposing brand valuation model for Vietnam’s 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 banks financial consultancy. Moreover together with the development of science and 2. Research methodology and sources of statistics technology as well as integration process the competition in banking is increasingly 2.1 Research methodology fierce. The deciding factors for customers to choose a bank are not only tangible and - Inherited method material elements but also ones related to emotion perception trust etc. Therefore - Analytical comparative method brand in banking has become an essential factor for the success of commercial banks. So - Interdisciplinary research method the question of how to measure a commercial bank s brand value in a specific - Case study research method financial figure while the economic value of a bank s brand is widely accepted is of - Dialectical materialism method great 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 Bank Vietnam 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 .
