Branding and Integrating Marketing Communications to Strengthen Brand : case: Bank X
Nguyen Thanh, Thuy (2014)
Nguyen Thanh, Thuy
Lahden ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201404144312
https://urn.fi/URN:NBN:fi:amk-201404144312
Tiivistelmä
In the market where many active competitors provide the same or similar products or services, branding is the strategic key indicator that facilitates a company in achieving its financial target, reputation and customer’s loyalty.
This thesis concentrates on analyzing branding strategy and integrating marketing communications to strengthen brand with the case study of Bank X. Although the Bank has a long active history in both international and the Vietnamese markets, the brand is not yet widely-known compared to other banks. Therefore, this thesis attempts to assist the Case Bank in generating an improved plan to integrate marketing communications to strengthen the brand. However, the author only focuses on the Personal Banking operation – which means customers are private and personal.
The author employs both qualitative and quantitative research methods with the deductive approach. The author utilizes a variety of sources, ranging from her observation, interviews and survey to academic database.
The research is structured into two parts: the theoretical framework and the empirical part. In short, the theoretical framework contains theory about branding and integrating marketing communications planning process. The empiricial starts with the introduction about the Vietnamese banking sector and then it is followed by the analysis of the Case Bank. The most important part is the suggested integrated marketing communications plan for the Case Bank. The plan is based on the theory that has been presented in the theoretical framework. With this new marketing communications plan, the author aims to support the Case Bank to successfully achieve its objectives.
However, it should be noted that this is the improved plan for the Bank only and it plays a supportive role to the Bank’s current marketing strategy.
This thesis concentrates on analyzing branding strategy and integrating marketing communications to strengthen brand with the case study of Bank X. Although the Bank has a long active history in both international and the Vietnamese markets, the brand is not yet widely-known compared to other banks. Therefore, this thesis attempts to assist the Case Bank in generating an improved plan to integrate marketing communications to strengthen the brand. However, the author only focuses on the Personal Banking operation – which means customers are private and personal.
The author employs both qualitative and quantitative research methods with the deductive approach. The author utilizes a variety of sources, ranging from her observation, interviews and survey to academic database.
The research is structured into two parts: the theoretical framework and the empirical part. In short, the theoretical framework contains theory about branding and integrating marketing communications planning process. The empiricial starts with the introduction about the Vietnamese banking sector and then it is followed by the analysis of the Case Bank. The most important part is the suggested integrated marketing communications plan for the Case Bank. The plan is based on the theory that has been presented in the theoretical framework. With this new marketing communications plan, the author aims to support the Case Bank to successfully achieve its objectives.
However, it should be noted that this is the improved plan for the Bank only and it plays a supportive role to the Bank’s current marketing strategy.