The impact of brand repositioning on customer behavior: Current situation and recommendations for Vietnamese commercial banks

Dr. Dang Thi Thu Hang – Banking Faculty, Banking Academy of Vietnam

Tóm tắt:

 This study investigates the influence of recent brand repositioning initiatives undertaken by Vietnamese commercial banks on their customers’ purchasing behavior. The research utilizes established frameworks in brand repositioning and customer decision-making to establish a robust theoretical foundation. The analysis explores the specific methods employed by Vietnamese banks to reposition their brands, categorized based on the target factors they aim to influence, including brand image, design elements, and communication strategies. To assess the impact of these strategies, a survey methodology was employed, capturing responses from 329 customers of various banks that have undergone recent repositioning efforts (ACB, VIB, MSB, TPB, VCB). The research findings reveal a significant correlation between the comprehensiveness of a bank’s brand repositioning strategy and itsimpact on customer purchasing behavior. Banks that implemented a holistic repositioning approach exhibited a demonstrably stronger positive influence on customer purchasing behavior compared to those that adopted a more partial approach. Interestingly, within the group of banks implementing partial repositioning strategies, VCB garnered the mostpositive customer feedback.

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Từ khóa: Brand positioning, Vietnamese commercial banks, customer behavior, marketing strategy