E ISSN: 2583-049X

International Journal of Advanced Multidisciplinary Research and Studies

Volume 3, Issue 5, 2023

Comparative Analysis of the Brand Strategy of Big 4 of Financial Leasing Businesses in Vietnam

Author(s): Dang Thi Cam Van


It is urgent to build and develop a product or business brand today. In order to clearly mark the position and position the brand at an optimal level, many businesses have built their own distinct personal brands, such as the four strongest enterprises in the field of financial leasing: Vietinbank Leasing, a corporation. Home Credit, FE Credit, Chailease are analyzed below by the team. First, we will go through the introduction to better understand the topic that the group has chosen, above all, to understand the brand management strategy of the four businesses above. After a brief overview at the introduction, we move to part 2 to better understand the theoretical bases of brand management. From the selected theoretical bases with brief information about the business, we begin to apply methods to conduct research on the current situation to produce the most accurate results through the research process. Above research in parts 3 and 4. Finally, to understand the whole topic, we will conduct a summary and summary and then give general recommendations.

Keywords: Brand Strategy, Big 4, Financial Leasing, Vietnam

Pages: 764-773

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