Abstract

After the volatile and tumultuous Covid-19 epidemic, for the banking sector, it is said to be a milestone marking stability and prosperity. In addition to the efforts of banks in restructuring, bad debt settlement, revenue growth to maintain and develop profits, brand enhancement activities are also focused on investing more in this effort. power to restore user confidence. A business that knows how to use the right strategy will bring many benefits to the business – it will help the business promote its image and brand more easily. Thereby can Reach more customers Helps to increase brand awareness effectively. On the other hand, banking is a competitive market with countless direct competitors as well as more and more private banks opening up, so in order to have a strong foothold in the market, businesses must creative and created many brand strategies to see their difference compared to the competition. At the same time, effective brand building and positioning will contribute to helping businesses successfully connect with consumers as well as potential customers. It can be seen that today with the increasing speed of technological change, it will require businesses to focus more on their ability to continuously adapt to the technology platform, learn skills and approach new things in the future. Many different contexts. Automated machines will replace humans, thus requiring businesses to have a team of skilled and highly qualified human resources to meet 4.0 technology. Therefore, how to exploit the full potential and grasp the trend to have more strategies to make the brand stand out is a problem that needs to be solved. On the basis of comparative analysis of strategies from major banks in Vietnam, the article will propose some solutions that can help to improve the brand strategy building among banks.