Lesson 2: Positioning your brand in the hearts of the people!

"With dedication to service and sincerity to accompany, for the past 37 years, Agribank in general and Agribank Ha Tinh in particular have become an indispensable part of the 'Three Rural Issues' (agriculture, farmers, and rural areas). To this day, we are proud to be a trusted friend of farmers and businesses operating in the agricultural and rural sectors..." – shared Tran Van Tai, Deputy Director of Agribank Ha Tinh!

Responsibility and dedication

Deputy Director of Agribank Ha Tinh, Tran Van Tai. Photo: Duc Kien

- Can you share the secret behind Agribank Ha Tinh's consistent leading position in the entire system in terms of business performance?

- We don't have a secret formula, but dedication, responsibility, and treating customers like family are our guiding principles and goals when carrying out our tasks. Therefore, we always receive the trust and support of the local government and people in the area. This is the decisive factor in our annual performance and our position in the Top 3 of the entire system.

To date, Agribank Ha Tinh's total capital has reached VND 24,100 billion, an increase of VND 800 billion compared to the beginning of the year, and has achieved 56% of the central government's plan for 2025. Regarding outstanding loans, the total outstanding loans to date have reached over VND 17,489 billion, an increase of VND 920 billion and achieving 46% of the central government's target, with loans in the agricultural and rural sectors accounting for 90%. Thus, in just the first quarter, we have achieved approximately 50% of the plan assigned by Agribank Central.

Besides its business performance, Agribank Ha Tinh actively fulfills its social responsibility through social welfare activities in the area. In 2024 alone, Agribank Ha Tinh donated 26 billion VND to social welfare and humanitarian charity work. This is the result of the great efforts of all staff and employees of Agribank Ha Tinh in particular, and Agribank in general.

Based on the results achieved in its business plan, Agribank Ha Tinh has also actively implemented the Party's guidelines and policies, such as Resolution 57 of the Politburo on digital transformation and the development of science and technology. Accordingly, Agribank Ha Tinh has continuously innovated and applied technology in management and transactions to further affirm Agribank's position in the market.

- Operating in an area frequently affected by natural disasters, while 90% of outstanding loans are in the agricultural and rural sectors, will certainly be very difficult, sir?

- Yes! As you know, Agribank Ha Tinh operates primarily in the agricultural and rural sectors, and is located in one of the most harsh climates and prone to natural disasters in the country. Therefore, the difficulties are immense!

Furthermore, Agribank's specialization in agricultural and rural lending means a wide variety of loans, ranging from 5 million VND to billions of VND. On average, each credit officer at Agribank Ha Tinh is responsible for approximately 600 customers with thousands of loan transactions, which is very demanding. In addition, the national economy in general, and Ha Tinh in particular, has been in the post-pandemic recovery phase in recent years, so many difficulties remain. Moreover, the banking system nationwide, and specifically in Ha Tinh, is currently developing rapidly, creating intense competition.

Nevertheless, Agribank Ha Tinh also has many advantages. As mentioned above, we have the trust of the authorities at all levels and our customers; we have a long history of operation closely linked with political and social organizations – contributing to extending the implementation of the State's policies and guidelines in finance and credit, and socio-economic development to remote and disadvantaged areas. In particular, we always receive close guidance from Agribank Vietnam in carrying out our operational activities. The close supervision and strictness of our superiors serve as both a motivation and an encouragement for us to complete all assigned tasks.

Quality is the benchmark.

Customer satisfaction is Agribank's satisfaction. Photo: Duc Kien

- So, in the context of numerous difficulties, especially the fierce competition among banks in the area, how does Agribank Ha Tinh manage to assert its position in the market, sir?

- It can be said that for Agribank, product quality is a key factor determining success or failure in operations. We feel the same way. For 37 years since our establishment and development, we have always considered product quality as the benchmark and the defining value of the Agribank brand. This principle has become the backbone of our system's operations and is constantly being upgraded through the development of diverse products and services; refining our service style and attitude to meet the ever-increasing needs of our customers.

We also consistently maintain our position in the hearts of local authorities and the people by actively improving the quality of our staff to meet the demands of the booming information technology era; strengthening effective management and administration skills to maximize resources; improving operational quality and reducing costs, so that we can continue to lower interest rates for our customers.

- Sir, in his recent speech on private sector development, the Party leader requested the development of policies and mechanisms to boost this sector. As a major investor in agriculture and rural areas, what are your thoughts on this?

- The policy of promoting the development of the private economy has been in place for a long time, and during this period, the private economy has received special attention from the Party and the State due to its potential and contributions to the national economy. The article by the General Secretary marks a turning point in the understanding of the important role of the private economy, while also possessing a strategic vision for the country's development orientation.

Agribank in general, and Agribank Ha Tinh in particular, have implemented many credit policies to support the development of the private economy. To date, it can be said that all preferential interest rate packages for various sectors, from investment enterprises and small and medium-sized enterprises to households and consumers, are offered by Agribank.

For example, regarding individual and household economies, we have many preferential loan packages to enable production and business households to access capital at preferential rates, as well as providing a transparent mechanism while ensuring safe operation in accordance with regulations. Going forward, to encourage the development of private and household economies in the agricultural and rural areas, we also propose further amendments to Government Decree No. 116/2018/ND-CP, which amends and supplements several articles of Government Decree No. 55/2015/ND-CP dated June 9, 2015, on credit policies serving agricultural and rural development. This amendment aims to increase loan limits and expand the scope of preferential treatment for new agricultural sectors such as organic and circular agriculture, in line with the new development trends of the agricultural sector as directed by the Government.

Thank you very much, sir!

Source: https://daibieunhandan.vn/bai-2-dinh-vi-thuong-hieu-trong-long-dan-post408417.html