Building a good brand requires consistency between the two aspects of "content" and "form".

Speaking at the Forum, Editor-in-Chief of Banking Times, Ms. Le Thi Thuy Sen, said that philosophically, building a good brand requires unity between the two aspects of the pair of categories "content" and "form". Or more specifically, "content" means the nature of the business or bank's operations must be systematic, meeting the requirements of good management and operation. "Form" is the way it is expressed externally. According to Ms. Sen, if one of the two above factors is missing, the brand of the business or bank cannot reach far.

“A well-functioning bank that does not know how to build a brand will waste its value and vice versa. Banks need to recognize the importance of branding as a great value. Brand is the resource and value of the bank. If the brand wants to reach international standards, the brand development strategy must also have an international scale.”

Therefore, with the desire to bring the world's knowledge related to the fields of finance, banking and brand building to Vietnam, Banking Times organized this Forum and made an effort to connect with two leading experts in the world, Prof. John Quelch - the "brand wizard" behind the success of a series of major brands and Mr. Peter Verhoeven, a member of Anax Invest's leadership, a leading expert on Basel III and with more than 40 years of experience in corporate restructuring and regional financial strategy.

The Editor-in-Chief of Banking Times was also pleased to share that Professor John A. Quelch and Mr. Peter Verhoeven have officially accepted to join the Senior Advisory Council of Banking Times. The participation of two internationally renowned experts not only brings prestigious, updated and profound knowledge about global finance and banking, but also contributes to improving the academic quality, scientific content and international stature of Banking Times publications in the coming time.

In particular, in the near future, Banking Magazine will publish an additional English edition, Ms. Sen shared.

Source: https://thoibaonganhang.vn/muon-xay-dung-thuong-hieu-tot-can-su-thong-nhat-giua-hai-mat-noi-dung-va-hinh-thuc-163690.html