Enterprise Brand Building And Cultural Construction Of HF BANK

Economy and brands strengthen the country.Along with our country financial market fully open,each big foreign financial brand began to check in our country,the whole financial market competition is very fierce,how to use the brand shaping and culture construction to enhance the core competitiveness of commercial Banks has become a commercial bank is most concern.Based on relevant theories about brand culture construction of HF bank,this article apply document analysis method,case analysis method and comparison analysis method.After analyzing the brand construction process,organization,future plan,core values of HF bank,etc,I have found that there was problems in brand and culture construction,such as misunderstand about brand awareness of HF bank,brand culture construction lags behind the overall development,the lack of clear positioning and development system of brand culture construction,etc.This article can help to promote the brand value of HF Bank.The features of this article lie on these aspects:(1)analyzing brand characteristics and culture construction;(2)choosing HF bank as a representative of research object;(3)systematically analyzing the brand shaping and culture construction of HF bank,and putting forward many proper suggestions.