- SUMMARY In the market economy as Vietnam has joined the World Trade Organization (WTO), the matter of raising the competitiveness of enterprises is one of the issues should be focused. - Therefore the authors have selected topics "Some solution to develop Bach Mai Hospital’s brand" as research subjects. - Chapter 1: Thesis systematize the theoretical issues related to brand enterprises: an overview of the brand, the factors affecting the brand's business, the value of brand in business. - Chapter 2: Analyzing Bach Mai Hospital’s capability situation. - In this thesis, the author wishes to contribute ideas to make the Bach Mai hospital opportunities, overcome weaknesses, promote strengths to enhance their competitiveness in providing services health care, gradually build Bach Mai hospital’s brand into a strong brand in the market in the medical home and abroad.
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