Techcombank leads in Vietnamese banking brand equity rise

Techcombank has seen its Brand Equity Index (BEI) increase by 68% to become the highest in the Vietnamese banking sector in the final quarter of 2024, surpassing government-owned banks.

According to data from NielsenIQ, Techcombank's brand has risen to prominence through a blend of AI-powered marketing initiatives and community engagement. Despite being the fourth largest publicly listed bank in Vietnam based on assets, its BEI has outpaced competitors, highlighting significant growth and customer recognition.

The significant rise in the bank's brand value is attributed to innovative campaigns, including the 'Be Greater' Song Campaign, which featured Vietnam's first AI-powered song generator. This initiative allowed customers to create personalised songs, boosting Techcombank's visibility.

By the end of 2024, over 40,000 'Be Greater' songs were generated and widely shared on social platforms, enhancing the bank's brand awareness. A high-profile partnership with V-pop artist Soobin Hoang Son further amplified the campaign's reach. Their collaboration resulted in the song "Go for your Dream," which achieved seven million views on YouTube within two weeks.

Beyond digital campaigns, Techcombank extended its community presence through sponsorship of major sporting events, such as the Techcombank Hanoi and Ho Chi Minh City International marathons. These marathons collectively drew more than 28,000 participants and reinforced the bank's commitment to health and fitness within the community.

These initiatives not only boosted local tourism and economy but also positioned Techcombank as a supporter of public welfare, aligning its brand with themes of success and the aspirational "Be Greater" spirit prominent in Vietnamese culture.

"Techcombank's leading Brand Equity Index in Vietnam reflects the bank's unwavering commitment to customer-centricity and its innovative and purpose-led branding campaigns. Through these campaigns, we have managed to take Techcombank's brand awareness to new heights, inspire our customers with our "Be Greater" spirit and engage with the community to ensure a positive impact on society," said Thai Minh Diem Tu, Techcombank's Chief Marketing Officer.

Vietnam Technological and Commercial Joint Stock Bank (Techcombank) is one of the largest joint stock banks in Vietnam, and a leading bank in Asia, with a vision to "Change banking, Change lives".

Techcombank has more than 15 million retail and corporate customers, which it serves through a market-leading digital banking platform and mobile app, and extensive network of transaction service outlets at locations across Vietnam.

The Bank's ecosystem approach, co-created through partnerships in multiple key economic sectors, adds further scale and differentiation in one of the fastest growing markets in the world, according to the company. Techcombank is rated AA- by FiinRatings, Ba3 by Moody's and BB- by S&P, leading among Vietnam joint stock commercial banks.