Vietnam Technological and Commercial Joint Stock Bank (Techcombank) has solidified its status as the top banking brand in Vietnam, achieving the highest Brand Equity Index (BEI) score in the Vietnamese banking sector for the second consecutive quarter in Q1 2025, according to NielsenIQ.
Techcombank’s impressive BEI reflects strong brand awareness of its “Be Greater” campaign and a deep emotional connection with customers. The campaign’s success is credited for the bank’s exceptional growth over the past year, driven by the purpose-led “My Own Greatness” initiative. This innovative campaign harnessed AI, music, digital and social media, alongside collaborations with renowned Vietnamese artists and community programs, creating a powerful brand experience that resonated nationwide.
The bank’s marketing excellence was recognized at the 12th annual Asia-Pacific Stevie Awards, where Techcombank won a Gold Stevie® Award for Innovation in Cross-Media Marketing and two Silver Stevie® Awards for Innovation in Brand Development and Most Innovative Marketing Team. It is the only Vietnamese bank to receive such honors two years running.
Chief Marketing Officer Thái Minh Diễm Tú praised the campaign’s groundbreaking use of AI and music, highlighting Việt Nam’s first AI-powered song generator, which enabled over 40,000 users to create personalized songs celebrating their dreams. The campaign reached a peak with a collaboration featuring V-pop star Soobin Hoàng Sơn’s “Go for Your Dream,” which garnered seven million YouTube views within two weeks.
Techcombank also strengthened community ties through the “Run for a Greater Việt Nam” initiative and support for the Hà Nội and HCM City Techcombank Marathons, drawing more than 30,000 participants in 2024, up from 24,000 in 2023.
Brand Finance valued Techcombank’s brand at US$1.5 billion in 2024. The bank’s Net Promoter Score (NPS) reached 91, ranking second among banking peers, while its brand awareness score rose to 22%, also second in the industry.
Tú expressed confidence in Techcombank’s future, emphasizing the bank’s commitment to customer centricity and positive social impact as it aims to become a top ten bank in ASEAN.
