Techcombank leads Vietnam with record brand equity & awards

Techcombank has achieved the highest Brand Equity Index score in the Vietnamese banking industry for a second consecutive quarter, according to NielsenIQ.

The recognition comes alongside multiple awards at the Asia-Pacific Stevie Awards, including 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.

According to the Brand Equity Index results compiled by NielsenIQ, Techcombank's high score reflects widespread recognition of its "Be Greater" brand and a strong emotional connection with customers. The bank's performance marks a second consecutive quarter at the top for brand equity among Vietnamese banks.

The rise in Techcombank's brand equity over the past year has been closely linked to the "My Own Greatness" brand campaign, which sought to tap into aspirations for autonomy and personal success among Vietnamese consumers. The campaign utilised artificial intelligence (AI), music, digital and social media, as well as partnerships with well-known Vietnamese artists, along with community engagement, to develop a comprehensive brand experience.

Part of the campaign involved the launch of Vietnam's first AI-powered song generator, allowing customers to create personalised tracks representing their own ambitions. Techcombank reported that more than 40,000 "Be Greater" songs were generated and shared widely on social media platforms in 2024, providing the brand with additional visibility. The campaign culminated in a collaboration with V-pop singer Soobin Hoang Son to release the song "Go for your Dream", which drew seven million YouTube views in its initial two weeks, further enhancing the reach of the "Be Greater" brand.

Techcombank's approach to community engagement featured the "Run for a Greater Vietnam" initiative, which, along with support for the Hanoi and Ho Chi Minh Techcombank Marathons, brought together over 30,000 runners in 2024, compared with 24,000 in the previous year. These events aimed to promote healthy living and community involvement, linking the brand with achievement and personal success.

The bank has now become the only Vietnamese institution to be recognised by the Asia-Pacific Stevie Awards for brand development and marketing excellence for two consecutive years. The awards are judged by a panel of more than 100 business executives from around the world, and this year's programme received over 1,000 nominations from companies across the Asia-Pacific region.

Ms Tu Thai Minh Diem, Chief Marketing Officer at Techcombank said, "We are honoured and humbled to have won three Stevie Awards, including our first Gold Award for Innovation in Cross-Media Marketing in recognition of our pioneering My Own Greatness campaign. For the first time, Techcombank has combined the power of AI and the inspiration of music to spread our brand promise in an innovative new way that reached new audiences. The growth of Techcombank's brand, reflected in our industry-leading BEI, is thanks to the creativity, dedication and Be Greater spirit of the Bank's outstanding marketing team."

The Stevie Awards also acknowledged Techcombank's use of AI and music to develop customer connections, pointing to the success of the AI song generator initiative. Techcombank's brand campaign placed a strong emphasis on personalisation and engagement, yielding measurable increases in brand awareness.

Reflecting on the selection process for the awards, Maggie Miller, President of the Stevie Awards, said, "The 12th Asia-Pacific Stevie Awards received an impressive array of outstanding entries. This year's winners have clearly shown their dedication to innovation, and we commend their resilience and imaginative efforts."

Brand Finance valued Techcombank's brand at USD $1.5 billion in 2024. The bank's Net Promoter Score reached 91, placing it second among banking peers as per YouGov, while its 'Top of Mind' brand awareness rose to 22%, also second in the Vietnamese banking sector.

In her closing comments, Ms Tu Thai Minh Diem added, "The strength of our brand, coupled to our unparalleled customer centricity and commitment to making a positive environmental social impact, means we are now ready to realise our vision to Change banking, Change lives and become a top ten bank in Asean."