The 'key' to creating Techcombank's brand identity

As Asian banks are closing the gap with global leaders through technology, data and identity, Vietnamese banks like Techcombank are also starting to pursue the same direction at a faster pace than before.

Indigenous culture and digital transformation lead the brand “arena”

Asian brands, especially in the banking and finance industry, are increasingly gaining influence through the combination of cultural identity, technology and data. Vietnam is also on this trajectory as many businesses are starting to be recognized in regional playgrounds, reflecting deeper integration and efforts to enhance the national brand.

The shift of brand power from the West to Asia is happening faster than many global consulting organizations have predicted. Brand Finance's latest ASEAN 500 report notes the significant growth of many financial and banking groups in Eastern countries such as China, Singapore, Malaysia, Vietnam... thanks to a combination of digital transformation, the appeal of cultural identity and the expansion of operations in the region.

According to Brand Finance, local cultural identity is becoming an important factor helping Asian brands create a competitive difference. Some large enterprises in the region have exploited this trend in many different ways. Samsung emphasizes the Korean spirit of innovation; DBS pursues the philosophy of "Asian service" led by East Asian culture and hospitality. While many large banks such as ICBC or Bank of China of China maintain advantages thanks to service ecosystems developed based on understanding local culture and consumption habits of local customers - a factor that is considered to help shorten the gap with the world's leading banking group.

In that context, Techcombank continuously makes its mark at regional and international events, affirming its position as one of Vietnam's typical representatives with the capacity and initiative in investing in brand and customer experience.

Techcombank regularly appears at large and prestigious forums in the region, most recently the Brand Finance Asia Brand Gala 2025 held in early November, showing the growing influence of Vietnamese enterprises in the Asian region. This is also a sign that Vietnamese brands are gradually being recognized in playgrounds where previously only Singaporean, Malaysian, Thai, and Japanese enterprises had an advantage.

Moreover, the sharing of Techcombank representative about the trend of exploiting “cultural DNA - cultural identity” to create interesting brand experiences reflects the new context, where Vietnamese enterprises are increasingly making good use of rich cultural values ​​to build and develop brand value.

According to Brand Finance, Techcombank's brand value in 2025 has exceeded 1.6 billion USD and increased 7 places in the ASEAN 500 rankings in just one year, from 49th to 42nd. This is also one of the five most valuable Vietnamese brands in the rankings.

Techcombank continues to maintain its leading position in the Vietnamese banking industry in terms of Brand Strength Index (BSI) with 83.7 points - in the "very strong" group according to Brand Finance standards. The Brand Health Index (BEI) (according to NielsenIQ) also recorded Techcombank in the leading position.

These metrics reflect customer engagement, a key factor in helping brands maintain their sustainability in an increasingly competitive environment.

Vietnamese brands break through thanks to cultural identity and technological strength

Techcombank’s brand positioning strategy coincides with Vietnam’s push to raise its national brand ranking on the international stage. As Asian banks – especially those from Korea, Singapore and China – are closing the gap with global leaders through technology, data and identity, Vietnamese banks are also starting to pursue the same path at a faster pace than before.

According to branding experts, sustainable brand value comes not only from financial indicators but also from the ability to create experiences, connect with customers' emotions and spread corporate cultural identity associated with local culture.

In that approach, Techcombank has been building a brand story based on values ​​that are considered typical of Vietnamese people: confidence, perseverance, progress and aspiration to rise. It is worth noting that the bank strives to bring these values ​​into real-life experiences through long-term activities, not stopping at a single communication message.

Take the Techcombank International Marathon, an annual sporting event that attracts tens of thousands of people each year and is one of the largest running events in Vietnam. From a strategic perspective, this is not just a sponsorship, but a “brand asset” that reflects the spirit of surpassing oneself - in line with Techcombank’s brand promise - what many experts call “cultural embodiment”.

Similarly, Techcombank’s “My Own Greatness” campaign was highly appreciated by the marketing community for shifting the focus from the brand to the user, encouraging each individual to seek a better version of themselves. Thanks to that, the brand promise “Be Greater - Be Greater Every Day” was realized through experience instead of just appearing in advertising.

The use of AI to create music based on each customer's story and deploy personalized videos for athletes at marathons shows that the brand is experimenting with new forms of engagement to reinforce its image associated with the modern, dynamic lifestyle of young Vietnamese people.

With a vision to 2030, Vietnam’s national branding strategy is also focusing on encouraging businesses to invest long-term in sustainable values, innovation and cultural identity, while aiming to elevate Vietnam’s image on the regional economic map. As Vietnam continues to enhance the value and competitiveness of its national brand, the presence of Vietnamese businesses at regional forums such as Brand Finance shows the initiative of the private sector in the increasingly deep integration process. Techcombank and many other businesses are contributing to the overall picture of Vietnamese brands: moving from a follower role to gradually positioning themselves in the global competitive environment.

Bui Huy

Source: https://vietnamnet.vn/chia-khoa-tao-ban-sac-thuong-hieu-cua-techcombank-2468668.html