Techcombank wins Asia-Pacific gold award

Internationally recognized brand mark

The Asia- Pacific Stevie Awards are a prestigious international award that honors innovation in business and marketing in 29 countries in the region. In 2025, the program attracted more than 1,000 nominations from leading businesses in the Asia-Pacific region.

Techcombank's winning of the top prize in an important category is a testament to the bank's creativity.

At the same time, Techcombank also has a methodical approach, led by a differentiated brand strategy based on customer experience, consistency in communication messages and technological strength - considered the "golden key" in the journey to reach out to the world .

The organizers revealed that the outstanding campaign that contributed to honoring Techcombank was the combination of artificial intelligence (AI) with music and emotions - when the bank helped tens of thousands of customers co-create personal music.

With more than 40,000 songs created using GenAI, the campaign has strongly spread the spirit of "Better Every Day", inspiring the desire to move forward in the community.

"We are very impressed with the quality of this year's nominations. Businesses like Techcombank have demonstrated outstanding innovation, resilience and creativity in the digital age," said Maggie Miller, chairwoman of the Stevie Awards.

According to Ms. Thai Minh Diem Tu, Techcombank's brand promise "Better every day" demonstrates its commitment to helping Vietnamese people become self-reliant and develop comprehensively. Photo: TCB

Techcombank builds brand from internal strength

According to branding experts, the success of international banks such as DBS (Singapore) or KakaoBank (Korea) shows that strong brands do not come from massive campaigns, but from the synchronization between strategy, technology, people and corporate culture.

Techcombank says it is taking that path – aiming for a complete customer experience, inspired from within the organization.

Through Techcombank’s digital music project, many confidences are shared when users have the opportunity to look back at themselves to have the motivation to move towards a better version of themselves. Techcombank becomes a bridge for aspirations to rise up to realize the dreams in each person.

Speaking at a conference in Hanoi in early May, Professor John A. Quelch, a world-leading branding expert and former vice president of Harvard Business School, said that a bank brand can only be sustainable if it is built on a solid foundation of internal strength, from digital strategy to corporate culture. Technology is a lever, but customer trust and companionship are the most valuable assets.

Sharing this view, Mr. Peter Verhoeven - an expert with more than 40 years of experience in the global financial services industry, also believes that in a volatile world, a brand is no longer a logo or slogan, but a consistency in customer experience, down to the smallest detail.

Strong brands are those that know how to start from within - from people, systems, to service thinking.

Techcombank's consistent brand development strategy has brought positive results not only in terms of emotions but also in business efficiency. According to a report by Brand Finance - the world's most prestigious organization in brand valuation, Techcombank's brand value in 2025 will increase to nearly 1.7 billion USD. At the same time, the bank was voted "Vietnam's No. 1 Bank" for two consecutive years (2024 and 2025), based on a global customer survey conducted by Forbes magazine.

According to data released in the first quarter by NielsenIQ - the leading provider of independent global measurement reports - Techcombank continued to maintain its No. 1 position in the Brand Equity Index (BEI) for the past two consecutive quarters. Techcombank was also the only brand to record growth in the context of a somewhat sluggish general market.

From a pioneer bank in digital transformation, Techcombank has built a brand associated with internal strength, customer emotions and business efficiency. This is clear evidence that a brand - when built properly, will not only be an identification factor, but also a key strategic asset of every organization, especially in the banking sector - where trust and reputation determine existence and development.

Ms. Thai Minh Diem Tu - Marketing Director of Techcombank, shared that marketing is about creating a brand with depth. That is through inspiring stories, touching emotions and truly connecting with customers.

"A brand is not only an image and reputation, but also a long-term asset that helps businesses differentiate themselves and drive growth. Techcombank's brand promise "Better Every Day" demonstrates its commitment to helping Vietnamese people become self-reliant and develop comprehensively - from health, knowledge to financial success. This is the key for Techcombank to go further on the regional map, building a brand that is different in thinking, leading by capacity and deeply connecting with customers," said Ms. Thai Minh Diem Tu.

Emotional Engagement Strategy - The Key to Building Trust

Not stopping at technology, Techcombank also focuses on connecting emotionally with the community and customers. The campaign "Moving towards the dream" with the companionship of singer Soobin Hoang Son has become an inspirational phenomenon, attracting more than 7 million views on YouTube after only two weeks of release.

At the same time, the community running series "Run for a better Vietnam" is also a testament to Techcombank's commitment to promoting a positive lifestyle. With more than 30,000 participants in 2024 alone, the campaign has affirmed the spread of the spirit of healthy living and social responsibility that the brand always aims for.

Source: https://tuoitre.vn/techcombank-gianh-giai-vang-chau-a-thai-binh-duong-2025051212020303.htm