Techcombank in the breakthrough trend of Asian brands on the international map

(Dan Tri) - Asian brands, especially in the finance and banking industry, are increasingly gaining influence thanks to the combination of cultural identity, technology and data. Vietnam is also in this orbit as many businesses have recorded positive results.

Indigenous culture and digital transformation drive brand power

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, indigenous cultural identity is becoming an important factor helping Asian brands create competitive differentiation.

Several major companies in the region have tapped into this trend in various ways. Samsung emphasizes Korea’s innovative spirit; DBS pursues an “Asian service” philosophy driven by Asian culture and hospitality.

While many large banks such as ICBC or Bank of China maintain their advantage thanks to a service ecosystem 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 general picture, Techcombank - the leading brand of Vietnam's banking industry - regularly appears at regional forums, most recently the Brand Finance Asia Brand Gala 2025 held in early November.

This shows the growing influence of Vietnamese enterprises in the Asian region, and is also an indicator that Vietnamese brands are gradually being recognized in playgrounds where previously only Singaporean, Malaysian, Thai, or Japanese enterprises had an advantage.

Here, the sharing of Techcombank representative about the trend of exploiting “cultural DNA - cultural identity” to create interesting brand experiences reflected 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 enter a breakthrough era thanks to cultural identity and technological strength

Techcombank's brand positioning strategy comes at a time when Vietnam is pushing its goal of raising the national brand's ranking in the international arena.

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 direction 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 this 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. The bank also strives to bring these values ​​into real-life experiences through long-term activities, instead of stopping at a single communication message.

Techcombank International Marathon attracts tens of thousands of runners every year (Photo: Techcombank).

For example, the Techcombank International Marathon is not just a sponsorship activity but becomes a “brand asset” reflecting the spirit of surpassing oneself, in line with Techcombank’s brand promise, demonstrating “cultural embodiment”.

Similarly, Techcombank's “My Own Greatness” campaign is highly appreciated by marketers for shifting the focus from the brand to the user, encouraging each individual to seek a better version of themselves.

The My Own Greatness campaign was highly appreciated (Photo: Techcombank).

Thanks to that, the brand promise “Be Greater - Be Greater Every Day” is 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 make long-term investments 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 enterprises at regional forums such as Brand Finance shows the initiative of the private sector in the increasingly deep integration process.

In that trend, 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.

Source: https://dantri.com.vn/kinh-doanh/techcombank-trong-xu-huong-but-pha-cua-thuong-hieu-chau-a-tren-ban-do-quoc-te-20251202171236463.htm