“Techcombank Wins Gold Stevie Award for Building a Strong Brand from Within, Leaving a Mark in Asia-Pacific and Beyond”

Building a Brand from Within: A Sustainable Approach

The success of international banks like DBS (Singapore) and KakaoBank (South Korea) underscores that robust brands are not built through flashy campaigns but through the alignment of strategy, technology, people, and corporate culture. Techcombank is following this path, striving for a holistic customer experience, inspired from within the organization itself.

Through Techcombank’s digital music project, numerous stories were shared as users had the opportunity to reflect on their own journeys – their successes and failures, and even their unfulfilled dreams. This reflection fueled their motivation to strive for better versions of themselves. Dreams, in this context, are not just destinations but journeys where individuals pour their heart and soul, never giving up. The bank, thus, becomes the enabler of these aspirations, helping to turn dreams into reality.

According to Professor John A. Quelch, a leading global brand expert and former Associate Dean of Harvard Business School, who recently visited and worked in Vietnam in early May 2025, “A bank’s brand can only be sustainable if it is built on a solid foundation of internal strengths, from digital strategy to corporate culture. Technology serves as a lever, but customer trust and accompaniment are the most valuable assets.”

Techcombank’s consistent brand development strategy has yielded positive results, not only in terms of emotions but also in business performance. According to Brand Finance, the world’s leading brand valuation organization, Techcombank’s brand value in 2025 rose to nearly $1.7 billion. Additionally, the bank was voted “Vietnam’s No. 1 Bank” for two consecutive years (2024 and 2025) in a global customer survey conducted by Forbes magazine.

According to data released by NielsenIQ, a global leader in independent measurement, in Q1 2025, Techcombank maintained its top position in the Brand Equity Index (BEI) for two consecutive quarters. The bank was also the only brand to record growth in a relatively subdued market.

Techcombank, a pioneer in digital transformation, is now becoming a model for brand building, intertwining internal strengths, customer emotions, and business performance. This testament proves that a brand – when built the right way – is not just an identifier but a critical strategic asset for any organization, especially in the banking industry, where trust and reputation are paramount.

“For me, marketing is about building a profound brand – through inspiring stories that touch emotions and genuinely connect with customers,” shared Ms. Thai Minh Diem Tu, Techcombank’s CMO. “A brand is not just about image and reputation but a long-term asset that enables businesses to differentiate and drive growth. Techcombank’s brand promise, ‘Exceeding Expectations Every Day,’ reflects our commitment to helping Vietnamese individuals achieve self-mastery and holistic development – encompassing health, knowledge, and financial success. This is the key to Techcombank’s journey towards regional expansion, building a brand that stands out through its unique thinking, leads with capabilities, and forges deep connections with its customers.