PNJ's brand value has continuously increased over the years, according to a newly published ranking by Brand Finance, a UK-based global valuation organization. The company currently ranks 9th among the 10 strongest Vietnamese brands in 2025 and leads the jewelry retail sector. It also holds the 19th position among the 100 most valuable brands in Vietnam, up two spots from 2024.

Top 10 strongest Vietnamese brands in 2025. Photo: Brand Finance

Top 10 strongest Vietnamese brands in 2025. Photo: Brand Finance

Brand Finance's annual ranking is based on data collection, evaluation, and analysis of brand-building activities conducted since the beginning of the year. The organization determines brand value using the Brand Strength Index (BSI) and brand influence.

The BSI is based on three factors: marketing investment to build brand loyalty; stakeholder perception of the brand; and business performance.

Each brand is assigned a BSI score on a scale of up to 100 and converted to a maximum rating of AAA+, similar to a credit rating. This year, PNJ achieved a BSI score of 88.5 (up 13.8 points), raising its brand strength rating from AA+ to AAA.

According to a Brand Finance representative, PNJ's value has increased continuously for over 10 years. The most significant growth occurred in the past three years. In 2022, its value was 367 million USD, and it has now reached 523 million USD, a nearly 43% increase.

For years, PNJ's leadership has focused on enriching its assets as part of a comprehensive restructuring strategy, innovating its thinking and operations to transform from a traditional jeweler into a lifestyle retailer. This process has seen the birth of several lifestyle and personality-driven brands such as Style by PNJ and Mancode.

PNJ upgrades its space and shopping experience to connect with customers. Photo: Viet Hung

PNJ upgrades its space and shopping experience to connect with customers. Photo: Viet Hung

The company has invested heavily in expanding its retail chain, improving operational efficiency, and enhancing the customer experience. PNJ has diversified its portfolio, developing ancillary businesses that resonate with its core business, such as high-end consumer products and men's fashion.

In 2024, PNJ achieved record revenue of 37,823 billion VND and a net profit of 2,113 billion VND. It also contributed over 2,100 billion VND to the state budget, leading the retail sector.

In the first six months of this year, PNJ recorded net revenue of 17,218 billion VND and a net profit of 1,115 billion VND. Retail revenue maintained positive growth of 5.5% compared to the same period last year.

The average gross profit margin for the first six months reached 21.4%, up from 16.4% in the same period of 2024, primarily due to changes in revenue structure. Specifically, the proportion of revenue from retail jewelry reached 66.4%, a significant increase of 16.9% compared to 49.5% in the same period last year.

The company has continually increased its presence, brand recall, and consumer interaction by expanding its store network. As of the end of June, it had 428 stores across 34 provinces and cities.

In addition, PNJ has launched several new collections, diversifying its product portfolio tailored to each segment based on needs, style, and preferences. The company has also focused on upgrading its retail spaces and shopping experience to retain existing customers and attract new ones.

A scene from the "Let's Get Married!" campaign. Photo: PNJ

A scene from the "Let's Get Married!" campaign. Photo: PNJ

PNJ's leadership believes the company is no longer just a commercial brand. It is now accompanying and empathizing with social progress, emphasizing the beauty of people and life. Campaigns like "Jewelry Journey Across Vietnam" and "Let's Get Married!" have spread inspiration for daily beauty and redefined the message of marriage.

"In the future, we will strive towards becoming a billion-dollar brand through the connection and synergy among brands within our ecosystem. In our strategy to 2030, we are committed to maintaining our position as the largest lifestyle retail system in the country and reaching a global scale," a PNJ representative added.

Dong Ve