To forge a distinct brand foundation, Techcombank is developing an identity rooted in core Vietnamese qualities: confidence, perseverance, progressiveness, and a drive to excel. Rather than launching short-term communication campaigns, the bank integrates these values into a series of long-term activities, crafting tangible experiences for its customers and the wider community.

Among these initiatives, the Techcombank International Marathons in Ho Chi Minh City, Hanoi, and Da Nang attract tens of thousands of athletes, including many runners from various countries and territories. These events have become some of Vietnam's largest running competitions. Images of athletes crossing the finish line and sharing moments on social media with hashtags not only spread the spirit of sportsmanship but also enhance brand recognition within the regional running community.

Techcombank International Marathon attracts tens of thousands of runners annually. *Photo: Techcombank*

According to a bank representative, these marathons are more than just sponsorship activities; they have evolved into long-term "brand assets" deeply connected to Techcombank's "Be Greater" spirit. Experts also recognize these events as a "cultural embodiment"—a tangible manifestation of culture within community experiences.

Beyond sports, Techcombank has expanded into music with its "My Own Greatness" campaign. This initiative has garnered significant praise in marketing circles for shifting its focus from the brand to the user. The campaign uses artificial intelligence (AI) to create music tracks linked to the personal stories of individual athletes and customers. It also produces personalized videos based on data from their race participation journeys. This innovative approach allows the "Be Greater" brand motto to be concretized through direct experience, rather than merely appearing in advertisements.

Singer Soobin participated in the My Own Greatness campaign. *Photo: Techcombank*

In addition to community activities, Techcombank consistently participates in prestigious international forums. At the Brand Finance Asia Brand Gala 2025, held in early november, which convened many major Asian brands across the finance - banking, consumer goods, and technology sectors, the bank shared its strategy for leveraging "cultural DNA." This involves combining Vietnamese cultural identity with data and technology to create distinct customer experiences. Techcombank's active participation in international forums demonstrates that Vietnamese brands are increasingly integrating into the regional brand landscape.

Techcombank was the sole representative from Vietnam's banking sector to participate in the exchange session at the Asia Brand Forum 2025. *Photo: Techcombank*

According to Brand Finance, Techcombank's brand value in 2025 reached over 1,6 billion USD, rising 7 ranks in the ASEAN 500 ranking, from 49th to 42nd position in one year. The bank maintained its leading position in Vietnam's banking sector for Brand Strength Index (BSI) with 83,7 points, placing it in the "very strong" group. NielsenIQ also recognized the bank as a leader in its brand health index (BEI). Brand Finance emphasized that local cultural identity is a crucial factor enabling Asian brands to differentiate themselves in competition and enhance their global influence.

Globally, many Asian corporations have successfully leveraged "cultural DNA" to shape their brand experiences. Samsung, for instance, builds its image based on south korea's spirit of innovation. DBS develops an "asian service" philosophy with an East Asian flavor. Large banks like ICBC and Bank of China expand their service ecosystems based on a deep understanding of local consumer behavior and habits. Despite their varied approaches, a common thread is the blend of cultural identity and technology, a model proving effective in many emerging markets.

In Vietnam, the national strategy until 2030 encourages businesses to make long-term investments in sustainable values, innovation, and cultural identity. The presence of companies like Techcombank at regional forums, coupled with their long-term investments in community-linked "brand assets," has significantly contributed to elevating Vietnam's image on the global economic map.

Minh Ngoc