Techcombank was the only Vietnamese representative to receive three brand and marketing awards, including: a gold award in the innovation in brand development category, and two silver awards for innovation in cross-media marketing and innovation in purpose-driven marketing.
According to Maggie Miller, President of the Stevie Awards, the 13th annual awards saw an increase in both the quantity and quality of nominations. The winning organizations demonstrated adaptability, setting new standards for the regional business community amidst global competition.
Techcombank was honored in key categories due to its consistent approach to brand strategy, focusing on a purpose-led branding model. Instead of solely promoting products, the bank launched campaigns tied to social issues and actual customer needs, thereby expanding its reach and increasing public engagement.
 |
Techcombank was the only Vietnamese representative to receive three awards at the Stevie Awards 2026. Photo: Techcombank. |
The awards also reflect the effectiveness of its omnichannel marketing system, as Techcombank maintained a consistent presence across various platforms, from mass media to digital channels, ensuring a cohesive and recognizable message. Furthermore, investments in data and technology helped personalize experiences, enhancing customer outreach and engagement.
This marks the third consecutive year the bank has been honored at these awards – a platform recognizing innovation in business and marketing across the Asia-Pacific region. This year's awards attracted over 1,000 submissions, evaluated by a judging panel of more than 100 global business leaders.
According to NielsenIQ, Techcombank leads the Brand Equity Index (BEI) in the banking sector. This index reflects customer awareness, trust, and preference, which are core elements in the award's judging criteria.
The combination of a clear brand strategy, effective marketing implementation, and a technology platform supporting customer experience are considered key factors that helped Techcombank achieve high scores and be honored at this year's Stevie Awards.
Thai Minh Diem Tu, Techcombank's Chief Marketing Officer, stated that being honored with three awards at this year's Stevie Awards, along with leading the Brand Equity Index for two consecutive years, reflects Techcombank's consistent direction in building a distinctive brand.
"With the spirit of 'Be Greater', we aim to enhance customer experiences and create sustainable value for the community, while elevating the position of Vietnamese brands on the regional and international map", she said.
Alongside its branding activities, Techcombank continues to implement large-scale community initiatives. The bank has partnered with the 8th Techcombank Ho Chi Minh City International Marathon and the 4th Techcombank Hanoi International Marathon, attracting over 36,000 athletes from 80 countries. Notably, the Ho Chi Minh City event recorded over 23,000 participants, becoming one of Vietnam's largest running events.
In 2025, Techcombank collaborated with several organizations to host the "A.I in Practice" artificial intelligence competition, which was broadcast for the first time on Vietnam Television, with Techcombank as a collaborating participant.
The competition is part of a series of activities aimed at promoting national digital transformation, focusing on discovering and developing young AI talent. With an annual organizational direction, the program encourages an innovative spirit aligned with "Make in Vietnam", while raising community awareness about the role of artificial intelligence in a new development context.
According to Brand Finance, Techcombank's brand value reached approximately 1.6 billion USD, climbing 7 spots in the ASEAN 500 ranking, from 49th to 42nd within one year. This result reinforces the bank's position among the region's leading financial brands amidst increasing competition.
Minh Ngoc
