2025年越南最具价值和最强品牌年度报告

Vietnam1002025 The annual report on the most valuable and strongest Vietnamese brands Vietnam’s brandstory: Local resilienceand innovation in ayear of globalheadwinds +Brand value of Vietnam’s top 100 drops in 2025,but growth pockets spark sector resilience +A decade of dominance:ViettelGroupretainsthe crown as Vietnam’s most valuable brandat USD7.4 billion +MBbanks big gains, brand value rises by 87% tobecome Vietnam’s fastest-growing brand of 2025 +BIDV:Driving growth through green finance anddigital expansion +Trusted, tranquil & top-ranked:VinpearlnamedVietnam’s strongest brand with a BSI scoreof 97.5/100 +ViettelGroupleads on sustainability perceptions,whileVietinBankrecords highest positiveESG performance gap +Brand guardianship:ViettelGroupCEO Tao DucThang ranks #88 globally, #2 in the telecoms sector +Bamboo Diplomacy takes root as Vietnam climbsin soft power through balance and cultural reach Contents Foreword5Alex Haigh, Managing Director, Brand Finance Asia Pacfic Country Overview 6 Most Valuable Vietnamese Brands 20259Most Valuable Brand:Viettel Group11Fastest Growing Brand Value:MB12Brand to Watch:BIDV13 14 Sector Analysis16 Brand Guardianship Index22 Sustainability Analysis24 Global Soft Power Index26 Methodology30 Our Services38 AboutBrand Finance Bridging the gap betweenMarketing and Finance Brand Finance was set up in 1996 with theaim of 'bridging the gap between marketingandfinance'.Formorethan25years,wehave helped companies and organisationsof all types to connect their brands to thebottom line. Quantifying thefinancial value of brands We put thousands of the world’s biggestbrands to the test every year. Rankingbrands across all sectors and countries,we publish over 100 reports annually. Unique combinationof expertise The world'sleading brandvaluationconsultancy Our teams have experienceacross a wide range of disciplinesfrom marketing and market research,to brand strategy and visual identity,to tax and accounting. Priding ourselveson technical credibility Brand Finance, a chartered accountancyfirmregulatedbytheInstituteofCharteredAccountants in England and Wales, is thefirstbrandvaluationconsultancytojointheInternational Valuation Standards Council.Our experts crafted standards (ISO 10668and ISO 20671) and our methodology,certifiedbyAustrianStandards,isofficiallyapproved by the Marketing AccountabilityStandards Board. For business enquiries, please contact:enquiries@brandfinance.com For media enquiries, please contact:press@brandfinance.com +44 207 389 9400www.brandfinance.com Foreword What makes a brand valuable? That is the question this study answers. Brand Value is built when strong brands combine with strong businessesthat are able to successfully commercialise that strength. Brands are strongwhen people know about them, and they think they are the best option withintheir category. This knowledge and positive image lead into higher choice,at a higher price. This strength builds value when the business is selling the rightthings to the right people in the right places. Whether brands and their businessesare building strength appropriately and in the right places determines whetherbrands move up or down in our rankings. Brand Finance’s brand valuation study begins by gathering individual perceptionsabout brands. With insights from over 175,000 respondents across 41 countries—including more than 25,000 from the Asia Pacific region—the study capturesbrand awareness, consideration, and various measures of brand reputation.Covering 31 sectors and analysing 6,000 brands with nine years of data, thiscomprehensive approach provides a deep understanding of brand strength.To define brand value, we then combine these insights with financial analysisof the businesses behind the brands, ensuring a holistic evaluation. Alex HaighManaging Director,Brand FinanceAsia Pacific The heart of what we do is to “bridge the gap between marketing and finance”to help communicate the benefits of marketing and branding to financial teams.We can determine the underlying factors driving brand value thereby informingdecisions on brand positioning and marketing tactics such as promotions,products, services and pricing. In addition, establishing common groundallows marketers to articulate the importance of their efforts, providingclear information to CFOs and enabling boards to prepare strategies thatoptimise performance. Understanding the precise financial value of an asset is crucial for optimisingreturns. Whether considering brand licensing, selling, discontinuing brands,rebranding or organising brand architecture, having this knowledge is essentialfor informed decision-making. Brand Finance has conducted thousands ofvaluations for brands and branded businesses, providing insights to helpaddress these questions and guide strategy. The impact of comprehendingyour brand’s value and fully leveraging it will help to drive growth, profitabilityand wo