TPBank's brand value reached $461 million according to Brand Finance

According to Brand Finance's assessment, TPBank stands out as one of the prominent institutions with a distinctive brand strategy and unique, effective communication methods that leave a mark on customers in Vietnam. In 2024, TPBank's brand value reached $461 million, ranking 23rd among the 100 most valuable brands in Vietnam.

Mr. Le Hong Nam – Deputy General Director of TPBank Receives Award from Brand Finance

Market Share Increases Nearly Fivefold with "Hit the Right Point" Brand Strategy

At the "Sustainable Development, Global Conquest" forum organized by Brand Finance and Vietnam Brand Purpose on October 11, Mr. Alex Haigh, CEO of Brand Finance Asia-Pacific, praised TPBank's brand development: "TPBank's brand familiarity has increased from 25% in the 2020 rankings to 42% in our latest rankings. Alongside this, the market share—public choice for TPBank services—has increased nearly fivefold, reaching 24%. This achievement is due to TPBank's correct strategic direction, developing its brand linked to digital banking strengths and continuously creating fresh experiences. The latest campaign with the slogan 'Choose Experience, Choose My Quality' has attracted a large number of young customers, generating significant buzz for the purple bank, helping to add over 3 million new accounts and doubling digital transactions just in 2023."

The Brand Finance Top 100 report noted that TPBank's brand value rose by 8% to $461 million, maintaining its position as the 23rd ranked brand in the Vietnam 100 2024 report just released. TPBank recorded high scores in 'advertising recall', 'brand familiarity', and 'growth'. The Brand Strength Index (BSI) for TPBank increased to 73.9 out of 100, with an improved brand strength rating of AA compared to 2023. For the second consecutive year in the rankings, TPBank has recorded robust growth in both brand value and strength, earning high marks for its digital transformation efforts and innovative applications for users.

In 2024, the banking sector reported impressive growth with total brand value increasing by 10%, reaching $13.8 billion. This is clear evidence of the resilience and operational capacity of domestic banks facing challenges from the global financial market. With 20 banking brands featured in the rankings, this reflects the sustainable development of the sector. In this ranking, TPBank is the 10th most valuable brand and the 9th strongest among Vietnamese banking brands this year.

A Unique Approach That Highlights TPBank's Identity

When people mention TPBank, they think of digital banking—a bank that prioritizes technology, is willing to make significant investments, and is unafraid to lead the way. As the number of new branches is limited each year by the State Bank of Vietnam regulations, TPBank has launched a 24/7 LiveBank automated banking system nationwide, meeting 98% of customer financial service needs compared to traditional branches. Customer experiences have been enhanced, reducing transaction times while significantly lowering the bank's operating costs. Moreover, TPBank has implemented strong digital transformation across all digital transaction channels and even in its daily internal operations.

The TPBank app is a model of digital banking applications with impressive features such as ChatPay—money transfers within the messaging interface, VoicePay—contactless voice money transfers, and unique card products like Flash 2in1 with 40 designs, along with digital products for corporate customers. Recently, TPBank has further improved biometric authentication technology by launching the eCM digital assistant, allowing customers to visit TPBank branches without documents.

If technology is the lever that drives the bank's growth, then the business philosophy is the foundation for sustainable development. With a foundation built on understanding, TPBank's leadership believes they can create a bank that is "truly customer-centric," using customer insights as a guiding principle to develop financial solutions and products. TPBank has demonstrated sincerity and dedication through product development from the heart, catering to real user needs. The meticulous attention to detail in the TPBank Mobile app, user interface, and LiveBank clearly expresses the motto "Because We Understand You" to customers.

TPBank's appeal also stems from outstanding and creative communication campaigns, such as the TPBank 2in1 Concert—offering experiences to over 50,000 live attendees and 4.6 million viewers on various platforms; the issuance of 7,000 new Flash 2in1 cards; and thousands of cards opened through the "Purple Truck" journey—a cross-country event lasting two months, along with many campaigns that have resonated with customers over the years.

With its innovative and distinct approach, TPBank has truly become a brand that inspires digital transformation in the Vietnamese banking sector. Through an impressive journey to establish itself in the hearts of millions, creativity, product quality, and a strong, understanding relationship with customers will always be crucial for TPBank as it aims for even greater milestones.