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Summary of Vietnam 100 2025 Annual Report

Core Content

The Vietnam 100 2025 annual report provides an in-depth analysis of the most valuable and strongest Vietnamese brands. It highlights the impact of global economic conditions on the country's brand landscape, noting a 14% decline in the total brand value of the top 100 brands to USD38.4 billion in 2025. Despite this, several sectors showed resilience and growth, particularly automobiles (49%), real estate (27%), logistics (25%), airlines (15%), and technology (10%).

The report emphasizes the role of digital transformation, sustainability efforts, and brand leadership in shaping the competitive advantage of Vietnamese brands. It also evaluates the Brand Guardianship Index (BGI), Sustainability Perceptions Index, and Global Soft Power Index to provide a comprehensive view of brand performance and national influence.

Main Points and Key Information

Brand Value Trends

• Viettel Group retains the title of Vietnam's most valuable brand at USD7.4 billion, despite a -18% change in brand value.
• MB experiences the fastest growth with an 87% increase in brand value to USD1.6 billion.
• BIDV remains a key player in the banking sector, with a stable brand value of USD1.6 billion.
• Vinhomes and Vinpearl are among the top brands in real estate and hospitality, respectively.

Top 10 Most Valuable Vietnamese Brands (USDm)

Brand Strength Analysis

• Vinpearl is ranked as Vietnam's strongest brand with a BSI score of 97.5/100 and an AAA+ rating.
• Vietcombank follows with a BSI score of 95.3/100 and is the strongest banking brand in Vietnam.
• Bao Viet is the third strongest brand with a BSI score of 92.8/100, reflecting its dominance in the insurance sector.

Sector Analysis

• Banking:

  • MB is the fastest-growing banking brand in 2025, driven by digital innovation and customer acquisition.
  • VietinBank and Techcombank also show strong growth, with VietinBank at +9% and Techcombank at +12%.
  • HD Bank grew 15%, supported by its digital-first SME lending platform.

• Real Estate:

  • Vinhomes leads with a +14% increase in brand value.
  • Masterise Homes is the second most valuable real estate brand, with a brand value of USD499 million.
  • Khang Dien experienced a -6% decline, but its fundamentals remain strong with a 21% projected net profit growth.

• Food:

  • Vinamilk is the most valuable food brand, though it saw a -2% change in brand value.
  • Omachi (Masan Consumer) grew 17%, showcasing its expansion in the premium instant noodle market.
  • TTC Bien Hoa Sugar declined 16%, but it is pivoting towards green energy and sustainable supply chains.

• Airlines:

  • Vietjet Air increased its brand value by 11% to USD417 million.
  • Vietnam Airlines saw a 21% increase to USD376 million, driven by a recovery in passenger demand and financial performance.

• Oil & Gas:

  • Petrovietnam declined 19%, but it continues to focus on sustainability and renewable energy.
  • Petrolimex increased its brand value by 14%, supported by digitalisation and cleaner fuel initiatives.

Brand Guardianship Index (BGI)

• Tao Duc Thang, CEO of Viettel Group, ranks #88 globally and #2 in the telecoms sector with a BGI score of 74.6/100.
• His leadership in B2B strategies, long-term value focus, and brand reputation has been key to Viettel Group's success.

Sustainability Analysis

• The Sustainability Perceptions Index evaluates how sustainability perceptions affect brand value.
• Viettel Group leads with the highest Sustainability Perceptions Value (SPV) at USD400 million.
• VietinBank has the highest positive ESG performance gap at USD9 million, indicating its actual ESG performance exceeds public perception.

Global Soft Power Index

• Vietnam's soft power score improved to 39.9/100, placing it #52 in the global rankings.
• The nation's soft power growth is attributed to its reputation for quality products, favorable business environment, and investment in arts and entertainment.
• Vietnam's soft power ranking has risen from #62 in 2024 to #52 in 2025, reflecting its increasing global influence.

Methodology and Services

• Brand Finance uses a comprehensive methodology combining perceptual insights and financial analysis to evaluate brand value.
• The methodology is certified by Austrian Standards and officially approved by the Marketing Accountability Standards Board.
• The report serves as a tool for strategic decision-making, including brand licensing, rebranding, and organising brand architecture.

Conclusion

Despite a 14% overall decline in brand value, Vietnam's top brands continue to show resilience and innovation, particularly in the banking, real estate, and technology sectors. The report underscores the importance of digital transformation, sustainability, and strong leadership in driving brand value and national soft power. With Viettel Group leading in brand value and Vinpearl as the strongest brand, Vietnam's brand ecosystem remains dynamic and evolving.