Vietnamese brands make gains in ASEAN s brand economy

Vietnamese brands are making significant gains in ASEAN's brand economy, according to a report by Brand Finance. Bao Viet, the country's first insurer, has seen its brand value increase by 22% to $735 million, achieving a Brand Strength Index (BSI) score of 96/100, up from 92.8/100 in 2025. Vietjet, an ASEAN airline, has experienced the fastest brand value growth among airline brands in the 2026 ranking, with a 117% increase to $906 million.

Viettel Group, Vietnam's leading brand, has retained its position as the fifth strongest brand overall, with a 7% increase to $7.9 billion. Other Vietnamese banking brands, such as VPBank, VietinBank, and MB, are also gaining momentum, with brand values increasing by 41%, 32%, and 27% respectively. Alex Haigh, managing director of Brand Finance Asia-Pacific, emphasizes that Vietnam's brands are demonstrating that size is not the only route to leadership, with MB leading Vietnamese banking brands for customer trust.

Vinpearl, a Vietnamese hospitality brand, has shown that rapid brand value growth can coincide with strong brand perceptions. The combined value of Vietnam's 500 most valuable brands has risen by 8% to $315.6 billion, with Vietnam's top 100 brands experiencing an 11% increase in value to $43 billion in 2026. However, the Vietnamese food and beverage industry is facing a challenging economic environment, with many brands shutting their doors.