{
  "id": 17947894,
  "title": "Vietnamese brands make gains in ASEAN s brand economy",
  "url": "https://urgent.news/2026/11/03/vietnamese-brands-make-gains-in-asean-s-brand-economy",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-03T09:54:27.000Z",
  "source": {
    "name": "Vietnam Investment Review",
    "slug": "vietnam-investment-review",
    "url": "https://vir.com.vn/vietnamese-brands-make-gains-in-aseans-brand-economy-164320.html"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "Vietnamese brands are strengthening their position in ASEAN s brand economy according to the ASEAN 500 2026 report from Brand Finance",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}