This article was originally published in the Brand Finance Banking 500 Journal 2026.
Interview with Nguyen Thuy Duong, Chief Marketing Officer, VPBank
Chief Marketing Officer
VPBank
In the context of profound transformation across the banking industry, how does VPBank define its brand ambition and what principles guide its long-term development strategy?
VPBank’s brand ambition is rooted in a long-term vision. The brand is built around the aspiration of “Prospering Vietnam”, positioning finance as a platform to enhance quality of life and strengthen individuals, businesses and communities.
Placing “Prosperity” for customers and communities at the centre, VPBank has shaped the image of a bank that not only leads in financial strength but also embodies sophistication and a humanistic orientation.
From internationally acclaimed music concerts and large-scale running events to financial education programmes that empower Vietnamese to enhance financial management capabilities, the bank actively contributes to fostering a community that is dynamic and proactive.
This comprehensive approach is reinforced by CSR initiatives and an ESG strategy integrated into operations and governance, from community support programmes such as “Cặp lá yêu thương” and “Treebank - Trồng tre Thịnh vượng” to promoting cashless payments, financing green projects and supporting women-owned businesses. Through these efforts, the brand generates financial returns, but also builds a sustainable ecosystem.
VPBank has chosen to develop a multi-layered financial ecosystem instead of a traditional banking model. How does this strategy reinforce brand value and differentiation?
Rather than focusing solely on the traditional banking model, VPBank has built a distinctive and expanding ecosystem. Its members, including VPBankS, OPES, FE CREDIT and the digital bank CAKE by VPBank, form a seamless financial services network that meets the needs of more than 30 million customers.
This strategy delivers three core brand values.
First, it strengthens customer engagement. By offering a broad range of solutions within a single ecosystem, the brand moves beyond transactions to become a long-term partner, accompanying customers across multiple life stages and needs. This integration reinforces loyalty.
Second, it creates competitive advantage through an endorsed multi-brand model. Unlike a consolidated model under a single brand, VPBank develops independent member brands while connecting and endorsing them under the parent brand’s credibility. This “multi-brand - single endorsing brand” structure, with VPBank as the coordinating nucleus and strategic anchor, creates a competitive advantage.
Third, it reinforces VP Bank’s pioneering role and cultivates its image as a trendsetter. This represents a shift from a traditional banking model to an integrated financial ecosystem. By connecting strategic pillars and redefining the customer experience, VPBank sets a new operating standard.
VPBank has made significant investments in large-scale cultural - entertainment initiatives. How have these efforts reshaped public perception of the brand, particularly among the younger generation?
VPBank’s large-scale cultural and entertainment initiatives are more than communication or branding campaigns. They form part of a long-term strategy to achieve “Spiritual Prosperity”, where success is measured not only by economic growth, but also by cultural life and the confidence of Vietnamese people to engage globally.
By accompanying icons in music and sports, - VPBank places its brand at the most pride-filled moments of the community. In doing so, the bank does not appear as a sponsor, but as a partner that bridges generations.
Among younger generations, this presence creates a significant shift in perception. Gen Z and Millennials do not choose brands based solely on products or financial benefits, but also on alignment in mindset, awareness and lifestyle. By engaging in cultural and entertainment spaces, VPBank is seen as part of an ecosystem of experiences, identity, and aspiration, rather than a traditional financial provider.
Beyond bringing joy, health and inspiration to the community, VPBank’s efforts affirm Vietnam’s global presence. When internationally renowned figures such as G-Dragon and the legendary esports team T1 appear in Vietnam with the accompaniment of VPBank, it conveys a powerful message: A Vietnamese brand is fully capable of leading large-scale global events. This goes beyond event sponsorship, enhancing national standing.
More importantly, these initiatives help build long-term brand equity. VPBank is increasingly positioned as a brand of experiences, lifestyle and next-generation aspirations.
Over the next decade, what brand identity does VPBank aspire to be recognised for when pursuing industry leadership?
VPBank is entering a new growth cycle, guided not by growth at any cost, but by balancing “speed” and “quality”, rigorous risk management, operational efficiency, and creating sustainable well-being for shareholders, customers and the economy.
To realise this vision, VPBank expands and integrates its financial ecosystem, accelerates digitalisation, and leverages technology to enhance productivity and redefine customer experience.
We aspire to be recognised as a trendsetting brand - not only in technology or scale, but in setting new standards for Vietnam’s financial industry. Innovation, integration and growth redefine VPBank’s brand identity.
