New data from Brand Finance reveals Vietnam’s top 100 brands leap 11% to $43 billion in 2026
HO CHI MINH, 2 July 2026 – Vietnam’s top 100 brands account for USD43 billion in combined value in 2026, recording a 11% increase from the previous year, according to the Vietnam 100 2026 report from Brand Finance, the world's leading brand valuation consultancy. After expanding by 8% in 2025, Vietnam’s GDP growth is expected to moderate between 6% and 7% in 2026, reflecting a more sustainable pace of development. Notable industries this year include airlines (up 79%), healthcare services (up 76%), and banking (up 13%).
The Vietnam 100 2026 report offers a detailed analysis of sectors such as airlines, banking, real estate and retail sectors, highlighting leading brands and their achievements. The banking sector continues to build on its 2025 digital momentum, with brands such as VietinBank and MB distinguishing themselves through ongoing digital transformation across their operations.
Viettel Group (brand value up 7% to USD7.9 billion) defends its spot as the most valuable Vietnamese brand for the 11th consecutive year. The brand’s growth can be largely attributed to their steady expansion in the core telecommunications business. Following closely behind, Vinamilk (brand value at USD2.6 billion) is the second most valuable Vietnamese brand supported by recovering domestic demand and continued expansion in international markets. Vietjet (brand value up 117% to USD906 million) is Vietnam’s fastest growing brand as well as the fastest growing global airline brand in 2026, according to the Brand Finance Airlines 50 report. The brand’s impressive growth is primarily driven by the expansion of international routes linking Vietnam to key markets such as Australia, India, Indonesia, Kazakhstan, and Russia.
Bao Viet (brand value up 22% to USD735 million) emerges as Vietnam’s strongest brand in 2026, achieving a Brand Strength Index (BSI) score of 96/100 and an AAA+ brand strength rating. According to Brand Finance’s market research data, its customer-centric approach and improvements in service quality supported the brand’s performance, enabling it to move up two positions in the brand strength ranking from 2025.
Vinpearl (brand value up 86% to USD381 million) drops down one rank and is Vietnam’s second strongest brand, showcasing a BSI score of 95.4/100 and an AAA+ brand strength rating. This was driven by strong customer recognition within the hospitality sector, although its position softened slightly amid intensified competition from higher-frequency sectors such as banking, where brands benefit from more regular customer engagement.
Vietcombank (brand value up 7% to USD2.5 billion) ranks as Vietnam’s third most valuable brand, third strongest brand and the strongest banking brand globally in 2026, achieving a BSI score of 95.3/100 and retaining its AAA+ brand strength rating, underpinned by its strength in cross-border payments, and foreign exchange. The banking brand’s strategic direction reflects a clear emphasis on strengthening institutional trust and maintaining a premium positioning within the sector, particularly as competition intensifies and the banking landscape becomes more digitally and commercially diversified.
Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:
“The 2026 ranking highlights a two-speed brand economy in Vietnam. Established leaders like Viettel Group and Vietcombank continue to anchor value through scale and consistency, while high-growth sectors such as aviation, led by Vietjet, are capturing renewed demand. This contrast illustrates how both stability and expansion are now shaping brand performance. Furthermore, MB and BIDV’s evolving banking models, and Vinhomes’ integrated urban ecosystems all demonstrate how strategic transformation, not just scale, is driving Vietnam’s brand value in 2026.”
The Vietnamese brand to watch for 2026 is Green SM (new entrant at USD635 million), as it has rapidly emerged as one of Southeast Asia’s leading electric mobility brands. Backed by Vingroup and VinFast, the company is expanding its international footprint under the unified Green SM identity, recently entering India as its fifth overseas market and achieving a Brand Strength Index (BSI) score of 58/100 with an A brand strength rating. Building on its leadership in Vietnam’s electric ride-hailing sector, Green SM continues to strengthen its presence across Asia through strategic partnerships, market expansion, and the development of a technology-driven, zero-emission transportation ecosystem, with further launches planned in Europe and the United States.
A notable brand in the Vietnam 100 2026 report is VPBank (brand value up 41% to USD995 million). The banking brand climbs two ranks to 11th most valuable brand this year. VPBank’s sharp increase in market capitalisation was primarily driven by positive developments surrounding VPBank’s IPO plans. The announcement that VPBank intends to proceed with a fourth-quarter listing directly triggered a significant surge in share price, with the bank continuing to trade at elevated levels thereafter.
The 2026 Sustainability Perceptions Index highlights how leading Vietnamese brands are converting ESG commitments into tangible brand value. Viettel Group leads on Sustainability Perceptions Value, while Vinamilk stands out on social impact, and Vinhomes shows strong upside potential in shaping perceptions. Meanwhile, Vietnam Airlines reflects the growing importance of ESG integration across high-emission sectors.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
