According to Brand Finance, TPBank is one of the outstanding units with a bold brand strategy and a unique, distinctive, and effective communication style, leaving an impression on customers in Vietnam. In 2024, TPBank's brand value will reach 461 million USD, ranking 23rd in the 100 most valuable brands in Vietnam.
Market share increased nearly 5 times with "right-touch" brand strategy
At the Forum “Sustainable Development, Global Conquest” jointly organized by Brand Finance and Vietnam Brand Purpose on October 11, Mr. Alex Haigh, CEO of Brand Finance Asia Pacific, highly appreciated the development steps of the TPBank brand.
“TPBank’s brand familiarity has increased from 25% in the 2020 ranking to 42% in our latest ranking. Along with that, market share - the level of public choosing to use TPBank’s services - has increased nearly 5 times, reaching 24%.
This is because TPBank has chosen the right direction, developing its brand associated with the strength of digital banking, continuously creating new experiences. The latest campaign with the slogan "Choose experience, complete me" has attracted a large number of young customers, creating a lot of buzz for the purple bank, helping the bank have more than 3 million new accounts and double digital transactions in 2023 alone" - Mr. Alex Haigh assessed.
According to Brand Finance's Top 100 report, TPBank's brand value increased by 8% to 461 million USD, maintaining its 23rd position in the Vietnam 100 2024 ranking recently announced by Brand Finance. TPBank's 'advertising recall', 'familiarity' and 'growth' indicators all recorded high scores.
TPBank's total Brand Strength Index (BSI) increased to 73.9 out of 100 and its AA brand strength rating improved compared to 2023. For the second year in the rankings, TPBank recorded strong growth in both brand value and strength and was highly appreciated for its digital transformation efforts and innovation in user applications.
In 2024, the banking industry recorded impressive growth with total brand value increasing by 10%, reaching 13.8 billion USD. This is a clear testament to the resilience and operational capacity of domestic banks in the face of challenges from the global financial market.
With 20 banking brands in the ranking, this shows the sustainable development of the industry. In this ranking, TPBank is the 10th most valuable brand and the 9th strongest among the Vietnamese banking brands ranked this year.
A different direction highlights the personality of Purple Bank
When mentioning TPBank, the public thinks of a digital bank - a bank that always prioritizes technology, is willing to invest heavily and is not afraid to be ahead.
As the number of new branches opened each year is limited by the State Bank's regulations, TPBank has put into operation the LiveBank 24/7 automatic banking system covering the whole country, meeting 98% of customers' financial service needs compared to traditional branches.
Customer experiences are enhanced, transaction times are shortened, and the bank's operating costs are also significantly reduced. Not only that, TPBank also implements strong digital transformation on all digital transaction channels and even on daily internal operations.
TPBank App is a model of digital banking application with a series of impressive features such as ChatPay - money transfer in message interface, VoicePay - contactless money transfer by voice,.. or unique card product lines such as Flash 2in1 with 40 designs; digital products for corporate customers. Recently, TPBank continues to perfect biometric authentication technology by launching the eCM digital assistant, helping customers to go to TPBank transaction points without paperwork.
If technology is the lever to create momentum for the bank, then business philosophy is the foundation for sustainable development. With the foundation of understanding, TPBank's leadership always believes that it is possible to build a bank that is "truly customer-centric", taking customer understanding as the guiding principle to create financial solutions and products.
TPBank has demonstrated its sincerity and dedication through developing products from the heart, according to the actual needs of users. The meticulous attention to every detail of the TPBank Mobile app, user interface, and LiveBank clearly demonstrates the statement "Because we understand you" to customers.
The attraction of Purple Bank also comes from outstanding and creative communication campaigns that can be named such as: TPBank 2in1 Concert - Complete experience with more than 50,000 live viewers and 4.6 million viewers on platforms; 7,000 new 2in1 Flash cards were opened and thousands of cards opened along the "Purple Truck" journey - the Purple Team's trip across Vietnam lasting 2 months; along with many campaigns that have scored points in the hearts of customers over the years.
With a creative and different approach, TPBank has truly become a brand that spreads and inspires digital transformation for the Vietnamese banking industry. Through an impressive journey to exist in the hearts of tens of millions of people, creativity, product quality, and close, understanding relationships with customers will always be a key part for TPBank to reach even higher milestones.
