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Top-performing banks in Việt Nam unveiled
The 2025 rankings reveal a slight decline in overall brand health scores across the banking sector, which is attributed to reduced marketing investments in 2024. As banks scaled back promotional efforts, the market stabilised, resulting in minimal shifts in brand performance.
A chart shows Việt Nam's top 10 performing banks. — Photo courtesy of Decision Lab
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Vietcombank, MB and BIDV have retained their positions as Việt Nam's top-performing banks, according to the Decision Lab Best Bank Rankings 2025.
Vietcombank (30.2) reaffirmed its leadership in the industry with strong brand equity and high customer trust. MB (28.3) and BIDV (22.1) secured the second and third spots, respectively, showcasing their ongoing market presence and stability.
The 2025 rankings reveal a slight decline in overall brand health scores across the banking sector, which is attributed to reduced marketing investments in 2024. As banks scaled back promotional efforts, the market stabilised, resulting in minimal shifts in brand performance.
The rankings are based on over 10,000 annual consumer interviews in Việt Nam, with historical data spanning nine years, making it the most comprehensive continuous survey of financial service providers in the country.
Banks are ranked according to an index score that measures overall brand health, calculated from factors such as impression, quality, value, satisfaction, recommendation and reputation.
CEO of Decision Lab Thue Quist Thomasen said: “The banking industry has demonstrated stability over the past year, but this period also presents a critical opportunity for banks to differentiate themselves.
"In such an environment, success will favour those who take bold and strategic actions. It is essential for banks to stay focused on their customers' evolving needs, ensuring that their core segments receive tailored, high-impact services."
He added that banks must also build stronger brands and foster deeper loyalty in a competitive landscape.
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