The SHB brand affirms its mark in the market and leaves a strong impression on the public

The "Vietnam 100 2025" report was published by Brand Finance, a London-based brand valuation consultancy. The report notes that the total brand value of Vietnam’s top 100 brands this year declined by 14% compared to last year due to economic challenges.

In this context, SHB has maintained its growth momentum, with a brand value reaching USD 264 million and rising one position compared to 2024. Since the ranking’s inception in 2015, SHB has consistently been listed among the Top 35, affirming the bank’s strong financial capacity, reputation, and market position.

Brand Finance stated that brand valuation and ranking are conducted using indicators such as Brand Strength Index (BSI), brand impact, brand royalty rate, and projected corporate revenue. Therefore, the ranking reflects effective business performance, customer satisfaction growth, and the success of SHB’s impactful brand communication campaigns.

Brand Communication Campaigns “Touching” the Community

The strong growth in SHB’s brand value and recognition is not only reflected in the Brand Finance rankings but also confirmed by other independent metrics such as YouGov BrandIndex. Accordingly, SHB’s brand awareness has shown positive progress each quarter, increasing from 25.1 points to 28 points in the most recent quarter (for the 18+ segment across Vietnam), demonstrating the effectiveness of its recent impressive brand communication campaigns.

Amid an increasingly vibrant market with dazzling stages and concerts backed by major brands, SHB maintains a consistent path—quiet yet persistent, people-oriented, and focused on profound cultural and spiritual values. SHB remains committed to nurturing initiatives imbued with national identity, connecting hearts, and spreading Vietnamese pride in an authentic and inspiring way.

In the campaign “Fueling the Vietnamese National Team” during the AFF Cup 2024, SHB not only brought 600 supporters to Thailand to cheer for the team but also extended the Vietnamese spirit beyond national borders, spreading courage and national pride in the early days of the new year. This effort was not only a show of support for sports but also a statement affirming the power of solidarity and patriotism conveyed through concrete actions.

Continuing this spirit, in March 2025, SHB, together with the T&T Group, organized the “Cultural Festival” – an event where 15,000 people united in the rhythm of the National Anthem. That moment not only set a Vietnamese record but also sparked a profound sense of pride, creating an invisible bond between individuals and the nation, linking the past, present, and future. The event was held both to express gratitude, strengthen cohesion, and enhance the love and pride of employees for the organization—providing momentum to collectively step into a breakthrough phase—and to communicate the vision, ambition, and readiness of T&T and SHB to enter a New Era: the era of national advancement.

Most recently, the campaign “Happiness is Being Vietnamese,” on the occasion of the 80th National Day (September 2), conveyed a deeply humane message, proudly reflecting the national spirit. SHB believes that every Vietnamese, wherever they are, can feel happiness and pride in living, contributing, and accompanying the development of Vietnam. Each of us experiences the joy of patriotism and contributes to the country in our own way. SHB’s campaign added a distinct hue to the vibrant picture of the nation during the National Day celebrations.

All of SHB’s campaigns have received strong positive responses, spreading widely across media and social networks, resonating with people nationwide.

Every event organized by SHB is not merely a communication activity but a relentless effort to connect millions of hearts—through emotion, love, and the Vietnamese spirit. This is also how SHB affirms its position: not through flashiness, but through cultural depth, the sustainability of trust, and pride nurtured over the years.

SHB’s strong brand identity and unique corporate culture have simultaneously enhanced its employer brand value. The bank has been honored four times by HR Asia magazine as one of the “Best Workplaces in Asia”; certified as an “Excellent Workplace” by the global workplace culture organization Great Place To Work; and recognized by the Better Choice Awards 2024 as the “Bank for People of the Year,” making SHB a preferred destination for talent seeking to contribute and develop their careers.

Brand Position and Customer Satisfaction Growth

“Customer and market-centricity” is one of the four key pillars in SHB’s transformation strategy. The bank develops its products and services based on deep customer understanding, and its efforts are continuously recognized through awards such as “Best Bank for Public Sector Clients in Vietnam” by FinanceAsia, “Vietnam’s Best Bank for Sustainable Financing” by Global Finance, and “Bank with the Best Payment Solution Initiative in Vietnam” by The Asian Banker.

According to the early 2025 report by Decision Lab, SHB is among the “Top 10 Banks with the Highest Customer Satisfaction in Vietnam” and has recorded the fastest growth in satisfaction scores for two consecutive years. Customer satisfaction with SHB’s products and services, along with the awards received, reflects the bank’s efforts and achievements.

In the international financial market, SHB also affirms its brand position as one of the few banks selected by the World Bank, JICA, ADB, KFW, and other international financial institutions as a participating bank for national key projects, as well as for the ADB’s global trade financing programs.

The bank continues comprehensive cooperation with strategic partners, including large state-owned and private economic groups domestically and internationally, to develop a full-scale ecosystem strategy, support supply chains of satellite enterprises, small and medium-sized enterprises, and individual clients, thereby reinforcing its brand position and long-standing development.

Affirming Position in the Financial Market and Contribution to Society

As of June 30, 2025, SHB’s total assets reached nearly VND 826 trillion, with outstanding customer loans exceeding VND 594.5 trillion, up 14.4% from the beginning of the year and a sharp increase of 28.9% year-on-year. Charter capital reached VND 45,942 billion, solidifying its position among the Top 5 largest private banks in Vietnam.

The bank aims to reach total assets of VND 832 trillion this year and hit the VND 1 quadrillion mark by 2026, marking a solid step forward in scale and market position both domestically and regionally.

In the first six months, SHB recorded pre-tax profit of VND 8,946 billion, up 30% compared to the same period in 2024, equivalent to 62% of the 2025 annual plan. Recently, SHB was listed among the Top 10 private enterprises with the highest profits in Vietnam according to Vietnam Report. With sustainable business growth, SHB consistently maintains a high annual dividend rate for shareholders and has been repeatedly ranked among the top banks contributing to the national budget.

At the same time, SHB continues to allocate resources to social welfare and community development activities. Over the years, SHB has actively accompanied initiatives that create and spread positive, humane values, promoting the nation’s cherished traditions.

The bank was honored with a Certificate of Merit from the Prime Minister for its active contributions to the program addressing temporary and dilapidated housing. Specifically, SHB donated VND 100 billion to Soc Trang province and, in collaboration with the Ministry of Public Security, implemented programs to eliminate temporary housing and support the poor across provinces. This included constructing 700 houses for the poor in Bac Lieu province, 150 houses for residents, and one school for children of ethnic minority communities in mountainous areas, in provinces severely affected by storms and floods such as Son La, Phu Tho, Tuyen Quang, Dien Bien, Yen Bai, Ha Giang, Cao Bang, Bac Kan, and Thai Nguyen.

The recent growth in SHB’s brand value further affirms the bank’s dedicated efforts and strategic objectives on its sustainable development journey, continuously achieving comprehensive growth in both scale and quality while remaining closely linked with society and the country.

Under its strong and comprehensive transformation strategy, SHB aims to become the top 1 bank in efficiency, the most favored digital bank, the best retail bank, and a leading bank providing capital, financial products, and services to strategic private and state-owned corporate clients, with an integrated supply chain, value chain, ecosystem, and green development. With a vision toward 2035, SHB seeks to become a modern retail bank, a green bank, and a top digital bank in the region.