MB tops survey of priority banking brand recognition, lending products

Military Commercial Joint Stock Bank (HoSE: MB) ranked first among Vietnamese banks in brand awareness for priority banking services and priority lending products, according to a June 2026 survey conducted by market research firm Mibrand.

The survey, which covered priority banking customers in Hanoi and Ho Chi Minh City, found that MB achieved the highest top-of-mind brand recognition in the priority banking segment with a score of 19.5%.

The lender also led in top-of-mind awareness for lending products targeted at affluent customers, highlighting its visibility among clients seeking tailored financial services.

Vietnam's priority banking market has expanded rapidly alongside the growth of the country's affluent population and rising demand for wealth management, financing and personalized banking solutions. Mibrand cited estimates that Vietnam's personal financial assets could reach around $600 billion by 2027, up from $363 billion in 2022.

The rapid growth of the wealthy and near-wealthy segments means that priority banking is no longer defined merely by perks such as dedicated service areas, fee concessions, or specialized care. Instead, these services are increasingly shifting toward wealth advisory, flexible financing, information confidentiality, and the design of financial solutions tailored to individual goals.

According to the survey, 73.5% of respondents said they had used, explored or sought advice on lending products designed for priority customers over the past 12 months. Speed of approval and disbursement, as well as a bank's reputation and reliability, were identified as the most important factors when selecting a financial institution (both 42.1%).

In addition, factors such as suitable loan limits, flexible repayment terms, simple procedures, and clear approval criteria also significantly influence the choice.

With a score of 19.5%, MB outperformed peers including Techcombank (18.8%), Vietcombank (14.9%), VPBank, TPBank and BIDV in unaided brand recall for priority banking services, according to the survey results.

This shows competition in the priority banking segment is extending to a growing number of banks that clearly position themselves around premium customer service.

Beyond brand recognition, respondents also associated MB with attributes such as trustworthiness, commitment to customer care and information security, reinforcing its positioning in the premium banking segment.

Notably, MB received positive recognition from customers and ranked at the forefront across several key attributes, most notably reputation (82.3%), dedication to customer care (63%), and safety and security (68.3%).

Furthermore, MB was among the leaders in transaction reliability (61.7%) and professionalism (60.3%).

These results demonstrate that MB not only enjoys high brand awareness within the priority segment but has also established a brand image synonymous with trust, security, and service quality - factors that customers prioritize when selecting a long-term banking partner.

With MB Priority, recent branding strategies demonstrate an effort to broaden the definition of priority banking services. Instead of focusing solely on luxury or exclusivity, MB has chosen to center its messaging on happiness, family, and living life to the fullest. This approach makes premium financial services feel more relatable while adding emotional depth to the brand in the minds of customers.

MB Priority’s communication activities and brand touchpoints are implemented by blending mass-market visibility with curated experiences. From outdoor advertising campaigns in major cities and partnerships with influencers in the family and lifestyle spheres to aligning the brand with large-scale cultural and sporting events, MB Priority is progressively increasing its presence in contexts that resonate with the lifestyle, leisure, and networking needs of its priority customer segment.

The survey also found MB to be the most frequently recalled provider of lending products for priority clients (23.7%), ahead of other major lenders including Techcombank, Vietcombank, BIDV and VPBank.

This result is particularly significant, as lending products play a pivotal role in priority banking services. According to the report, 73.5% of surveyed customers indicated that they had used, explored, or received consultation regarding lending or financing products designed for priority clients within the past 12 months, demonstrating this segment's substantial interest in such products.

Therefore, the bank that comes to mind first for this product category is typically one that successfully establishes a clear association with capital strength, reliability, and the ability to partner with clients in making important financial decisions.

Mibrand said financing products have become an increasingly important touchpoint for affluent customers, many of whom use borrowing not only for consumption but also to optimize cash flow, expand businesses, invest in assets or capitalize on market opportunities.

To address those needs, MB has developed specialized financing solutions for priority customers, including products aimed at residential and investment property purchases, personal consumption and lifestyle spending, as well as working capital and business expansion for entrepreneurs and investors.

To meet diverse consumer needs and lifestyle preferences, flexible lending solutions like MB PriFlexi empower customers to proactively manage funds for personal, family, educational, medical, or travel plans, as well as other financial needs that arise in daily life.

Meanwhile, for business owners, household business operators, and investors, comprehensive financing solutions support production and business activities, helping them supplement cash flow, expand operations, and seize business opportunities at the right moment.

Lai Tien Manh, a representative of Mibrand, said the survey suggests that brand visibility, credibility, speed and flexibility are becoming increasingly important competitive factors in the priority banking segment, where customers expect tailored financial solutions rather than standard banking products.

The findings also indicate that competition among Vietnamese banks is shifting beyond traditional branding and product offerings toward deeper customer engagement, personalized services and comprehensive financial solutions designed to strengthen long-term client relationships.

The fact that MB ranked first in both key categories of the survey for priority banking clients reflects the bank's efforts to build closer relationships with customers, focusing on listening to and understanding the specific financial needs of each client segment.

These results demonstrate that factors such as partnership, customer insight, and the ability to meet practical needs are increasingly valued by priority clients - alongside the benefits of products and services. Such factors will continue to play a pivotal role in shaping customers' choices and their long-term loyalty to the bank.