Overview

In today’s fast-changing world, from supply chain fractures and geopolitical tensions to the surge of artificial intelligence (AI) and shifting consumer behaviors, brands have no choice but to keep evolving to stand out to customers.

To adapt and endure, businesses must have vision and a profound understanding of their core values, while also equipping themselves with the courage and capability to continually reinvent themselves by rebranding and quickly keeping pace with an ever-changing reality.

With the domestic market packed with competition and the global market offering both opportunities and challenges, Vietnamese businesses that want to grow need to boldly step onto the world stage, win over consumers both domestic and international, keep customers engaged in the AI era, and most importantly, move fast while aiming for truly sustainable growth.

Within this context, “Legacy & Vision” becomes a guiding principle for brand transformation. It empowers companies to refresh their core values, adapt to evolving customer expectations, and not only stay resilient but also rise to lead the market. The brands that remain flexible, dare to change and and build deeper connections with customers will be the ones to break through strongly in the future.

The Brand Conference 2025, themed “Legacy & Vision” brings together senior leaders, strategy consultants, and brand experts to foster a space for meaningful dialogue on market shifts, consumer behavior, and brand repositioning.

The event offers practical insights, strategic solutions, and real-world inspiration from brands that have successfully reinvented themselves. It’s also a chance for businesses to gain fresh perspectives and build smarter, more creative brand strategies for the future.