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Branding is a crucial keyword in modern marketing and business. In the ever-expanding digital space that creates countless creative opportunities, improving and maintaining brand awareness has become even more important, as customers live, work, and entertain in a hyper-connected world.

Consumer behavior has significantly changed post-COVID-19, and the portrait of the new consumer generation – GEN Z (1995-2012) – is now better visualized. They interact online more, prefer convenience and personalized experiences. Meanwhile, technological advancements have enhanced immensely branding, personalizing shopping activities, and customer experiences.

Vietnam’s economy has been facing numerous challenges and difficulties this year, thus impacting heavily on customers’ behaviors and causing purchasing power loss. To keep businesses updated on the latest branding trends for performance and seizing growth opportunities when the economy recovers, Forbes Vietnam is pleased to host a conference under the theme “From Creativity to Legacy.” Experts and industry leaders will offer branding development insights amid customer behavior changes and new technologies creating new branding trends.

From Creativity to Legacy
Developing and building brands in the context of changing customer behavior and technology creating new trends

Event highlights

Brand building as customers differentiate

Each customer segment has different product expectations, making it a challenge for businesses to meet diverse needs.

How AI changes Marketing activities

Use customer footprint data for the most effective marketing.

Take Vietnamese brands to the world

Vietnam does not yet have successful Made in Vietnam products and brands that affirm their position at the continental level.

Should we cut the marketing and advertising budget?

Perspectives on whether to follow short-term trends or stay loyal to the long-term brand development path.



Past Speakers

Đặng Thúy Hà

Giám đốc nghiên cứu hành vi khách hàng, NielsenIQ Việt Nam

Nguyễn Anh Hòa

Sáng lập kiêm Tổng Giám đốc, YouNet Group

Tóc Tiên

Nghệ sĩ

Nguyễn Thanh Giang

Đồng sáng lập kiêm Tổng giám đốc, Purpose.Ant

Nguyễn Yến Nhi (Naree Nguyen)

Giám đốc Kinh doanh khối khách hàng, TikTok Việt Nam

Nguyễn Tiến Huy

Tổng Giám đốc, Pencil Group

Nguyễn Duy Thông

Đồng sáng lập kiêm Giám đốc điều hành, Dentsu Redder

Điều phối thảo luận – Phan Bích Tâm

Giám đốc Quốc gia, Hiệp hội Mobile Marketing tại Việt Nam (MMA Việt Nam)

Brand Conference 2023 the theme “From Creativity to Legacy.”
Experts and industry leaders will offer branding development insights amid customer behavior changes and new technologies creating new branding trends.

13:30 – 14:00
Welcome Guests
14:00 – 14:10
Opening Speech

Ms Dang Minh Phuong – Chairwoman Forbes Vietnam

14:10 – 14:30
Keynote 1: Utilize consumers’ footprints

Overloaded information and social media booming have been taking consumers immersing into the digital universe for shopping, entertainment, and networking. The traditional marketing strategies are no longer relevant. This presentation features an expert who demonstrates ways to utilize customer footprint data for the effectiveness in marketing and how AI is changing marketing and branding.

14:30 – 14:50
Keynote 2: Understand your customers better

Traditionally, once a customer wants to buy products, he/she only needs to come to brick-mortar stores and the demand would be met. But this is no longer the mainstream. Economic and social development in Vietnam has led to the rapid growth and differentiation in the middle class, resulting in various distinct customer segments with very different expectations. This creates challenges for businesses. A branding expert will share the insights on building brand characters to meet different expectations and demands.

14:50 – 15:10
Keynote 3: Take Vietnamese brands to the world

Vietnam has not been able to create successful products and brands for strong footprints in the region, however, efforts have been continuously made. This presentation features a journey of taking Vietnamese brands to the world.

15:10 – 15:25
Tea Break
15:25 – 16:15
Panel Discussion: Brand strategy or chasing trend?

Traditional marketing channels are still effective for boosting sales, but online channels, such as e-commerce platforms and live-streaming, are increasingly taking over to help brands attract potential customers. In 2023, businesses have been forced to cut marketing and advertising budgets to address temporary issues, to prioritize sales, and to boost revenue. However, the question is could online price competition help businesses build long-term brand loyalty?
This panel discussion will gather business leaders and experts to share their perspectives on chasing short-term trends and staying committed to long-term brand development, which will help team leaders of companies to consider their best possible choice for the current context.

16:15 – 16:30
Brand chapter 25 anniversary ceremony

Honoring ceremony of 25 leading Vietnam company brands in consumer and industrial goods ranked by Forbes Vietnam.

16:30 – 17:30


40% OFF

Early Bird Ticket

5.000.000đ /Ticket
Valid until: 03.10.2023
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30% OFF


Valid until: 17.10.2023
Buy Now
30% OFF


Valid until: 17.10.2023
Buy Now

Single ticket

Valid until: 17.10.2023
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• Ticket price does not include VAT

• Newspaper and ticketing packages: VAT and shipping costs are not included

• The number of participants is limited: maximum 200 people

List of 25 leading consumer goods and industrial companies

Forbes Vietnam has compiled its list of brands for the eighth consecutive year. Forbes Vietnam determines brand value based on financial data, so some large private companies that do not cooperate in providing financial data will not appear on the list.

Founding year
Brand value

Information & Place Organize Events


The Reverie Saigon
22-36 Nguyen Hue Street, District 1, Ho Chi Minh City


13:00 17.10.2023


Advertising and event sponsorship:

0918 610 088

Attend the event:

0909 344 841