During the 2020–2025 strategic term, Viettel set an ambitious transformation goal: to evolve from a leading telecommunications provider into a digital services powerhouse.

This shift involves expanding revenue streams into new product and service categories built on digital platforms, while maintaining its No.1 position in telecom and IT domestically. At the same time, Viettel plays a central role in developing a high-tech industrial ecosystem, including strategic defense technologies and dual-use innovations rooted in military-grade R&D — contributing to national security while integrating with broader economic, cultural, and social development.

In this context, annual brand health check is no longer a routine check-up. Each year presents new strategic questions, new business directions, and new expectations from both the corporation and its subsidiaries.

A static survey model cannot capture the evolving complexity of Viettel’s brand landscape. The challenge lies in designing a research framework that is agile, customized, and deeply aligned with the Group’s shifting priorities — one that not only reflects brand performance, but also anticipates future needs and supports strategic decision-making.

Brand Creativity approaches Viettel’s brand health check as a dynamic, strategic research program — not a fixed questionnaire. Each year, the survey framework is restructured to reflect the Group’s evolving goals, new product launches, and emerging business verticals.

We work closely with Viettel’s leadership and key units to identify the most pressing brand questions of the year, ensuring that the research captures both internal expectations and external perceptions.

Beyond measuring brand awareness and sentiment, the program is designed to surface actionable insights: pinpointing gaps from the previous year, tracking progress, and identifying areas for improvement. This enables Viettel to not only maintain brand stability, but to actively leverage its brand as a strategic asset — one that supports business growth, strengthens market leadership, and reinforces its role as a national technology pioneer.